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SEO is ever-changing, and search visibility is becoming more competitive across traditional, local and AI-driven results.<\/span><\/p>\n After a site migration, businesses should expect to invest in SEO for their websites’ entire life cycle to stay relevant, provide a good user experience and continue to show up in the search results.<\/span><\/p>\n <\/p>\n In this guide:<\/span><\/p>\n <\/p>\n Why should you bother with ongoing SEO maintenance after a site migration? Let\u2019s explore seven reasons.<\/span><\/p>\n Search engines like Google regularly refine their ranking systems and search features to improve the quality of results. These changes can significantly impact a site’s rankings.\u00a0<\/span><\/p>\n Ongoing SEO maintenance allows you to stay abreast of these updates and adjust your strategies accordingly.\u00a0<\/span><\/p>\n Websites can encounter various technical and content-related issues over time, like broken links, crawl errors and duplicate content.\u00a0<\/span><\/p>\n Regular SEO maintenance helps you identify and resolve these problems promptly.\u00a0<\/span><\/p>\n User preferences and search trends evolve, so it\u2019s important to keep your content up-to-date and relevant.\u00a0<\/span><\/p>\n Ongoing SEO efforts should include updating and optimizing your content to ensure the information is accurate and valuable.<\/span><\/p>\n Your competitors are likely continuously investing in their SEO efforts. To stay competitive, you need to do the same.\u00a0<\/span><\/p>\n Regular SEO maintenance ensures that your site keeps up with industry trends, adapts to new strategies and has a chance to outperform competitors in the search results.<\/span><\/p>\n SEO is closely tied to user experience. Elements such as site speed, mobile-friendliness and easy navigation are crucial for both search engines and visitors.\u00a0<\/span><\/p>\n Maintaining your SEO efforts helps ensure your site provides a seamless experience for users.<\/span><\/p>\n Continuous monitoring of your site\u2019s performance helps you identify areas for improvement and make data-driven decisions.<\/span><\/p>\n New technologies and trends emerge, and ongoing SEO maintenance helps you stay current with developments like conversational search, multimodal search, AI assistants, Core Web Vitals and evolving search interfaces.\u00a0\u00a0<\/span><\/p>\n Now that I\u2019ve covered some of the benefits of ongoing SEO maintenance, let\u2019s look at some of the tasks you should include in your SEO maintenance after a site migration.<\/span><\/p>\n Regular performance reviews can help ensure you\u2019re staying on top of your website’s health.<\/span><\/p>\n Tools such as Google Analytics 4, Google Search Console, PageSpeed Insights, Lighthouse, Chrome UX Report, Screaming Frog, Ahrefs, Semrush, GTmetrix and <\/span>SEOToolSet<\/span><\/a>\u00ae can help you track site performance on a regular basis.\u00a0<\/span><\/p>\n Analyze the impact of any changes by monitoring metrics such as changes in traffic, rankings and user engagement following an algorithm update.<\/span><\/p>\n Putting your site reviews on a schedule can help. For instance:\u00a0<\/span><\/p>\n Related: How do I create a structured schedule for SEO performance reviews?<\/a><\/i><\/b><\/p>\n <\/p>\n Assuming you\u2019ve already conducted a site audit premigration (a best practice), there are other scenarios where you may need to conduct another one in the future: <\/span><\/p>\n <\/p>\n With the search industry constantly evolving, staying on top of changes is necessary to remain competitive. Here are some ways to stay plugged in:<\/span><\/p>\n Related: How do I ensure my SEO strategy aligns with recent industry trends?<\/a><\/i><\/b><\/p>\n Backlinks help search engines evaluate a site’s authority and relevance. But links need to be approached the right way.\u00a0<\/span><\/p>\n So, maintaining a site\u2019s backlink profile ensures links positively impact search rankings.\u00a0<\/span><\/p>\n You can use SEOToolSet to review your links. <\/span>Link Reports <\/span><\/a>lets you analyze your site\u2019s backlinks using a current index, not historical data.<\/span><\/p>\n <\/p>\n You can sort by \u201cCitation Flow\u201d or \u201cTrust Flow\u201d to discover the highest value links.\u00a0<\/span><\/p>\n You can also review your outgoing links to ensure you maintain a clean link profile, incoming and outgoing.<\/span><\/p>\n Moving forward, one of the best ways to earn quality links is to publish link-worthy assets, execute digital PR campaigns, create original research and expert resources, then promote them strategically.<\/span><\/p>\n You can learn more by downloading <\/span>The New Link Building Manifesto: A Complete Guide to Earning Links That Count<\/span><\/a>.<\/span><\/p>\n Many businesses focus on creating new content only, leaving the old content to become stale.\u00a0<\/span><\/p>\n I recommend spending 50% of the time creating new content and 50% of the time updating the old content. That way, your site always remains relevant.\u00a0<\/span><\/p>\n For more information, see <\/span>Crafting High-Quality SEO Content: A Comprehensive Guide<\/span><\/a> and my article on Search Engine Land: <\/span>Creating new content vs. optimizing old web pages: Which is better for SEO?<\/span><\/a><\/p>\n After a migration, you want to continuously monitor the technical side of your website to make sure it\u2019s running smoothly.\u00a0<\/span><\/p>\n Check for crawl errors, broken links, HTTP status, indexing issues and much more.\u00a0<\/span><\/p>\n Use tools like Google Search Console, Google\u2019s <\/span>PageSpeed Insights<\/span><\/a> and SEOToolSet to gain insights into your site’s technical health.<\/span><\/p>\n User experience, SEO and website success are intrinsically linked. The better the experience you provide, the longer your visitors will stay (and convert).\u00a0<\/span><\/p>\n\n\n
<\/a>7 Reasons Ongoing SEO Maintenance Is Vital After a Site Migration<\/strong><\/h2>\n
1. Adapt to Search Algorithm and System Updates<\/strong><\/h3>\n
2. Identify and Fix Emerging Issues<\/strong><\/h3>\n
3. Keep Content Relevant and Engaging<\/strong><\/h3>\n
4. Maintain a Competitive Edge<\/strong><\/h3>\n
5. Enhance User Experience<\/strong><\/h3>\n
6. Measure Performance<\/strong><\/h3>\n
7. Adapt to New Technologies and Trends\u00a0<\/strong><\/h3>\n
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<\/a>Schedule Performance Reviews<\/strong><\/h2>\n
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<\/a>Conduct Site Audits<\/strong><\/h2>\n
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<\/a>Track Algorithm\/System Changes and Industry Updates<\/strong><\/h2>\n
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<\/a>Monitor and Earn Backlinks<\/strong><\/h2>\n
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<\/a>Refresh Content<\/strong><\/h2>\n
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<\/a>Conduct Technical Checks<\/strong><\/h2>\n
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<\/a>Enhance the User Experience<\/strong><\/h2>\n