Nervous About Web site Migration? Insights For A Seamless Transition



Making modifications and updates to your web site might seem to be an intimidating course of.

Each transfer must be strategic to protect your web site, from including HTTPS protocols to modifying your area identify after a rebranding course of.

In spite of everything, in case your internet pages go down, your natural site visitors may lower, you might lose search end result rankings, and what you are promoting may lose income.

The stakes are excessive in migrations, however so are the rewards.

Advantages of a profitable migration embody:

  • Lengthy-term good points in acquisition and conversion when offering an improved person expertise and an Search engine optimisation-friendly web site.
  • Potential boosts in model consciousness if you happen to’re attaching your model’s identify to the vast majority of URLs inside your area.
  • Stronger worldwide on-line presence with the appropriate setup of hreflang tags and multilingual variations of the positioning content material.

Rock Content material, a world chief in content material advertising, performed three migrations by itself web site and expanded the corporate’s international on-line presence as much as 7 million month-to-month guests. 

The entire migrations have been pushed by the necessity to consolidate our model’s recognition at completely different moments in our trajectory.

Throughout the first migration, in early 2019, we moved each of our blogs in Spanish and Portuguese (which had their very own distinctive domains) to the foundation area “” 

On the time, we used actual match domains with the Portuguese and Spanish variations of one thing just like “” We wished to coach the Latin American markets on the subject.

The purpose of this primary migration was to spotlight our personal model, for the reason that earlier web sites didn’t have our identify within the URL.

  • Spanish weblog: “” ⇒ “”
  • Portuguese weblog: “” ⇒ “”

The second migration was concluded in 2020, after we moved the complete web site to our personal, recently-launched WordPress internet hosting platform, Stage. This was a strategic choice that gave us full management of the web site’s administration whereas enhancing our efficiency metrics.

Lastly, we carried out a 3rd migration to make our model positioning extra cohesive in all markets that Rock Content material operates in, particularly within the U.S., Brazil, and Mexico. 

After a complete localization means of the positioning content material and visible identification parts, our redesigned international web site got here to life at first of 2021.

These experiences introduced classes that we hope to share with you on easy methods to plan, execute, and monitor a brand new web site.

You, too, can keep away from a traumatic transfer by following these web site migration insights:

  • Planning: Paving the way in which for a clean transition.
  • Execution: Establishing redirects and testing to go dwell.
  • Put up-launch: Performing rapidly to appropriate errors.
  • Evaluation: Monitoring efficiency metrics to inform in case your migration was profitable.

1. Planning Section: Paving The Method For A Clean Transition

Each migration venture may be complicated, however constructing an in depth technique is vital to avoiding problems.

Think about a few of these elements in the course of the planning section.

Altering CMS Platforms? Align the CMS to Your Model Belongings.

When contemplating your future CMS, it’s important that the platform is constant and versatile along with your model’s distinctive property.

Ensure your future CMS makes it:

  • Simple To Implement New Content material: Some CMS software program has inflexible constructions that restrict the addition of options that may broaden your model’s content material creation course of. Strive instruments that supply a number of themes and structure templates that aren’t time-consuming to implement.
  • Simple To Construction: The chosen platform also needs to provide intuitive sources or constructing blocks for structuring the content material of a web page. This can allow search engines like google and yahoo and customers to learn it simply.
  • Simple To Be taught: Your workforce must be acquainted with the brand new CMS platform you’re implementing to keep away from errors and a drop in productiveness.

Altering URL/Area Construction? Know The Variations Between Subdomains & Subdirectories.

Your web site’s structure has a powerful affect on the crawling means of search engines like google and yahoo.

Precisely deciding on a subdomain vs. subdirectory construction permits search engines like google and yahoo to know the correlations between pages and the way vital they’re throughout the area.

By offering a strong URL/area structure, you make sure that Google’s crawlers could have no hassle discovering the pages you need to be listed and ranked on SERPs.

The search engine may even perceive the logical hierarchy of your web site’s sections, which helps Google decide which web page is the very best match for every question.

To find out the very best construction on your new web site, it’s essential to know the very best use circumstances of subdomains and subdirectories.

A subdirectory is a folder inside a root area, and it’s used to handle classes and particular person pages of the primary web site, like a weblog or an e-commerce retailer.

It could possibly additionally work to retailer worldwide variations of an internet site, reminiscent of “/es” for Spanish.


Subdomains, then again, work like distinctive web sites related to a bigger area, however sit exterior of it. They seem earlier than the foundation area identify within the URL and may be used to retailer particular web site sections, like a help platform or an occasion hub.


When To Use Subdirectories

This construction is kind of environment friendly to showcase components of what you are promoting you need everybody to learn about.


Different use circumstances:

  • You need to strengthen the primary model’s on-line authority by placing all of your pages beneath its identify on the URL.
  • You may have a easy web site construction with a small variety of sections and need to present an easy navigation path for customers.
  • Your IT division or internet admin workforce isn’t giant sufficient to handle and monitor the efficiency of a number of web sites on a number of subdomains. Subdirectories are simpler to handle as a result of they’re saved inside a single root area’s file construction.

When To Use Subdomains

Subdomains work nicely for particular internet environments that dwell on completely different platforms than your major web site, like an app.


Some extra use circumstances:

  • You may have numerous product traces or service streams which have completely completely different functions and every one has its personal positioning. E.g: or
  • You need to broaden your web site internationally in completely completely different languages — a subdomain could have its personal set of key phrases to rank for on the brand new market, however you’ll preserve model consistency within the URL.
  • Your on-line enterprise operation requires a extra strong construction, with a clearer separation between sections and distinctive efficiency analytics for every a part of the web site.

2. Execution Section: Set Up Your Redirects, Take a look at Your Plan In & Out, Go Stay

Now, it’s time to take the technique you created and see the way it flies.

You are able to do this safely by making a sandbox atmosphere.

A sandbox atmosphere will give builders the inexperienced mild to check each side of the migration with out compromising your present on-line operation.

Set Up Your Redirects

Some of the vital elements to verify throughout migration is the checklist of hyperlinks to be redirected.

Implementing 301 redirects is the x-factor of profitable migrations. Redirects decide the suitable vacation spot for the outdated web site’s URLs on the brand new web site.

Response codes, like 301 redirect codes, seem when a person (or internet crawler) lands on a web page and is routinely despatched to a different web page.

Historically, you would want to manually create redirects. Now, nonetheless, you possibly can automate that motion through the use of a specialised plugin like Redirection on WordPress or the same resolution on one other CMS.

First, you’ll have to create an inventory of all of the URLs from the outdated web site that may have to be redirected to the suitable web page on the brand new web site. Internet spider instruments like DeepCrawl can collect these URLs routinely.

Then, you’ll want to judge easy methods to prioritize the way in which URLs needs to be dealt with:

  • Deleted Content material: Determine which pages received’t be on the brand new web site, reminiscent of discontinued merchandise or irrelevant weblog posts. These URLs could possibly be directed to a mum or dad class web page or to extra related URLs with related subjects.
  • Similar Content material With New URLs: Map out content material pages that needs to be preserved as they’re and discover a correct URL for them beneath your new construction.
  • Excessive-ROI Pages: Notate the pages that drive extra direct ROI for what you are promoting, like pricing touchdown pages, and remember to redirect the outdated URL to the brand new one so that you don’t danger dropping income.
  • Excessive-Site visitors Pages: Compile pages that deliver certified natural site visitors to your web site, like branded queries, to assist the outdated URL’s authority transition to the brand new URL through crawlers.
  • Present Redirects: Previous to testing, you’ll have to determine current redirects on the legacy web site to keep away from redirect chains that delay search engine crawlers and customers from accessing new URLs.

Lastly, implement your redirects and check.

Take a look at Your Plan

You can also make predictions about how the brand new web site will look by working on a staging web site, also called a sandbox, which needs to be blocked from search engine crawlers. Edit the robots.txt file of the sandbox web site to forestall bots from accessing it.

On this inactive model of your web site, you’ll have all the liberty to verify if the brand new pages are appropriately optimized for search engines like google and yahoo and customers:

  • Affirm if every part is correctly positioned throughout the data structure of your web site.
  • Confirm if all inside hyperlinks are preserved and appropriately set.
  • Double-check the redirected URLs to ensure crawlers don’t get disoriented between your pages.
  • Spot errors within the clickable and interactive parts of your pages to verify no person struggles to finish the actions you need them to carry out, like changing on a kind.

Assessments may also be carried out on the dwell web site on a restricted group of pages, principally for on-page Search engine optimisation elements.

Attempt to do experiments, reminiscent of including structured information gadgets, on these samples earlier than the migration. In the event that they generate good outcomes rapidly, you’ll have the ability to broaden the utilized modifications to a bigger variety of URLs.

Finest Practices For Going Stay

Selecting the best second to launch the brand new web site is a vital a part of the method. 

Choose a date removed from key gross sales seasons of what you are promoting to scale back the danger of dropping main income, since a lower in site visitors and key phrase rankings is typical after a web site transfer.

One other good apply is to regulate the creation of latest pages near the day of the transition. 

Decide a particular date to wrap up the checklist of URLs to be redirected and ensure no pages are revealed after that deadline. This precaution will spare you the danger of producing extra 404 errors on the brand new web site resulting from URLs that weren’t redirected.

3. Put up-Launch Section: Don’t Panic, Act Rapidly, Appropriate Errors

As soon as your newly migrated web site launches, remember to repeatedly monitor new pages to be able to rapidly catch something which will compromise the person expertise and search engine crawl.

A radical testing course of could have mitigated many of the issues that have to be solved post-launch, however some inconsistencies might not have been noticeable till your new web site’s launch.

Frequent Crawling Obstacles

These unnoticed crawling elements can stop search engines like google and yahoo from discovering your URLs:

  • Outdated robots.txt file: Map related URLs and sections which might be by accident blocked for internet crawlers, then take away them.
  • Unintended “nofollow” & “noindex” tags: If these are carried out by mistake on pages that you just need to be extremely ranked in SERPs, delete them.
  • Missed redirect chains: Cut back the variety of 301 redirects as a lot as you possibly can whereas checking your new URL’s standing. Accumulating these error codes can preserve crawlers and customers from accessing your content material.

Unintended Duplicate Content material & Fallacious URL Parameters

You probably have a number of pages with related content material and don’t grasp the “rel-canonical” tag to let search engines like google and yahoo know, your new web site might face the scary duplicate content material error.

Double-check each web page that wants a canonical tag to point out crawlers which model needs to be listed.

Furthermore, don’t add a “noindex” tag to the identical web page that receives a canonical tag since this may ship blended alerts to search engines like google and yahoo.

UX Inaccuracies

Have your workforce put themselves within the footwear of your guests to check each single side of the navigation expertise:

  • Verify the load velocity.
  • Verify that buttons are working correctly.
  • Navigate via pages and see if you happen to can simply discover the pages you’re on the lookout for.
  • Click on on related inside hyperlinks.
  • Take a look at changing on high lead technology types.
  • Fake you’ve by no means visited your web site. Attempt to break it.

Compile any bugs you discover and inform builders as quickly as attainable to maintain your web site’s guests round.

4. Evaluation Section: Decide If The Migration Was Profitable

Lastly, probably the most troublesome a part of the method is finished. You’re desperate to see the outcomes.

To get an correct perspective, a comparative evaluation of related efficiency metrics is critical.

This course of can take one to a few months, relying on the URL profile of the brand new web site and the dimensions of the migration.

Concentrate on these details:

  • Natural site visitors: Drops aren’t uncommon proper after migrations, however a drastic lower can point out large-scale issues in indexability and crawling.
  • Web site velocity and usefulness: Monitor velocity and usefulness for each desktop and cellular units. Google Search Console may help with monitoring Core Internet Vitals, and Google Analytics may help you uncover common web page load occasions.
  • Conversion charges: Vital modifications in these numbers would possibly point out if the person journey is smoother or extra sophisticated than earlier than.
  • Key phrase rankings: Verify if related pages that have been well-positioned earlier than misplaced their locations on SERPs and reinforce inside linking to draw crawlers to the URLs with extra rating potential.
  • Backlink profile: Map all pages that obtain priceless backlinks and verify if their redirects are working appropriately. 404 errors in these hyperlinks is not going to solely harm your area’s rankings, but in addition the domains that ship them.

Migrations can stream easily in case your groundwork is finished with full-scale testing and danger mitigation.

Along with the technical processes we talked about all through this put up, it’s greatest to hold out on-site optimizations in your content material pages to regain natural site visitors in the long run.

Once we introduced Rock Content material’s outdated weblog in Spanish to the worldwide web site as a subfolder in, we suffered a harsh drop in our Google rankings.

The tide solely began to show in our favor later that 12 months, after intense months of sturdy content material distribution, publishing, pruning, updating, and hyperlink constructing. The next graphic reveals these outcomes:

Lengthy-term considering pays off.

Now, Rock Content material’s international web site is the thirteenth highest ranked at SimilarWeb for the On-line Advertising and marketing class, it receives greater than 7 million periods each month — and it retains rising.

Don’t be afraid. With the suitable planning and techniques, you possibly can grasp any web site migration that comes your means.

We hope your journey to a brand new web site is stellar!



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