Understanding Migration Hangover: Causes and Prevention Strategies
What Is A Migration Hangover Traffic Drop & How Do You Avoid It?
Search Engine Journal
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A migration hangover occurs when a website experiences a significant and prolonged drop in organic traffic post-migration, often due to poor SEO practices. Common causes include broken redirects, leftover noindex tags, and content changes. Proper planning and SEO involvement are crucial to avoid these pitfalls.
- 01A migration hangover can lead to a traffic drop of 50% or more, lasting up to 18 months.
- 02Common causes include broken 301 redirects, noindex tags left on live sites, and canonical tags pointing to old URLs.
- 03Normal traffic volatility is typically a 10-20% dip, while a hangover exceeds 30-50%.
- 04Involving SEO teams early in the migration process can prevent significant traffic loss.
- 05Successful migrations can lead to substantial gains, as seen in a case where an ecommerce site generated over $750,000 in organic revenue within three months post-migration.
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Website migrations can trigger a phenomenon known as a migration hangover, characterized by a significant and often avoidable drop in organic traffic. This issue arises when migrations are treated as purely technical projects without adequate SEO input, leading to problems such as broken or missing 301 redirects, leftover noindex tags, and improper canonical tags. While normal traffic fluctuations may result in a 10-20% dip, a migration hangover typically sees drops exceeding 30-50%, which can persist for months. To mitigate these risks, businesses should implement best practices, including thorough pre-migration audits, proper URL mapping, and continuous SEO involvement throughout the process. Successful migrations, as demonstrated by an aftermarket parts distributor that achieved over $750,000 in organic revenue within three months post-migration, emphasize the importance of strategic planning and monitoring.
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Websites that experience a migration hangover may see significant declines in organic traffic and revenue, affecting overall business performance.
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