Site Migration Issues: 11 Potential Reasons Traffic Dropped

Site Migration Points: 11 Potential Reasons Traffic Dropped

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Web site migration is a type of tedious processes that may profit your web site in the long run — however rather a lot can go mistaken within the course of.

Improper redirects, issues with robots.txt recordsdata, sitemap points, and even damaged inside hyperlinks can inadvertently trigger your web site migration to drive a drop in natural search site visitors.

Figuring out why your site visitors is dropping or dropped considerably after a web site migration is usually a matter of trial and error.

Use this column as a guidelines to double-check these frequent causes websites lose site visitors after a web site migration.

Begin by Operating a Crawler to Generate a Listing of Frequent Points

First, just be sure you have an entire listing of points plaguing your web site at your disposal so you possibly can confirm and proper any points that will come up.

ScreamingFrog is the go-to device for scanning your web site and seeing all the page-specific points that you’ve got.

Run a scan in your web site to see what points pop up. The scan can take some time for bigger websites, but it surely’s value it to search out issues with:

  • Redirects.
  • Damaged hyperlinks.
  • Duplicate content material.
  • Metadata points.
  • txt blocked URLs.

Possibly you’re like me and like to do most issues manually however this device can prevent a ton of time.

Preserve your scan knowledge accessible, as a result of it should let you quickly establish most of the points under.

You must also carry out a serious scan and backup your knowledge earlier than any main web site migration or redesign. This will provide you with knowledge for comparability so you possibly can see what has modified.

Be certain to avoid wasting a duplicate of your web site’s HTML/structure earlier than a redesign, so you possibly can evaluation and revisit if wanted.

11 Most Frequent Reasons Websites Lose Traffic After a Web site Migration

See if any certainly one of these (or a mixture thereof) may very well be inflicting or contributing to your post-migration site visitors losses.

1. Canonicalized Tag Modifications

Which web page in your web site misplaced site visitors or rankings? Go to these pages and analyze the canonical tags to see in the event that they had been modified in a approach that affected your site visitors.

A couple of frequent points with tags:

  • Pointing to non-relevant pages.
  • Programming points (instance: trailing slash lacking).
  • Pointing to outdated URLs that not exist.

 2. Robots.txt and/or Non-indexable Content material

Open your robots.txt file or pages that misplaced site visitors to see if the pages are nonetheless indexable. A difficulty with indexing would be the wrongdoer to your site visitors loss.

Google has its personal robots.txt tester tool that may enable you to establish and proper any points that you could be be having together with your file.

Learn extra: Google’s John Mueller Explains How Pages Blocked by Robots.txt Are Ranked

3. Misplaced Meta Information

Your migration could have brought on your web site to lose its meta knowledge within the course of. Title tags and meta descriptions could also be misplaced as a consequence of a single column being misplaced in a database switch.

Utilizing the information out of your ScreamingFrog scan, examine to be sure that your web site’s meta title and outline are nonetheless correct and intact.

When you misplaced this knowledge, you’ll want so as to add these necessary metas again to your web site. You might be able to run a fast Google search of your web site utilizing “” to catch a glimpse of what the meta knowledge was earlier than the migration.

Or, use the backup you created earlier than the migration.

In any other case, you’ll have so as to add your keyword-rich titles and descriptions again in manually. That may be time-consuming to close inconceivable relying on the dimensions of your web site.

P.S. If you already know a database specialist or don’t thoughts performing some digging, you might be able to import your outdated meta knowledge into your new web site.

4. Web page Velocity Loss

When you did a full web site migration or modified servers, you could have misplaced some web page pace within the course of.

You’ll want to examine a number of of the pages the place you’ve misplaced site visitors to see how your pace is performing.

You could must:

  • Confirm that your CDN was a part of the migration and is working correctly.
  • Confirm that your caching system is in place and operating correctly.
  • Verify PageSpeed Insights to search out any simple fixes that may increase your web site’s pace.

Server points may be plaguing your web site and never permitting it to load quick sufficient.

5. Verify Your Inner Hyperlinks

Inner hyperlinks are an incredible, pure option to preserve individuals in your web site, and it additionally helps serps go from one web page of your web site to a different.

Ensure that the interior hyperlinks in your weblog posts and on pages are linking to your present web site, not the outdated one.

6. Content material Accessibility Points

Google Search Console lists all listed pages in your web site. Log into GSC and navigate to Index > Protection.

Click on on error, legitimate with warning, legitimate or excluded.

Right here’s you’ll see if a URL has any points and might hover over and click on Examine URL to be taught extra.

On the inspection web page, you possibly can “test live URL” and establish any points that Google may be having when making an attempt to entry the web page.

7. Damaged Redirects

Site redirects are an integral a part of any web site migration. When you didn’t have a 301 redirect plan in place when migrating your web site, you’re going to have plenty of points post-migration.

You’ll lose site visitors as a result of serps aren’t informed the place your web site has migrated.

Guests could also be getting misplaced within the course of, too. Redirect points is usually a nightmare; that is one which Search engine optimisation professionals dread.

Generate studies in ScreamingFrog to search out any redirect loops or chains which are having points.

You’ll need to:

  • Clear up any redirect loops.
  • Comply with redirect chains to verify the redirection is correct.
  • Verify to verify outdated URLs are correctly redirected to your new URLs, updating hyperlinks to pages utilizing a 301 direct, and linking to the brand new web page as a substitute.

Add a whole listing of outdated URLs into ScreamingFrog, crawl these URLs, and analyze the report back to be sure that the beginning URL and vacation spot URL are correct.

Confirm each the ultimate standing and ultimate standing code, too.

When you’re at it, make certain that all the outdated pages are redirected utilizing 301 redirects and not 302 redirects, which aren’t everlasting.

8. Exterior Hyperlinks Misplaced

Exterior hyperlinks stay a strong sign to serps. When you’ve constructed an incredible web site with lot of natural hyperlinks, you count on to see excessive rankings.

After a migration, it could be worthwhile to succeed in out to those web site homeowners to ask them to replace their hyperlinks to your new web site.

If their outdated hyperlinks are damaged or go to a web page in your outdated web site that isn’t part of your redirect, this will trigger issues with search rankings.

You could even need to redirect these damaged hyperlinks again to your new web site’s related or identical web page.

For instance, if the hyperlink was to web it’s possible you’ll need to redirect the damaged hyperlink again to web You can too redirect the damaged hyperlink to a web page that’s related in nature.

9. Platform/Internet hosting Points

Are you re-platforming or transferring servers? Change is an efficient factor, however it will probably additionally trigger little points that make your web site’s site visitors fall:

  • Firewalls blocking search engine bots.
  • Platforms utilizing JS, which is tougher for bots to crawl.
  • Gradual speeds and poor efficiency.
  • Nation restrictions.

When you’re re-platforming and/or switching servers or have already got, go over all the pages the place your site visitors dropped rigorously.

I like to recommend giving these platforms or servers a check drive earlier than going all in and migrating your web site.

Just a little preparation may help you keep away from platform or internet hosting points that may trigger your site visitors to drop.

10. Photos

Does your web site obtain plenty of picture site visitors? If that’s the case, it’s attainable that your picture URLs weren’t redirected correctly throughout the migration. Verify to be sure that your picture URLs are:

  • Linking to the precise photographs.
  • Linking to your new area.

When you’ve got a CDN, you may be capable of make a speedy change to your CDN to alter your entire photographs over to your new web site.

Within the occasion that you simply used a CNAME to create your personal picture URLs, be sure that the CNAME is pointing to your new web site and/or server.

11. Google Updates

It’s additionally attainable that your web site adjustments coincided with a Google replace. Google’s updates do greater than change their search algorithms – they will drive your group loopy.

Generally, an replace happens near a migration and might trigger your web site’s rankings to fluctuate.

Verify whether or not Google has pushed any main updates. The problems you and your group are having may not be associated to your migration.

Recovering & Rebuilding from Traffic Losses

Amassing and benchmarking knowledge earlier than the web site migration occurs is significant, preserving observe of all of the adjustments earlier than/after.

I like to make use of Google Analytics Annotations to maintain observe of Search engine optimisation-related adjustments.

I additionally encourage programmers to trace their adjustments in an analogous approach, so Search engine optimisation professionals can revisit and see what occurred that result in the site visitors drops.

Correcting your entire web site’s points takes time and endurance. When you’re fortunate, you may discover the wrongdoer accountable for your web site’s site visitors points in minutes, however Search engine optimisation at all times requires a long-term strategy.

Undergo your web site, examine for these points, and make any corrections vital. Whenever you’re glad together with your adjustments, wait a number of days or perhaps weeks to see in case your site visitors recovers to pre-migration ranges.

In case your site visitors continues to be drastically decrease than earlier than the migration, preserve working by this listing and attain out for assist with any troublesome points you possibly can’t appear to establish.

Then, take what you’ve discovered and apply it going ahead to construct your site visitors and make your web site stronger than ever. Go forth with confidence!

Extra Sources:

  • Methods to Efficiently Pull Off an Enterprise-Degree Site Migration
  • 4 Reasons Why Web site Migrations Fail & Methods to Overcome Them
  • Enterprise Search engine optimisation Information: Methods, Instruments, & Extra


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