In a few of our recent posts here, we’ve discussed some of the basics of site migrations. Within the world of SEO and internet marketing, site migrations are both incredibly common and hugely important.
These events, which describe changes in any area that affects search engine optimization, can be done sub-optimally if you don’t have the right SEO team in your side – and this can lead to a massive disaster for the site in question. Here is part one of our two-part blog on common migration mistakes to avoid if you’re undergoing one.
Likely the single most common reason for a failed site migration is a strategy that was in line to fail from the very beginning. Just like other areas of online marketing, site migrations should come with realistic expectations for the move – plus ways to measure these expectations and determine if they were met. If your migration is lacking either of these elements from a broad standpoint or is unrealistic about them, the migration is in trouble.
In many cases, the biggest mistake here is simply not being detailed enough. A site migration requires this kind of granular attention to every little thing, and you should be aware that nearly all migrations come with small bumps in the road here or there.
As such, your planning needs to be both detailed and flexible. Try not to plan a big migration for major seasonal peaks, as these will be busy times that require attention elsewhere.
Most managers in this realm know to consider a site migration from an SEO standpoint, but are you considering the UX standpoint also? User experience is absolutely vital for your brand, and certain SEO areas might damage it if done incorrectly – or vice versa. Make sure you have consultants who understand both sides here.
A big part of the planning for a site migration involves dedicating the proper resources to the project. This comes with being realistic about your objectives, as we noted above. If you’re dealing with a limited budget, you may want to consider whether the migration is even worth the likely issues it may cause. If possible, be liberal in your budgeting – try to keep at least 20 percent beyond what you think the project will cost, just to be safe.
For more on-site migrations, or to learn about any part of our internet marketing program, speak to the pros at SEO Werkz today.