There's No Such Thing as a Site Migration

Ecompromo | April 25, 2017 | SEO Resources

Posted by jonoalderson

Websites, like the businesses who operate them, are often deceptively complicated machines.

They’re fragile systems, and changing or replacing any one of the parts can easily affect (or even break) the whole setup — often in ways not immediately obvious to stakeholders or developers.

Even seemingly simple sites are often powered by complex technology, like content management systems, databases, and templating engines. There’s much more going on behind the scenes — technically and organizationally — than you can easily observe by crawling a site or viewing the source code.

When you change a website and remove or add elements, it’s not uncommon to introduce new errors, flaws, or faults.

That’s why I get extremely nervous whenever I hear a client or business announce that they’re intending to undergo a “site migration.”

Chances are, and experience suggests, that something’s going to go wrong.

Ouch. #ecomchat #seo pic.twitter.com/flgncLVJBT
— Mark Cook (@thetafferboy) February 26, 2017

Migrations vary wildly in scope

As an SEO consultant and practitioner, I’ve been involved in more “site migrations” than I can remember or count — for charities, startups, international e-commerce sites, and even global household brands. Every one has been uniquely challenging and stressful.

In each case, the businesses …read more



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