How to Change URL Without Losing SEO: A Comprehensive Guide
If you’re a solopreneur or running a small enterprise, you’ve likely mastered the art of learning on the job. While this approach is effective for many aspects of business, it’s not advisable for everything—especially not for something as crucial as changing your website’s domain name and URLs, along with the SEO value they’ve accumulated over time.
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The silver lining? You can indeed switch your domain name without causing irreversible damage to your SEO. In this comprehensive guide, we’ll walk you through the process.
Sounds like a win-win, doesn’t it?
Why Changing Your Domain Name Might Be Necessary (Typical Reasons)
Selecting a domain name is a pivotal moment for anyone looking to establish a strong online footprint. While some strike gold on their first try and never have to change their domain, others might find themselves in a situation where a change is inevitable.
Rebranding
In the ever-changing landscape of digital commerce, businesses often need to adapt or shift focus to stay competitive. A domain name change might be necessary to mirror your evolving brand identity.
Intellectual Property Concerns
Even the most diligent business owners can slip up. If you discover that your domain name violates someone else’s intellectual property rights, a change is not just advisable—it’s legally necessary.
Scaling Up
As your business grows, your original domain name might become too restrictive. In such cases, you might need to opt for a more generic name to accommodate your expanding offerings.
Geographical Shifts
For online businesses, geographical relocations may not seem like a big deal. However, if your domain uses a country-specific Top-Level Domain (ccTLD) like .us or .uk, a change might be essential to prevent customer confusion.
The Risks of Domain Name Change (And How to Mitigate Them)
If you’re contemplating a domain name change, you’re probably already savvy about Search Engine Optimization (SEO). In essence, SEO involves deliberate strategies to improve your website’s ranking on search engines like Google. For most digital marketers and website owners, maintaining SEO performance is a top concern.
You might have heard some cautionary tales about businesses losing their hard-won search engine rankings after a domain change. Such a loss can be catastrophic, making your website virtually invisible to new users and search engines alike.
However, there’s no need for alarm. By adhering to SEO best practices and executing the domain change meticulously, you can largely preserve your search engine rankings. Plus, you can minimize other disruptions, like site downtime.
How to Change Your Domain Name Without Sacrificing SEO
Now that you’re aware of the typical reasons for a domain name change and the potential SEO implications, you’re likely eager to know how to go about it without any adverse effects. Below are five steps to guide you through a seamless domain name transition.
Step 1: Select a Future-Proof Domain Name
The initial step is straightforward: pick a robust domain name. Begin by choosing a domain with a suitable Top-Level Domain (TLD).
Ensure that your new domain is easy to spell, type, and articulate. This will help prevent user frustration due to frequent misspellings and also make it easier for people to share your domain verbally.
Additionally, opt for a domain name that offers room for growth. This will help you avoid the need for another disruptive change down the line.
Once you’ve done your due diligence, you can proceed to purchase your new domain name.
Step 2: Audit Your Backlinks & Referring Domains
Before you dive into the domain change, it’s crucial to take stock of your off-page SEO landscape. This means identifying all the places your old domain is mentioned online, such as in your social media profiles or Google Business Profile.
Some might suggest doing this audit as a final step, but it’s better to be proactive. Document all these locations so you can swiftly update them later, minimizing the time your old domain remains active.
Step 3: Transition Your Site to the New Domain
Once you’ve secured your new domain and completed your audits, it’s time to roll up your sleeves. You’re now ready to move your website to its new home. The specifics of this process will depend on your hosting service and may involve transferring all your site’s files and databases.
If you’re planning a manual migration, you’ll likely need a Secure File Transfer Protocol (SFTP) client like FileZilla. If you’re not comfortable doing this yourself, consider hiring a WordPress developer or see if your hosting provider offers this service. For instance, all DreamHost plans include free migration services, including WordPress domain transfers.
Step 4: Implement Redirects
With your site now on the new domain, the next step is to set up 301 redirects. These permanent redirects will guide both users and search engines from your old URLs to the new ones, which is crucial for maintaining your SEO health.
If you’re not familiar with editing your site’s core files, a WordPress plugin like Redirection can simplify this task. Regardless of the method, be meticulous to avoid redirect errors that could harm your site’s performance and SEO.
Step 5: Update SEO Tools & Search Console
The final step involves some digital housekeeping. Head over to Google Search Console to verify your new domain and submit a Change of Address. This ensures Google is in the loop and allows you to keep track of your site’s performance in search rankings.
Don’t forget to update your Google Analytics account and any other SEO tools you’re using. Lastly, revisit the list from your initial audit and update all instances where your old domain is mentioned.
Change Your Domain Name the Right Way
There are various reasons you might want to change your initial domain name. Fortunately, it’s a manageable process if done thoughtfully. By following these steps, you can mitigate the risks of losing your hard-earned position in the Search Engine Results Pages (SERPs).
Pre-Migration Checklist for Domain Change
Before diving into the domain change process, it’s crucial to have a well-thought-out plan in place. Here’s a checklist to ensure you’re fully prepared:
- Backup Your Website: Always start with a complete backup of your website’s files and databases. This will serve as a safety net in case anything goes wrong.
- Inform Stakeholders: Make sure to notify your team, clients, or any other stakeholders about the upcoming change. This will help manage expectations and prepare for any potential downtime.
- Set a Timeline: Establish a clear timeline for the migration process, including each step and who is responsible for it.
- Check Domain Availability: Before making any moves, ensure that your desired new domain is available and does not infringe on any trademarks.
- Review SEO Aspects: Take stock of your current SEO standings, including keyword rankings and backlink profile, to compare with post-migration metrics.
Post-Migration SEO Monitoring
After successfully migrating to your new domain, it’s essential to closely monitor various SEO metrics to ensure that the transition is smooth and your search rankings remain stable. Here’s what to focus on:
- Site Speed: Check that your new domain is loading quickly, as site speed is a crucial SEO factor.
- Crawl Errors: Use tools like Google Search Console to identify and fix any crawl errors that might have occurred during the migration.
- Keyword Rankings: Monitor your keyword rankings to ensure they are not negatively impacted. Any significant drops may require immediate attention.
- Backlink Profile: Ensure that your backlinks are correctly redirected to the new domain, preserving their SEO value.
- Organic Traffic: Keep an eye on your organic traffic levels. A sudden drop could indicate issues that need to be addressed.
Get in Touch for Expert Digital Marketing Help
If you’re looking to make a domain change or need assistance with any other aspect of your digital marketing strategy, we’re here to help. Our team of experts can guide you through the complexities of SEO, ensuring a smooth transition and sustained performance.
