In a recent episode of the Search Off The Record podcast, Google’s Search Relations team discussed the potential risks and issues that can arise from site moves, particularly when combined with other website modifications. According to the team, combining a domain change with other changes can result in lower rankings and lost traffic, making it important to separate site moves from other modifications.
This article will cover the best way to move your site, things to avoid and additional tips to make the switch with fewer risks along the way.
Breaking Site Moves into Smaller Pieces
During the podcast, Google Search Advocate John Mueller, Senior Technical Writer Lizzi Sassman, and Analyst Gary Illyes explored the risks of moving a site to a new top-level domain. Mueller introduced a hypothetical scenario, asking what would happen if a domain change was combined with other changes to the URL. Illyes recommended that site moves be broken into smaller pieces over several months, especially for complex changes.
Illyes further suggested that breaking site moves into smaller pieces can be safer, and it’s important to separate domain changes from other modifications as much as possible. For instance, if a website is moving from “example.ch” and “example.fr” to “example.com,” Illyes suggested moving “example.fr” first and waiting before moving “example.ch.” He emphasized that creating too many changes at once could result in lower rankings and may lose traffic.
Misconfigurations to Avoid
Illyes also noted that misconfigurations, such as faulty redirects, are typical mistakes that cause traffic loss during site moves. Regardless, traffic shouldn’t be lost during a domain change if everything is done perfectly. If a business’s website encounters traffic loss, waiting for an extended period, such as a year, may not be an alternative. Instead, website managers should be pressured to debug the changes and pinpoint any errors.
No Guaranteed Recovery Timeframe
While there is a low risk for adverse effects when redirecting URLs from one site to another, if rankings and traffic are lost, there’s no specific timeframe for a full recovery. Earlier in the podcast, Mueller said that Google is getting better at handling site moves, and there are hardly any criticisms about them now.
Hear the full podcast for more insights from Google’s Search Relations team about site moves. To minimize risks and avoid traffic loss, it’s significant to separate site moves from other modifications and avoid misconfigurations during site moves break site moves into smaller pieces.
You might also like: Tips on Traffic Sources, Including Lead Magnet Examples.
Conclusion
Moving a site to a fresh top-level domain can be a daunting job for any company, but it can be done safely and effectively by following the advice of Google’s Search Relations team. By separating site moves from other modifications, breaking site moves into smaller pieces, and avoiding misconfigurations during site moves, businesses can minimize risks and avoid traffic loss.
While there is no guaranteed recovery timeframe if rankings and traffic are lost, businesses can take steps to debug the changes and identify errors to restore traffic and rankings as quickly as possible.
Overall, site moves require careful planning and execution, and businesses should consult with experts in the field to ensure the best possible outcome. By staying informed and following best practices, businesses can successfully move their sites to a new top-level domain without incurring significant risks or losing traffic.
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