(Source: https://pltfrm.com.cn)
Introduction
Website migration can be a complex yet necessary process for businesses seeking to improve performance in China. A seamless transition is crucial to maintaining traffic and visibility, especially on local platforms. This article outlines key steps to ensure successful website migration and enhance performance in China’s competitive online market.
1. Pre-Migration Planning
1.1 Audit Your Current Website
Before starting the migration process, conduct a comprehensive audit of your existing site. Evaluate its technical health, content structure, and performance metrics. This audit will serve as a baseline for comparing pre- and post-migration performance.
1.2 Set Clear Goals
Define your objectives for the migration. Whether you aim to improve speed, optimize for local search engines, or adopt a China-compliant domain, having clear goals ensures a structured process. Align these goals with your business priorities to measure success accurately.
1.3 Backup Data
Securely back up all website data, including files, databases, and media, to avoid data loss during migration. Use reliable backup solutions to ensure all critical data is stored and can be easily restored.
2. Choosing the Right Hosting Solution
2.1 Local Hosting for Faster Performance
To improve loading speed in China, migrate your website to a local hosting provider. Servers within China reduce latency and improve user experience for domestic visitors.
2.2 Compliance with ICP License
Ensure your hosting provider supports the Internet Content Provider (ICP) license required for websites in China. Failing to comply with this regulation can result in blocked access to your site.
2.3 Scalability and Security
Select a hosting provider that offers scalable resources to accommodate increased traffic. Additionally, prioritize security features like DDoS protection to maintain the website’s integrity during and after migration.
3. Implementing URL Structure Changes
3.1 Mapping Old to New URLs
Create a detailed URL mapping document to ensure that each old URL redirects correctly to its new counterpart. This minimizes the risk of broken links and maintains SEO equity.
3.2 301 Redirects
Set up 301 redirects to transfer ranking power from the old domain to the new one. Test these redirects thoroughly to ensure they work as intended and reduce the chances of user frustration.
3.3 Localized URL Optimization
Optimize the new URL structure for Baidu’s algorithm by incorporating user-friendly and localized keywords. This can improve your website’s ranking in search results.
4. Testing and Monitoring After Migration
4.1 Testing Across Devices
Test your newly migrated website across multiple devices and browsers to ensure consistency in functionality and appearance. Mobile optimization is especially important, given China’s mobile-first market.
4.2 Monitor Performance Metrics
Use tools like Baidu Tongji to monitor post-migration metrics, such as loading speed, bounce rate, and indexed pages. Tracking these KPIs will help you identify and fix potential issues promptly.
4.3 Engage Your Audience
Communicate with your audience about the migration process. Send email notifications or post announcements to keep users informed and minimize disruptions.
5. Sustaining SEO Performance Post-Migration
5.1 Resubmit to Baidu
Once the migration is complete, resubmit your website to Baidu’s search console to expedite re-indexing. Ensure your sitemap and robots.txt file are updated and compliant with Baidu’s requirements.
5.2 Content Localization
Optimize your site content with Baidu-friendly keywords and focus on high-quality Chinese-language content to attract local users.
5.3 Continuous Optimization
Monitor your SEO performance and make ongoing adjustments. This includes updating meta tags, improving content relevance, and addressing technical SEO issues.
Case Study: A U.S.-Based SaaS Company Expanding to China
A U.S.-based SaaS company decided to migrate its website to a local domain to increase visibility in China. They partnered with a local hosting provider and secured an ICP license. By implementing localized URL structures and optimizing for Baidu’s algorithm, they achieved a 45% increase in organic traffic within three months. Testing and monitoring with Baidu Tongji allowed them to quickly address issues, ensuring a seamless transition that improved their market presence.
Conclusion
Website migration can be a powerful strategy for brands aiming to improve their online presence in China. By following a structured approach, businesses can maintain their SEO performance, enhance user experience, and comply with local regulations.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
