How Long Should An SEO Migration Take? [SEJ Study]
Website migration involves significant changes to a website’s structure, design, or domain, which can impact SEO if not managed carefully. Proper planning, redirects, and monitoring are essential to preserve rankings and maintain organic traffic during the transition.
Search Engine Journal contributor Dan Taylor has published an article on how long should an SEO migration take.
He says, “When we ran this study in 2023, we looked at 171 migrations and found that it took 229 days (on average) for third-party tools to reflect organic traffic for the new domain to return to the same pre-migration levels of the original domain; 42% didn’t return at all.
The reason we’ve repeated this study is that we think it’s important that businesses (and SEO marketers) have data to work off to make informed decisions when planning domain migrations.
Over the years, I’ve been in a number of pitch meetings where the other agencies pitching have promised no traffic loss at all during migration, and more often than not, adequate preparation work, monitoring, or expectation setting has been done.”
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