Migrating a website can be a delicate process, but when done correctly, it allows you to improve performance, update technology or change servers without losing SEO positioning or affecting the user experience. However, if it is not done properly, you can face traffic drops, data loss or technical errors. Here is a complete guide to carry out a successful web migration without unnecessary risks.
Types of web migration
Before getting into the process, it is important to identify what type of migration you need:
- Domain change: Migrate the site to a new domain name.
- Change of hosting or server: Move the site to a new server or hosting provider.
- Platform change: Migrating from one platform or CMS (Content Management System) to another.
- Redesign: Change the structure and design of the site, keeping the same domain and server.
- Change of protocol: Migrate from HTTP to HTTPS, which is increasingly necessary to improve security and SEO.
Key steps for a successful web migration
1. SEO planning and analysis
The first step in any migration is planning. You must be clear about the reasons behind the migration and the goals you hope to achieve. In addition, it is essential to do a complete SEO analysis of the current website. This includes:
- Identify the pages with the best positioning in Google.
- Analyze the profile of inbound links (backlinks).
- Perform a content audit to ensure that key elements are not lost.
If you are changing the domain or URL structure, it is essential to correctly redirect the old URLs to the new ones.
2. Make a complete backup
Before making any changes, make sure you have a complete backup of your website. This includes both the files and the database. In case something goes wrong, you will be able to restore your website without any problems.
3. Testing in a staging environment
Never migrate directly on a live website. Create a staging environment to simulate the migration. In this environment, you can make changes without affecting the performance of the main site or users. This step is key to detect problems before they affect your site.
4. Maintain a coherent URL structure
If you change URLs during migration, make sure they follow a logical and coherent structure. Keeping the same URLs or creating correct 301 redirects (permanent redirects) from the old URLs to the new ones is essential to avoid losing traffic and impacting your SEO.
Tip: Use tools like Screaming Frog or Google Search Console itself to crawl all your URLs and plan redirects in advance.
5. Configure 301 redirects
One of the most critical aspects of any migration is to ensure that redirects are properly configured. 301 redirects tell search engines that a page has been permanently moved, which transfers SEO value from the old URL to the new one.
- Redirect key URLs and those with important backlinks.
- Verify that all redirects are working properly using tools such as Google Search Console.
6. Update the robots.txt file and the sitemap
If you change the site structure or URLs, make sure your robots.txt file is updated to allow proper crawling of the new pages. Also, upload a new sitemap.xml to Google Search Console and Bing Webmaster Tools so that search engines can properly index the updated content.
7. Change the address in Google Search Console
If you have made a domain change, it is important that you inform Google. Use the change of address tool in Google Search Console to notify the search engine that the site has been moved to a new address. This will speed up the reindexing process and help maintain SEO rankings.
8. Post-migration monitoring
Once the migration is complete, the monitoring phase begins. During the first few weeks, regularly check the traffic status, page indexing and overall site performance. Use tools such as Google Analytics and Google Search Console to detect any unusual drops in traffic or errors in indexing.
- Monitors for 404 errors (pages not found) and corrects faulty redirects.
- Watch the search engine rankings to make sure there is no significant loss of rankings.
9. Check the speed of the site
Migrations can affect the loading speed of the website, especially if you change hosting. Check that the site loads correctly and optimize the elements that may be affecting the speed (heavy images, unnecessary code, etc.). Google uses speed as a key ranking factor, so it is important to pay attention to this aspect.
10. Communicate the migration to your users
Finally, if the migration involves a major redesign or changes to the user experience, it is advisable to notify your audience. A clear message explaining the improvements and what to expect can help smooth the transition, keeping your users happy and avoiding confusion.
Conclusion
Migrating a website is not something to be taken lightly, but with good planning and execution, it can be done safely and without affecting your SEO ranking or user experience. Remember that the key is to perform a meticulous migration, test beforehand and monitor post-migration performance to correct any issues in time.
If you are planning a migration, prepare well from the beginning. A mistake in this process can cost you search engine rankings, but getting it right will allow you to improve your website’s visibility, optimize its performance and continue to grow digitally.
