Even the smallest site move can have big ramifications for search referral traffic. The greatest challenge to producing a successful site move is to create a holistic game plan. Information technology, marketing, Web development, corporate communications, paid and natural search players are all specialists on the roster of an average digital team.
While organic search expertise will have a key role in developing the playbook, ultimately it is the execution of the game plan by technology players that determines the outcome of any type of site move. By complementing noteworthy content upgrades with public relations or social outreach, and inflating paid performance plans for the duration of the site move, we arrive at an optimal outcome for everyone on the digital team.