How Web Migrations Can Ruin Your Business

REGISTRATION

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A successful website migration requires careful planning and execution.

The most important part of the process is ensuring that your website is technically SEO-friendly.

This includes optimizing your:

If you’re thinking of taking this task lightly – it’s best to consult an SEO migration expert. They can help ensure that your website is ready for the switch and that your traffic and rankings won’t take a hit.

Unfortunately, when it comes to web migrations, there have been mistakes – along with lessons have been learnt. Looka recently experienced the pitfalls of an SEO migration gone wrong.

“Rebrand, they said. It’ll be great, they said.“

– Whitfield, Looka CEO lamented.

Back in 2019, Logojoy, Dawson Whitfield, CEO and co-founder of Looka, told BetaKit that it was this decision to rebrand and
move into new verticals that led Looka to financial difficulties and layoffs.

The company that once helped create unique logos with its artificial intelligence-powered machine-learning logo designer, has rebranded as Looka. Half a year later, it laid off 80% of its team.

The company had decided to rebrand and migrate its website from Logojoy.com to Looka.com in one go without adequately preparing for the SEO migration
process. As a result, organic traffic dropped significantly, and their rankings were no longer visible on Google’s SERPs after the site migration.

The mistakes made in the migration project have been horrific as organic traffic previously accounted for 50% of the company’s revenue. Looka did not anticipate that such a lapse in search engine optimization (SEO) would affect their traffic severely, and their story provides cautionary advice on handling your website transition with care.