When a business wants to upgrade its site structure, navigation, or design, SEO professionals refer to this process as site migration. It includes significant website changes that affect the site’s current visibility in search engines. Usually, this process includes changing the design, the UX, the structure, content, or the site’s location.
In case you decide to execute a website migration, you should not forget to conduct a website audit.
Moving a website from one location to another might cause changes in its performance. You might experience a sudden decline in your numbers because of the temporary pause on your web page. Conducting a website audit can help you determine the right methods to keep your website running as well as it used to.
What is a website audit?
The main objective of a website audit is to understand how your website is currently performing. It involves a detailed analysis of your website involving its health, performance, and speed.
You can break down the process into three parts: the site health audit, website security audit, and social media presence audit. This process will look into the following: your user engagement, user experience, site traffic, site functionality, site health, and overall website performance.
Doing a website audit can help you with the following:
- The audit can help you discover the discrepancies in your website. An audit can help you avoid Google penalties, which could negatively affect your rankings.
- Doing an audit can help you see how unprotected your website is to potential fraud and security risks.
What does a website audit look like?
During the pre-migration audit is when you:
- Determine the good points of your current website and adapt them to your new homepage
- Discover bad links and make sure your new website avoids them
While the pause could affect your numbers, the effect your changes would bring can improve your site’s performance. The more points for improvement you notice and address, the better your new website will be.
Here are some of the things you should do during a pre-migration website audit:
- Create a detailed roadmap for your website from pre-launch to post-launch.
- Crawl through your existing site. This step is where you find issues and identify ways to fix them.
- List your top-performing pages and content. This will help you identify what pages to preserve and what to improve.
- Ensure that both your old and new site versions are registered under Google Search Console, including any subdomains or subdirectories, if applicable.
- Block your new site. It could help the search engines figure out what address to index.
Why not do the audit after the website migration?
Once you migrate to your new site, search engines would do the following:
- Crawl through your website
- Discover the changes to your site
- Reindex your content
A website audit would reveal minor website problems that require addressing. This would allow you to improve your site health continually. Doing this could also prolong the successful crawling and indexing of your site by search engines. If you want your numbers to increase as soon as possible, consider applying the changes before launching it.
Although the act of website migration could negatively affect your site’s performance temporarily, it is also an opportunity for your site to tell Google that your site has been improved and can perform better than it usually does. Conducting a website audit before your migration can help you see the complete picture of your site’s effectiveness and how you can improve it.
Are you planning to migrate your website soon? Fruitbowl Studio is a web design agency in Northampton that also offers web hosting and SEO & optimisation services. We can ensure that your website looks great and return it to the vital SEO performance it used to have.