A lot of businesses these days are finding that their old website now needs to be migrated to a better website platform, like WordPress, that allows them to make easy changes, to publish blog posts or simply to have stronger SEO. It may also simply be that they need a more modern design and so moving to WordPress at the same time makes sense. However before website migration is started, be aware that changes to the structure of your website can have negative effects on your sites search engine rankings if not handled correctly. We recommend consulting an SEO specialist before making the move.
Why is an SEO Specialist needed in website migration?
An SEO specialist will understand the ramifications of certain changes in the eyes of the search engines, you need to be aware of where current links are pointing to on your website and what keywords these are related to, it is also important that these links are correctly re-directed to relevant new pages and not lost as broken links. This is especially important if you have previously engaged in SEO link building, but even if not, your site will probably have some naturally built links that you are better to keep.
By taking the care to carry these links across to relevant pages on your new site, and by properly targeting the right keywords in the new sites pages, you avoid losing valuable position in the search engine rankings which brings buying customers to your website. Even if you are not happy with your current SEO rankings, keeping your existing links and Page Rank will be cheaper and more effective to improve your rankings later, than starting from scratch.