網站搬遷（Website Migration）在現代網站經營中時有發生，例如更換網域名稱、轉移至新平台、改變 URL 架構等。然而，若在搬遷過程中忽略 SEO 層面，可能導致原本辛苦累積的搜尋排名一夕崩潰。為避免此情況，搬遷後的 SEO 注意事項不容忽視。
首先，應設定 301 重新導向（301 Redirects）。這是搜尋引擎理解頁面永久搬移的標準方式，能保留舊網頁的權重，減少排名損失。若是整站搬遷，建議建立一對一的重新導向對應表，而非單一導向首頁，才能精準傳遞權重。
其次，更新並提交新的網站地圖（Sitemap）。將包含新 URL 結構的 sitemap 提交給 Google Search Console，可協助搜尋引擎更快速索引新頁面。另外，也別忘了檢查 robots.txt 是否仍允許搜尋引擎抓取新網站內容。
網站內部連結、圖片資源、CSS 與 JavaScript 檔案路徑，也需全面檢查與更新。避免出現錯誤連結或資源無法加載，影響使用者體驗與搜尋排名。若有使用 canonical 標籤，也應一併修改，避免指向舊網址造成混淆。
網站搬遷後，應密切觀察 Google Search Console 報告，特別是錯誤頁面與索引狀態。也可透過網站分析工具如 Google Analytics 監測流量變化，若出現異常，需即時排查並調整。
最後，維持原網站的內容品質與結構一致性，有助於搜尋引擎辨識新站與舊站的連續性。建議短期內保留舊網站一段時間並設置重新導向，讓搜尋引擎與使用者有充分時間適應新站。
網站搬遷看似技術性操作，但 SEO 策略的部署同樣關鍵。規劃完善、執行確實，才能保障網站價值與搜尋曝光。你近期是否也準備搬遷網站呢？
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