Migrate your website without losing search engine rankings

Natalben is a leading brand of food supplements for babies and pregnant women. Like many other companies and brands it faced a web migration to redesign its website. These changes, which are often simplified by marketing and design departments as a facelift or rebranding, hide problems that can completely ruin incoming traffic to the site.

Once we have decided that we are going to make a change of this magnitude, we should ideally start by drawing up a plan. The objective of the plan would be to assign responsibilities and deadlines to the different steps of the process.

With the plan we will seek on the one hand to organize a complex project, on the other to minimize risks and finally to propose alternative actions in case something does not go as expected.

At this point, at SEO level we cannot forget to collect all the information of the site to be migrated. Web analytics, backlinks, sitemap, site architecture, SEO positioning, content and metadata.

All this data will help us to prepare the content of the new site correctly, make redirections when necessary and have a statistical comparison that can confirm if everything is working well.

Migrating a website has an important technical component. There are very important performance metrics for positioning that a good development team will take into account: FCP and LCP (First & Largest Contenful Paint), CLS (Cumulative Layout Shift) or FID (First Input Delay).

The development team will also be in charge of systematizing that the redirections are performed correctly and automatically. This is very important in projects with a large number of results.

Organic traffic after a change can suffer from time to time, if your business depends on it, you should consider looking for options to complement that traffic, using for example adWords or other PPC alternatives, display campaigns or similar solutions.

We have been working with Natalben for years since the migration. We monitor the main KPIs on a monthly basis to propose new actions to increase organic traffic as well as to adapt to the various updates of the algorithm that have been happening over time.
In short, the migration is over, your SEO is not.