Effective Strategies for Communicating Website Migrations to Clients in SEO
Understanding Site Migration in Client-Friendly Terms
Site migrations involve significant changes that can impact SEO, such as:
- Rebranding to a new website or domain
- Adding international or new country-specific sites
- Moving to a new or upgraded CMS version – including ensuring all SEO data transfers correctly
- Changing the website’s menu and navigation structure, which may affect internal linking
Translating technical jargon into everyday language helps clients understand the scope and implications of the migration.
Key Questions to Clarify When a Migration Is Identified
- Timeline: When is the launch date and how much preparation time is available?
- Reason for Migration: Marketing, rebranding, compliance, or other factors?
- Stakeholders: Who leads the migration and which teams (tech, marketing, UI/UX, branding) are involved?
- Communication Channels: Are there regular meetings, email updates, or ticketing platforms like Jira or ClickUp?
- Developer Access: Direct contact with developers is crucial to avoid miscommunication of SEO requirements.
Managing the Site Migration Process
The migration typically follows these phases:
- Planning and Preparation: Early involvement allows for thorough SEO analysis and enhancements.
- Testing and Launch: Focus on avoiding major SEO mistakes; timely fixes can still be applied.
- Post-Launch Monitoring: If involved late, concentrate on remedial actions such as optimizing top-performing pages to minimize traffic loss.
Tips for Smooth Client Communication
- Translate SEO terms into relatable concepts to bridge the communication gap.
- Educate clients on the SEO impacts of various website changes they may consider minor.
- Maintain clear, documented communication with all stakeholders.
- Advocate for early SEO involvement in migration projects to ensure the best outcomes.
Source: moz (en-US). Read original.
