Skip to content
    Moz logo Menu open Menu close
    • Products
      • Moz Pro
      • Moz Pro Home
      • Moz Local
      • Moz Local Home
      • STAT
      • Moz API
      • Moz API Home
      • Compare SEO Products
      • Moz Data
    • Free SEO Tools
      • Domain Analysis
      • Keyword Explorer
      • Link Explorer
      • Competitive Research
      • MozBar
      • More Free SEO Tools
    • Learn SEO
      • Beginner's Guide to SEO
      • SEO Learning Center
      • Moz Academy
      • MozCon
      • Webinars, Whitepapers, & Guides
    • Blog
    • Why Moz
      • Digital Marketers
      • Agency Solutions
      • Enterprise Solutions
      • Small Business Solutions
      • The Moz Story
      • New Releases
    • Log in
    • Log out
    • Products
      • Moz Pro

        Your all-in-one suite of SEO essentials.

      • Moz Local

        Raise your local SEO visibility with complete local SEO management.

      • STAT

        SERP tracking and analytics for enterprise SEO experts.

      • Moz API

        Power your SEO with our index of over 44 trillion links.

      • Compare SEO Products

        See which Moz SEO solution best meets your business needs.

      • Moz Data

        Power your SEO strategy & AI models with custom data solutions.

      Track AI Overviews in Keyword Research
      Moz Pro

      Track AI Overviews in Keyword Research

      Try it free!
    • Free SEO Tools
      • Domain Analysis

        Get top competitive SEO metrics like DA, top pages and more.

      • Keyword Explorer

        Find traffic-driving keywords with our 1.25 billion+ keyword index.

      • Link Explorer

        Explore over 40 trillion links for powerful backlink data.

      • Competitive Research

        Uncover valuable insights on your organic search competitors.

      • MozBar

        See top SEO metrics for free as you browse the web.

      • More Free SEO Tools

        Explore all the free SEO tools Moz has to offer.

      NEW Keyword Suggestions by Topic
      Moz Pro

      NEW Keyword Suggestions by Topic

      Learn more
    • Learn SEO
      • Beginner's Guide to SEO

        The #1 most popular introduction to SEO, trusted by millions.

      • SEO Learning Center

        Broaden your knowledge with SEO resources for all skill levels.

      • On-Demand Webinars

        Learn modern SEO best practices from industry experts.

      • How-To Guides

        Step-by-step guides to search success from the authority on SEO.

      • Moz Academy

        Upskill and get certified with on-demand courses & certifications.

      • MozCon

        Save on Early Bird tickets and join us in London or New York City

      Unlock flexible pricing & new endpoints
      Moz API

      Unlock flexible pricing & new endpoints

      Find your plan
    • Blog
    • Why Moz
      • Digital Marketers

        Simplify SEO tasks to save time and grow your traffic.

      • Small Business Solutions

        Uncover insights to make smarter marketing decisions in less time.

      • Agency Solutions

        Earn & keep valuable clients with unparalleled data & insights.

      • Enterprise Solutions

        Gain a competitive edge in the ever-changing world of search.

      • The Moz Story

        Moz was the first & remains the most trusted SEO company.

      • New Releases

        Get the scoop on the latest and greatest from Moz.

      Surface actionable competitive intel
      New Feature

      Surface actionable competitive intel

      Learn More
    • Log in
      • Moz Pro
      • Moz Local
      • Moz Local Dashboard
      • Moz API
      • Moz API Dashboard
      • Moz Academy
    • Avatar
      • Moz Home
      • Notifications
      • Account & Billing
      • Manage Users
      • Community Profile
      • My Q&A
      • My Videos
      • Log Out

    The Moz Q&A Forum

    • Forum
    • Questions
    • Users
    • Ask the Community

    Welcome to the Q&A Forum

    Browse the forum for helpful insights and fresh discussions about all things SEO.

    1. Home
    2. Digital Marketing
    3. Web Design
    4. Site Migration due to Corporate Acquisition

    Moz Q&A is closed.

    After more than 13 years, and tens of thousands of questions, Moz Q&A closed on 12th December 2024. Whilst we’re not completely removing the content - many posts will still be possible to view - we have locked both new posts and new replies. More details here.

    Site Migration due to Corporate Acquisition

    Web Design
    4
    6
    1324
    Loading More Posts
    • Oldest to Newest
    • Newest to Oldest
    • Most Votes
    Reply
    • Reply as question
    Log in to reply
    This topic has been deleted. Only users with question management privileges can see it.
    • pastcatch
      pastcatch last edited by

      Hey everyone,

      Wanted to check-in on something that I've been thinking way too much about lately. I'll do my best to provide background, but due to some poor planning, it is rather confusing to wrap your head around.

      There are currently three companies involved, Holding Corp (H Corp) and two operating companies, both in the same vertical but one B2B and the other is B2C. B2C corp has been pushed down the line and we're focusing primarily on H Corp and B2B brand. Due to an acquisition of H Corp and all of it's holdings, things are getting shuffled and Ive been brought in to ensure things are done correctly.

      What's bizarre is H Corp and it's web property are the dominant authority in SERPs for the B2B brand. As in B2B brand loses on brand searches to H Corp, let alone any product/service related terms. As such, they want to effectively migrate all related content from H Corp site to B2B brand site and handover authority as effectively as possible. Summary: Domain Migration from H Corp site to B2B Brand site.

      Ive done a few migrations in my past and been brought in to recover a few post-launch so I have decent experience and a trusted process. One of my primary objectives initially is change as little as possible with content, url structure (outside the root) etc so 301s are easy but also so it doesn't look like we're trying to play any games.

      Here's the thing, the URL structure for H Corp is downright bad from both a UX perspective and a general organizational perspective. So Im feeling conflicted and wanted to get a few other opinions.

      Here are my two paths as I see and Id love opinions on both:

      • stick with a similar URL structure to H Corp through the migration (my normal process) but deviate from pretty much every best practice for structuring URLs with keywords, common sense and logic. Pro: follow my process (which has always worked in the past) Con: don't implement SEO/On-page best practices at this stage and wait for the site redesign to implement best practices (more work)
      • Implement new URL structure now and deviate from my trusted process.

      Do you see a third option? Am I overthinking it?

      Other important details: B2B brand is under-going a site redesign, mostly aesthetic but their a big corporation and will likely take 6-9 months to get up.

      Any input greatly appreciated.

      Cheers,

      Brent

      1 Reply Last reply Reply Quote 1
      • OrioleOriole3456
        OrioleOriole3456 last edited by

        my option is to advise you to wait, and migrate the sites during the redesign process.

        1 Reply Last reply Reply Quote 0
        • AmandaValle.Digital
          AmandaValle.Digital @pastcatch last edited by

          You welcome. Good luck.

          1 Reply Last reply Reply Quote 0
          • pastcatch
            pastcatch @AmandaValle.Digital last edited by

            Beautiful, thank you Amanda.

            I'll present the business case to the client, advise of the risks as I see them, make my recommendation and ride the wave from there. Appreciate the time you put into your response.

            Brent

            AmandaValle.Digital 1 Reply Last reply Reply Quote 0
            • AmandaValle.Digital
              AmandaValle.Digital last edited by

              Hi Brent. Here are my thoughts, and I too have done my fair share of mergers and redesigns for URL migrations, etc.

              • stick with a similar URL structure to H Corp through the migration (my normal process) but deviate from pretty much every best practice for structuring URLs with keywords, common sense and logic. Pro: follow my process (which has always worked in the past) Con: don't implement SEO/On-page best practices at this stage and wait for the site redesign to implement best practices (more work) Follow your process, especially if they are redesigning, that way you can advise on SEO/on-page during phase two. Doing it this way you are able to set expectations (this is key). If they know the risk, you might be able to advise them to migrate the websites during the redesign versus multiple times (advised option 3). We all know that the more redirects that occur, the more equity is diluted. Present the options, define the risk, provide your perspective, and let the client make their decision. Then implement <wink>, that's all we can do.</wink>
              • Implement new URL structure now and deviate from my trusted process.
                If you have a proven process, I'd stick with it and just educate the client on the process and risk.

              Do you see a third option? Third option is to advise them to wait, and migrate the sites during the redesign process. I think this is the cleanest, and smartest way to proceed. However, I appreciate when the client wants to do it, they want to do. So then you provide the options, present the risk.

              Am I overthinking it? Nothing wrong with being thorough. Validating is key, and the more minds you reference, the better perspective you can gain.

              Good luck.
              ~Amanda

              pastcatch 1 Reply Last reply Reply Quote 3
              • AgendizeSEO
                AgendizeSEO last edited by

                The complexity of your 301 map should not determine wether or not you should change your URL structure. It just seems like a necessity for the whole project.

                1 Reply Last reply Reply Quote -1
                • 1 / 1
                • First post
                  Last post

                Got a burning SEO question?

                Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.


                Start my free trial


                Browse Questions

                Explore more categories

                • Moz Tools

                  Chat with the community about the Moz tools.

                • SEO Tactics

                  Discuss the SEO process with fellow marketers

                • Community

                  Discuss industry events, jobs, and news!

                • Digital Marketing

                  Chat about tactics outside of SEO

                • Research & Trends

                  Dive into research and trends in the search industry.

                • Support

                  Connect on product support and feature requests.

                • See all categories

                Related Questions

                • PabloCulebras

                  Can I safely asume that links between subsites on a subdirectories based multisite will be treated as internal links within a single site by Google?

                  I am building a multisite network based in subdirectories (of the mainsite.com/site1 kind)  where the main site is like a company site, and subsites are focused on brands or projects of that company. There will be links back and forth from the main site and the subsites, as if subsites were just categories or pages within the main site (they are hosted in subfolders of the main domain, after all). Now, Google's John Mueller has said: <<as far="" as="" their="" url="" structure="" is concerned,="" subdirectories="" are="" no="" different="" from="" pages="" and="" subpages="" on="" your="" main="" site.="" google="" will="" do="" its="" best="" to="" identify="" where="" sites="" separate="" using="" but="" the="" is="" same="" for="" a="" single="" site,="" you="" should="" assume="" that="" seo="" purposes,="" network="" be="" treated="" one="">></as> This sounds fine to me, except for the part "Google will do its best to identify where sites are separate", because then, if Google establishes that my multisite structure is actually a collection of different sites, links between subsites and mainsite would be considered backlinks between my own sites, which could be therefore considered a link wheel, that is, a kind of linking structure Google doesn't like. How can I make sure that Google understand my multisite as a unique site? P.S. - The reason I chose this multisite structure, instead of hosting brands in categories of the main site, is that if I use the subdirectories based multisite feature I will be able to map a TLD domain to any of my brands (subsites) whenever I'd choose to give that brand a more distinct profile, as if it really was a different website.

                  Web Design | | PabloCulebras
                  0
                • CalicoKitty2000

                  Migration from HTML to Wordpress - SEO Implications?

                  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!

                  Web Design | | CalicoKitty2000
                  1
                • Stuart26

                  Mergers & Acquisitions - Website Transition Good practice

                  Hi everyone, I was wondering if anyone has come across good practice for maintaining websites after a merger or acquisition where there needs to be an association between two websites of the two companies involved. For an acquisition, I'm considering moving the acquired company to a sub domain of the parent company e.g. aquiredcompany.parentcompany.com. On both websites there wmay be a prominant popup so visitors can switch between the websites if they have visited the incorrect one. One worry I have is the acquired company has some good rankings, which I want to keep. I will of course manage the process through 301 redirects. But I was wondering if anyone has any thoughts on this approach or can suggest any better solutions. Thanks in advance, Stuart

                  Web Design | | Stuart26
                  0
                • codyfrew

                  Moving to new site. Should I take old blog posts with me?

                  Our company website has needed a complete overhaul for some time now and the new one is almost ready to go live.  We also have a separate "news" site that is houses around 800 blog posts and news items.  (That news site will be thrown away because it's on a completely different domain and causes confusion.) So we have a main site with about 100 decent blog posts and a separate news site with 800 poor posts. I plan on bringing all the main site blog posts over to the new site (both WordPress), but my question is whether or not to bring over the news site posts?  All, handful, none? Another issue is the news site doesn't have Google Analytics, so I'm not sure if any posts actually generate traffic, but I can from the main site we do get some referrals from it. As far as quality of content goes, it's poor.  Not sure who wrote it all, but it's mainly text press releases that aren't very interesting. Is it worth bringing over for SEO purposes or simply delete the site and create a mass redirect so all of those pages will direct to the new website's blog page? Any help is greatly appreciated.

                  Web Design | | codyfrew
                  0
                • dsinger

                  Average Time to Conversion on Site

                  I am curious to know if there is a way to view or calculate the average time it takes site visitors to convert per session.  For example, based on a current website design, the average time on site might be 3 minutes and the number of conversions might be 100.  is there a way to say that for the current website design, it takes 3 minutes for the average site visitor to submit a web form? Then, as I redesign the site, my goal would be to improve the average time to conversion by making the web form more accessible and require less information within the form itself. I don't think this is currently possible in GA.  Has anyone figured out a way to accomplish this by use of traditional tracking tools?  Or, am I facing having to code my site to record each visitor's time on site from the second they enter and then stop the clock when they submit the form?

                  Web Design | | dsinger
                  0
                • Robertnweil1

                  Having a second homepage for a site would affect my SEO?

                  Hello guys, One of our clients is planning to have a new landing page for any users hitting the site for the first time. (returning users will still see the current homepage based on cookies ... in other words, the site would technically have 2 home pages). According to this client, they are planning to do something like this: https://www.websitename.com/ (for returning visitors) https://www.websitename.com/newuser (for first time visitors) Our instinct is that is not great to have 2 home pages (that would affect the SEO campaign we are managing for this company) and we are not sure how to handle this. That's why we would appreciate your opinion regarding this topic: From an SEO perspective, do you think this is a good idea? If not, what would you guys do differentiate first-time visitors vs returning visitors without affecting SEO? Maybe just a pop-up? Thanks in advance for your help !

                  Web Design | | Robertnweil1
                  0
                • _Thriveworks

                  From Google Sites to Wordpress - Anyone Ventured this SEO terrain?

                  We have a few sites in Google Sites - and they are ugly! We have a majority (40+) of websites in Wordpress. But we have a few websites just stuck on Google Sites, and since Google won't let you fully edit the HTML, add scripts, or implement any technology since 2000, we want to move. The sad problem - the Google sites are ranking well. We rank well in Manhattan, Atlanta, Dallas, and Philadelphia. The problem is - the sites do not give much room for growth - and the bounce rate is high because they are so ugly. Has Anyone moved from Google sites to Wordpress? Should we just stay with Google and bite the ugly bullet? My fear is that these sites will not allow for growth. It is hard to update them and even harder to make them look nice. To get a sample - beware: www.counselingphiladelphia.com Even another reason to leave: The slider is non-semantic and terrible SEO. Google won't allow a slider script with tags and a hrefs, so the only way to implement a slider is through a Google Docs Presentation that keeps sliding. I know - terrible SEO (#donthate) but we needed something. Any advice and thoughts would help! Thanks Mozzers!

                  Web Design | | _Thriveworks
                  0
                • zharriet

                  Separate .mobi site or make .com site mobile friendly?

                  Our website now has enough mobile traffic to justify going mobile friendly, which it is not at this time. I am in favor of making a separate .mobi site designed specifically for mobile phones and smart phones for several reasons. It is cheaper, faster, and easier to accomplish. I think our mobile users will have a good experience though obviously not as much info as our full site. I would use ourdomain.mobi with link or a redirect for mobile users from from the main site. My top three choices for implementing that are http://allwebcodesign.com/setup/mobi-templates.htm#detailsarea
                  Template that can be viewed by mobile or desktop. http://www.onbile.com/ http://www.networksolutions.com/mobile-website/index.jsp Does this seem like a good solution?

                  Web Design | | zharriet
                  1

                Get started with Moz Pro!

                Unlock the power of advanced SEO tools and data-driven insights.

                Start my free trial
                Products
                • Moz Pro
                • Moz Local
                • Moz API
                • Moz Data
                • STAT
                • Product Updates
                Moz Solutions
                • SMB Solutions
                • Agency Solutions
                • Enterprise Solutions
                • Digital Marketers
                Free SEO Tools
                • Domain Authority Checker
                • Link Explorer
                • Keyword Explorer
                • Competitive Research
                • Brand Authority Checker
                • Local Citation Checker
                • MozBar Extension
                • MozCast
                Resources
                • Blog
                • SEO Learning Center
                • Help Hub
                • Beginner's Guide to SEO
                • How-to Guides
                • Moz Academy
                • API Docs
                About Moz
                • About
                • Team
                • Careers
                • Contact
                Why Moz
                • Case Studies
                • Testimonials
                Get Involved
                • Become an Affiliate
                • MozCon
                • Webinars
                • Practical Marketer Series
                • MozPod
                Connect with us

                Contact the Help team

                Join our newsletter
                Moz logo
                © 2021 - 2025 SEOMoz, Inc., a Ziff Davis company. All rights reserved. Moz is a registered trademark of SEOMoz, Inc.
                • Accessibility
                • Terms of Use
                • Privacy

                Looks like your connection to Moz was lost, please wait while we try to reconnect.