Website Migration and New Site Guide

Redesigning and restructuring a website can be a great way to freshen up your brand and help increase user conversions. This isn’t without risk though. From domain names to redirects, title tags to content, there is a multitude of things that can go wrong and damage a site, ending in lost traffic and decreased conversions. Following the instructions below will help sustain your rankings and maintain your current traffic levels.Initial ConsiderationsDomain NameWe would suggest sticking to the same domain name on the new site, as well as keeping as much under one domain as possible. This is so that any historic links that have been built will still be pointing to the relevant domain.You can check your preferred domain availability on websites such as 123-reg.com.  Content Management SystemThis might be dictated by developers and/or sales methods, but there are many more options than in previous years.Even if different departments want different CMSs, there will be options for integrations and communications between the two.If you have tech support in-house this is less important, but ideally, your CMS should allow you to:Implement and change Meta descriptions and Meta titles independentlyImplement text and internal link changes easilyImplement Alt tags on imagesImplement and change H1 and H2 tags independentlyPlace permanent 301 redirectsUpload/replace XML Sitemap and robots.txtStaging WebsitesIf a staging website is being used for the build of the new website, make sure that it isn’t indexed to avoid duplicate content penalties.Password ProtectionBlocking crawlers and users from getting to the site through a login is the most effective way. Robots.txtPutting a directive in your robots.txt file can block crawlers from accessing the staging site.This is not 100% guaranteed and users can still see the pages. NoIndex TagsThese are page-level tags and should be used as a last resort if needed.Site BuildYour site should be built in a language easily read and crawled, ideally with HTML alternatives.JavaScript and iFrames can be read, but less effectively.Redirects & Structure301 Redirects301 redirects should ensure that users and crawlers can find new equivalents for old pages.Map redirects so each old URL goes to the most appropriate new URL.URL StructureEnsure concise, informative URLs like /services/ rather than /our-service-offering/.CanonicalsCanonicals prevent duplicate content issues, especially on category pages with filters or sorting. On-Page OptimisationsPage TitlesMove existing titles across where relevant or optimise them based on traffic and search terms.Meta DescriptionsUpdate or move meta descriptions and ensure branding and contact info is current. Header TagsMaintain a logical hierarchy for H1, H2, etc., and ensure they remain descriptive.Content & DesignMenusKeep internal linking strong with accessible top menus for key pages.Footer LinksInclude useful links like contact, delivery info, and terms in the footer.Sharing & SocialAdd social sharing icons, especially on product or informational pages.SitemapsHTML sitemaps can aid accessibility and prevent orphaned pages.File/Code UploadXML SitemapsEnsure your sitemap.xml is current, and submit it in Google Search Console for faster crawling.Search Console VerificationValidate your domain property in Google Search Console and ensure it’s ready post-migration.Google Analytics CodesPrepare analytics or Tag Manager codes to track data with minimal interruptions at launch.Robots.txtSwitch from staging to live robots.txt to allow crawler access.Technical ConsiderationsImage TagsRetain or create Alt Tag descriptions for all images.Site SpeedsUse Gzip compressionUse modern web formats and compress files before uploadMinify code and update server cache settingsCustom 404 PagesCreate a custom 404 page with helpful navigation or automatic redirection to relevant content.SummaryFollowing this whitepaper will help you plan a migration, maintain rankings, and ensure a smooth transition. You’ve got this!However, should you find something does go wrong, you can chat to our SEO Migration Paramedics or request a Rescue Review.Request a Rescue ReviewIf your rankings or traffic have dropped since your website launch, don’t wait. Book a free Rescue Review and let our SEO Migration Paramedics take a look.Request a Rescue Review