How to Manage SEO During Site Migrations

TL;DR

301 redirect all images during a site migration to maintain image indexing. A domain change doesn't always lead to traffic loss if the URL structure remains consistent. Properly use the Change of Address tool to inform Google of intentional moves. Monitor both old and new domains to ensure smooth traffic transition.

Transcript

GLENN GABE: I wrote a post actually one time after I helped a large-scale e-commerce retailer that hadn't 301 redirected its images, right, so that the images were n-- MARTIN SPLITT: Oh, right. Mm-hmm. GLENN GABE: Right. So I wrote a post about, like, don't forget to redirect images during a migration, right? MARTIN SPLITT: Definitely. Visual conte... Read More

Key Insights

• 301 redirects are crucial for images during site migrations to maintain indexing.
• A domain change doesn't inherently cause traffic loss if URL structures are preserved.
• The Change of Address tool signals Google of intentional site moves, aiding faster transitions.
• Merging two sites is complex and not equivalent to a simple site move.
• Google constantly reassesses content quality, even during site migrations.
• A significant traffic drop post-migration may warrant a rollback after thorough diagnostics.
• Unblocking URLs during migration isn't necessary unless there's a specific reason.
• Avoid making multiple changes during a migration to isolate potential issues.

Questions & Answers

Q: How to redirect images during a site migration?

To redirect images during a site migration, implement 301 redirects for all images to the new domain. This ensures that the images remain indexed and accessible in search results, maintaining their visibility and traffic. Properly configuring these redirects is crucial for a seamless transition and to prevent loss of image-related traffic.

Q: Will a domain name change always result in traffic loss?

A domain name change does not necessarily result in traffic loss if executed correctly. Maintaining the same URL structure and content can help ensure a smooth transition. Traffic may initially drop on the old domain and rise on the new one, but overall traffic should remain stable if the migration is handled properly.

Q: What is the Change of Address tool and why use it?

The Change of Address tool informs Google of an intentional domain change, allowing it to prioritize the transition. It acts as an explicit signal from the site owner, helping Google understand that redirects are not temporary. This can speed up the process of transferring signals and indexing the new domain.

Q: Does Google reassess content quality during a site move?

Google constantly reassesses content quality, regardless of site moves. A site move itself doesn't trigger a reassessment, but changes in URL structure or content might. Google evaluates content based on its current form, ensuring that quality is maintained or improved, irrespective of any domain changes.

Q: When should you revert a site migration?

Consider reverting a site migration if a significant traffic drop persists and diagnostics reveal no technical errors. Allow a few weeks for traffic to stabilize. If no improvements are seen and the cause remains unidentified, reverting might be necessary, but only after exhausting all diagnostic options and potentially seeking expert advice.

Q: Should URLs blocked by robots.txt be unblocked during migration?

It's generally unnecessary to unblock URLs during a migration if they were intentionally blocked by robots.txt. Unless there's a specific need for Google to crawl these URLs, maintaining the existing robots.txt settings is advisable to avoid unintended indexing and potential issues with duplicate content.

Q: What common problems occur after a site move?

Common problems post-site move include incorrect redirects, blocked URLs, and forgotten Search Console settings. Ensuring all redirects are correctly implemented and monitoring both old and new domains can help mitigate these issues. Avoid making multiple simultaneous changes to isolate and address any post-migration problems effectively.

Q: Why avoid making multiple changes during a migration?

Avoiding multiple changes during a migration is crucial to isolate potential issues. Changing variables like URL structure, content, and technology simultaneously can complicate diagnostics if problems arise. Implementing changes step-by-step allows for clearer identification of issues and ensures each change is correctly assessed and optimized.

Summary & Key Takeaways

• 301 redirects are essential for images during a migration to ensure they remain indexed. If a domain change is executed cleanly, with consistent URL structures, traffic loss isn't inevitable. The Change of Address tool helps Google recognize and prioritize intentional site moves, potentially speeding up the transition process.

• Merging two sites is more complex than a simple site move, requiring Google to re-evaluate the new structure. Google continuously reassesses content quality, which means site migrations don't inherently trigger quality reassessments. If a migration results in a significant traffic drop, consider diagnosing the issue before contemplating a rollback.

• During a migration, it's unnecessary to unblock URLs unless there's a compelling reason. Avoid making multiple changes simultaneously during a migration to prevent confusion and isolate potential issues effectively. Monitoring both old and new domains is crucial to ensure a smooth traffic transition.