Why use an SEO Rank Tracking tool for Website Migration or Redesign?

migration site web

When you redesign your website or e-commerce interface, you need to look out for your site’s SEO in particular.

Although it is easier to keep track of the traffic generated by other sources (AdWords, display, social networking, email etc.), it is not easy to retain your SEO position on search engines when it comes to website migration or redesign.

Discover how Myposeo’s Rank Tracking tools can help ensure your online visibility and SEO performance is not compromised and your ranking has not fallen during website migration or redesign.

Migration, Redesign or Change in Domain Name

When migrating your website to another server, there is always a risk of significant fall in organic rankings on search engines. Potentially, the result of this migration is quite the opposite considering it is often done to improve server loading times or availability. Nevertheless, it is interesting to monitor your website’s SEO to see the potential gain from migration.

For website redesign and changes made to domain names (NDD), the risk of losing your ranking is greater, as Google will have to re-index your whole website, even if you create your references carefully.

Losses in terms of traffic and therefore in terms of business (turnover) can be significant where redesign is concerned. It is therefore important to monitor your SEO.

Examples of websites migrations:

  • EDF: migration since July 2015 edf.com to edf.fr (sub-domains and different folders)

For website redesign and changes made to domain names (NDD), the risk of losing your ranking is greater, as Google will have to re-index your whole website, even if you create your references carefully.

migration site edf

This analysis was also carried out by Myposeo’s SEM Analysis tool. The migration of edf.com to edf.fr is apparently progressive because not all the URLs appear to have changed.

migration seo mim.fr

For the mim.fr domain that wanted to migrate to mim.com, there appeared to be a major difference between the number of keywords ranked before and after the migration. This certainly had an impact on their organic search rankings, and it appeared that the website took some time to return to the first page of Google with a number of similar keywords.

In both cases mentioned above, we see an overall decline in ranked keywords that allows one to understand the potential variation in traffic that can occur as a result of website migration or redesign.

SEO Share in Traffic (Google Analytics)

To assess the importance of SEO to your audience, it is important to know the amount SEO contributes in traffic generation in comparison to other sources. Thus, in Google Analytics under the Acquisition section, you can find, for example, the share of traffic represented by the Organic Search (SEO).

part de trafic seo migration

In the example above (taken from an e-commerce site), we can see that Organic Search contributes to 50% of traffic generation, so it is crucial to monitor the organic ranking of the website to avoid losing the valuable work done throughout the lifetime of the website.

Tracking Positions: Volumes to Monitor

To know what volumes you need to monitor, it greatly depends on your website’s current SEO and keyword volumes on which you already have very good rankings. To check this, you can start by using a market analysis tool.

analyse sem

For animaute.fr’s site (screenshot above) we noticed that the current number of keywords on the first page of Google is 609 (from 30 million in the Myposeo tool). Monitoring the trend helps understand how SEO ranking changes and the number of keywords already ranked is a good indicator of the volumes to follow.

If you have a large number of keywords that rank well already, it is important to focus on the keywords that are essential to your business and generic keywords, without forgetting the traffic generator of keywords.

For this, Myposeo offers synchronisation with Google Search Console and allows the keywords with clicks and impressions to be known:

analyse sem volume recherche

The recovery of these keywords will allow you to make a rank tracking campaign to allow you to retain your SEO ranking before and after the redesign or migration of your website, on a representative volume of your current traffic.

When do you need to use SEO Rank Tracking?

We are often asked if the best time to put an SEO Rank Tracking campaign in place is during redesign or migration. The answer is usually, right now!

If you know the dates when the migration will take place, you should, ideally, set up a rank tracking project 1 or 2 month EARLIER, to follow the ranking’s evolution over time, as shown in the example below. Following a migration, the site’s ranking may fall for an indefinite period of time before returning to normal (or even grow). That’s why, the sooner is better!

evolution site migration

Monitoring, for example, should be carried out over 10 pages on the SERPs (400 keywords) and over a period of 2 months before the redesign. If monitoring had been neglected, we might have thought that there had been a direct increase in ranking due to the site transformation:

evolution site migration

What should we look out for? (Indicators)

There are many indicators to watch out for during a website migration or redesign (indexed pages, redirects errors, positions, traffic etc.) but if we had to single out the two most important in rank tracking, they would be:

  • SEO positions of top keywords (and possibly the longtail ones depending on the volume)
  • Audience (organic search generated traffic)

These two indicators are interesting because a drop in ranking does not always cause a decline in traffic, as shown in the example below.

evolution position traffic

The average position of the keywords monitored for the site fell in November, 2015 but after this date the traffic gradually began to increase, reaching a level of 4 to 5 times higher than before!

This example proves that the website redesign was a good thing and that, if monitored well, you can find the average position on keywords while achieving rapid multiplication of traffic!

Conclusion

Using a Rank Tracking tool allows for the monitoring of the visibility of your website and the tracking of SEO performances over time. This is especially seens during a redesign or migration and allows you to measure the positive or negative impact of this endeavour.

The data market must be addressed and equipped as soon as possible to progress, or fail.

If you are not already a Myposeo user, test the tool for 15 days free for free. If you have experienced a problematic migration or redesign, contact us or leave your experience in the comments section 🙂

Bonus (edit): our webinar on the subject of migration

Together with our partner Oncrawl and the Brioude Internet agency, we conducted a Webinar on the subject that will enlighten you on other good practices in this area.

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