Website migration

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Website migration is a complex process that requires careful planning and execution. Here is some expert advice on ensuring a smooth transition:

  1. Dual Tracking: When migrating from Universal Analytics to Google Analytics 4, implement both tracking systems to compare side-by-side data. GA4 uses different metrics and definitions, so dual tracking helps maintain continuity and accuracy 1.

  2. Staging Environment: Set up a staging environment correctly. Ensure the robots.txt file is updated to prevent indexing issues and use noindex meta tags to avoid having staging content appear in search results 2.

  3. Team Composition: Assemble a team with a tech-savvy developer, a senior search strategist, and a web data analyst. This "dream team" can prevent errors during the migration by monitoring and troubleshooting effectively 3.

    Analytics Migration Tips

    Migrating to GA4 presents unique challenges, as it operates on different metrics compared to Universal Analytics. It's crucial to implement dual tracking during the transition to ensure accurate data comparison. Additionally, overlooking staging URLs can lead to unexpected issues, such as missing images, once the staging environment is removed. Simple solutions exist for these common pitfalls, emphasizing the importance of thorough verification.
    No Hacks
    Everything You Need To Know About Website Migrations With Steve Wiideman
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  4. Redirect Strategy: Use a well-structured redirect plan. Avoid redirecting all old URLs to the homepage, as this can negatively impact SEO. Instead, create one-to-one redirects to maintain link equity and user experience 4 5.

  5. Pre-Launch Checklist: Have a detailed pre-launch checklist that includes verifying all URLs, updating DNS records, and ensuring noindex tags and disallow directives are removed 1 2.

  6. Post-Launch Monitoring: After launching the new site, closely monitor the analytics for any discrepancies or drops in traffic. This early detection can help fix issues quickly before they escalate 3.

By following these steps, you can mitigate risks and ensure a successful website migration, avoiding the common pitfalls that lead to traffic and revenue losses.

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