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How To Measure the Impact of Your Site Migration

What is a Site Migration? Site migrations could include a domain migration, subdomain to subfolder, consolidation of a site, or changing URLs within a folder. Jono Anderson wrote a great article covering how a site migration could be a variety of site changes, and how the term is generally misunderstood. For the purpose of this article, let’s consider a site migration to be any major change to your URL structure or page content. You have probably heard a lot about site migration checklists and redirect plans, and those are key to any migration. But, at the end of the day, you are changing something on your website in an attempt to meet your business goals, and that means you should be able to measure the impact. I use organic traffic and rankings as main KPIs for site migrations, but these may vary if there are other KPIs for your project. I am going to start with covering how to run a quick audit to understand your current website organic state. This will help you prioritize the SEO opportunities for your migration. Then, I will run through how to set up tracking to measure your organic KPIs post-launch. Understanding Your Current State Any changes to a URL will potentially impact your rankings and should be considered when planning the sitemap and new pages. Site migrations of any kind should loop your SEO team in at the beginning so they can perform a full SEO audit. If you don’t have an SEO team to help with the audit, don’t worry, you can still perform a few quick analyses that will help with your site migration. Make sure you have access to Google Search Console, Google Analytics, and SEMrush before beginning. The goal of this audit will be to understand what pages are currently getting organic traffic and what keywords could be driving that traffic. Follow these steps, and you will have a full understanding of what pages are driving organic traffic and, in turn, should be prioritized during the migration. Inventory every page on your website with relevant data. Screaming Frog is my preferred way to do this. You can easily include Google Analytics and Google Search Console Data too, by using their API integration. If you don’t have Screaming Frog, you can do this manually and use Index/Match or VLOOKUP to combine Google Analytics and Google Search Console landing page data. In the end, you should have a spreadsheet with every page and all relevant page metrics.   Input your current domain into SEMrush’s Organic Research tool. Export all keywords. If your keywords are over the limit to export, you can filter by rank, or request a custom export. SEMrush Pro Tips: You can filter in SEMrush by subdomain or folders if you only need a section of the website. If you are consolidating two domains or parts of a domain, then make sure you are pulling data for both domains/sections. Add the SEMrush export to your site inventory document.

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