How to Successfully Migrate a Website Without Harming SEO [Checklist]

How to Successfully Migrate a Website Without Harming SEO [Checklist]

An outdated website won’t represent your brand well.

Web design experts recommend a site redesign every 2-3 years to keep up with web standards and design trends. This can often be accomplished with a simple facelift or re-skin. However, in some cases, you may be up against a site migration.

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The end result of a site migration may include a cleaner interface, a new or improved user experience, an easier editing experience, and more. However, the choice to migrate your website should not be taken lightly. If executed poorly, you could end up with status code errors, negatively impacted SEO performance, and even irritated website visitors.

Why might you migrate a website?

Here are the circumstances in which you might need a site migration over a simple redesign:

  • You need to move your site’s location from one server to another.
  • You are changing the CMS platform your site operates on.
  • You are changing your domain name or URLs.
  • You need to make major changes to your site’s architecture (not just aesthetics).

Website migrations can be done on your own or professionally. (For example, HubSpot offers migration services to customers switching to HubSpot’s CMS.)

If you’re considering a website migration, keep in mind that you must leave yourself time to prepare and execute. Migration specialists usually take about three weeks, so plan accordingly. Now, let’s get into the details of migrating a website.


1. Crawl the existing site.

A website crawler retrieves the URLs and markup on your site, “seeing” this information similarly to how Google would.

Performing a crawl gives you a starting point for your URL mapping (more on that later) as well as a list to refer to in case something gets lost in translation. You can crawl your website yourself with a third-party tool such as Screaming Frog.

2. Record your benchmarks.

In some cases, analytics data can get erased during a site migration, and this historical benchmarks can be valuable, so it’s best to retain it.

You should also take the time to review your analytics and ensure you know how visitors currently navigate the site and which pages are your most valuable. This context can help inform your redesign and site architecture decisions.

3. Map your URLs.

If you’re making major changes to the URLs on your site, you’ll need redirections in place to guide Google and your website users from your old URLs to your new URLs. 

  • From a usability standpoint, if a page no longer exists, you don’t want your users to get a 404 status code error. Instead, they should be guided to the page that has taken the old page’s place. 
  • Improper redirects can mean a big hit against your SEO. They tell search engines and visitors of your website that a page has changed, whether it’s been removed, or no longer exists. They also tell search engines what new pages have replaced old ones.
  • From an SEO perspective, you don’t want to lose all of the history, backlinks, and (in essence) “authority” that the old page built up. A redirect tells Google where to attribute those signals instead. 

To get redirects implemented, you must first strategize by mapping your URLs. This involves building a spreadsheet with two columns: one for the old URL and one for the corresponding new URL. 

Don’t be concerned if there aren’t “perfect” replacements for every piece of content. Just do the best you can to direct your users based on their original intent.

If you have tons of pages, manual mapping probably isn’t in the cards for you, so to save time, look for patterns in your URLs that can be redirected in groups or sections.

Existing redirects should be migrated as well. Try to keep as many existing redirects as possible to lessen the workload, and make sure your URLs are mapped before you test redirects, to make sure you have backups if you lose them.

For more information on how to update URLs, check out this article.

4. Make sure you’re retaining titles, meta descriptions, and HTML markup.

Recall that website migrations help with website organization. As such, pages should be uniform and contain the same information as they did before. To illustrate, if the HubSpot Marketing Blog underwent a site migration, the content and descriptions for each blog post would be the same, just look different.

You can always update or rewrite titles, meta descriptions, and HTML markup, but you should still ensure that each page includes the proper information. 

5. Try out the new build on a test server (aka sandbox).

Seeing mockups or testing in a local environment will not give you a full picture of the new site’s functionality and implementation. For a seamless transition, take it online for a test drive before the official migration.

6. Choose the right date for the migration.

Hiccups will happen no matter what, but you can minimize them by avoiding peak hours.

Day of Migration

7. Prepare to update your site’s DNS settings.

If you’re moving your site to a new server, part of the process will include “pointing” to the site’s new location. Coordinate with your web/IT team and/or your hosting providers (new and old) to accomplish this.

8. Launch.

Set up your forwarding redirects, unpublish, and implement.

If DNS changes were involved, the site may be down momentarily.

If you’re not switching servers or platforms, the migration should be nearly instantaneous.

9. Crawl the new site.

Once the new site is live, you can do a crawl to see if it has been migrated how you expected it to. One thing you want to look for is proper indexability and crawlability.

10. Identify and resolve missing and duplicate content.

Using the crawl report, see if you find any anomalies, including duplicate content or 404 errors and broken links. In addition, you should click around the new site and look for issues.

11. Check for redirect chains.

Now that your site has been migrated, you have a lot of new redirects on your hands. If redirects already existed, chains may have been created.

Here’s what I mean:

If you were already redirecting A to B, your migration may have added a redirect from B to C.

This creates a chain of redirects: A to B to C.

Redirect chains can slow your site down and impact performance. You can avoid this by breaking the chains, redirecting A to C and B to C.

12. Ensure Google Analytics and Google Search Console are implemented.

To avoid any gaps in data and reporting, these should be up and running the same day.

13. Mark the date in Analytics.

Google Analytics allows you to make “Annotations” of important dates or events. This can help you contextualize the data and measure performance pre-and post-migration (unless you opted for a new Analytics setup).

14. Submit sitemaps.

Once everything is up and running, ensure your XML site map has no errors. Then, you can submit the sitemap in Google Search Console to invite Google to crawl the new implementation.


15. Monitor performance.

While temporary dips in traffic are common after a migration, you should still be keeping a pulse on your analytics to ensure nothing big was missed that could be affecting performance.

16. Run site audits.

Sometimes, third-party tools can find issues you didn’t know about. SEMrush’s site auditor is excellent in situations like this.

17. Update your platforms.

If you have ads running or other platforms that may be using old URLs, be sure to add fresh links.

18. Have publishers update backlinks.

If your redirects have been implemented correctly, you’ll still get traffic and authority from your backlinks. However, it’s still best practice to use the freshest URLs possible. With that in mind, reach out to the publishers of your highest value links to notify them of the swap.

Website migration can be a lengthy process, but it’s not impossible. With preparation, you can have a migration that’s successful and friendly with your existing SEO efforts. 

Editor’s note: This post was originally published in December 2019 and has been updated for comprehensiveness.

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10-Point Checklist for Starting a Successful Blog

10-Point Checklist for Starting a Successful Blog

Blogging is one of the fastest and easiest ways to get on the internet. It’s also one of the most cost-effective. In short, all you need is a domain name, hosting and a quick install of WordPress and you are potentially on your way to starting a nice little hobby or side business for yourself. Still not sure if a blog is for you? Just check out the many benefits I’ve had since starting this blog back in 2007!

If you get a little lucky and put in the time and effort, you may end up creating a site that could make more money than your full-time job, and allow you to live the “laptop lifestyle”. While this dream is quite a dream for most people, finding success with blogging is definitely possible if you know what to do and look for.

Today we are going to break down a 10-step process for how to start your own blog, while also keeping the goal of making money with your site in mind. More specifically, these ten steps will be covering the foundation process and to make sure you have enough structure in place for long term success. While some of these points may seem basic, they are often overlooked and can lead to further disaster down the road when not set up correctly.

In addition to the many resources that can be found online, you can also check my latest blogging tips course on Udemy, which currently has over 10,000+ students and more than 100+ 5-star reviews. It’s definitely a great kick-start course to help you get your blog headed in the right direction within the next 30 days.

How to Start a Blog

Figure out the point of your blog.

With over a billion active sites on the internet and more than 300 million of them being blogs, it’s safe to say that anything you were thinking about blogging about is probably already being covered. However, that doesn’t mean you shouldn’t still start a blog… it simply means you should be thinking about why you are going to create one. Questions to ask yourself are, why are you creating your site, who is your target audience, how do you plan to make money with it and how will you stand out from the crowd. Knowing the answers to these questions beforehand will allow for faster success as you develop your blog.


Create a persona

Starting a blog is easy, building a brand is not. To follow up on my previous point, with over a billion sites in the world today, you need to have a personal brand or persona for your site that helps it stand out from the crowd. Not only will associating a name and expertise with your site make it more personal, it will also grow your personal brand and reach in the process. If this is something you want to do as a real business and develop into something big, building out an established blog of your own is one of the best ways to do it.


Choose a domain name.

The domain name for your site is how people are going to find you online — it’s essentially real estate on the internet. Just like you have a home address that no one else has, domain names are the same. Once they are gone, they are usually gone for good.

This is why it’s heavily recommended to always try and register and secure your personal name as a domain name (preferably .com). There are likely several other people in the world with the same name as you, and if your name as a domain is still available, go grab it as soon as possible. If you currently have a brand or business name, you should register that as a domain name as well.


Pick a hosting provider.

One of the first things you will need to do to get online, is to setup a web hosting account. For first-time site owners, this might seem quite confusing. All you really need to know is a web host stores your site data online, making it easy for people around the world to access your content. To find a hosting solution,  simply look up hosting reviews online to see what their customers say about them, then sign up for an account. Hosting usually costs less than $10 a month and some will even offer a domain name for free. When looking for a host, try to find one that also offers one-click WordPress installs.


Install a theme.

WordPress is the free software that is used to power the majority of blogs and sites on the internet today. As mentioned, most web hosts now offer the ability to install WordPress on hosting accounts for free. If you can learn how to use Microsoft Word, you should have no problems with WordPress.

One of the many perks of WordPress is not needing to touch any lines of code or programming to design your site. Instead, you can download and install WordPress themes. There are millions of themes to choose from, many of which are free. However, I personally use and recommend MyThemeShop as they have the best premium themes around.


Optimize your SEO.

SEO stands for search engine optimization and that is how your site will rank in the search results. SEO comes down to many different factors, but site content, structure and linking are three of the most effective factors of it.

Again, WordPress makes the process of SEO on your site quite simple. Refer to this list of SEO tips for beginners to learn more about ranking your site in Google.


Write out a list of articles.

With most of your site foundation now in place, it’s time to start thinking about the content you are going to create. One important thing to remember is that longer content is more effective than short content. Many site owners and bloggers get this wrong. They think going live with a new 500+ word article every day will bring them traffic and success, but it won’t. Instead focus on creating a few 1,000+ articles per month, then spending the necessary time to promote each of them effectively.

In reference to what type of content you should be creating for your site, go back to the questions asked at the beginning of this article. Know what your audience wants, and provide it to the in the best way possible. Always put content value and user experience first.


Create your first post.

The first post on your site is quite important and not one that should be taken lightly. Way too many bloggers will leave their first post as “Hello Word”, and not leave much content on it. Instead, delete this post and create a detailed 1,000+ word article that will provide value and act as a resource to your article. Even if only a handful of people are coming to your site when it’s soft-launched, you still want them to see something great. This first post should provide text, images, videos and shareable content such as infographics — all with the common goal of providing value and acting as the launchpad article for your site.


Create an editorial calendar.

If you are already having problems coming up with ideas for content for your site, you may be in trouble. However, remember how it was mentioned earlier that you don’t need to come out with a lot of content… but instead, just long form and great content. This will always be the case with online content.

For bloggers that have what seems like an endless amount of content ideas, setting up or writing out an editorial calendar is a great option. This will allow you to write out what content you want to go live with, and when. This will also help you come up with better ideas and a streaming flow of content so it comes out in the correct order. Along with content creation, make sure to also set up social promotions within your calendar as well.


Outreach and Promotion.

The last step in the foundation process is to make sure you focus on your outreach and promotion. It’s been mentioned several times now, but so many site owners and bloggers keep neglecting it. The success of your site will come down to the content you create and the promotion you put behind it. There is simply way too much content out there already, you need gain new backlinks and site mentions to stand above the crowd.

This can best be accomplished through organic SEO (going after long tail keywords), creating shareable content (like infographics) and contributing to other sites within your niche (through guest blogging).

Start Your Blog Today and Make Money Tomorrow

Yes, starting a blog is extremely cost-effective and easy, but actually making something out of it and earning a few dollars will take some work. Don’t look at the most successful bloggers in the world today and expect to see the same results overnight — or even within your first few months! This is a very competitive space and it takes a lot of time to compete and see growth.

Follow each of the ten steps listed above to build a solid foundation for your blog, which will allow it to continue to grow for many years to come.