SEO optimization during migration

Posted on May 2, 2023 at 8:29 am

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Migrating a website can be a daunting process for businesses. It often involves changing the design, updating content, and adopting new technology solutions. Unfortunately, most website owners don't consider the impact of migration on their website's SEO. Often, they end up losing valuable traffic and rankings that they have accumulated over the years. This is where SEO optimization during migration comes in.

In this article, we will be discussing the crucial steps to take during a website migration to ensure that your website's SEO is not affected negatively. The sections included cover pre-migration audits, migration planning with SEO considerations, URL structure and redirections, maintaining internal linking and content, updating meta tags and descriptions, testing and monitoring post-migration, mobile optimization and responsive design, image, and media optimization, website speed and performance optimization, and local SEO considerations.

Regardless of the reason for the migration, the key is not to disregard SEO considerations. Every step of migration should be approached with SEO in mind. Getting your website back to its former ranking and traffic takes time and effort. Therefore, ensure that you have a plan on how to handle SEO before, during, and after the migration.

By the end of this article, you should be able to identify areas of your website that requires attention and implement the necessary changes. Let's dive in.

Pre-migration SEO audit

Before migrating your website to a new platform or redesigning it, a pre-migration SEO audit is necessary to ensure that the migration will not negatively impact your site's search engine rankings and, in fact, improve it. The purpose of a pre-migration SEO audit is to identify potential issues that may affect SEO and address them before the migration.

Here are some areas to focus on during a pre-migration SEO audit:

Site analytics

Start with analyzing your current website's traffic sources, top-performing pages and content, keywords, and user behavior. This information will help you identify the areas that need improvement as you migrate to a new platform or design a new website.


Conduct a crawlability analysis to see if search engines can access all of your site's pages. You can use tools like DeepCrawl, Screaming Frog, or Google Search Console to conduct this analysis.

Duplicate content

Check for duplicate content on your website. Duplicate content can negatively impact your SEO, so identifying and resolving it beforehand is critical.


Analyze all the backlinks pointing to your website and identify which ones are valuable and which ones may be spam. You can use backlink analysis tools like SEMRush or Ahrefs to conduct this analysis.

Keyword analysis

Review the current keyword strategy and ensure that it aligns with the new website or platform you're planning to migrate to. Analyze your keyword rankings and consider potential new keywords or topics that may be relevant to your target audience.

In conclusion, a pre-migration SEO audit can help identify and address potential SEO issues before you migrate to a new platform or design a new website. By doing so, you can optimize your site's performance, improve organic search engine rankings, and ultimately drive more traffic to your site.

Migration Planning with SEO Considerations

Migrating a website can be a daunting task, especially when you have to consider SEO. If not planned properly, a website migration can result in a significant drop in traffic and revenue. Therefore, it is essential to involve an SEO professional in the migration process.

Here are some SEO considerations that you should take into account when planning a website migration.

Back Up Your Existing Website

The first step in any migration process is to backup your existing website. It is essential to have a copy of your website in case anything goes wrong during the migration process.

Set Up a Test Environment

Before migrating your website, it is essential to set up a test environment to test the migration process thoroughly. The test environment should have all the necessary software, plugins, and tools required to run the website. Testing your website in a staging environment will help you identify any issues that might arise during the migration process.

Set up 301 Redirects

When migrating a website, it is common for URLs to change. Therefore, it is essential to set up 301 redirects to redirect users from old URLs to new URLs. This ensures that your website retains its search engine rankings. Remember, broken links can harm your website's SEO.

Update Internal Links

After migrating your website, you should update internal links to ensure they point to the correct pages. Broken internal links can harm your website's SEO and user experience.

Update sitemap.xml

You need to update your sitemap.xml file to reflect your new website structure. This will ensure that search engines can crawl and index your website's new pages.

Notify Google of Your Website Migration

Google offers a tool called Google Search Console that allows you to notify them of your website migration. This will help Google update their index of your website quickly.


Migrating a website can be a complex process, especially when it comes to SEO considerations. However, following the steps outlined above will help you ensure that your new website maintains or improves its search engine rankings and delivers a better user experience.

URL Structure and Redirections

One of the most crucial aspects of website migration is the preservation of existing URL structure and proper redirection of the old URLs to their new destinations. URLs tell both users and search engines about the content of a page, its location within a website's structure, and its relevance to a user's search query. Changing URLs without proper redirects can result in lost traffic and ranking drops.

A study by SEMrush found that 65% of website migration issues were related to URLs and redirects, making it important for website owners to pay close attention to the process.

Here are some key considerations when it comes to URL structure and redirections during website migration:

Preserve Existing URL Structure

Preserving the existing URL structure as much as possible is important because it ensures that users and search engines can still find and access the content they need, even after the migration. This requires mapping out the current URLs, identifying the sections or categories they belong to, and ensuring the new URLs follow the same hierarchy or structure.

301 Redirects

301 redirects are permanent redirects that inform search engines that a page has moved permanently to a new location. They also pass the link equity of the old page to the new one, preserving backlinks and helping to maintain ranking positions.

It's important to set up 301 redirects for all the old URLs, even those that are not updated in the new website, and to redirect pages to their most relevant new destination. This can be done manually or through the use of migration tools.

Update Internal Links

Internal links are links from one page on a website to another page on the same website. Website migration often involves changes to the site structure, which can break internal links and result in lost traffic and rankings.

Website owners should ensure that all internal links are updated to reflect the new URL structure and destination, using absolute URLs instead of relative ones to prevent broken links.

Avoid Chain Redirects

Chain redirects occur when a URL is redirected multiple times before arriving at its final destination. They can slow down page load times, hurt website performance, and lead to crawl budget waste.

It's important to minimize chain redirects by setting up direct redirects between old URLs and their most relevant new destinations.

In conclusion, preserving the existing URL structure and setting up proper redirections are critical to maintaining website traffic and rankings during a migration. Website owners should be meticulous and ensure that the new URL structure is logical, the redirects are set up correctly, and internal links are updated. It's also important to avoid chain redirects to ensure a smooth user experience and website performance.

Maintaining internal linking and content

One of the biggest challenges during website migration is maintaining internal linking and content. Internal linking helps the search engine crawler to easily navigate the website and understand the relationships between pages. Disrupting your website's internal linking and content architecture can seriously affect your SEO performance.

During website migration, it's essential to maintain existing internal linking, and if possible, add more links to improve the website's navigation. Internal linking with relevant anchor text helps distribute link equity throughout the website, which improves the website's search visibility.

Another crucial aspect is preserving internal link juice by implementing 301 redirects to map old URLs to new URLs. This ensures that any incoming links to the old URL pass link juice to the new URL.

It's important to note that the migration doesn't provide reasons to modify the website's content. The existing content should be maintained, and any new content should be consistent with the website's tone and style.

Additionally, websites must avoid generating thin content, which refers to pages that contain little or no content. Including them may negatively affect the website's search visibility and performance.

To maintain the website's internal linking and content, regular audits must be performed to identify broken links, thin content, and link structure issues. Tools such as Screaming Frog, Ahrefs, and Google Search Console can help check your website's internal linking and content.

In conclusion, maintaining internal linking and content is critical during website migration. Neglecting these factors can drastically impact your website's SEO performance. Consistency is crucial in maintaining the content, and regular audits will help maintain the website's architecture, ensuring that internal links are valid and up to date.

Updating Meta Tags and Descriptions

Meta tags and descriptions play a crucial role in your website's SEO. Updating these tags during and after a migration can help search engines understand your website's content and improve its visibility. It's essential to ensure that each page has unique and relevant title tags and meta descriptions.

Meta Title Tags

Title tags are the first thing a user sees when they search for a website. They appear on a search engine results page and are the clickable link that directs users to your website. A well-crafted title tag should be around 60 characters in length and include relevant keywords related to the page.

Meta Descriptions

Meta descriptions appear below the title tag and provide a brief summary of the page's content. A good meta description should be around 155-160 characters and include the page's most critical information and a call-to-action. It should be well-written copy that accurately represents the page's content.

Updating Meta Tags and Descriptions

Updating meta tags and descriptions can be a time-consuming task, but it's crucial for maintaining your website's visibility in search engine rankings. You can use various tools to update meta tags and descriptions. Content management systems such as WordPress make it easy for users to update titles tags and descriptions at scale through plugins or inbuilt features.

When updating your meta tags and descriptions, keep the following in mind:

  • Don't use the same content on multiple pages. Each page should have unique title tags and descriptions.
  • Use relevant keywords that accurately represent the page's content.
  • The copy should be engaging and entice users to click through to your website.
  • Avoid misleading users with title tags and descriptions that are not relevant to the page's content.
  • Remember to update all titles and descriptions on your website, including the home page and the category pages.


Updating your website's meta tags and descriptions may seem like a small task, but it can significantly impact your site's visibility in search engines. By taking the time to update your meta tags and descriptions, you can ensure that your website accurately represents your content and improves your SEO ranking.

Testing and monitoring post-migration

After a website migration, it is essential to test and monitor the new website thoroughly to ensure that all the URLs are properly redirected, and there are no crawl errors or broken links. Here are some of the critical areas to focus on when testing and monitoring your website post-migration.

1. Check your website for crawl errors

One of the essential things to do after migration is to check your website for crawl errors and broken links. Use a tool like Screaming Frog to crawl your website and check for 404 not found and 301 and 302 redirects. Also, check your website for duplicate content to avoid any potential canonicalization issues.

2. Monitor your website's traffic and rankings

Traffic and rankings are crucial indicators of your website's health. It is essential to continue monitoring your website's organic traffic and rankings after the migration, and watch out for any significant drop. Observing these metrics can help you identify any potential issues that may have arisen during the migration, such as broken redirects or loss of content.

3. Test your website's loading speed

Website speed is a crucial factor in SEO and can impact your website's search rankings. Use tools like Google PageSpeed Insights or GTmetrix to test your website's speed performance post-migration. Optimizing your website's speed can help improve user experience as well as search engine rankings.

4. Check that all tags and scripts are working correctly

Ensure that all the tracking tags and Google Analytics code are installed correctly and are working post-migration. Incorrectly installed tags can lead to incorrect tracking data and an overall negative impact on your website's SEO performance.

5. Re-submit your sitemap to search engines

After completing the migration and verifying that everything is working correctly, re-submit your sitemap to Google and Bing to ensure that your website is indexed correctly.

By testing and monitoring your website post-migration, you can determine whether the transition has been successful and resolve any issues early on. Your website's traffic, rankings, and speed will all improve in the long term.

Mobile optimization and responsive design

With the ever-increasing use of mobile devices, optimizing your website for mobile users is critical. In fact, as of January 2021, mobile devices accounted for over 55% of internet traffic worldwide.

If your website is not mobile-friendly, you run the risk of losing potential customers who opt for a competitor's website instead. Additionally, Google now considers mobile-friendliness as a ranking factor, meaning websites that are not optimized for mobile devices may not rank as high in search engine results.

To optimize your website for mobile users, it is essential to use responsive design. Responsive design ensures that your website is functional, visually appealing, and easy to use on any device, including smartphones, tablets, laptops, and desktops.

Some essential elements of responsive design for mobile optimization include:

  • Design for a mobile-first mentality. Start with a design that works well on smaller screens, then scale up for larger screens.

  • Make use of white space. Using whitespace can help prioritize content and make it easier to read on smaller screens.

  • Optimize images for mobile. To improve website speed and overall user experience, optimize all images and media for mobile.

  • Use legible fonts. Fonts should be easy to read on small screens, and headlines should be large and attention-grabbing.

  • Ensure buttons and links are easy to click. Optimize buttons and links for fat-finger clicks on mobile devices.

By implementing responsive design, you can ensure that your website looks and performs its best on any device. To test the mobile-friendliness of your website, consider using Google's Mobile-Friendly Test.

Additionally, consider implementing Google's Accelerated Mobile Pages (AMP) to further enhance the mobile experience on your website. AMP helps to improve website speed on mobile devices by reducing the amount of code and optimizing images and media.

By prioritizing mobile optimization and responsive design, you can improve your website's user experience, rank higher in search engine results, and increase conversions.

Image and Media Optimization

Images and other media can play a critical role in improving the user experience on your website and can often make or break the success of a webpage. However, they can also slow down your website's load time if not optimized correctly. Slow-loading pages not only frustrate users but also contribute to a decline in SEO rankings.

Compress and Optimize Images

One of the most important steps in media optimization is to ensure that your images are properly compressed and optimized. High-quality images with large file sizes can drastically slow down your website's speed. Therefore, it is important to compress and optimize images while maintaining their quality.

To optimize images, you can use online tools such as TinyPNG, JPEGmini, or These tools help to reduce the file size without compromising on the quality of the image. Moreover, adding alt tags to images is another easy way to improve your website's accessibility and SEO.

Use Responsive Images

The prevalence of mobile devices has increased the need for responsive images. Responsive images adapt to different screen sizes and minimize the amount of data required to display them on the device's screen, thus improving performance and user experience.

To create responsive images, you can use the HTML srcset attribute, or use code libraries such as Picturefill, Imager.js, and Respimage, among others. Using these options help your images automatically adapt to different devices, reducing the amount of work required on your part.

More Tips for Optimization

Other media optimization tips include minimizing the number of images on a page, reducing the amount of video content or replacing it with animated GIFs or cinemagraphs. Video content often requires more data transfer than static images, making page loading time slower.

Finally, make sure to use appropriate file formats for your images. For example, JPEG is ideal for detailed graphics, while PNG is ideal for smaller or simpler images. WebP is also a new image format that provides better compression and faster loading times for digital images on the web.

By optimizing images and other media, you can improve the loading speed of your website and enhance its overall user experience. Simply reducing the file size and experimenting with different file formats can lead to significant improvements to your website's SEO.

Website Speed and Performance Optimization

Website speed and performance are crucial factors in ensuring a positive user experience and improving SEO rankings. A study found that a one-second delay in page load time can result in a loss of 11% in page views, 16% in customer satisfaction, and a 7% drop in conversions. Furthermore, Google uses page speed as a ranking factor, so a slow website can negatively impact your search engine visibility. Here are some ways to optimize your website's speed and performance:

Minimize HTTP Requests

HTTP requests are one of the biggest contributors to website load time. Every time a browser requests a file from your server (including images, scripts, and stylesheets), it requires a separate HTTP request. You can minimize HTTP requests by:

  • Combining multiple CSS and JavaScript files into one.
  • Using CSS sprites to combine multiple images into one.
  • Minimizing the use of external resources such as social media widgets.

Use a Content Delivery Network (CDN)

A CDN is a network of servers that delivers your website content from the server closest to the user, resulting in faster page load times. Using a CDN can also reduce server load and prevent website crashes during high traffic periods. Cloudflare and Amazon Cloudfront are popular CDNs that can be easily integrated with your website.

Optimize Images

Images often account for a significant portion of a website's page weight, which can slow down page load times. You can optimize images by:

  • Compressing images using tools like TinyPNG or
  • Using the correct file format (JPEG for photographs, PNG for graphics).
  • Resizing images to the correct dimensions.
  • Using lazy loading to delay the loading of images until they appear on the user's screen.

Minimize Plugins and Scripts

Plugins and scripts can add functionality to your website, but they can also slow down page load times if not optimized correctly. To optimize plugins and scripts, you can:

  • Use asynchronous loading to defer non-critical scripts.
  • Minimize the use of unnecessary plugins.
  • Clean up your code and remove unused scripts and stylesheets.

Optimize Server Response Time

Server response time is the time it takes for your server to respond to a user's request. A slow server response time can cause delays in page loading and frustrate users. To optimize server response time, you can:

  • Use a faster web server or upgrade your hosting plan.
  • Optimize your database by removing unused data and optimizing queries.
  • Enable caching to reduce server load and speed up page delivery.

By following these optimization techniques, you can improve your website's speed and performance, resulting in better user experience and SEO rankings.

Local SEO considerations

When it comes to search engine optimization (SEO), local businesses often face unique challenges. Local SEO is an essential part of any digital marketing strategy for businesses that have physical storefronts or serve customers within a specific geographic region. Here are some considerations for optimizing your website for local search:

1. Use local keywords

One of the most important considerations for local SEO is using keywords that are relevant to your geographical location. For example, if your business is a coffee shop in Denver, Colorado, you should be using phrases like "best coffee shop in Denver" or "coffee near me in Denver." Use Google's Keyword Planner tool to identify high-traffic keywords for your industry and location.

2. Claim your Google My Business listing

Having a Google My Business (GMB) listing is crucial for local businesses. It is a free tool that allows businesses to manage their online presence across Google, including Google Maps and Google Search. Ensure that your GMB profile is fully optimized and includes accurate information about your business, such as hours of operation, address, and phone number.

3. Build citations

Citations are references to your business name, address, and phone number (NAP) on other websites. These citations help search engines verify the accuracy of your business information and improve your local search rankings. Building citations on reputable directories such as Yelp, Yellow Pages, and Citysearch can help your business get discovered by local customers.

4. Encourage customer reviews

Google considers online reviews and ratings as trust signals for local businesses. Encourage your happy customers to leave reviews on your GMB listing or other review platforms. Respond to all reviews, both positive and negative, to show that you care about your customers and their feedback.

5. Hyper-localize your content

Creating content that is relevant to your specific location can help you rank higher in local search results. For example, if you own a landscaping company in Phoenix, you could create blog posts about lawn care tips for Arizona's desert climate. This type of hyper-localized content can help you attract customers who are searching for services in your area.

In conclusion, optimizing your website for local search is crucial for businesses to attract customers who are looking for products or services in their local area. By implementing these local SEO considerations, you could improve your business's online presence and drive more foot traffic to your storefront.

In conclusion, SEO optimization during website migration is crucial to maintaining online visibility and preventing any loss of traffic and revenue. The process involves careful planning and execution, taking into consideration all the important factors that can affect search engine rankings.

The pre-migration SEO audit is the first step, where you evaluate your website's current SEO performance and identify areas that need improvement. This audit will help you set the right goals and strategies for the migration process.

Next, you need to plan the migration with SEO considerations in mind, including URL structure and redirections. Ensure that you have a detailed plan in place and that all stakeholders are aware of the migration timeline and potential impact on SEO rankings.

Maintaining internal linking and content, updating meta tags and descriptions, and testing and monitoring post-migration are vital steps to ensure that your website continues to rank well after the migration. It is also essential to optimize your website for mobile devices and responsive design, as well as image and media optimization, and website speed and performance.

Lastly, local SEO considerations cannot be overlooked, as they can greatly improve your website's visibility in local search results. Make sure that you have claimed your Google My Business listing and have accurate local information on your website.

In conclusion, SEO optimization during website migration is not a one-time process, but a continuous effort that requires attention to detail and a commitment to best practices. By following the tips mentioned above and seeking the advice of an experienced SEO professional, you can ensure that your website migration is a success and that you maintain your online visibility. Remember, SEO is an investment, and taking the time to optimize your website during a migration will pay dividends in the long run.

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