Categories: Analytics and Tracking

SEO Hack: Essential Tips for a Successful Website Migration

Website migrations are one of the very common yet sensitive processes in the world of digital marketing, especially SEO-sensitive. Dgtlmart-an experience SEO service company–recently migrated a website from one server to another. However, in the process, a list of unexpected SEO-related issues popped up and a lesson learned for the well-planning of this migration strategy, especially when rankings are threatened.

Importance of having a smooth website migration process

It’s way more than just moving files from one server to another. It requires careful and precise planning and execution to ensure the site has all its SEO health intact when it migrates. Sloppy handling makes migrations a doorway for rankings to drop, traffic to dwindle, and users to get a jarring experience. Businesses that use SEO-driven traffic desperately need to work with the most reliable SEO service provider to avoid pricey mistakes.

Objective of Our Client’s Website Migration

The primary goal of this migration was to boost website speed, improve security, and enhance user experience. By implementing a fresh, secure server environment, we hoped to deliver faster load times and strengthen the site’s backend for future scalability.

Unexpected Challenges Encountered

Despite rigorous planning, unforeseen challenges surfaced. Here’s what happened:

1. Google Indexing the Maintenance Page

During the migration, the website had to be put in maintenance mode for six to eight hours. Unfortunately, Google’s crawlers accessed the site during this period, leading to the maintenance page being indexed instead of the main content.

2. Impact on Keyword Rankings

As a result of the maintenance page indexing, the client’s previously high-ranking keywords dropped off the first page, significantly impacting organic search visibility.

3. Loss of Home Page Traffic

With the maintenance page indexed, the website’s home page traffic suffered, as visitors weren’t able to access the usual landing page content.

4. Identifying the Core Problems

Our first step was to use Google Search Console to identify exactly what went wrong. It was clear that Google had indexed the maintenance page instead of the main content, which required us to adjust our strategy immediately.

Resolution Steps Taken

To address these issues, we implemented a multi-step recovery plan:

1. Analyzing Google Search Console

Using Google Search Console, we reviewed the pages indexed and monitored for indexing errors. This allowed us to quickly locate the problematic pages and understand the scope of the indexing issue.

2. Submitting Home Page for Recrawling

Next, we submitted the home page for recrawling in Google Search Console. This step was critical to encourage Google to re-index the correct content, bypassing the previously cached maintenance page.

3. Boosting Social Media Promotions

We shared key pages, including the home page, on social media platforms. This helped direct traffic back to the intended pages while signaling Google about user engagement with the site’s actual content.

4. Rebuilding Links to the Home Page

Our team ramped up link-building efforts to strengthen the SEO authority of the home page. By acquiring quality backlinks, we signaled to Google that the home page was the primary entry point for users.

5. Making Content Updates

Finally, we made small updates to the home page content to prompt Google bots to revisit the page. This step, along with consistent engagement signals, accelerated the re-indexing process.

Outcome and Recovery

Within a few days, Google’s bots re-indexed the main pages, and the website’s keyword rankings began to recover. Although the client’s site lost about four days of traffic, we successfully restored its visibility and SEO strength, demonstrating the resilience of a well-coordinated recovery plan.

Key Lessons Learned

Through this experience, we learned valuable lessons that can guide future website migrations:

1. Importance of Thorough Planning

Proper planning is essential. Include SEO considerations in the migration checklist, such as scheduling migrations outside peak crawling times and preparing contingency plans.

2. Monitoring Google Search Console

Real-time monitoring in Google Search Console helps identify issues quickly and allows for rapid responses to crawling or indexing errors.

3. Testing Website Functionality Post-Migration

After migration, thoroughly test the website to ensure that all functionalities are operating smoothly and that important pages are indexed correctly.

4. Creating a Contingency Plan

Always have a backup plan in case of unexpected issues. This could involve creating custom messages for maintenance pages to prevent indexing errors or notifying search engines about migration details.

Advice for Businesses Seeking the Best SEO Services

For businesses planning a website migration, working with a reliable SEO services company is crucial. A professional SEO team will help safeguard your SEO performance, ensuring that keyword rankings and traffic remain stable throughout the migration. Remember, the best SEO service provider doesn’t just focus on driving results but also on protecting your online visibility through every step of your digital journey.

Conclusion

Website migrations are complex, with potential for both growth and setbacks. Through DgtlMart’s experience, we’ve learned that even the best SEO services need careful execution, real-time monitoring, and a recovery plan to mitigate unforeseen challenges. By following these best practices, businesses can ensure a smoother migration process and protect their SEO investments.

How can I prevent a website migration from impacting my SEO?

To prevent SEO impacts, plan thoroughly, use Google Search Console for monitoring, and test everything post-migration. Partnering with an experienced SEO service company is also recommended.

Why did my keywords drop after migration?

If Google indexed a temporary page (like a maintenance page) during migration, your keywords could drop. Submitting the correct pages for re-indexing can help.

How long does it take for SEO to recover after a migration error?

Depending on the severity of the issue, SEO recovery can take anywhere from a few days to weeks. Immediate action and a solid plan can expedite this process.

Should I notify Google before a migration?

Yes, notifying Google about planned changes or temporarily blocking crawlers during maintenance can help prevent indexing issues.

Can social media help restore SEO after a migration error?

Yes, promoting pages on social media can drive traffic, signaling to Google that the content is relevant, which may help with faster re-indexing.

DGTLmart Technologies