For most businesses experiencing growth, a website migration is an inevitable step in scaling up operations. This process typically involves transferring a website from one domain, CMS, or hosting provider to another, often retaining the bulk of existing content. A successful migration can significantly enhance user experience and infrastructure, enabling better handling of increased traffic—ultimately positioning e-commerce ventures for substantial future growth. However, potential pitfalls must be navigated with care.
Factors such as URL redirection, re-optimization of old content, and backlink management are crucial considerations during the migration process. Neglecting any of these aspects can impede progress or result in a decline in organic rankings and traffic. In this SEO site migration case study, we delve into the intricacies of the process using anonymized client data to illustrate best practices and common mistakes.
Coalition Technologies assisted a client, referred to as ABC, in migrating from a former agency’s platform to BigCommerce. ABC’s previous site suffered from slow performance and frequent downtime, necessitating a migration to ensure competitiveness and long-term stability. The objectives for the migration were to improve site speed, minimize downtime, and enhance user experience.
Despite the increase in traffic and revenue post-launch, an analysis of the migration process revealed areas for improvement. At the outset, ABC’s website ranked for over 28,000 keywords, which dropped to approximately 13,400 after the new site’s launch ten months later. We examine the key issues that contributed to this decline.
Failing to continue posting optimized content on the old site during the migration, coupled with the lack of new content pre-launch, resulted in a significant loss of SEO value. Furthermore, the decision to retain several high-traffic blog posts without migration, despite our advice, led to a further decline in rankings and traffic.
Our inability to post new content, migrate older blogs, or implement technical fixes constrained our efforts to mitigate the downturn in rankings and traffic. While email marketing and link building provided some relief, they did not entirely offset the SEO impact.
Comparatively, another client, XYZ, experienced a different outcome. Despite restrictions on posting new content during the migration, our team was able to make technical improvements and see steady traffic growth post-launch.
The challenges of website migration can be daunting, but the benefits of a successful SEO migration are substantial. It can unlock business potential and position your company on a superior platform capable of delivering an exceptional customer experience. Our SEO experts at Coalition Technologies have successfully guided thousands of businesses through the migration process, significantly increasing traffic and revenue. For support with your website migration, contact us for a free strategy review today.
