How do I prevent SEO degradation during major CMS platform upgrades?
To prevent SEO degradation during major CMS platform upgrades, ensure you maintain consistent URL structures, preserve meta tags and metadata, and conduct thorough pre-and post-upgrade audits. Additionally, use 301 redirects for any URL changes and test the site’s performance to catch any issues early. These steps help maintain your search visibility and rankings.
Why this matters
Upgrading your CMS can feel like a necessary evil. It promises better functionality, improved security, and sometimes a fresh look. Yet, it can also wreak havoc on your SEO if not handled carefully. Imagine a B2B SaaS company that relies on organic traffic for lead generation. A botched upgrade could mean losing visibility, which translates to fewer leads and potential revenue loss.
The stakes are high. Your website might be a key driver for business, and any dip in search rankings can be costly. Maintaining your SEO during an upgrade isn’t just about preserving your current position; it’s about safeguarding the future of your digital presence.
Steps to safeguard your SEO
Before diving into the technicalities, have a game plan. Here’s a straightforward list to keep your SEO intact during a CMS upgrade:
- Backup everything: Before you start, ensure you have a complete backup of your current site. This includes all content, URLs, and metadata. It’s your safety net.
- Audit your current SEO setup: Know what’s working. Use tools to crawl your site and document everything from URL structures to meta tags. This audit will be your reference point.
- Preserve URL structures: If possible, keep your URLs the same. Changing URLs can confuse search engines and users. If changes are unavoidable, use 301 redirects to guide traffic and maintain link equity.
- Retain metadata: Ensure that all meta tags and descriptions are carried over to the new platform. They play a significant role in how search engines understand your pages.
- Test thoroughly: Once the upgrade is completed, test the site. Check for broken links, missing pages, and loading times. Use analytics to monitor traffic and spot any unusual drops.
After the upgrade, keep an eye on your site’s performance. Regularly check search rankings and traffic patterns. Catching issues early can prevent long-term damage.
Keep it human
Here’s the thing: CMS upgrades are like moving house. Stressful, but often necessary. And just like moving, preparation is key. You wouldn’t just throw everything in boxes and hope for the best. You’d label, organise, and make sure nothing valuable gets lost.
The same goes for your website. An upgrade shouldn’t mean starting from scratch. It should be about building on what you’ve got. If you need guidance, consider consulting a search engine optimisation expert. They can help you navigate the complexities of SEO during an upgrade, ensuring you maintain or even improve your rankings on Google.
Remember, it’s about keeping your digital house in order. With the right steps, you can upgrade your CMS without sacrificing your hard-earned SEO.