7 Common Website Migration Challenges (+ How To Overcome Them)

Your new website is live and everything you wanted it to be. The layout looks great, the user experience is seamless, and the design represents your brand and gives the perfect first impression.

And then it happens — you get stuck in an endless redirect loop, then you find multiple pages that don’t appear in the SERPs, and then the dreaded 404 errors start popping up.

Before long, you’re playing a game of whack-a-mole, where you squash one problem, only to find another.

That’s where this guide comes in. In this post, we’ll cover seven of the most common website migration issues — and what you can do to resolve them quickly.

1. Managing redirects from the old site to the new URL

One of the most common challenges of a successful website migration is ensuring all the old content seamlessly redirects to the new URLs. This process can be more complex than you might think — especially for larger websites with lots of pages.

So, why are redirects so challenging?

In many cases, you don’t adopt the same site structure as the old URL. For example, you may have used the “www” in the old URL structure. But on the new domain, you go without it — meaning all existing internal links, backlinks, and redirects need to have the “www” stripped from the domain name URL.

Things get even more complex if you’ve done multiple migrations or large updates. You may run into redirect chains in these situations, where the browser bounces from version one to version two to version three of the website — making it slower to load, crawl, and index.

How to avoid internal redirect chains

You can avoid web page redirect chains by taking these preventative steps during the migration process:

• Create a redirect map: Create a list of all current URLs and their new URLs before migration.
• Use 301 redirects: Use permanent 301 redirects to signal to search engines that the URLs moved permanently.
• Update old redirects: Update old redirects to point to the new URL to avoid long redirect chains.
• Use crawling tools: Use a tool like Screaming Frog to identify current URLs with redirect problems.
• Work with a technical SEO agency: Technical SEO service providers, like Ten Speed, can help you set up a redirect map and prevent redirect issues before they happen.

2. Mishandling index tags

Managing index tags can get tricky during a site migration — especially when dealing with multiple websites, the staging environment, and production sites. 

You don’t typically index the test website to avoid duplication issues and keep search engines from listing it. But sometimes, those tags don’t get removed, which results in the main website getting de-indexed by search engines.

A de-indexed website will all but eliminate organic traffic. Search engines will remove every de-indexed page from the search results and drop your content’s visibility.

On the flip side, if your staging site is indexed, it may overtake your production website on search engines and hurt keyword rankings. 

The level of indexing problems can vary in severity. If you’ve only de-indexed a few pages to work on, it’s a simple issue that’s easy to fix. However, a much more serious problem occurs when the entire website has indexing problems and all web pages suffer as a result.

How to recover from a no-index tag misstep

Luckily, you have good solutions available if your website faces index issues post-migration. The first thing to check for is a “no-index” tag on all affected pages. To resolve this problem:

• Remove the no-index tag immediately and site-wide through your website’s settings and on every individual page.
• Request reindexing in search engines using Google Search Console and Bing Webmaster Tools.
• Monitor the pages over time to ensure search engines recrawl and reindex them.

If you have indexed test site pages, you can resolve this issue by:

• Applying the no-index tag to the staging website and any live page that shouldn’t be indexed
• Using the robots.txt file to keep search engines from crawling the staging website
• Requesting a URL removal with Google Search Console and Bing Webmaster Tools

A tech-savvy SEO agency can help you solve page indexing issues faster and get your website back up and running. At Ten Speed, we can help you identify indexing issues, resolve technical issues, and ensure all pages are properly indexed in search engines.

3. URL structure changes create 404 errors

A 404 status code error occurs when users reach a page on a website that doesn’t exist. It can happen when they have a previous URL bookmarked or find it through an internal or external link that hasn’t been updated.

A 404 can occur for several reasons, such as:

• Changing URL patterns without setting up redirects
• Deleting pages without redirecting URLs and changing links
• Errors in setting up a redirect map

These errors can lead to significant problems, like poor visitor experiences and drops in search results, as search engines can no longer find your content.

How to avoid 404 errors

You can avoid 404 errors with proper migration planning using the tactics below.

• Good planning: Map out all current URLs and their destinations before starting a website migration.
• Use proper redirects: Ensure all redirect URLs send visitors to the new locations.
• Crawl the website: Use scanning tools like Screaming Frog to crawl the website and identify broken links.
• Monitor post-migration: Look for traffic loss post-migration to find any potential 404 issues.
• Work with an expert: Partner with an agency like Ten Speed that has extensive migration expertise and can help you properly map new URLs and transfer them to the new website installation.

4. Understanding how the staged site will perform in the real world

Good performance reports on a staging server don’t always tell an accurate story of how a website will perform when it goes live. Often, the website doesn’t perform as well in real life, simply because it’s hard to test every type of interaction visitors have and the devices they use.

Here’s why actual performance can differ so much from the test environment.

• Isolated testing: Web developers test websites in isolated environments that may not reflect real-world conditions.
• Different user behavior: Real users may interact with a website differently than developers expect.
• Different devices and connections: There are now a large number of devices and browsers visiting websites, which makes it hard for developers to test everything.
• Search engine reindexing: Changes to URL structure and website content require search engines to recrawl a website, which may lead to changes in search rankings.

You may also see a slight dip in performance metrics once the new website is live. So you’ll need to examine applicable metrics following the migration to check for things like:

• Traffic decreases: A slight decrease in traffic may occur as Google relearns your website, ranks new URLs, and determines how well the content meets search intent. But if you experience significant drops and don’t recover, it’s time for a deeper look to identify possible issues.
• Changing bounce rates and time on site: Users may not respond the same to new content — either spending more or less time on site — and you can use these insights to improve content.

How to maintain healthy site performance

Although you can’t completely predict site performance after a migration, there are a few things you can do to help set expectations and avoid downtime, such as:

• Comprehensive testing: Test the staging website in as many conditions as possible to minimize unexpected behavior.
• Monitor performance: Use analytics tools like Google Analytics, Google Search Console, and Page Speed Insights to monitor performance post-migration.
• Iterate quickly: Prepare to respond and iterate quickly on the new website to address performance issues as they arise.
• Get technical support: An experienced technical SEO agency like Ten Speed can help you work through website migrations with fewer performance issues and quickly address those that occur.

5. Retaining valuable metadata

It’s not uncommon to lose valuable metadata, such as alt-text, meta-descriptions, and page titles, during site migrations. You might get so focused on the actual web content that you forget to address what’s going on behind the scenes, which is why a comprehensive website migration checklist is so important.

However, this information not only helps with SEO performance but also makes websites more accessible and tells potential visitors what your pages are about before visiting.

Losing your metadata may result in:

• Decreased search visibility, since less information is provided to search engines
• Lower click-through rates because of poor meta-descriptions
• Poorer accessibility for visitors using assistive technologies

How to migrate metadata

Follow these tips for proper planning and use the right migration tools to migrate metadata successfully. 

• Create an inventory: Create a catalog of all current content and its metadata.
• Map metadata properly: Build a map to assign each piece of metadata to the proper URL.
• Use tools: Content management systems (CMS) like WordPress and Webflow come with backup/restore plugins that can automate the transfer process to ensure metadata transfers properly.
• Perform manual checks: Conduct spot checks on key landing pages to ensure all metadata transfers correctly.
• Run website scanners: Use tools like Screaming Frog to scan new pages and identify those missing metadata.
• Work with an SEO expert: Work with an SEO agency like Ten Speed to get help mapping your metadata and transferring it to the new URLs.

6. Maintaining a visually appealing site

Visual issues are a common problem when migrating a website. These occur when files don’t make it to the new domain, resource links point to the wrong place, or a redesign breaks the layout — resulting in a poor user experience and website aesthetic.

When 60% of consumers abandon purchases due to a poor website experience, it’s definitely something you should work to avoid.

Some common potential issues that may occur include:

• Broken images
• Distorted images (due to dimension changes or aspect ratios)
• Font inconsistencies
• Layout shifts and formatting issues on different devices

These issues can present a number of issues, both visual and performance-related. Your bounce rates may go up as visitors leave the site sooner, and you may also experience lower conversion rates and a negative impact on brand perception.

How to fix broken images

You can prevent and fix broken images with a few simple steps:

• Test for broken images: Use scraping tools like Screaming Frog to look for image types that result in 404 errors.
• Manually upload broken images: Use your CMS to manually upload images to replace missing ones.
• Image optimization: Optimize images by changing dimensions and other properties to work with the new website.
• Backup original assets: Backup the original images securely for easy restoration if needed.
• Work with web experts: Simplify the process by partnering with Ten Speed. Our web experts can help you find and fix every broken image on your website.

7. Losing Javascript or other tracking codes

Most websites use Javascript — whether it’s to add website features or track user behavior. Unfortunately, those scripts sometimes don’t transfer over when the website moves to a new location.

You’ll experience several problems when this occurs, including:

• Inability to collect accurate analytic data and track KPIs
• Missing digital marketing attribution data
• Loss of data continuity
• Missing website features

Javascript may not work properly for a few reasons. It could be because the file didn’t transfer correctly, or there might be a conflict with a template or another Javascript file.

• Template changes: New website templates may not contain the existing Javascript files.
• Code conflicts: New Javascript from a website migration may conflict with existing code.
• Overwriting files: Old files may get overwritten during transfer, and miss updated Javascript files.
• Manual transfer issues: Javascript files may get overlooked during migration and not exist on the new website.

How to minimize the impact of tracking code loss

There are several tactics available to minimize the impact of Javascript code loss:

• Create a code inventory: Make a list of Javascript tracking scripts and key functionalities to ensure you know everything that needs to be moved.
• Build testing protocols: Implement a testing process on the staging website to ensure all functionalities work correctly.
• Verify Javascript post-migration: Build protocols to check for Javascript scripts post-migration and ensure they work.
• Involve key stakeholders: Involve stakeholders who rely on the data collected by tracking codes to verify what they need from the new site.
• Involve the experts: Work with experts from Ten Speed to ensure all files are transferred correctly and tested when the migration is complete.

Maximize the success of your new website by partnering with Ten Speed

A website migration is just the beginning of your journey to better website performance. If you want to maximize the performance of your new site, you’ll need to provide a seamless user experience, produce great content, and tailor everything to your specific audience.

To get the best results, work with an experienced partner like Ten Speed.

At Ten Speed, we have a proven track record of helping brands successfully navigate complex migrations. Our expertise includes:

• Pre-migration support: We’ll review redirect maps, staging websites, and other factors to identify and address challenges before they occur.
• Migration monitoring: Our experts keep a close eye on technical aspects to ensure a smooth transition.
• Post-launch optimization: We monitor indexing, traffic, and performance to address any issues that come up and improve performance.

Ready to start your website migration project with a reliable partner by your side? Let’s set up a call to discuss your needs.