Moving My Blog: SEO Suicide?

I was recently asked by a business contact; what would be the impact of moving my blog to another provider?

Now at first it may seem quite a simple process and putting aside the configuration and transfer of content, how difficult can it be? Well there are some serious SEO considerations any blogger should be aware of if they are planning on moving their blog.

Reasons for moving my Blog

For a bit of background and before I could make a sensible recommendation I asked the main reasons for changing blog provider and the answers were:

  • Usability: The blog tools needed to be easy to use and quick to
  • Range of Content: The current blog although effective was limited in the types of content it easily integrated
  • Subscription Facility: The ability of the reader to be able to engage on an ongoing basis
  • Range of Templates: The need for a choice of suitable templates to enable selection of a look and feel that matched the business branding
  • Costs: The basic blog facilities should be available free

These are all valid reasons for making a change and helped with a functional selection of the blog tools that could be considered.

However many people are not aware of the implications of changing the blog provider. It’s certainly not as simple as just clicking a button, and from the point of view of SEO, can be a social media disaster. Fortunately in this case, it was one of the reasons I had been asked.

How can moving my Blog affect it’s SEO

There are a number of factors to consider that will impact SEO, not just for your blog but also any other content that your blog currently references.

Not Moving My Blog

The first consideration is, do you need to move your blog at all? Now this may seem like a pointless statement but actually what I am referring to is whether you should actually leave your existing blog content exactly where it is and just start a new (or continuation) of your blog on a new platform. There are a number of sensible reasons for doing this and they include:

  • Less Effort: removing the need to copy all the existing content across
  • Avoid Redirection: No need to set up redirection to new content (which may be complex through some blog tools

So basically not undoing all the hard work you have done previously and not having to redo it as well! Plus of course the potential loss of social comment on your articles which could be very detrimental.

My Blog Page URLs

Unless you use a personal URL to front your blog (and even if you do in some cases) the URLs on a new blog may not tie up with those from your old one. The issues this may cause are significant and will include:

  • Reduced Page Rank: Loss of any valuable inbound links to the existing content
  • Lost Users: Users following existing links to the blog will still find it (even if you referrence new blog from it)

Obviously without this you could end up loosing a lot of search traffic either by not being in the results for key phrases or just because visitors can’t find what they were looking for and get frustrated. Redirecting every single blog post and page may be the only way to get around this and in some cases could be a mammoth task.

My Blog And My Website SEO

Most peoples blogs will have references to other website content they wish to promote and any existing links the search engines have found may be valuable to increase the presence of those website pages in search results. Once again by moving your blog you can lose the benefit of those outbound links to the pages they reference and therefore cause knock on damage to your website SEO. It may sound petty but these effects combined not only could cause you a great deal of unnecessary effort but could also be catastrophic for your social media web presence.

Glad you asked now?

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Andrew Rayner is the Director and Founder of online marketing consultancy E-mphasis. Andrew’s expertise lies within the technological side of marketing, through utilising computers and the Internet to create the best office and business environments. He works closely with Search Engine Optimisation (SEO), claiming that this is no ‘black art’ – it takes appropriate applied skill and knowledge. He is highly regarded as an expert in the field of natural SEO and is regularly invited to speak on the topic at conferences and events. Andrew and the team at E-mphasis have pioneered an innovative use of Google Maps and online business listings to create highly targeted Local Internet Marketing strategies. Local Internet Marketing is a hugely untapped area of marketing strategy and one which is now beginning to generate interest and excitement from major UK retail brands.