11 Potential Reasons Traffic Dropped

Website migration is a type of tedious processes that may profit your website in the long run — however quite a bit can go fallacious within the course of.

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

Identifying why your site 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 site visitors after a website migration.

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

First, just be sure you have an entire record of points plaguing your website at your disposal so you’ll be able to confirm and proper any points that will come up.

ScreamingFrog is the go-to software 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, nevertheless it’s value it to search out issues with:


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

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

You also needs to carry out a serious scan and backup your information earlier than any main web site migration or redesign. This will provide you with information for comparability so you’ll be able to see what has modified.

Make certain to save lots of a replica of your website’s HTML/format earlier than a redesign, so you’ll be able to overview and revisit if wanted.

11 Most Common Reasons Sites Lose Traffic After a Website Migration

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

1. Canonicalized Tag Changes

Which web page in your website misplaced site visitors or rankings? Visit these pages and analyze the canonical tags to see in the event that they have been modified in a manner that affected your site 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  • Pointing to outdated URLs that not exist.

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

Open your robots.txt file or pages that misplaced site visitors to see if the pages are nonetheless indexable. An situation with indexing stands out as the wrongdoer to your site visitors loss.

Google has its personal robots.txt tester software that may allow you to 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

3. Lost Meta Data

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

Using the info out of your ScreamingFrog scan, test to make it possible for 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 necessary 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 understand a database specialist or don’t thoughts performing some digging, you could possibly import your outdated meta information into your new website.

4. Page Speed Loss

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

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

You could must:


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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 working correctly.
  • Check PageSpeed Insights to search out any simple fixes that may enhance your website’s velocity.

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

5. Check Your Internal Links

Internal hyperlinks are an amazing, pure option to preserve individuals in your website, and it additionally helps search engines like google go from one web page of your website to a different.

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

6. Content (*11*) 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’ll be able to “test live URL” and establish any points that Google could be having when attempting 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 quite a lot of points post-migration.

You’ll lose site visitors as a result of search engines like google aren’t instructed 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 studies in ScreamingFrog to search out any redirect loops or chains which might be having points.

You’ll need to:

  • Clean up any redirect loops.
  • Follow redirect chains to verify the redirection is correct.
  • Check to verify 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 make it possible for the beginning URL and vacation spot URL are correct.

Verify each the ultimate standing and closing 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.

8. External Links Lost

External hyperlinks stay a strong sign to search engines like google. If you’ve constructed an amazing 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 house owners 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 need to redirect these damaged hyperlinks again to your new website’s comparable or similar web page.

For instance, if the hyperlink was to website1.com/canine you could need to redirect the damaged hyperlink again to website2.com/canine. You may also redirect the damaged hyperlink to a web page that’s comparable in nature.


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9. Platform/Hosting Issues

Are you re-platforming or transferring servers? Change is an efficient factor, however it may well additionally trigger little points that make your website’s site 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 site 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.

A little bit preparation may help you keep away from platform or internet hosting points that may trigger your site visitors to drop.

10. Images

Does your website obtain quite a lot of picture site visitors? If so, it’s potential that your picture URLs weren’t redirected correctly in the course of the migration. Check to make it possible for your picture URLs are:

  • Linking to the appropriate photos.
  • Linking to your new area.


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If you have got a CDN, you would possibly be capable to make a fast change to your CDN to vary all your photos over to your new website.

In the occasion that you simply used a CNAME to create your individual picture URLs, make it possible for the CNAME is pointing to your new website and/or server.

11. Google Updates

It’s additionally potential that your website modifications coincided with a Google replace. Google’s updates do greater than change their search algorithms – they will drive your group 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 group 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, preserving observe of all of the modifications earlier than/after.

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


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I additionally encourage programmers to trace their modifications in an analogous manner, so Search engine optimisation professionals can revisit and see what occurred that result in the site visitors drops.

Correcting all your website’s points takes time and endurance. If you’re fortunate, you would possibly discover the wrongdoer chargeable for your website’s site visitors points in minutes, however Search engine optimisation at all times requires a long-term method.

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

If your site visitors continues 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’ll be able to’t appear to establish.

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

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