SEM Guide: In this ever-evolving international of era, internet site has end up the maximum not unusual and crucial touchpoint for any business. With the unpredictable and fast technological advancements, the adaptability of a digital marketing company adelaide internet site turns into a crucial aspect for its increase.

Site Migration is a manner of adapting to the modifications, which refers to the large changes within the internet site that are usually done to update its platform, protocol (http to https), structure, area/subdomain or UI/UX. Some of the most common conditions for executing internet site migration are as follows:

Domain name alternate – Rebranding of commercial enterprise or movement from one area to any other

Subdomain alternate – Migration among folders or subdirectories

Re-platforming – When the website’s platform is being changed, like Shopify to WordPress

Protocol alternate – Migration from HTTP to HTTPS

Redesign – Modifications regarding complete site revamp or foremost code-level adjustments

Top-level domain call alternate – Usually when an international enterprise wishes the website to migrate to or from united states of america code pinnacle degree area

Site Structure change – Alteration in the architecture/taxonomy of the internet site

Migration no longer best enables the enterprise to obtain a better functionality, but additionally presents an possibility to analyze and rectify the present errors. However, these modifications in SEM will have a consequential impact at the website’s visibility within the Organic Search if no longer performed mindfully. Bad migration can result in loss of natural traffic and sales due to the fact a poorly migrated internet site gives out terrible indicators to the hunt engine spiders, which leads to decreased visibility on the search engine’s result pages.

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Since migration can make or break a internet site, it is extremely crucial to observe the first-rate practices so that it will ensure a technologically sturdy and SEO-compliant website. The process consists of 3 extensive levels, i.E. Earlier than, during and after migration, with a listing of essential checkpoints that must be observed to ensure that the brand new website undoubtedly achieves the aim at the back of migration whilst maintaining the SEO value of the legacy website.


Pre-migration section incorporates benchmarking performance of the legacy internet site and ensuring that the factors vital from an search engine marketing viewpoint are retained inside the remodeled version.

Staging Server

Ensure that the staging server isn’t be handy by means of the search engines like google and yahoo but may be crawled by way of search engine spiders on call for. This will assist with A/B checking out and checking if there are any crawlability issues with any element gift on an ordinary SEM web site. The staging server must also be crawled to test for any damaged hyperlinks, incorrect tags, duplication and 404 pages.

Page Template

Review the web page template to ensure that the following essential SEO elements are in location:

  • Page Title
  • Meta Tags
  • Canonical Tags
  • Header Tags
  • Image Alt Attributes
  • Body Content

Depending on the sort of migration scheduled, the capabilities cited above are SEM assignment and any unintended trade need to be handled on priority. The page template of the new website have to additionally be examined to check for any JavaScript crawling troubles. Crawlability difficulty with any of the factors noted above can deteriorate the ranking of a web site on Organic Search.

Custom 404 Page

Migration of a website may give upward thrust to an multiplied wide variety of unavailable or 404 pages. This consequences in SEM a bad person experience and displays inside the form of higher soar prices. In order to inspire the patron to check out other functional sections of the website, it must have a custom 404 page with hyperlinks to all the beneficial elements of the website like:

  • Homepage
  • Top Navigation Bar
  • HTML Sitemap (directory)
  • Internal Site Search

This is a fail-safe measure deployed to useful resource person engagement, in the course of and submit migration.

Page Speed Analysis

Page velocity is taken into consideration as one of the major ranking factors by way of Search Engines because the loading pace of numerous factors of a web site directly impact the user revel in. Page velocity analysis of the legacy website need to be finished for overall performance benchmarking, especially for migrations involving platform switch or code-stage remodel. Webtools like GTmetrix and Google’s Lighthouse offer an in-depth evaluation of the weight instances for numerous factors in a web page and the feasible answers for in addition optimization.



Tracking internet site hobby the usage of Google Analytics, Adobe Omniture or any reliable analytical tool presents holistic insights approximately the commercial enterprise. Hence, recording facts like quantity of classes, conversions, revenue, soar charge, touchdown pages, channel attribution, and many others. Is a ought to for analyzing any internet site. Ensuring that the brand new website has analytics set-up efficiently with defined occasion tracking, shall permit the enterprise to evaluate and compare historic overall performance of the website.

Duplicate Content

Migration gives an possibility to perceive and fasten any blunders gift within the legacy website. Presence of duplicate content material at the digital marketing agency Canberra internet site ultimately impacts its function on SEM Organic Search, as it confuses the search engine spiders. Identifying duplication troubles and fixing them the usage of suitable methods like 301-redirection or inclusion of canonical tags will spare the internet site from getting penalized and optimize the crawl budget inside the system.