Forecasting is pivotal for clearly defining what success looks like: 

• Set Clear Expectations: Begin with a comprehensive analysis of current metrics. Understanding where you stand before the migration sets a baseline for comparison. 

• Define Success KPIs: Identify key performance indicators (KPIs) that will signal success post-migration.  

• Use Historical Data: Leverage previous website traffic, revenue, goals & keyword data. But also use past migration experiences and industry benchmarks to forecast potential outcomes. This historical insight can guide realistic goal setting. 

Having a seasoned technical SEO expert is not just beneficial – it is essential. Migrations are fraught with pitfalls that only deep technical knowledge can navigate.  

Understanding the intricacies of technical SEO—from the architecture of a website to the nuances of crawlability and indexation—is crucial for ensuring a smooth transition and maintaining a site's search engine visibility. 

Outside of knowledge there are other facets that benchmark outstanding approaches to technical SEO: 
 

• Prioritise effectively: Distinguishing high-impact SEO tasks from lesser ones, ensuring that efforts are directed toward strategies that deliver the most significant benefits to the site's visibility and user experience. 

• Simplify complex concepts: Exceptional ability to demystify SEO jargon and technical details for non-SEO stakeholders, ensuring clear understanding and alignment across teams. 

• Communicate with developers: Excel in translating SEO needs into technical requirements developers can act on. Especially when this can be done within the sprints, ticketing and contextualise within the developer’s backlog. 

Use innovative technologies where you can particularly for complex data analysis and for scaling routine tasks. This can help ensure more time is used for strategic decision-making and effective communication. 

Underpinning this is not underestimating the need for human quality assurance for accuracy & ethical use when it comes to AI. Ensure your working with a partner that has a robust standpoint and a clear view of when to use automation.  

No two migrations are the same, ensure you are properly scoping for the tasks required dependent on what the goal is.  

Whether it is transitioning to a new CMS, merging multiple sites, or overhauling the site architecture, the scope of work must be meticulously defined to address the unique aspects of each migration. 

For example, in a CMS transition, our scoping process begins with a thorough audit of the existing content and structure, identifying any custom functionalities that need to be replicated or adapted in the new environment. We assess the SEO implications of the change, from URL structures to metadata compatibility, ensuring that every detail is considered.  

This comprehensive scoping ensures that we not only anticipate potential roadblocks but also seize opportunities to optimise and enhance the site's performance post-migration. 

When possible, towards launch date when evaluating the staging environment, we have found enormous success with establishing a non-virtual dedicated space where key players converge to collaborate in real-time.  

This means bringing together, SEO specialists, developers, project managers and key stakeholders to discuss, QA and act upon decisions collectively ensuring we are prepared for launch. 

Successfully transitioning to a more robust platform marks a significant milestone but it is not the destination. Now it is crucial to continue to evolve your SEO strategy for the migration to translate into a robust ROI for your brand.  

It is a perfect opportunity to reassess, realign and optimise for SEO to ensure the newly migrated site is positioned for success.  

Dive into our Migration Playbook for a sharper edge on your migration journey. Packed with step-by-step guidance and proven strategies, it is an essential companion for ensuring every migration is a leap towards transforming experiences.