Migration from HTML to Wordpress - SEO Implications?

[CalicoKitty2000]

I am in the process of having a wordpress site developed to replace my current HTML site. (I currently have my website in html and a blog in wordpress in a sub directory).  I am doing this in phases to try and preserve as much of my good rankings as possible.  My first phase is to replicate my site with the exact same pages, meta data, and site structure.  I'm hoping that google will see this as not much change and not change my rankings for the worse.  I also made it a goal that my site speed tests be at least equal to what they are now. We will have to 301 all of the URLs however since it will be going from /example.html to /example.  I believe my blog will also need to move into the root directory as well, so I need to 301 all of those pages.

I plan to wait a couple months for Phase 2.  Phase 2 involves replacing old content (photo galleries), and introducing new content (virtual tours, videos, new pages, etc.) One of my reasons for moving to wordpress is to keep up with current trends a little easier since I have very little time.  (I am owner, website maintainer, SEO - all on my own).

My question here is three parts.  1. Do you think this strategy will work to preserve my current rankings? 2. Do you have any lessons learned or advice to share with me to make this as smooth as possible? 3. Do I really need to wait to add new content?  I might get antsy and want to do it sooner!  

Thank you in advance!

[KevinBudzynski]

1. Do you think this strategy will work to preserve my current rankings? Yes, as long as the 301's are done properly and expect around a 15% loss.

2. Do you have any lessons learned or advice to share with me to make this as smooth as possible? Make sure to test the 301's before hand. Specifically, change your hosts file to the ip of domain. Next, go to google and do a site:yourdomainname.com and click on each result and make sure the redirects are done properly. Also, pay attention to Google Search Console, Analytics and etc for 404's and such. Make sure your .htaccess file isn't huge and add a new sitemap and etc.

3. Do I really need to wait to add new content?  I might get antsy and want to do it sooner!   No, but I would wait until the dust settles (more of a personal preference)  as you need to focus on the launch.

Sounds like you have it handled! It's all in the prep and how to handle issues post-launch in a time-sensitive matter. Good luck!

[evolvingSEO]

Hello! Kevin pretty much answered it but just wanted to add a few things:

1. To prioritize pages to check etc, export your top landings pages from Google Analytics. Run those through Screaming Frog SEO Spider in list most to check status codes and be sure they redirect. This way you're accounting for the highest trafficked content as a priority.

2. Schedule the exact switch for a low traffic time of day/week to be cautious.

To reiterate what Kevin said - having working redirects is the essential component here!

[CalicoKitty2000]

Thank you!  That is very helpful.  I will test the 301s!  And thanks for letting me know to expect a 15% loss.  Will that come back over time?  I don't even want to lose one spot!  Haha!

[CalicoKitty2000]

Thank you, this is also very helpful!  I've never used Screaming Frog SEO Spider, so I will look into this!  As for scheduling, that's why I am doing this in January.  We are a tourism business, so we will peak in Feb / Mar.  I'm hoping that 4-6 weeks will be enough to bounce back if we drop any.  I do run Google PPC as well, so if it does drop, I'll have to up my PPC campaign.  How long does it usually take to settle back out?

[KevinBudzynski]

For long-tail kw positions, generally you will not see a dramatic drop. In fact, many times no drop at all. For some of the more competitive positions, you most likely will see a slight loss.  Some companies do see a dramatic drop--but most likely because of other factors. Over time, expect to regain those positions if you focus on ux.

Dan's comments were spot on. I typically launch early on a saturday morning (2am or so) and make sure everything works. If you do launch, and the site blows up, you can always switch the 'a' record to the old site (assuming it is at a different server) and troubleshoot.

[evolvingSEO]

I'd say for any drops, 4-6 weeks is pretty reasonable. To agree with Kevin again, most drops are user error (not doing redirects correctly etc) or as he said, major design/UX changes.

You may want to also be sure to implement an XML sitemap right away, and submit it to Search Console.

Also try to keep your internal linking the same where possible (menus, breadcrumbs, sidebars etc).

[CalicoKitty2000]

Good to know!  Most of my searches are very specific, so I would say they are long-tail keywords.

[CalicoKitty2000]

Thank you!  I do plan to keep the internal linking the same, except the URL will change of course.  The site structure is staying the same, except the blog will be moving to the root directory instead of being in a sub directory.

Thanks for the advice on the XML sitemap!

[Adlanera]

For lengthy-tail positions, typically you'll no longer see a dramatic drop. In truth, typically no drop in any respect. For some of the greater competitive positions, you most probably will see a mild loss.  Some businesses do see a dramatic drop--but maximum probable due to different elements like microphone reviews. Over time, count on to regain the positions of the one in case you recognition on UX.