Planning a Site Redesign or Migration? Avoid an SEO Disaster with These Tips

By Tinuiti Team

Site redesign or migration is a challenging yet rewarding experience when done right. On the other hand, it's a common problem to encounter SEO problems in the process, which can drive down traffic, leads, and conversions. Therefore, you should consider the impact on SEO that redesigning or migrating your website could have. Let's start by covering a handful of possible issues.

Common Problems

For instance, migrations often cause keyword ranking fluctuations in Google’s index – even if you are 100% prepared. One can go from having high-ranking keywords to moderate- or low-ranking ones. And this issue is strongly related to the next point.

Your previous SEO history and equity can be lost if old-to-new URLs are not mapped or redirected properly. Furthermore, duplicate content can be created dynamically without you even knowing it – and this can lead to self-cannibalization issues or, even worse, search engine penalties.

In a worst case scenario, your keyword rankings and traffic can fall off a cliff permanently with no return.

But don’t let these undesirable possibilities discourage you from the search marketing benefits of making needed site changes. Practical ways around them exist, which we’ll get more into later. First, you should assess the extent to which preparation is needed for successful search marketing outcomes.

What Are Your Plans?

If you answer “yes” to any of the following questions, you’ll need to prepare accordingly to maintain your organic search performance (rankings and traffic):

Prepare With This Handy Checklist

Fortunately, we have created an SEO redesign and migration checklist to ensure your changes occur smoothly. Follow through with it, and enjoy a less stressful transformation process.

Follow these tips and you're sure to have a better search marketing experience.

Looking for more SEO insight? Read this: SEO helps financial advisory site 19% amid migration to new CMS.

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