In a recent discussion, Google’s John Mueller provided valuable insights on how the search engine handles staggered site moves, specifically when part of a website is migrated to a new domain. His response highlights the importance of understanding the mechanics of site migration and the implications of moving only portions of a site.
Straight Ahead Site Move?
The inquiry that sparked this discussion revolved around the use of Google Search Console’s change of address feature. The questioner was considering a full site move to a new domain but had lingering concerns about specific URLs from the old domain still receiving traffic. They pondered whether they could submit the new domain despite not having redirected all old URLs:
“Do you have any thoughts on this GSC Change of Address question? Can we submit the new domain if a few old URLs still get traffic and aren’t redirected yet, or should we wait until all redirects are live?”
Initial thoughts from Mueller indicated that it might be acceptable to proceed with the site move. He highlighted that maintaining a “robots.txt” on the old domain that allows crawling could also work in the site’s favor. However, he noted that Google’s tool primarily checks for the homepage redirect, setting the stage for understanding how things could still function even when not all URLs were moved.
Google Explains Why Partial Site Moves Are Problematic
However, as the conversation progressed, the context changed. The questioner clarified that while the homepage had been moved, various product and category pages would still reside on the old domain for the time being. This scenario fundamentally alters the dynamics of the site migration process. Mueller quickly revised his initial stance:
“Practically speaking, it’s not going to be seen as a full site move. You can still use the change of address tool, but it will be a messy situation until you’ve really moved it all over. If you need to do this (sometimes it’s not easy, I get it :)), just know that it won’t be a clean slate.”
Here, Mueller emphasized the complications that arise when a site is only partially migrated. It’s not merely an issue of keeping track of which content exists where; it creates ambiguity for Google as well. This “messy” transition could hinder both the site owner’s understanding of performance and Google’s ability to index the site accurately.
Google’s Site Understanding
One particularly intriguing aspect of Mueller’s discourse is his emphasis on Google’s understanding of a website. He frequently alludes to this concept, which seems to encompass both the quality of the content and its relevance within the broader context of the internet. The challenge lies in how Google interprets a site’s identity in relation to its domain name.
Mueller’s comments suggest that Google doesn’t just evaluate a website by its content; rather, it considers how the site fits into the larger web ecosystem. This cognitive map plays a critical role in how Google assigns relevance and authority to a site, particularly when its structure is altered through partial migrations. By keeping part of the site on the old domain while moving others, you potentially confuse this understanding, which can lead to fluctuations in visibility.
As the old saying goes, “the eyes are the windows to the soul.” In the SEO world, Google acts as a translator, interpreting what is happening behind the scenes and distributing visibility accordingly. Therefore, ensuring a harmonious and complete site migration becomes paramount.
In summary, when contemplating a site move, especially one that isn’t all-encompassing, it’s essential to recognize the potential risks involved. As Mueller points out, even well-planned migrations can have hiccups; a staggered approach can heighten those challenges, inadvertently impacting your site’s performance and Google’s grasp of your digital identity.
