Explore the potential pitfalls that can impact SEO performance after migrating a website to a new domain or platform.
Changes in URL structure
When migrating a website to a new domain or platform, one of the challenges that can affect SEO is changes in the URL structure. The URLs of the pages may change, leading to broken links and loss of search engine rankings. It is important to implement proper redirects to ensure that the old URLs are redirected to the corresponding new URLs. This helps to preserve the SEO value of the previous URLs and maintain the website's visibility in search engine results.
Another aspect of URL structure changes is the impact on internal linking. If the new URL structure is not properly planned and implemented, it can result in broken internal links, which can negatively affect the website's SEO. It is crucial to update the internal links throughout the website to reflect the new URL structure and ensure a smooth user experience.
Loss of backlinks and domain authority
During a website migration, there is a risk of losing backlinks and domain authority. Backlinks are external links from other websites that point to your website, and they play a significant role in SEO. When migrating to a new domain or platform, it is important to reach out to the websites that have linked to your previous website and request them to update the links to the new domain. However, not all websites may update the links, resulting in a loss of backlinks.
Additionally, domain authority, which is a measure of a website's reputation and credibility, can be negatively affected by a migration. Search engines consider domain authority when ranking websites in search results. When migrating a website, it is important to implement proper 301 redirects and inform search engines about the change to preserve the domain authority. However, even with proper redirects, there may still be a temporary decrease in domain authority, which can impact SEO performance.
Content and keyword optimisation challenges
Migrating a website can present challenges in terms of content and keyword optimisation. The content on the website needs to be reviewed and updated to ensure relevance and alignment with the new domain or platform. This includes updating meta tags, headings, and other on-page elements to reflect the new focus keywords and target audience.
Additionally, keyword rankings may be affected during a migration. Search engines need time to crawl and index the new website, and this can result in temporary fluctuations in keyword rankings. It is important to monitor the keyword performance and make necessary adjustments to optimise the content for improved rankings.
Technical issues and site speed
Website migrations can also introduce technical issues that can impact SEO. For example, if the new platform has different technical requirements or limitations, it may affect the website's performance and loading speed. Search engines consider site speed as a ranking factor, and a slow-loading website can lead to a decrease in search engine visibility.
It is important to conduct thorough testing after the migration to identify and address any technical issues that may arise. This includes optimising images, minimising code, and implementing caching mechanisms to improve site speed and overall user experience.
Monitoring and adapting SEO strategies
After migrating a website, it is crucial to monitor the SEO performance and adapt the strategies accordingly. This includes tracking keyword rankings, organic traffic, and other SEO metrics to identify any fluctuations or issues. By closely monitoring the performance, it becomes easier to identify areas that need improvement and make necessary adjustments.
Additionally, it is important to stay updated with the latest SEO best practices and algorithm changes. Search engine algorithms are constantly evolving, and it is necessary to adapt the SEO strategies to align with the current requirements. This may involve making changes to the website structure, content optimisation, and link building strategies through Digital PR.
At Honchō, we've supported a number of brands through website migrations and have case studies from the likes of Sephora. Get in touch now to see how we can help you with your website migration and protect your hard-earned SEO.
Lottie Hippisley
