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See it as migration not a new high-end interiors website

Wayne McMaster

15 January 2016

Creating and designing a new website can be an exciting and time-consuming activity both for the high-end interiors company as well as the agency involved. These days it is seen as the flagship project in the marketing calendar—a huge investment.

Out with the old and in with the new. Time to reinvent the wheel and have all those little goodies we spotted on other company’s websites, and now its our turn to have some desirable ‘bells and whistles’.

But lets not forget the old site too quickly, if it has been well looked after for the last few years it will have had an immense number of pages added to it.


If there is a blog, case studies or a portfolio of completed project or products catalogue, Google will have taken heed of their content, their URL the importance it places on their page—it will have ranked and indexed those pages. Even if no formal on-page SEO activity has been applied.

Worth keeping that investment? Important, but not as exciting as designing the new one, so moving or migrating the website becomes one of the most tedious things to do. We know a lot of brands that have lost their organic traffic because they did not manage this transition correctly.

And its not something you can fit retrospectively after the fanfare of the new website launch.

There are several types of site migrations depending on what exactly changes, which usually falls under one or more of the following elements:

    • Hosting / IP Address
    • Domain name
    • URL structure
    • Site Architecture
    • Content
    • Design

The most challenging site migrations involve changes in most (or all) the above elements.

A website in the high-end interiors industry usually undergoes a radical redesign resulting in URL, site architecture and content changes. In some case a change in web agency may also mean the hosting environment is going to change too.

Make sure you export all URLs that have received inbound links to the new site. This is where the largest part of the site’s link juice is to be found, or in other words, the site’s ability to rank well in search engine result pages (SERP).

Even though there isn't any magic recipe, the main principle is that ALL unique, useful or authoritative pages (URLs) of the legacy site should redirect to pages with the same or very relevant content on the new site, using 301 redirects. Always make sure that redirects are implemented using 301 redirects (permanent ) that pass most link equity (or juice) from the old to the new page (site).

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