What are the biggest SEO risks during a marketing automation platform migration?
Migrating to a new marketing automation platform can disrupt your SEO efforts by affecting site structure, content accessibility, and URL integrity. These changes may lead to broken links, duplicate content, and lost search rankings if not managed carefully. Proper planning and execution are essential to mitigate these risks and maintain SEO performance.
Why This Matters
Switching marketing automation platforms is like moving house. It’s exciting, full of potential, but also fraught with pitfalls if not handled correctly. For businesses, especially in B2B or SaaS, these platforms are the backbone of customer engagement and lead management. A misstep here can lead to a drop in search engine rankings, which directly impacts visibility and revenue.
Take a SaaS company, for example. They rely heavily on organic traffic for lead generation. During a platform migration, if their landing pages end up with broken links or incorrect metadata, it could mean a significant drop in search rankings. This isn’t just about losing a few spots on Google; it’s about losing potential customers.
Steps to Safeguard Your SEO
To keep your SEO intact during a migration, a few key steps can make all the difference. Think of it as packing your valuables carefully before a big move.
- Audit Your Current Setup: Before making any changes, conduct a thorough audit of your existing SEO setup. This includes your site’s structure, metadata, and any existing redirects. Knowing what you have helps ensure nothing gets lost in the shuffle.
- Map Out Redirects: Create a detailed plan for 301 redirects. This ensures that any old URLs point correctly to the new ones, preserving link equity and preventing 404 errors.
- Test in a Staging Environment: Before going live, test everything in a staging environment. This includes checking for broken links, ensuring redirects work, and verifying that page load speeds remain optimal.
- Monitor Post-Migration: Once live, keep a close eye on your site’s performance. Use tools like Google Search Console to track any changes in traffic patterns or errors.
- Communicate with Your Team: Ensure that everyone involved, from developers to content creators, is on the same page. Clear communication can prevent many potential issues.
These steps can help you maintain your rankings and avoid the dreaded SEO hiccups that often accompany a platform switch.
A Few Final Thoughts
Migrating platforms is a big deal. It’s not just a technical task; it’s a strategic move. One that requires the expertise of a search engine optimisation expert. In my experience, too many companies underestimate the SEO impact of such migrations. They focus on the shiny new features of their new platform and forget about the nuts and bolts of SEO.
Remember, it’s not just about getting the new platform up and running. It’s about ensuring your digital presence remains strong and visible. Because what good is a new tool if nobody can find you online?