Switching Site to a Domain Name that's in Use
-
I'm comfortable with the steps of moving a site to a new domain name as recommended by Google.
However, in this case, the domain name I'm asked to move to is not really "new" ... meaning it's currently hosting a website and has been for a long time.
So my question is, do I do this in steps and take the old website down first in order to "free up" the domain name in they eyes of search engines to avoid large numbers of 404s and then (in step 2) switch to the "new" domain in a few months?
Thanks.
-
Hi Tom,
I would never throw away traffic unless it came from a "questionable" source.
If the reason for the domain switch is because the domain more accurately reflects the client's business, then the existing traffic is also likely to be relevant. This gets you "one foot in the door" in terms of conversion.
If you still have the existing site loaded, then you are in a good position, because you already know the URL and content of the existing pages.
My recommendation to the client would be to do the work to salvage the existing traffic for the domain. How well you do the job will depend on how large the existing site is, how much traffic it has and how much work the client is willing to pay for,
The process would be to add 301 redirects for all existing URL's on the new domain (that will not exist once the new content is added) in addition to 301's for all of the pages on the domain that you are transferring from. The best way to do this is to ensure that each is redirected specifically to a page containing content that is relevant. Obviously, if the old site is large and/or the budget is small, this will be more work than you are getting paid for. In that case, you have the option of redirecting groups of pages to a relevant category page, or in the easiest, but least advisable, just redirect them all to the home page.
If the existing traffic to the new domain is insignificant, then you shouldn't lose too much sleep over just redirecting them all to the home page, but if there are some visitors there, I would explain to the client that sending them to a relevant page gives him a chance of converting them.
If you choose not to redirect any of the pages you are just setting up a situation where you constantly play "catch up' on the 404's - you cannot know how long it will really take for every link in existence to be clicked by someone. Don't forget that the biggest link source will be indexed pages in search engines. These don't always get de-indexed in the time frame we expect, so there is no correct time period within which links will just go away.
I wrote a blog post on this recently after doing a "salvage' job for a client whose designer installed a new site version and killed off all his old pages without redirecting anything. While your situation is different, It talks about redirecting for relevance, so might be worth a read.
Hope this helps
Sha
-
Hi Tom,
It would help if you can clarify the situation a little more...
It sounds like you are intending to replace the old site with content that is totally unrelated to what is currently on the domain. Is that correct?
The alternative would be that you are simply creating a new version or a site with similar type of content.
The approach will be different according to your situation.
Sha
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
-
301 Old Domain Name with relevant domain name
We have a number of historical domain names that we are thinking of 301 redirecting to industry relevant domains.
Technical SEO | | barry.oneil
Currently the domains we wish to redirect are not active and have been down since march 2018.
As far as we know there is no bad reputation on these domains, but we think there are still links out there in the wild on possibly relevant blog posts. Would there be any negative affect on the target domain? Thanks0 -
404 crawl errors ending with your domain name??
Hello, I have a crawl test with numerous 404 errors ending with my domain name..? Not sure what the cause is. Plugins? Ecommerce? I use Wordpress if that could lead to an answer. Thanks for your time. K
Technical SEO | | Hydraulicgirl0 -
Should I use my competitor's name in my content to help my rankings?
If I have a competitor that ranks higher than me, would it be helpful to use their name in my content, or in my meta information?
Technical SEO | | greaterstudio0 -
Robots.txt crawling URL's we dont want it to
Hello We run a number of websites and underneath them we have testing websites (sub-domains), on those sites we have robots.txt disallowing everything. When I logged into MOZ this morning I could see the MOZ spider had crawled our test sites even though we have said not to. Does anyone have an ideas how we can stop this happening?
Technical SEO | | ShearingsGroup0 -
We just recently moved site domains, and I tried to set up a new campaign for the new root domain, but it threw an error?
It threw an error saying we cannot access the SERPs of this site? Any reason why? It is an https:// site instead of the http://, but even our older domain had an https://
Technical SEO | | josh1230 -
Google using descriptions from other websites instead of site's own meta description
In the last month or so, Google has started displaying a description under links to my home page in its search results that doesn't actually come from my site. I have a meta description tag in place and for a very limited set of keywords, that description is displayed, but for the majority of results, it's displaying a description that appears on Alexa.com and a handful of other sites that seem to have copied Alexa's listing, e.g. similarsites.com. The problem is, the description from these other sites isn't particularly descriptive and mentions a service that we no longer provide. So my questions are: Why is Google doing this? Surely that's broken behaviour. How do I fix it?
Technical SEO | | antdesign0 -
Canonicalization isn't consistent across site!?!
I started managing a fairly small site that consists of a home page, flash portfolio, and a wordpress blog. The home page ( main index ) is canonicalized as: The wordpress blog is canonicalized as Does canonicalization need to be consistent across the site? Could the difference in canonicalization cause any ranking problems, and or indexing problems for the blog / entire site? Any thoughts are appreciated!
Technical SEO | | SEOProPhoto0 -
URL's for news content
We have made modifications to the URL structure for a particular client who publishes news articles in various niche industries. In line with SEO best practice we removed the article ID from the URL - an example is below: http://www.website.com/news/123/news-article-title
Technical SEO | | mccormackmorrison
http://www.website.com/news/read/news-article-title Since this has been done we have noticed a decline in traffic volumes (we have not as yet assessed the impact on number of pages indexed). Google have suggested that we need to include unique numerical IDs in the URL somewhere to aid spidering. Firstly, is this policy for news submissions? Secondly (if the previous answer is yes), is this to overcome the obvious issue with the velocity and trend based nature of news submissions resulting in false duplicate URL/ title tag violations? Thirdly, do you have any advice on the way to go? Thanks P.S. One final one (you can count this as two question credits if required), is it possible to check the volume of pages indexed at various points in the past i.e. if you think that the number of pages being indexed may have declined, is there any way of confirming this after the event? Thanks again! Neil0