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What Are The Top SEO Considerations For Merging Sites?

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What Are The Top SEO Considerations For Merging Sites?

Today’s Ask An SEO question is regarding the all-too-familiar challenges of site consolidation and migration.

Migrations and consolidations can be daunting and scary but are often necessary nonetheless.

They can also be a great benefit to your website if done properly.

The question comes from Merrill in Portland, who wrote in:

“I have two domains for the same narrow, audience running on WordPress, each with many years of history and consistent traffic.

One has about 2,000 views per month; the other 500.

One site started as a home for podcasts (there are now over 700) and the other was a blog and a link out to a store.

Since both sites are intended for the same audience, I don’t think it makes sense to continue with this segmented structure.

I’m considering creating a new domain and putting the content from both of these under the new domain and using a LMS like Kajabi to put the podcast, blog, email list, store, etc. under one roof and simplify the administration and “get credit” for the combined traffic and page views.

My hope is this will improve my rankings overall. What are the top 3 items I should focus on as I consider this migration?

Great question, Merrill.

I’m going to take off my SEO hat for a minute and tell you that the number one thing you should consider when doing this migration is your users.

Does this make sense for them?

From what you wrote, it sounds like a typical user would expect to see all of this content on one domain, so I would let that be my main driver.

From the SEO side, we can help you get the most “credit” or “authority” out of a variety of solutions, so it’s important to make sure we’re doing this for the right reasons: users!

You mention a new, third domain name.

I don’t know what your existing domain names are or if they make sense, but if they do I’d consider keeping one.

Moving to a third domain won’t really hurt your SEO long term (it may take longer to start but will be fine in the long run) but it can come with unforeseen issues.

If it’s a new domain, you’ll need to research who owned it before and what type of content was there.

It’s possible that the domain could have been used for spam in the past (or something else that would put your business at risk today).

Regardless of what domain you choose to host it all on, there are a couple of things you need to keep in mind as you start your migration and consolidation.

1. The Redirect Plan

This is where most sites fail at migrations.

No matter how well planned out, somehow they always miss or improperly configure some sort of redirect.

It’s important to ensure 1-to-1 redirects for all URLs and URL variants.

This might even mean updating older redirects that are currently in place (depending on your tech setup).

It’s too easy for things to fall through the cracks.

Many people use a Screaming Frog crawl to get a list of URLs, but that might not account for unlinked landing pages and such, for example.

Always start by doing an export from the CMS.

2. Content Mapping

Depending on the sites you are migrating, you might have some similar content on both of them.

Now, duplicate content isn’t a “penalty” or big deal in the way many SEOs talk about it. But it’s still not best for users.

You’ll want to plan ahead which content will get rewritten or retired, and which URLs the once duplicate content will live on.

Chances are good that one of those URLs has better SEO signals pointing to it than the other.

3. All The Tech Issues

Once you migrate, you’ll need to make sure all of this is updated properly:

  • Canonical tags
  • Schema tags
  • Hreflang tags (including those on other sites)
  • Sitemaps
  • Paid links
  • Open Graph tags
  • Twitter cards
  • CDN settings
  • Random javascript/images/etc. with static URLs
  • Analytics tags
  • Third-party ad servers, API keys, or other widgets that are domain-specific.

I wouldn’t rely on redirects for search engine signals or code-based stuff, as that adds delays and can slow things down.

4. Tell The Search Engines

While most will figure this out on their own based on redirects, Google and Bing each have a tool to help you speed this up a bit.

You should use those, but only once you’ve triple-checked everything else.

There’s a lot more that goes into a migration or site consolidation than people think.

Having scoped out several of them for clients over the years, I can tell you the amount of work can be eye-opening – sometimes so much so that a team with a large site may reconsider their plan to change domains just for vanity reasons.

Hopefully, this helps.

Remember, if you’re ever stuck on a decision, forget about SEO and ask yourself what’s better for the user.

Usually, that’s better for SEO, too – it just might require some extra work to code it in a proper way.

More resources:


Ask an SEO is a weekly SEO advice column written by some of the industry’s top SEO experts, who have been hand-picked by Search Engine Journal. Got a question about SEO? Fill out our form. You might see your answer in the next #AskanSEO post!

Featured Image: AI Studio/Shutterstock




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Google’s AI Overviews Avoid Political Content, New Data Shows

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Google's AI Overviews Avoid Political Content, New Data Shows

Study reveals Google’s cautious approach to AI-generated content in sensitive search results, varying across health, finance, legal, and political topics.

  • Google shows AI Overviews for 50% of YMYL topics, with legal queries triggering them most often.
  • Health and finance AI Overviews frequently include disclaimers urging users to consult professionals.
  • Google avoids generating AI Overviews for sensitive topics like mental health, elections, and specific medications.

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Executive Director Of WordPress Resigns

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WordPress Executive Director Josepha Haden Chomphosy resigns,

Josepha Haden Chomphosy, Executive Director of the WordPress Project, officially announced her resignation, ending a nine-year tenure. This comes just two weeks after Matt Mullenweg launched a controversial campaign against a managed WordPress host, which responded by filing a federal lawsuit against him and Automattic.

She posted an upbeat notice on her personal blog, reaffirming her belief in the open source community as  positive economic force as well as the importance of strong opinions that are “loosely  held.”

She wrote:

“This week marks my last as the Executive Director of the WordPress project. My time with WordPress has transformed me, both as a leader and an advocate. There’s still more to do in our shared quest to secure a self-sustaining future of the open source project that we all love, and my belief in our global community of contributors remains unchanged.

…I still believe that open source is an idea that can transform generations. I believe in the power of a good-hearted group of people. I believe in the importance of strong opinions, loosely held. And I believe the world will always need the more equitable opportunities that well-maintained open source can provide: access to knowledge and learning, easy-to-join peer and business networks, the amplification of unheard voices, and a chance to tap into economic opportunity for those who weren’t born into it.”

Turmoil At WordPress

The resignation comes amidst the backdrop of a conflict between WordPress co-founder Matt Mullenweg and the managed WordPress web host WP Engine, which has brought unprecedented turmoil within the WordPress community, including a federal lawsuit filed by WP Engine accusing Mullenweg of attempted extortion.

Resignation News Was Leaked

The news about the resignation was leaked on October 2nd by the founder of the WordPress news site WP Tavern (now owned by Matt Mullenweg), who tweeted that he had spoken with Josepha that evening, who announced her resignation.

He posted:

“I spoke with Josepha tonight. I can confirm that she’s no longer at Automattic.

She’s working on a statement for the community. She’s in good spirits despite the turmoil.”

Screenshot Of Deleted Tweet

Josepha tweeted the following response the next day:

“Ok, this is not how I expected that news to come to y’all. I apologize that this is the first many of you heard of it. Please don’t speculate about anything.”

Rocky Period For WordPress

While her resignation was somewhat of an open secret it’s still a significant event because of recent events at WordPress, including the resignations of 8.4% of Automattic employees as a result of an offer of a generous severance package to all employees who no longer wished to work  there.

Read the official announcement:

Thank you, WordPress

Featured Image by Shutterstock/Wirestock Creators

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8% Of Automattic Employees Choose To Resign

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8% Of Automattic Employees Choose To Resign

WordPress co-founder and Automattic CEO announced today that he offered Automattic employees the chance to resign with a severance pay and a total of 8.4 percent. Mullenweg offered $30,000 or six months of salary, whichever one is higher, with a total of 159 people taking his offer.

Reactions Of Automattic Employees

Given the recent controversies created by Mullenweg, one might be tempted to view the walkout as a vote of no-confidence in Mullenweg. But that would be a mistake because some of the employees announcing their resignations either praised Mullenweg or simply announced their resignation while many others tweeted how happy they are to stay at Automattic.

One former employee tweeted that he was sad about recent developments but also praised Mullenweg and Automattic as an employer.

He shared:

“Today was my last day at Automattic. I spent the last 2 years building large scale ML and generative AI infra and products, and a lot of time on robotics at night and on weekends.

I’m going to spend the next month taking a break, getting married, and visiting family in Australia.

I have some really fun ideas of things to build that I’ve been storing up for a while. Now I get to build them. Get in touch if you’d like to build AI products together.”

Another former employee, Naoko Takano, is a 14 year employee, an organizer of WordCamp conferences in Asia, a full-time WordPress contributor and Open Source Project Manager at Automattic announced on X (formerly Twitter) that today was her last day at Automattic with no additional comment.

She tweeted:

“Today was my last day at Automattic.

I’m actively exploring new career opportunities. If you know of any positions that align with my skills and experience!”

Naoko’s role at at WordPress was working with the global WordPress community to improve contributor experiences through the Five for the Future and Mentorship programs. Five for the Future is an important WordPress program that encourages organizations to donate 5% of their resources back into WordPress. Five for the Future is one of the issues Mullenweg had against WP Engine, asserting that they didn’t donate enough back into the community.

Mullenweg himself was bittersweet to see those employees go, writing in a blog post:

“It was an emotional roller coaster of a week. The day you hire someone you aren’t expecting them to resign or be fired, you’re hoping for a long and mutually beneficial relationship. Every resignation stings a bit.

However now, I feel much lighter. I’m grateful and thankful for all the people who took the offer, and even more excited to work with those who turned down $126M to stay. As the kids say, LFG!”

Read the entire announcement on Mullenweg’s blog:

Automattic Alignment

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