In the ever-evolving digital landscape, website migrations are inevitable. But are you prepared to tackle the challenges they bring? Website migrations can encompass a variety of changes, from hosting and domain name shifts to CMS changes and complete redesigns. But here's the kicker: a smooth migration requires expertise. Experience matters when it comes to ensuring all elements are accounted for during this complex process.

The impacts of migrations are profound. URL structures can shift, impacting user experiences, content, and structured data. Delicate elements like redirects, often overlooked, can make or break the migration's success. The Profit Squad shares real-world insights, like the client-requested launch that resulted in unexpected URL changes and a drop in organic traffic. A cautionary tale that highlights the importance of a robust redirect strategy for redesigns.

Changing domains? Keep content consistency intact. Listen to the Profit Squad as they outline the dos and don'ts – maintaining page paths, transferring structured data, and conducting content audits. So, don't forget the importance of SEO expertise during a redesign. Tune in to learn how to help mitigate risks and ensure a seamless transition.

Episode Highlights:

12:46 - In all of these redesigns, you need to have a really strong redirection, a redirect strategy like you just mentioned, Ben, and it needs to be one-to-one, like as one-to-one as humanly possible. And if you are changing domain names, I recommend trying to keep the content on the legacy site as close to the same as possible on the new site.

14:43 - A lot of people sometimes have seen that like on actual websites, they'll have a message saying under construction. And so, like for temporarily they'll point you to this other place. But, eventually and I would say usually within like four to six weeks, I would try to keep the temporary redirect. You come back to that page and your content is back.

25:57 - There's like one case of a current client where they redesigned and we were brought in something like nine months after the redesign site launched, and they were down at that point, 30% to 40% organic traffic year over year was being lost. And subsequently it took 12, you could even argue like up to 18 months, after that point to start getting back to parity, which was, in this case, a combination of building out that new content.

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Ben Page

Ray Sawvell

Blake John

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