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The Ultimate Guide to Website Migrations, Transfers, and Rebranding Online

The Ultimate Guide to Website Migrations, Transfers, and Rebranding

Sooner or later, you may end up dealing with down a terrific web site migration.

I’ve helped many web site house owners rebrand on-line. I’ve managed web site migrations, area merges, and acquisitions.

On this article, I’ll inform you the best way to correctly navigate an internet site migration from a digital advertising perspective.

The Ultimate Guide to Website Migrations, Transfers, and Rebranding

What You’ll Study:

Watch the Video or Learn the Full Article Under



Issues to Hold in Thoughts Throughout a Web site Migration

As a rule of thumb, there’s quite a bit that goes into rebranding.

In the event you purchase one other web site and merge it into yours, you’ll have to switch all of the content material as properly. In the event you don’t, you’ll in all probability lose the location’s previous visitors over time.

It’d appear to be the perfect concept is to take a shortcut and simply redirect the entire website. That’s not going to chop it.

You’ll need to go over all of the previous URLs one-by-one and ensure they switch to the brand new website. In any other case, you’ll lose the visitors worth that you simply had anticipated the previous website to ship.

Should you’re doing an entire rebranding that includes shifting a brand new area, you possibly can anticipate a drop in visitors of 10-30% regardless of how nicely you implement it. That’s par for the course.

The excellent news is that the drop in visitors in all probability gained’t keep everlasting. The location might very nicely recuperate after Three-6 months.

In fact, you possibly can additionally see a rise in visitors in case you do further search engine optimisation on the brand new website.

Subsequent, let’s go over the steps concerned in web site migrations.

Arrange a Improvement Surroundings

First, you want a “sandbox.” That’s a improvement setting the place you possibly can experiment together with your new web site whereas letting your previous web site proceed to run on-line.

That’s needed as a result of as you tinker with the brand new website, you gained’t have an effect on the performance of the prevailing website.

In case you attempt to rebrand or migrate the web site that individuals are already utilizing, a easy mistake in programming might take it down for hours. Whereas your builders try to determine what went mistaken, clients gained’t have the ability to go to the web site.

That’s going to harm your model.

As an alternative, arrange a improvement setting the place you can also make errors and no paying clients will discover. Then, work to good that rebranded website till it’s able to go reside.

Be mindful: you’ll additionally have to handle parallel improvement.

In different phrases, should you’re including new options to your present website, you’ll additionally want so as to add them to your new website. Typically that course of could be tough, so make sure you hold monitor of every part.

Perceive Each Single Asset You Have on Your Present Website

A profitable challenge is dependent upon what number of pages you migrate to the brand new website and the standard of these pages.

So, you’ll need to kick off the method by crawling the previous website to determine your prime performing pages, in addition to all indexable pages.

Primarily, you could take stock of the belongings that you’ve in your present website.

Begin by going into Google Analytics and searching on the final three months of visitors.

Right here’s how to try this: hearth up Google Analytics and verify the stats in your present web site.

On the left-hand sidebar, click on on Conduct. When the context menu opens, choose Overview.

To view the final three months value of knowledge, you’ll have to vary the date vary. It’s doubtless defaulted to the previous week.

Click on on the date vary within the higher, right-hand nook. Choose a date vary that covers the final three months.

Scroll down. You’ll see a desk on the backside that exhibits your hottest URLs.

To perform a website migration, it's important to identify your top performing pagesTo perform a website migration, it's important to identify your top performing pages

To carry out an internet site migration, it’s essential to determine your prime performing pages

Nevertheless, that’s solely going to point out you the highest 10 URLs. You’ll have to see greater than that.

Click on the “view full report” hyperlink simply beneath the desk. A brand new web page will seem that may permit you to view all of your URLs. You’ll need to scroll by means of the desk utilizing the arrow keys on the backside.

Use the data within the report back to determine your most essential pages.

However you’re not achieved when you’ve collected that information. In case you’re critical about easy methods to rebrand, you’ll need to take issues a step additional.

Subsequent, take a look at crucial directories and sections on the web site. Put all of that information into one sheet that identifies the perfect assets for:

  • Visitors
  • Conversions
  • Conversion charges

By doing that, you’ll study which of your pages are bringing you probably the most visitors, conversions, and extra.

How a lot visitors are you getting, and which pages generate probably the most gross sales? Which pages convert on the highest price? Which pages have probably the most backlinks?

It’s important to determine which pages are boosting your enterprise most so you’ll be able to concentrate on including the pages that matter to the brand new website.

When you combination all that knowledge, you’ve recognized your website’s enterprise mannequin.

Lastly, escape your pages by visitors channel. Learn how individuals are attending to these essential assets in your website.

Luckily, Google Analytics might help with that as nicely. When you’re nonetheless within the Conduct part, click on on Touchdown Pages underneath Website Content material. As soon as once more, you’ll see an inventory of your most closely trafficked pages.

You'll also want to identify your traffic sources during a website migrationYou'll also want to identify your traffic sources during a website migration

You’ll additionally need to determine your visitors sources throughout an internet site migration

Click on on one of many URLs, beneath the Touchdown Web page header. The software will present you a brand new desk.

On the prime of the desk, you’ll see the phrases “Main Dimension” with a number of clickable choices to the best. Click on on “Supply.”

Traffic source report for website migrationTraffic source report for website migration

Find your visitors supply report

The brand new desk will present you the place you’re getting your visitors for that web page. Rinse and repeat in your different well-liked pages.

This can can help you focus your efforts on understanding how your viewers strikes by means of your web site and the place they’re coming from.

Make sure you do that early on, and base your buyer journeys on historic knowledge. In any other case, you could face some challenges because of the lack of consumer knowledge on the brand new website.

Whereas typically, there’s no different choice, UX selections ought to be based mostly on actual knowledge, not common information or intestine emotions.

Web site Migration: Perceive Your Backlinks and URLs

Subsequent, you’ll want to get a way of each hyperlink that factors again to your URL.

That is tremendous necessary as a result of it’s going to provide you an concept of which pages have acquired probably the most hyperlinks over time, in addition to how all of those pages match collectively.

Seize a device like Majestic that may present you all of your backlinks.

Why is that essential? Since you need to be sure that all these backlinks will stay stay on the brand new website.

Give it some thought: when you have a backlink from a well-liked web site proper now and you progress to a brand new website that loses that hyperlink, you’ve simply misplaced numerous hyperlink juice. Your rank will in all probability endure and other people gained’t discover the content material that was on the hyperlink.

One other factor to remember: even when a website doesn’t have loads of visitors, it’d nonetheless have a variety of hyperlinks pointing to it. For those who lose that URL, you’ll lose numerous backlink energy.

Begin Matching Exterior Hyperlinks to the New Area

When you’ve recognized all of your backlinks, it’s time to match them to your new area.

Crawl the previous area and the brand new area. Make it possible for every little thing is matched up on a one-to-one foundation.

Check out titles, descriptions, H1 tags, H2 tags, breadcrumbs, URLs, and the quantity of copy on the web page.

Additionally, ensure that schema.org markup received transferred over. Keep in mind, that information helps search engine bots study concerning the content material in your website.

Until there are some critical issues with the best way the previous website was arrange, you’ll need to just remember to match the previous website as a lot as attainable.

One other factor to remember: if the previous website was utilizing HTTP (the unsecured protocol) and the brand new website is utilizing HTTPS, ensure that your net server is configured to ship HTTP requests to HTTPS (actually, that’s a very good factor to do in any case).



Backside line: be sure that the brand new website is as comparable as potential to the previous website on a URL-by-URL foundation. Often, meaning taking a look at every thing in each URLs after the area identify.

Create Your Redirect Plan

Subsequent, it’s essential to add 301 redirects.

For those who’re unfamiliar with 301 redirects, they’re principally the web-equivalent of call-forwarding. Somebody visits one net web page and is instantly forwarded to a second net web page.

They’re referred to as 301 redirects as a result of the unique web page returns a standing code of 301 because it forwards the consumer to the brand new web page.

The truth is, I’ve already alluded to a redirect on this article. Once I talked about forwarding HTTP requests to HTTPS, that’s a sort of redirect.

How do you implement 301 redirects? Usually, you don’t.

That’s a process that’s greatest left to educated professionals. Rent a well-qualified net improvement workforce to deal with your 301 redirects.

The rationale it’s difficult is as a result of it typically includes updating the configuration file of your net server. You don’t need to mess with that file until you actually know what you’re doing.

As soon as your workforce has created the redirects, it’s time to verify their work. As soon as once more, go URL-by-URL to be sure that all of the redirects occur as anticipated.

Additionally, get into Google Search Console and use the Change of Tackle device. Sadly, that device is simply obtainable within the previous Search Console. So that you’ll want to modify to the previous model if you wish to use it.

If you wish to use the previous website, you are able to do so by clicking the Go the previous model hyperlink on the backside of the menu on the left-hand sidebar.

Go to the old Google Search Console to use the Change of Address tool during a website migrationGo to the old Google Search Console to use the Change of Address tool during a website migration

Go to the previous Google Search Console to make use of the Change of Tackle software throughout an internet site migration

You possibly can comply with directions about methods to use the Change of Handle device right here.

When you’ve completed utilizing the software, let the modifications take impact for a couple of days after which begin monitoring the visitors. You must see the identical sorts of visitors patterns on the brand new website that you simply noticed on the previous website.

Different issues to consider embrace:

Present Redirects

Understand that you in all probability have already got redirects in place inside your present web site. Should you don’t account for this forward of time, they could harm your search engine marketing efficiency. Be sure to resolve any previous 302 (short-term) redirects from the previous website earlier than the migration.

Keep away from Inner Redirects

Be sure to account for any inner hyperlinks so that you simply keep away from inner redirects. Although Google is able to following inner redirects, they will sluggish your website down or improve crawl occasions.  

Redirect Previous Picture Information

In case you’re shifting the location’s picture information to a brand new location, you’ll additionally have to redirect them to the brand new picture URLs in order that Google can uncover and index them quicker.

Unfold the Phrase About Your Web site Migration

I think one of many largest challenges you’ll face when going by means of the web site migration is getting the remainder of the web to acknowledge that you simply’ve moved.

As such, you’ll need to comply with a number of steps to be sure that individuals can discover you when the brand new website goes reside:

Make the Announcement

Apart from ensuring Google is aware of concerning the transfer, you’ll want to ensure clients, shoppers, and all types of contacts know the place to seek out you shifting ahead.

Listed here are a number of methods to make sure that your viewers is aware of concerning the change:

  • First, be certain you run a press launch saying the rebrand/migration.
  • You’ll additionally need to schedule a couple of social media posts for every account, saying the change.
  • Create weblog content material, movies, and social posts that cowl every part from the rationale for making the change to any new merchandise, options, and updates.
  • E mail present shoppers prematurely to allow them to know what’s modified.  

Use a Device to Crawl the Net for Previous Model Mentions

I like to recommend utilizing a software like Pitchbox (a social listening platform) to determine any previous model mentions. You’ll need to make an inventory of in all places the previous model identify crops up.

This manner, you’ll be able to attain out to the point out’s writer and provides them an up to date hyperlink to make use of as an alternative. An added bonus; Pitchbox additionally helps you determine unlinked mentions, so you’ll be able to determine new hyperlink alternatives as you right outdated backlinks.

Replace Socials, Directories, and Different Off-Website Channels

That you must be sure to replace all exterior accounts in order that no visitors sources are main potential guests down the flawed path.

Be sure to’re reviewing social media accounts, listing entries, and so forth and when the time comes, in addition to updating URLs, bios, and net copy to mirror the brand new rebrand.

Handle and Submit Sitemaps

Earlier than going stay, you’ll need to check out the brand new XML sitemap utilizing a device like Deep Crawl, simply to make it possible for the brand new map has every thing in place.

As soon as the brand new map is able to go, you possibly can go forward and add it to the Google Search Console. You may be able to be executed with the previous sitemap, however it’s a good suggestion to maintain the legacy sitemap saved in your account, no less than for some time.

After importing the brand new map, have Google crawl the legacy model to be sure that redirects are working appropriately. The purpose is, you don’t need to discover out down the street that guests see 404 errors as an alternative of top-performing pages. Or worse, discover out that you simply’re experiencing a serious drop in visitors because of some small, preventable error.

Benchmarking Website Efficiency

So, we’ve checked out some particular areas—pages, hyperlinks, and visitors sources—that have an effect in your efficiency.

Earlier than launching the brand new web site, you’ll have to benchmark the previous website’s efficiency, so you might have an concept of how the brand new website compares.

You’ll need to perceive every thing out of your prime rating key phrases to the areas in your web site which have traditionally underperformed. This manner, you possibly can spot any potential issues earlier than including them to the brand new website, in order that they will proceed to trigger hassle.

A number of areas to take a look at:

  • Natural Visitors
  • Touchdown Web page Efficiency
  • SERP rankings
  • Key phrases

To weigh new web site efficiency towards previous benchmarks, you’ll want to put in Google Analytics in your new area earlier than it’s up, operating, and accessible to the general public.

It’s essential that you simply don’t miss any alternatives to gather knowledge throughout an internet site migration, as you’ll need to monitor for modifications in visitors throughout this transitional interval rigorously. Examine issues like prime conversion paths, PPC efficiency, and referral sources.

Switch Your Conversion Methods As Nicely Throughout a Web site Migration

One of many largest issues that I’ve observed when advising individuals on an internet site migration is that they don’t take the conversion methods that labored nicely on the previous website and transfer them to the brand new website.

In your cut up testing with the previous website, did you discover that a purple call-to-action button outperformed different colours? In that case, why would you need to go together with a unique colour on the brand new website?

In some instances, you may ultimately need to change the colour, however you’ll study that with the brand new website simply as you probably did with previous website: by doing split-testing.

Additionally, the CTA button ought to be in the identical place. Any banners you’re utilizing to get individuals to take motion ought to comply with the identical design sample and take up the identical quantity of area.

Hold An Eye Key phrase Efficiency, Too

In case your website has hundreds of pages, monitoring each key phrase shall be near unattainable.

Earlier than you make the change, spend time reviewing which key phrases contribute to your website’s natural visibility. As an alternative, focus in in your top-performing key phrases; which means these driving visitors with a medium-sized search quantity.  

In case you do get visitors from each branded and unbranded key phrases, determine if it is sensible to give attention to constructing out your branded key phrase technique to match the brand new area.

Basically, unbranded key phrases are typically extra aggressive and more durable to take care of the highest place. As such, you’ll have to focus the majority of your search engine optimisation efforts right here.

You’ll want to monitor rankings intently as potential. This can make it a lot simpler to diagnose issues post-launch ought to there be efficiency points on one gadget sort.

Check Website Speeds Throughout a Web site Migration

The brand new website’s web page loading occasions are one other space you’ll have to assessment. As we’ve talked about earlier than, website speeds are a big issue with regards to conversions and consumer satisfaction.  

The Pagespeed Insights is a free Google software that permits you to check the velocity of your website on each cellular and desktop units they usually’ll assign you a rating–sluggish, medium, or quick, together with some suggestions. The profit is, you’ll get real-world knowledge based mostly on what Google collects from Chrome customers.

During a website migration, make sure you keep tabs on site speed with Google's PageSpeed InsightsDuring a website migration, make sure you keep tabs on site speed with Google's PageSpeed Insights

Throughout an internet site migration, ensure you hold tabs on website velocity with Google’s PageSpeed Insights

Google’s Lighthouse is one other free useful resource that lets you monitor issues like website load occasions, accessibility, and how one can optimize your website for higher efficiency. What’s good about Lighthouse is, it supplies your Pagespeed scores, together with different efficiency metrics like accessibility, search engine marketing, and greatest practices.

For extra on the most effective web page velocity instruments, I’ll refer you to a round-up we posted some time again.

Hold onto the Previous Area, Even After a Web site Migration

Despite the fact that you’re shifting on, I like to recommend sustaining management of the previous area. Likelihood is you’ll begin the web site migration course of by first including an important pages. Nevertheless, chances are you’ll need to add lesser pages to the brand new area afterward.

Should you lose these redirects, any inbound hyperlinks from different websites will probably be misplaced eternally, which, might harm your search engine optimization efficiency.

Whereas some search engine marketing execs say it’s okay to surrender management of the previous area after Google has stopped indexing it, it’s sensible to maintain the previous website round simply in case. See, Google gained’t crawl each web page in your new website immediately, so that you’ll need to hold checking the brand new website’s efficiency towards the legacy website, for a minimum of a month or so.

By that time, if the brand new website hasn’t reached the identical worth as its predecessor, you could have to make some modifications.

Pay Shut Consideration to Efficiency

Lastly, we should always point out that, at the very least for some time, you’ll need to maintain a watchful eye in your search visitors, referrals, and the way guests are navigating your website publish web site migration.

Pay attention to any shifts in visitors after which drill down, evaluating visitors on the web page degree between the previous and new websites. The purpose of that is to realize an understanding of whether or not particular person pages have misplaced visitors.

When you discover a vital drop-off, be sure to look out for any linking points or crawl errors. Be sure to attain out to individuals linking to your previous website and get these hyperlinks up to date as quickly as attainable.

All the modifications you’ve made play a big position in your website’s means to rank. As such, you’ll have to be sure to’re on prime of any modifications in efficiency and may shortly hint any issues again to a selected web page. It’s going to additionally offer you a way of how shortly Google is indexing your new website and phasing out the previous one.

Wrapping Up Web site Migrations

I want there was a simple reply to web site migrations and the “the way to rebrand” query. Sadly, it’s an effort that’s going to take a number of work.

It additionally requires vital consideration to element. That’s particularly the case if the location you’re shifting has hundreds of URLs.

Nonetheless, the reward is value it in the event you take it critically.

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