Migration from HTML to Wordpress - SEO Implications?
-
I am in the process of having a wordpress site developed to replace my current HTML site. (I currently have my website in html and a blog in wordpress in a sub directory). I am doing this in phases to try and preserve as much of my good rankings as possible. My first phase is to replicate my site with the exact same pages, meta data, and site structure. I'm hoping that google will see this as not much change and not change my rankings for the worse. I also made it a goal that my site speed tests be at least equal to what they are now. We will have to 301 all of the URLs however since it will be going from /example.html to /example. I believe my blog will also need to move into the root directory as well, so I need to 301 all of those pages.
I plan to wait a couple months for Phase 2. Phase 2 involves replacing old content (photo galleries), and introducing new content (virtual tours, videos, new pages, etc.) One of my reasons for moving to wordpress is to keep up with current trends a little easier since I have very little time. (I am owner, website maintainer, SEO - all on my own).
My question here is three parts. 1. Do you think this strategy will work to preserve my current rankings? 2. Do you have any lessons learned or advice to share with me to make this as smooth as possible? 3. Do I really need to wait to add new content? I might get antsy and want to do it sooner!
Thank you in advance!
-
I think it's a very dangerous idea to migrate your website to another platform on your own. No matter how diligently you do it, you won't be able to maintain your position in the search engines. I say this from personal experience.
It is better to contact the professionals. This team is excellent at helping you migrate your site to WordPress (Heidelberg). -
For lengthy-tail positions, typically you'll no longer see a dramatic drop. In truth, typically no drop in any respect. For some of the greater competitive positions, you most probably will see a mild loss. Some businesses do see a dramatic drop--but maximum probable due to different elements like microphone reviews. Over time, count on to regain the positions of the one in case you recognition on UX.
-
Thank you! I do plan to keep the internal linking the same, except the URL will change of course. The site structure is staying the same, except the blog will be moving to the root directory instead of being in a sub directory.
Thanks for the advice on the XML sitemap!
-
Good to know! Most of my searches are very specific, so I would say they are long-tail keywords.
-
I'd say for any drops, 4-6 weeks is pretty reasonable. To agree with Kevin again, most drops are user error (not doing redirects correctly etc) or as he said, major design/UX changes.
You may want to also be sure to implement an XML sitemap right away, and submit it to Search Console.
Also try to keep your internal linking the same where possible (menus, breadcrumbs, sidebars etc).
-
For long-tail kw positions, generally you will not see a dramatic drop. In fact, many times no drop at all. For some of the more competitive positions, you most likely will see a slight loss. Some companies do see a dramatic drop--but most likely because of other factors. Over time, expect to regain those positions if you focus on ux.
Dan's comments were spot on. I typically launch early on a saturday morning (2am or so) and make sure everything works. If you do launch, and the site blows up, you can always switch the 'a' record to the old site (assuming it is at a different server) and troubleshoot.
-
Thank you, this is also very helpful! I've never used Screaming Frog SEO Spider, so I will look into this! As for scheduling, that's why I am doing this in January. We are a tourism business, so we will peak in Feb / Mar. I'm hoping that 4-6 weeks will be enough to bounce back if we drop any. I do run Google PPC as well, so if it does drop, I'll have to up my PPC campaign. How long does it usually take to settle back out?
-
Thank you! That is very helpful. I will test the 301s! And thanks for letting me know to expect a 15% loss. Will that come back over time? I don't even want to lose one spot! Haha!
-
Hello! Kevin pretty much answered it but just wanted to add a few things:
1. To prioritize pages to check etc, export your top landings pages from Google Analytics. Run those through Screaming Frog SEO Spider in list most to check status codes and be sure they redirect. This way you're accounting for the highest trafficked content as a priority.
2. Schedule the exact switch for a low traffic time of day/week to be cautious.
To reiterate what Kevin said - having working redirects is the essential component here!
-
1. Do you think this strategy will work to preserve my current rankings? Yes, as long as the 301's are done properly and expect around a 15% loss.
2. Do you have any lessons learned or advice to share with me to make this as smooth as possible? Make sure to test the 301's before hand. Specifically, change your hosts file to the ip of domain. Next, go to google and do a site:yourdomainname.com and click on each result and make sure the redirects are done properly. Also, pay attention to Google Search Console, Analytics and etc for 404's and such. Make sure your .htaccess file isn't huge and add a new sitemap and etc.
3. Do I really need to wait to add new content? I might get antsy and want to do it sooner!
No, but I would wait until the dust settles (more of a personal preference) as you need to focus on the launch.
Sounds like you have it handled! It's all in the prep and how to handle issues post-launch in a time-sensitive matter. Good luck!
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
WordPress and Redirects
I just converted my site to wordpress. Previously urls like www.waikoloavacationrentals.com/kolea-rentals/9g and www.waikoloavacationrentals.com/kolea-rentals/9g.html would go to the same page. Since using wordpress the first one will not work. I did not have redirects set up so was wondering if there is something I am forgetting to easily make it to where if someone types in both urls it will go to the same page.
Web Design | | RobDalton0 -
Mega Dropdown Menus affect SEO results?
Our e-commerce website http://www.autoidsavings.com has a mega multi-level dropdown menu on top that we wanted to re-design. The real problem is the Shop By Brand menu which hovers down to 4 level at most. Our options are: 1. Limit the dropdown menu to 2 levels total. (currently have 4 levels the most) 2. Completely remove Shop By Brand Menu and create a page like https://www.cdw.com/content/brands/?cm_sp=GlobalHeader--Products|Brands--Home My concern is that will either changes help or destroy our SEO results?
Web Design | | Mobile_ID0 -
How do I gain full SEO value from individual property pages?
A client of ours has a vacation rental business with rental locations all over the country. Their old sites were a messy assembly of black hat, broken links and htaccess files that were used over and over on each site. We are redoing everything for them, in one site, with multiple subdirectories for individual locations, like Aspen, Fort Meyers, etc. Anyhow, I'm putting together the SEO plan for the site and I have a problem. The individual rental properties have great SEO value (lots of text, indexable pictures, can create google/bing location pages), and are great for linking in social media (Look at this wonderful property, rental price just reduced!). However, I don't want individual properties, which will have very similar keywords, links, descriptions, etc, competing with each other when indexed. Truth be told, I don't really want search engines linking directly to the individual property pages at all. The intended browsing experience should allow a user to "narrow down" exactly what they're seeking using the site until the perfect rental appears. What I want is for searchers to be directed to the property listing index that most closely matches what they're seeking (Ft. Meyers Rental Condos or Breckenridge Rental Homes), and then allow them to narrow it down from there. This is ideal for the users, because it allows them to see all available properties that match what they want, and ideal for the customer, because it applies dozens of pages of SEO mojo to a single index, rather than dozens of pages. So I can't "noindex" or "nofollow", because I want all that good SEO mojo. I can't REL=CANONICAL, because the property pages aren't similar enough to the index. I can't 301 Redirect because I want the users to be able to see the property pages at some point. I'm stymied.
Web Design | | SpokeHQ0 -
Does redesigning a website affects SEO results
We have a website and we are getting good traffic to it. Its a travel related domain registered many years back. Now its ranking high for most of the potential keywords even if it is not at all SEO friendly (Domain is an exact match keyword). We are planning to redesign it. Will that affect the SEO Ranking? We need to ask some more doubts: 1. When redesigning we are planning to change the inner page URL. So it it wise to redirect (301) old URL to the new URL? Old url will not be there after redesigning. But its currently having page ranks. 2. Can we redirect more than one old url to a single new page? 3. Google new updates said "they will be going to diminish the exact match results domains". Does that updates affects us? 4. Any more suggestions for the redesigning?
Web Design | | jjv0 -
What is the best information architecture for developing local seo pages?
I think I have a good handle on the external local seo factors such as citations but I'd like to determine the best IA layout for starting a new site or adding new content to a local site. I see lots of small sites with duplicate content pages for each town/area which I know is poor practice. I also see sites that have unique content for each of those pages but it seems like bad design practice, from a user perspective, to create so many pages just for the search engines. To the example... My remodeling company needs to have some top level pages on its site to help the customers learn about my product, call these "Kitchen Remodeling" and "Bathroom Remodeling" for our purposes. Should I build these pages to be helpful to the customer without worrying too much about the SEO for now and focus on subfolders for my immediate area which would target keywords like "Kitchen Remodeling Mytown"? Aside from my future site, which is not a priority, I would like to be equipped to advise on best practices for the website development in situations where I am involved at the beginning of the process rather than just making the local SEO fit after the fact. Thanks in advance!
Web Design | | EthanB0 -
Wordpress template design
Hi everyone, I know its not really an SEO question, but I'd thought i'd ask here to see if anyone can help. Does anyone know any awesome wordpress template designers? I've been looking for a while, but i've not been able to find anyone awesome. I know it's going to cost, to get someone good.
Web Design | | PeterM220 -
Coding a WordPress shopping cart
I have searched high and low for a light, simple to use Wordpress shopping cart plugin which can use custom templates and work with the transporter and payment gateway i'd like. Unfortunately i haven't found anything. I am currently looking for an example, maybe a tutorial somewhere but can't seem to find anything online, all i can find are advertisements for existing plugins. Can anyone help my any further? I know it's not an SEO related question but i'm out of ideas.
Web Design | | ldestrooper0 -
Wordpress templates
Hi. Anyone recommend a good source or membership scheme for 3.0 wordpress templates that are coded to be SEO friendly and with good support. Looked at www.templatesold.com but they get very poor reviews www.templatemonster.com seem to only sell templates individually Peter
Web Design | | peterds0