Switching to a new website platform is a significant decision for any business or website owner. It can lead to improved performance, better user experience, and enhanced functionalities. However, one major concern during such a transition is the potential loss of Search Engine Optimization (SEO) visibility. Search engines, like Google, rely on specific website structures and content to rank pages effectively. Switching platforms without careful planning can negatively impact SEO which can lead to a decline in organic traffic and search rankings.
This guide will outline essential steps to switch website platforms while preserving SEO visibility.
What is Website Switching?
Website switching refers to the process of transferring a website from one environment to another, which can involve changes in domain, platform, design or structure. This undertaking can be intricate and demands meticulous preparation to mitigate search engine rankings and the risk of losing traffic.
How to Switch Website Platforms Without Losing SEO Visibility
Even though each switch is a bit different and unique, following these guidelines can minimize the risk of losing organic search traffic and confirm a smooth transition to the new platform.
Conduct a Comprehensive SEO Audit
Before starting the platform switch process, perform a thorough SEO audit of your current website. Identify the pages with the highest organic traffic, the most valuable keywords, and the current website’s overall SEO performance. This analysis will help you prioritize essential elements and ensure they are migrated seamlessly to the new platform. The tools to use here include Google Search Console and a tool like Ahrefs or Semrush.
Put Everything into One Spreadsheet
Organize all collected data into a single spreadsheet, like content details, URLs and performance metrics. This centralized document will serve as your roadmap for the switching process. My preferred activity is crafting a single master spreadsheet that contains information about all URLs, including:
- Top keyword positions
- The metadata of each URL
- The backlinks to each URL
- The number of GSC each URL got in the last 30-120 days
- The general traffic each URL got in the last 30-120 days
- Current URL and New URL
Choose SEO-Friendly Platform
Opt for a website platform that is inherently SEO-friendly and provides the necessary features to optimize your site effectively. Ensure the platform allows you to customize essential SEO elements, such as page titles, meta descriptions, URLs, header tags, and image alt tags. Verify that the platform’s default structure aligns with SEO best practices to avoid significant changes during switching.
Read Also: Top Keyword Research Tips for 2023
Set Up Proper 301 Redirects
The most critical aspect of preserving SEO during platform switching is to set up 301 redirects. These redirects inform search engines that a specific URL has permanently moved to a new location. Doing so transfers the SEO authority and value from the old pages to the corresponding pages on the new platform. Create a comprehensive list of all the old URLs and their corresponding new URLs, then implement the redirects using .htaccess (for Apache servers) or the appropriate method for your new platform.
Maintain URL Structure
Try to maintain a similar URL structure when switching to the new platform. If necessary, optimize your new URLs to be more SEO-friendly. Avoid changing URL formats drastically, as this could lead to broken links and a significant drop in SEO rankings.
Preserve High-Quality Content
Content is the backbone of SEO, and preserving high-quality content during platform switching is crucial. Ensure that all text, images, videos, and other media are accurately carried over to the new platform. Verify that the content formatting remains consistent and that any embedded elements continue to function as expected.
Update Internal Links
Review your website’s internal linking structure and ensure that all internal links are updated to point to the new URLs. Broken internal links can lead to a poor user experience and negatively impact SEO. Use tools like Xenu Link Sleuth or Screaming Frog to identify and fix broken links.
Submit XML Sitemap to Search Engines
Generate a new XML sitemap for your updated website and submit it to search engines through their respective webmaster tools. This helps search engines discover and index your new pages more efficiently, ensuring that your updated content receives proper visibility in search results.
Monitor Search Console and Analytics
Keep a close eye on your website’s Search Console and analytics data after the switch. Monitor changes in organic traffic, search rankings, and user behavior. Any significant fluctuations may indicate issues that need attention. Regularly check for crawl errors and fix them promptly.
Implement Structured Data Markup
Structured data markup provides search engines with additional context about your website’s content. Implement structured data according to Schema.org guidelines on the new platform. This will enhance your chances of earning rich snippets and other special SERP features that will support you in improving your website’s visibility.
Back-Up Ready to Roll Back
Creating a complete backup of your site as a safe net is necessary before launching the new site. If the switching faces major issues, you can roll back to the previous version. Depending on where the site is hosted, you can roll back the site easily. This is something that Cloudways offers.
Test Responsiveness and Page Speed
Ensure that your new website is fully responsive across different devices and browsers. Mobile-friendliness is now a crucial factor in SEO rankings. Optimize your website’s loading speed, as slow-loading pages can negatively affect SEO and user experience.
To Sum Up
Switching website platforms can be daunting, but with careful planning and execution, it is possible to migrate without losing SEO visibility. Conduct a comprehensive SEO audit, choose an SEO-friendly platform, set up proper 301 redirects, and maintain a similar URL structure to preserve your SEO rankings. Focus on maintaining high-quality content and optimizing internal links, and regularly monitor your website’s performance through Search Console and analytics data. With the implementation of these guidelines, you can confirm a smooth transition to the new platform while safeguarding your website’s organic search traffic and SEO visibility.