Website Migration SEO: Safeguarding Traffic During a Redesign


organic traffic in 3 months


About the Project


  • Women’s clothing.


  • Preserve website traffic following the migration of the website’s SEO to a new design.


  • Switching to a new website design risks losing conversions and significant traffic. Handling the website migration SEO process with care is crucial to avoid this. A detailed working plan should be formulated and strictly followed, especially when providing SEO consulting services. This is precisely what we did while working on a client’s project. As a result, not only was a traffic drawdown avoided, but there was also a slight increase in visitors.

The Challenge

Despite the potential benefits of a website redesign, this website migration case study’s primary challenge was ensuring a smooth transition while safeguarding organic traffic levels. The risk of traffic decline and loss of search engine visibility loomed considerably, necessitating meticulous planning and execution, especially when providing WooCommerce SEO services. The key challenge was to mitigate any adverse effects on traffic and ensure minimal disruption to the site’s performance during and after the redesign process.


Execution / Optimization Process

In general, the action plan looked like this:

Site indicators fixed:

  • Traffic.
  • Keyword positions.
  • Clicks, impressions, and CTR stats for top pages.
  • Device stats (PC/mobile/tablet).

Checking all technical and SEO parameters of the site:

  • Performing a complete website audit.
  • Creating a backup for quick rollbacks in case of sudden drops.

Technical audit for the new version of the website:

  • Robots.txt and sitemap.xml files.
  • Site structure (URL).
  • Meta tags.
  • Images and attributes such as Alt and Title.
  • Analysis of important pages such as the Home page, Contacts, About, etc.
  • Content on pages.
  • The structure of headings H1 – H6
  • Mobile site menu.
  • Rel = “canonical” attributes.
  • AMP versions.
  • Breadcrumbs.
  • Microdata.
  • Checking the main menu and filters on the site.
  • Favicon.
  • Page 404.
  • Download speed.
  • Cross-browser compatibility.
  • The main site mirror and 301 redirects.
  • Optimization for mobile devices.
  • HTTPS.
  • “Up” button, codes of connected online chats, and callback services.
  • Checking the performance of all forms, services, and scripts used on the website.
  • Transfer of codes of analytics systems.

This comprehensive process ensured that all aspects of the website migration case study were meticulously evaluated and optimized for successful implementation.


The Results

It is impossible to completely eliminate the traffic drop and predict the search engine’s reaction to the new design. But with a thoughtful approach, we managed not only to minimize risks but also to achieve a small increase in the number of visitors. This success resulted from our meticulous handling of the website migration process, ensuring that every step was carefully executed to mitigate potential challenges and maximize outcomes.

Traffic statistics for 3 months:

moving the site to a new design SEO case

Summary / Conclusion Takeaways

  • Document Main Stats Before Migration: Before embarking on a website migration, it’s crucial to document and analyze critical statistics such as traffic, keyword positions, and engagement metrics to establish a baseline for comparison.
  • Address Technical SEO Issues: Conduct a thorough SEO audit to identify technical issues that may affect the website’s performance post-migration. Develop a list of technical tasks with clear statuses, deadlines, and comments to ensure efficient resolution of these issues.
  • Monitor Performance Regularly: Implement a monitoring system to track traffic, keyword positions, and errors in platforms like Google Search Console immediately after the migration. Daily monitoring allows for prompt identification and resolution of any issues.
  • Evaluate Performance Post-Migration: Assess the website’s performance one month after the migration by comparing key indicators such as traffic, keyword positions, clicks, impressions, and click-through rates with pre-migration data. Generate a comprehensive comparison report to measure the migration’s success and identify areas for further improvement. This evaluation is essential for a WordPress SEO agency to ensure the effectiveness of its migration strategies.

By following these key takeaways, website owners and marketers can effectively manage the website migration process and minimize the risk of traffic loss while maximizing the potential for success.

Explore more case studies

B2B Local SEO is Netrocket’s top priority area, key expertise proved in the results of our work.
The best of our SEO case studies are usually a result of long-term collaborations and partnerships, lasting from 6 months to a year, and longer.

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