Navigating the SEO Struggles of Domain Migration: A Case Study
We’ve all heard the phrase “nothing worth having comes easy,” but for my friend who runs the independent browser called Horse, this couldn’t be more true as he faces significant challenges due to an SEO issue following a recent domain migration. If you’re familiar with SEO, you understand how crucial it is to maintain visibility in search engine results, especially after transitioning to a new domain. Unfortunately, that hasn’t been the case for him.
The Context Behind the Migration
Three and a half months ago, my friend made the strategic decision to migrate his landing page from browser.horse to the more trustworthy gethorse.com. This transition was part of a broader initiative to solidify his brand, but the aftermath has left him in a state of confusion and distress.
The Current SEO Predicament
Here’s a breakdown of the challenges he’s facing:
- Old Domain Dominance: The previous domain,
browser.horse, continues to show up prominently in search results for branded keywords. - Invisible New Domain: In stark contrast,
gethorse.comis nowhere to be found in search results for any queries, including searches for its own homepage. - Limited Discoverability: The only time the new domain makes an appearance is in searches executed with the command “site:gethorse.com.”
- Competitive Queries Favoring the Old Domain: Even when trying to search unique combinations of keywords, including the site title and subtitle, the old domain remains the top result.
Despite his efforts to resolve these issues through Google Search Console, including a post in the Help Forum, my friend has yet to discern a concrete solution to his ongoing problems. You can see his original inquiry here: Google Search Console Help Forum.
Insights from the Past Few Months
Here’s what my friend has done to properly execute the domain migration:
- 301 Redirects Set Up: He ensured that every URL from the old domain redirected to the corresponding new URL.
- Content Consistency: The new site mirrors the content of the old site, ensuring consistent messaging and user experience.
- Change of Address Notified: He submitted and received approval for a Change of Address in Google Search Console, indicating that a shift had