Website Launch & Migrations

We’ll ensure your website launch and site migrations go smoothly

Technical issues with your website can have a massive impact on its ability to rank well in search engines and the importance of good technical foundations is never more apparent than during a site launch or migration.

What is a site launch or migration?

If you are changing the design and structure of your existing website, updating to a new Content Management System (CMS) or changing to a new domain name, it is likely that you will have to ‘migrate’ data (URLs, page content, images etc) to a new online location.

There can be a lot of moving parts involved during a site launch or migration and these can easily get lost in the process, causing issues when you launch.  If not managed correctly the results could be devastating for your business.  You may lose your organic search ranking positions, traffic and conversions/revenue almost overnight.

Why is a good site launch / migration process important?

All kinds of site migration are risky in terms of SEO because, if it is not handled well, you can quickly lose the authority your website has built up in the eyes of search engines.

For example, if you were to change all of your URLs without redirecting them to like for like new URLs, all of the organic SEO authority you may have gained over the years would be lost overnight and this would have a drastic impact on your organic visibility.

Likewise, if you were to drastically alter the navigational structure of the website then rankings can suffer. The internal linking structure is an important guide to search engines to direct them to important pages on your website, so suddenly changing this and removing links to key pages can have a big impact.

It can take years of hard work to gradually build the authority of your website, which can all be lost following a poorly planned and executed site migration or relaunch. Trust us, we’ve seen it happen.

Our approach…

The best approach to a site launch is to plan from the start what elements you require on the site, from design and navigation considerations to specific functionality on individual pages. We are able to join the process at any stage, whether it’s from the start during the planning phase through to the pre and post launch phase.

To ensure as little disruption to your business as possible during a site migration, our Technical SEO team will start by carrying out a detailed analysis of your website to identify every element that contributes towards its current organic search performance, engagement and ability to drive conversions.

They will also take a close look at all the external ranking factors to ensure none of them are lost during the migration process.

Our basic site migration process is outlined below, to learn more read our Website Launch and Migration Guide.

  • Step 1 - Analysis of all website content identifying high value pages against performance metrics from multiple data sources (including Google Analytics, Google Search Console, SEO Monitor, Ahrefs, Screaming Frog, Deep Crawl and so on)
  • Step 2 – Analysis of your backlink profile to ensure no spam links are carried over and that distribution of high value backlinks remain consistent throughout the website, ensuring SEO authority is carried over
  • Step 3 – A full technical and on-site SEO audit with a list of actions for improvements for all elements responsible for organic performance and indexation
  • Step 4 – An executive summary will be provided discussing all findings with solutions, additional suggestions and a timeline for implementation, to be confirmed with your team and executed in collaboration
  • Step 5 – extensive support throughout the implementation of solutions through to post-launch and monitoring of performance

Anicca Digital’s Technical SEO team has launched many websites:  small, medium, large, ecommerce, lead generation, complex international websites. With planning and expertise we have been able to launch websites smoothly and we have the data, references and reviews to prove it.

The Anicca Digital Website Launch and Migration Guide

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