11 Potential Reasons Traffic Dropped

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Website migration is a kind of tedious processes that may profit your website in the long run — however loads can go unsuitable within the course of.

Improper redirects, issues with robots.txt recordsdata, sitemap points, and even damaged inner hyperlinks can inadvertently trigger your website migration to drive a drop in natural search visitors.

Identifying why your visitors is dropping or dropped considerably after a website migration could be a matter of trial and error.

Use this column as a guidelines to double-check these widespread causes websites lose visitors after a website migration.

Start by Running a Crawler to Generate a List of Common Issues

First, just be sure you have a whole record of points plaguing your website at your disposal so you possibly can confirm and proper any points which will come up.

ScreamingFrog is the go-to device for scanning your website and seeing all the page-specific points that you’ve got.

Run a scan in your website to see what points pop up. The scan can take some time for bigger websites, but it surely’s price it to seek out issues with:


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Maybe you’re like me and like to do most issues manually however this device can prevent a ton of time.

Keep your scan information accessible, as a result of it’s going to mean you can quickly establish lots of the points under.

You must also carry out a significant scan and backup your information earlier than any main web site migration or redesign. This offers you information for comparability so you possibly can see what has modified.

Make positive to avoid wasting a replica of your website’s HTML/format earlier than a redesign, so you possibly can evaluate and revisit if wanted.

11 Most Common Reasons Sites Lose Traffic After a Website Migration

See if any one in all these (or a mix thereof) might be inflicting or contributing to your post-migration visitors losses.

1. Canonicalized Tag Changes

Which web page in your website misplaced visitors or rankings? Visit these pages and analyze the canonical tags to see in the event that they had been modified in a method that affected your visitors.


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A couple of widespread points with tags:

  • Pointing to non-relevant pages.
  • Programming points (instance: trailing slash lacking).
  • Pointing to outdated URLs that now not exist.

 2. Robots.txt and/or Non-indexable Content

Open your robots.txt file or pages that misplaced visitors to see if the pages are nonetheless indexable. An challenge with indexing would be the offender to your visitors loss.

Google has its personal robots.txt tester device that may assist you establish and proper any points that you could be be having together with your file.

Read extra: Google’s John Mueller Explains How Pages Blocked by Robots.txt Are Ranked

three. Lost Meta Data

Your migration could have prompted your web site to lose its meta information within the course of. Title tags and meta descriptions could also be misplaced because of a single column being misplaced in a database switch.

Using the info out of your ScreamingFrog scan, examine to guarantee that your website’s meta title and outline are nonetheless correct and intact.

If you misplaced this information, you’ll want so as to add these vital metas again to your website. You could possibly run a fast Google search of your website utilizing “site:URL.com” to catch a glimpse of what the meta information was earlier than the migration.

Or, use the backup you created earlier than the migration.

Otherwise, you’ll have so as to add your keyword-rich titles and descriptions again in manually. That might be time-consuming to close inconceivable relying on the scale of your website.

P.S. If you already know a database specialist or don’t thoughts doing a little digging, you could possibly import your outdated meta information into your new website.

four. Page Speed Loss

If you probably did a full web site migration or modified servers, you’ll have misplaced some web page velocity within the course of.

Be positive to examine a number of of the pages the place you’ve misplaced visitors to see how your velocity is performing.

You could have to:


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  • Verify that your CDN was a part of the migration and is working correctly.
  • Verify that your caching system is in place and operating correctly.
  • Check PageSpeed Insights to seek out any simple fixes that may increase your website’s velocity.

Server points can also be plaguing your website and never permitting it to load quick sufficient.

5. Check Your Internal Links

Internal hyperlinks are a terrific, pure solution to preserve folks in your website, and it additionally helps search engines like google and yahoo go from one web page of your website to a different.

Make positive that the inner hyperlinks in your weblog posts and on pages are linking to your present website, not the outdated one.

6. Content Accessibility Issues

Google Search Console lists all listed pages in your website. Log into GSC and navigate to Index > Coverage.

Click on error, legitimate with warning, legitimate or excluded.

Here’s you’ll see if a URL has any points and may hover over and click on Inspect URL to study extra.

On the inspection web page, you possibly can “test live URL” and establish any points that Google is perhaps having when making an attempt to entry the web page.


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7. Broken Redirects

Site redirects are an integral a part of any web site migration. If you didn’t have a 301 redirect plan in place when migrating your website, you’re going to have numerous points post-migration.

You’ll lose visitors as a result of search engines like google and yahoo aren’t advised the place your website has migrated.

Visitors could also be getting misplaced within the course of, too. Redirect points could be a nightmare; that is one which Search engine optimisation professionals dread.

Generate experiences in ScreamingFrog to seek out any redirect loops or chains which might be having points.

You’ll wish to:

  • Clean up any redirect loops.
  • Follow redirect chains to ensure the redirection is correct.
  • Check to ensure outdated URLs are correctly redirected to your new URLs, updating hyperlinks to pages utilizing a 301 direct, and linking to the brand new web page as a substitute.

Upload a whole record of outdated URLs into ScreamingFrog, crawl these URLs, and analyze the report back to guarantee that the beginning URL and vacation spot URL are correct.

Verify each the ultimate standing and remaining standing code, too.


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While you’re at it, make certain that all the outdated pages are redirected utilizing 301 redirects and not 302 redirects, which aren’t everlasting.

eight. External Links Lost

External hyperlinks stay a strong sign to search engines like google and yahoo. If you’ve constructed a terrific website with lot of natural hyperlinks, you count on to see excessive rankings.

After a migration, it might be worthwhile to achieve out to those website homeowners to ask them to replace their hyperlinks to your new website.

If their outdated hyperlinks are damaged or go to a web page in your outdated website that isn’t part of your redirect, this will trigger issues with search rankings.

You could even wish to redirect these damaged hyperlinks again to your new website’s related or similar web page.

For instance, if the hyperlink was to website1.com/canines it’s possible you’ll wish to redirect the damaged hyperlink again to website2.com/canines. You also can redirect the damaged hyperlink to a web page that’s related in nature.


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9. Platform/Hosting Issues

Are you re-platforming or shifting servers? Change is an effective factor, however it could additionally trigger little points that make your website’s visitors fall:

  • Firewalls blocking search engine bots.
  • Platforms utilizing JS, which is more durable for bots to crawl.
  • Slow speeds and poor efficiency.
  • Country restrictions.

If you’re re-platforming and/or switching servers or have already got, go over all the pages the place your visitors dropped fastidiously.

I like to recommend giving these platforms or servers a take a look at drive earlier than going all in and migrating your website.

Slightly preparation might help you keep away from platform or internet hosting points that may trigger your visitors to drop.

10. Images

Does your website obtain numerous picture visitors? If so, it’s doable that your picture URLs weren’t redirected correctly in the course of the migration. Check to guarantee that your picture URLs are:

  • Linking to the correct photographs.
  • Linking to your new area.


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If you will have a CDN, you would possibly be capable to make a speedy change to your CDN to alter your entire photographs over to your new website.

In the occasion that you simply used a CNAME to create your personal picture URLs, guarantee that the CNAME is pointing to your new website and/or server.

11. Google Updates

It’s additionally doable that your website adjustments coincided with a Google replace. Google’s updates do greater than change their search algorithms – they’ll drive your staff loopy.

Sometimes, an replace happens near a migration and may trigger your website’s rankings to fluctuate.

Check whether or not Google has pushed any main updates. The points you and your staff are having may not be associated to your migration.

Recovering & Rebuilding from Traffic Losses

Collecting and benchmarking information earlier than the web site migration occurs is important, holding observe of all of the adjustments earlier than/after.

I like to make use of Google Analytics Annotations to maintain observe of Search engine optimisation-related adjustments.


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I additionally encourage programmers to trace their adjustments in the same method, so Search engine optimisation professionals can revisit and see what occurred that result in the visitors drops.

Correcting your entire website’s points takes time and persistence. If you’re fortunate, you would possibly discover the offender liable for your website’s visitors points in minutes, however Search engine optimisation at all times requires a long-term strategy.

Go by means of your website, examine for these points, and make any corrections essential. When you’re glad together with your adjustments, wait a number of days or even weeks to see in case your visitors recovers to pre-migration ranges.

If your visitors remains to be drastically decrease than earlier than the migration, preserve working by means of this record and attain out for assist with any troublesome points you possibly can’t appear to establish.

Then, take what you’ve discovered and apply it going ahead to construct your visitors and make your website stronger than ever. Go forth with confidence!

More Resources:

Source hyperlink Search engine optimisation

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