SEO Migration
- Strategy and planning
We analyze the existing website to understand the current SEO state. This is important to ensure that we maintain a similar SEO state after the migration as well. The first step is to identify the important pages of the current website.
Some of the tools used by Growisto for this are mentioned below:
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- Google Analytics
- Google Search Console
- Ahrefs / SEMRush
- Screaming Frog
Once these important pages are identified then these pages along with the entire website are thoroughly reviewed for various parameters:
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To understand the current state of on-page parameters of the website, we crawl the entire website using tools like Screaming Frog. These parameters include (some of these parameters will be further divided into sub-parameters):
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- Heading tags (H1, H2, H3, etc.)
- URL Structure
- Title tags
- Meta descriptions
- Canonical tags
- Alt tags
- Breadcrumbs anchor text
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- Technical parameters:
The review of technical parameters will help in understanding the present technical health of the website. For the existing website, Growisto to review the technical parameters using Ahrefs/SEMRush, Screaming Frog, Google Search Console, Page Speed Insights, and manual reviews. These parameters include (some of these parameters will be further divided into sub-parameters):
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- Sitemap coverage
- Pages exclusions by robots.txt
- Indexing status of the page
- Do-follow/No-follow tags
- Desktop and mobile speed
- Use of external CSS/JS files
- Handling of URL parameters
- Language targeting
- Mobile usability
- Render-blocking JS and CSS in above-the-fold content
- Time To First Byte (TTFB)
- First Contentful Paint (FCP)
- Network payloads
- Other speed parameters
- Page responses – 2XX, 3XX, 4XX and 5XX errors
- Schema implementation / structured data
iii. Off-page parameters:
To ensure that the domain authority is the same after migration, Growisto will prepare a list of pages that are getting backlinks
2. Migration
Once the staging website is ready, the following is done:
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- Compare the old and the staging website on the on-page parameters mentioned in planning
- Crawl and audit the staging website on the technical parameters mentioned in planning and subsequently compare it with the old website
- Create redirection rules to map old URLs to the relevant new URLs
- Creation of a new sitemap with all important URLs
- Creation of new robots.txt file based on the new URL structure
- Crawl the website to check for any errors
- Check the top 30 pages manually to verify if everything is fine
- Check robots.txt
- Crawl the website to check for any errors
- Check if the redirects are working properly
- Check Search Console for indexation and coverage errors
- Check for Google Analytics to verify analytics codes
- Compare the old and new website for the on-page parameters mentioned in planning
- Crawl and audit the new website for the technical parameters mentioned in planning and subsequently compare it with the old website
- Check the top pages (that account for 90% of the traffic) manually to verify if everything is fine
- Update the URL Parameters in new search console
- Manually add the top 20 traffic generating pages and top 10 nodal pages to the Fetch and Render tool to check if indexing is happening properly