Considering a domain migration? Read this first!

Whether you’re looking for a new website domain or contemplating moving your site to another domain, there are some things to consider before making that move.

The first question we always hear is: “What top-level domain should we use?” Well, of course, if you can get the .com, then get .com. Some people don’t like .biz because they think it’s spammy, but I used it for 20 years before I migrated last year. With the troubles caused by auDA this year we’re looking at migrating again, and .co is a viable option. 

The thing you’ve got to consider most is what kind of click-through rate all of these domains will give your site. If people don’t understand exactly what your top-level domain is, they might be reluctant to click on your link. They’re much more likely to click on one they recognise.

Just remember to keep all your words the same and to work out how you’re going to promote this new URL. Will you put it in print? Will you use radio ads or display ads? How are you going to stick this new domain name into the minds of your potential consumers? You want to get rid of all the mentions of the old domain name that you can, to make everyone think about your new URL when they think of your brand.

You also need to update any external citations such as LinkedIn, Google My Business, or anything else with an official search capacity. Check government websites to see if you’re there. Then go to Google Search Console and set up all versions of your site there, the http and the https, as well as the w’s and then non-w’s. Do the change of address there, and then check the index graph to make sure you don’t have any drop in ranking.

This article was originally published on stewartmedia.com.au.

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