Study: Determining the Optimal Duration for an SEO Migration

Website migrations, specifically domain migrations, are often considered a complex aspect of SEO, especially as businesses consolidate websites and assets to streamline operations and reduce costs amid the evolving digital landscape.

As SEO professionals, our objective is to minimize risks and uncertainties to ensure seamless organic performance during and after migrations.

A recent study conducted in 2023 analyzed 171 migrations and revealed that it took an average of 229 days for third-party tools to reflect organic traffic returning to pre-migration levels for the new domain, with 42% of cases showing no recovery.

Repeating this study is crucial to equip businesses and SEO marketers with data-driven insights for informed decision-making during domain migrations.

Study Methodology

The latest study aims to address the question of how long an SEO migration should take, offering valuable insights for in-house SEOs and consultants to enhance project estimations and communications with stakeholders.

Expanding on the previous study, this year’s research involved a dataset of 892 domain migrations, sourced from SEO professionals through various channels.

By utilizing third-party tools, the study measured the duration for the new domain to reach the same organic traffic volume as the old domain.

The data collection was completed on October 22nd, 2024.

Bias Factors

In a quantitative study, biases can impact results at various stages, such as research design, data collection, and analysis, potentially leading to misleading conclusions.

Efforts were made to mitigate bias factors, including selection bias by sourcing data from diverse sectors and minimizing measurement bias through consistent tool usage.

The study results were not influenced by publication bias, ensuring the integrity of the findings.

The dataset encompassed domains across different industries, from lead generation to e-commerce.

Study Findings

The key findings from the domain migration study include:

• On average, it took 523 days for the new domain to match the organic traffic levels of the old domain.
• The shortest migration durations recorded were 19, 22, 23, and 33 days.
• 17% of migrations did not achieve the same traffic levels even after 1,000 days, marking an improvement from previous studies.
• Three migrations were classified as “In progress,” and 25 as “Inconclusive,” indicating ongoing traffic adjustments.

Domains that redirected to squatters or private sellers were excluded from the analysis due to their non-intended migration nature.

Why Do Migration Results Differ?

Website migrations are influenced by various factors, both controllable and uncontrollable, emphasizing the importance of tailored strategies to mitigate risks.

Proactive measures, such as pre-launching the new domain and utilizing Google’s change of address tool, can expedite the migration process and minimize downtime.

Backlink Profiles & Migrations

Insights from the SEO community highlight the impact of backlink profiles on migration timelines, with the recrawling process affecting traffic restoration speed.

Examining the number of referring domains reveals correlations to migration outcomes, emphasizing the significance of backlink profile management.

For comprehensive guidance on website migrations, additional resources are recommended for further reading.

FAQs

1. How can businesses prepare for a domain migration?
   Businesses should conduct thorough pre-migration planning, implement redirects strategically, and monitor traffic post-migration for any anomalies.
2. What role do backlink profiles play in migration success?
   Backlink profiles influence the speed of traffic recovery post-migration, highlighting the need for efficient profile management.
3. Are there common pitfalls to avoid during domain migrations?
   Avoiding abrupt changes, maintaining consistent URL structures, and monitoring traffic fluctuations are essential to successful migrations.
4. How can SEO professionals optimize post-migration performance?
   Continuous monitoring, regular audits, and adapting strategies based on data insights can enhance post-migration performance.
5. What are the key considerations for selecting a new domain during migration?
   Choosing a relevant, authoritative domain with strong SEO potential is crucial for successful migrations and long-term organic growth.

More Resources:

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