Optimise Site Structure

Though often highlighted in SEO audits, the structure of your site is not an element of your site which is easy to change. A new website provides that opportunity! 

During a site migration the aim is to use keyword research to organise your site hierarchy, based on the relationships between pages.

Creating a logical site hierarchy can be one of the most effective ways and to improve your long-term SEO performance.

Content Review

During a site migration, the first instinct is to cull old content. 

However, sometimes the biggest drivers of traffic can be those old pieces that rank well for user’s search queries.

We help you to understand which content should be kept, which content should be updated & improved, and which should be removed – based on the behaviour of your users.

301 Re-directs

Re-directs are important both to users and search engines. 

Search engines index specific URLs to serve to searchers. When these URLs change, 301 re-directs provide a tool to advise Google that these URLs have permanently changed.

This ensures that users land on the updated version of the page they expected to see, whilst maintaining any rankings which were previously earnt.

Ensuring that any changes URLs are effectively re-direct is essential to seeing positive improvement in your search results.

Internal Linking

Your internal link structure passes authority around your site.

When URLs change, it is important to update your internal links to target the new URLs, as opposed to relying on re-directs.

With your internal link structure playing a big part in your Page Authority, spending time reviewing internal links is time will spent.

Technical Migration

Site migration involves a range of technical steps which ensure effective tracking and SEO performance, including:

• Secure hosting
• Purchasing SSL certificate
• Updating XML and HTML sitemaps 
• Updating robots.txt file