SEO needs to be a consideration for any site migration, whether it’s a change in domain, a brand new website, a re-platforming of CMS or a smaller reskin project.

Site migrations are critical steps in the continued growth of a business’s online presence but they’re not risk-free. Impression’s site migration SEO service is designed to ensure that you preserve as much of your organic traffic as possible in the short-term and set yourself up for long-term growth.

We’re happy to work on site migrations as one-off projects or as part of a longer retainer. Longer-term work allows us to monitor progress and make future recommendations based on a more comprehensive dataset, but we’re happy to work to a timeframe that makes sense for your business.

What kinds of site migrations do we work with?

Impression’s site migration SEO process is applicable to any activity that involves changing the structure of an existing website to the extent that a staging site is required. That activity could be anything from restructuring a handful of subfolders, all the way up to a new website build. If an activity doesn’t require a staging site, we recommend handling it as part of a wider SEO project or retainer.


Reporting and post-launch performance

It’s normal for rankings to fluctuate in the weeks following a site migration. Our process is designed to mitigate any negative effects but some changes are unavoidable during the period in which Google is crawling and indexing your new pages.

This period of fluctuation is why it’s crucial for a site migration project to involve performance reporting for at least a month after the changes, although it can take as long as 3 months for everything to return to normal following a big site migration.

Before the migration, we will start tracking a list of business-critical keywords so that we can see daily rankings following the launch. Our reports will also incorporate data from Google Analytics and Search Console to show you a complete picture of the migration’s effects over time.

Are you considering a site migration?

We’d love to discuss any of the services above with you.

We will work alongside you and your developers to deliver a site migration rooted in SEO best practice. Get in touch today to find out more.