Understanding Domain Migration and Indexing Challenges: A Case Study
In the ever-evolving landscape of website management, domain migrations are common but complex processes that require meticulous planning and execution. Recently, a website owner shared their experience of transitioning between domains, encountering unexpected SEO and indexing issues that persisted despite extensive corrective efforts. This case highlights crucial insights into handling domain changes effectively.
Background and Context
In August, the website owner embarked on a rebranding journey, moving their site from domain1 to domain2. The transition was intended to refresh the brand identity and potentially reach new audiences. However, after two weeks, the decision was reversed, and the site was migrated back to domain1. Such reversals are not uncommon but come with their own set of technical and SEO considerations.
Implementation and SEO Measures
During the initial migration, the owner set up a change-of-address in Google Search Console for domain2 to point to domain1. Additionally, they implemented 301 redirects for every page from domain2 back to their original URLs on domain1. To verify the redirects’ correctness, they used Screaming Frog SEO Spider, confirming that all pages redirected appropriately.
Persistent Indexing Issues
Despite these efforts, approximately two months post-migration, domain2 remains indexed by Google for all relevant pages. Interestingly, changes made on domain1‘s website are reflected in Google’s index for domain2 via the site search operator, even though those changes were never published on domain2. This indicates a persistent association between the two domains in Google’s index, leading to confusion and potential SEO complications.
Challenges and Considerations
This scenario underscores several vital points:
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Timing and Indexing Delays: SEO updates, especially with domain changes, can take considerable time to propagate. Google’s indexing may not immediately reflect redirects or changes, especially if the old URLs remain cached.
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Redirect Implementation: Properly implementing 301 redirects is critical. Ensuring all pages redirect correctly and maintaining consistent URL structures can help mitigate indexing issues.
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Change of Address Verification: Using Google Search Console’s change of address tool is an important step, but it does not guarantee immediate reindexing or removal of old URLs.
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Reversal of Domain Change: Reverting a domain change can introduce additional complexities, as Google’s algorithms may continue associating content with the original domain, especially if signals were not thoroughly updated