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Simple Ways to Protect Your SEO Efforts during a Website Migration

A company’s website, in a digitally-driven world, represents what a company does, what it offers and why it matters? A website that communicates efficiently and is backed by the best SEO techniques can tap on valuable opportunities. Do you know why some websites can’t make the most out of it even if they are hosted on dedicated server or cloud servers? Reason – these websites lack potential attributes followed by their negligent approach. No matter whether you are planning to buy a new domain name or update your existing website, it is indispensable that you put your best foot forward while taking up the transition process. It goes without mentioning that when an existing website is re-launched with new domain name, there are possibilities that your website’s conversion rate, traffic, and presence may get affected.

Through this blog post, I am making an attempt to share some of the best SEO practices, which can help save the value prop that you have earned in your website at the time of migration or redesign.

Prior to taking migration process forward, it is important that you must have a clear understanding of your mission-critical website, right from its ranking to its designed.  For this, there are plenty of tools available online that can help you collect all the information required. Here, is a list of information that you need to garner in order to ensure successful migration or re-launch of your business website:

Indexed Webpages:  In order to find how many webpages have been indexed on a particular search engine platform, input ‘site:’. And, you will see the number of indexed pages of your website.

Sitemap: Login to your webmaster, select crawl, click on the sitemap option, and download your website’s sitemap from there. This sitemap will give you the complete information about the types of URLs on your website. Also, the webmaster tool provides a provision to apply mass rules for migrating from old URL to the new one.

Robots.txt: It is always sage to comprehend what pages you have disallowed. You can simply log on to your webmaster tool, select the option Crawl from the sidebar, and click on Robots.txt Tester to view the URLs for which you have applied robots.txt.


Backlinks: Today, it is very important to have a good number of backlinks for your website on high Domain Authority (DA) and PA (Page Authority) sites. Also, you need to make sure to redirect link value of your old website to the new one.  Again, you can log on to webmaster tool, select Search Traffic, and then Links to your site to glean through the number of links. What you can do is – you can prioritize the pages for redirection according to their importance.

Now you must be thinking how would it help save your SEO inputs, and pass the value to the new one? Well, taking insight of a number of links to your website will allow you to ensure that redirection is passing the same vale and accuracy sane as the existing ones.

 SEO Audit: This is one of the most critical steps, allowing to determine the positives and negatives of your currently running website. The lessons learned from the audits will give you an idea about what should be migrated and what should not be. Furthermore, you can apply optimization techniques on new website for a successful migration process.

Once the migration process is successfully completed, it becomes essential to consider the below-mentioned pointers in order to curtail ranking dropdowns as the search engine indexes your new website:

Header Responses:  Now, you need to find if your newly launched website contains any broken links, temporary redirects, or server errors. If any, fix the same immediately. You can simply seek complete details about this using your webmaster tool. Select Crawl and then Crawl Errors to have an insight.


301 Redirects: You need to create a 301 redirect map. And, if you would overlook this important factor, you would lose a great amount of user-generated traffic, and your website would, thus, turn into a failure. Furthermore, this will help you to collect a list of all revamped URLs. By comparing the old URLs with the new one, you can simply redirect your existing URLs to the new one.

Duplicate Content Analysis:  Duplicate content can bring your website rankings down on all search engines. Determine the duplicate pages and content, and delete them using canonical tag application.

PageSpeed: This tool helps you determine effective ways to make your site run faster, and giving it the mobile-friendliness feature.

Robots.txt: Once your website is up, make sure that robots.txt is not blocking the crawler to coming onto your site and pages.

Meta Descriptions and Title Tags: Meta description and titles are visible in the search results. It is important to ensure that your title tags are adequately arranged, unique, and correct.

Above all, do not forget to take the backup of your files, and do not cancel the service until the migration process gets accomplished.

Considering the aforementioned points, you can ensure the success and high visibility of your mission-critical website.

About Taiba Fatima (151 Posts)

Taiba Fatima is a Delhi, India based content writer with a knack for technical writing. Her alacrity to explore new horizons and learn technological advancements add piquancy to her writing profession. Apart from technology, she is a passionate blogger and loves to write about other verticals including: BPO sector, Travel, Art & Culture.

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