Sun. Nov 1st, 2020

I’m sure you know that website migration is really tricky now. They can cause many SEOs to sweat.

I have managed more than 50 website migrations myself, and I have been involved in hundreds of website migrations.

I am trying to learn from each website migration to see how the next website can do better. I zoomed in:

What went wrong. What happened to make it go wrong. How to prevent this from happening next time.
In the aviation field, this golden rule states that every time a plane crashes, it should lead to a change to prevent it from happening again. When we talk about change, consider changing the way the aircraft is constructed or maintained.

Although this may seem extreme, it is the right mindset.

This is why I use the same paradigm for site migration. Life may not be risky, but the business must be.

I looked at the instructions for site migration and found that most sites failed to migrate for four reasons. This article will guide you through these errors and describe how to overcome them.

This article is written for people who manage site migration and is an SEO professional, digital marketer or project manager.

Bad plan
Successful website migration plans are well done and performed with military precision.

Planning to start early, it is best to first consider the idea of ​​migrating websites.

You need to arrive all the time:

Scope migration and develop an action plan and website migration team. Train on site migration (more on this later). Request a budget. Prepare migration lists, redirection plans, and more.
It’s also important to determine the scope of your site’s migration and determine your migration goals, otherwise how would you evaluate how it works?

One of the most common problems with site migration is that SEO professionals are too early to participate in this process. When this happens, pull the handbrake.

The chances of making your site a successful migration are not good-looking; if you don’t take the time to plan your migration correctly, then you just need to let yourself fail.

Make sure that you, perhaps some of your core website migration teams, have the final decision on whether you decide to continue the migration, or postpone it because you need more time.

Choosing to continue the migration should not be an administrative decision.

2. Lack of awareness of the risks involved in website migration
It is critical that everyone involved in the site’s migration be aware of the risks involved.

There is no guarantee in SEO. If you shake the ship through immigration, there will always be something wrong and you won’t regain the old ranking.

Search engines won’t owe you anything & ndash; don’t even explain.

By organizing a training course to solve this problem, you can explain the risk of website migration to all relevant personnel. Showcase the site migration case study to make it visual and bring life’s risks to life.

Includes visibility charts and shows them good, bad and ugly. Then it’s more ugly to make sure you receive your information.

I said, “Let everyone get involved.” But who? People who consider the following roles (but may have others):

SEO teamCopywriters front-end and back-end developers DevOps project manager legal management 3. Participants lack knowledge
Therefore, since you have ensured that all participants understand the risks, arrange an SEO training course for everyone who will be directly involved in the site migration.

Explain the basics of SEO and highlight specific aspects that are particularly important when migrating a website, such as:

301 redirect. Set up a separate test environment correctly. Change the impact of the content.
In these training courses, site migration will definitely be included, including a chart showing a decrease in visibility.

Arrange a separate, higher level training course for relevant decision makers.

They don’t need to know the details of the site migration, but they do need to know:

What risks are involved. What can they expect? What they need to successfully complete the site migration. Weak migration list
Even if you have planned and educated everyone to understand the risks involved in website migration, you may still fail.

You may have a weak migration list.

Basic checks may be lost, or your checklist may not be thorough enough.

Your migration list needs to include pre-launch and post-launch checks.

Plan enough time to draft a complete, thorough migration list.

What deserves special attention is:

Content: Is it all in place, if it is different from the old one, is it in line with expectations? This is beyond the body content because it also includes meta-information such as meta-titles and meta-descriptions. It can even be tagged to architecture, open maps and Twitter cards. Redirection plan: Is the URL mapped correctly? Is the redirect implemented and working properly? Technical check: These are checks to make sure your robots.txt, robot instructions, canonical URLs, hreflang properties, XML sitemaps and page speeds are all set correctly.
There are more checks to consider. For more inspiration, check out these migration guides:

How to successfully complete the enterprise-level website migration website migration guide: SEO strategy, process, & inventory website migration (how to not lose traffic) Considerations about responsibility for website migration failure
It is very popular among SEO professionals who complain that others who participated in the site migration did not complete their work or met expectations when the migration failed.

But in such a situation, no one should ever be blamed.

If the developer thinks that the migration process can be started as early as possible without a redirection plan, what is his fault?

Is your job educating him or her about the importance of the redirection plan and the SEO risks involved in the site migration?

If the management team wants to complete the site migration, even if you are 100% sure that it will crash and burn, who is really having problems here?

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