SEO and Search Rankings en Rome
How we work in Rome
Sending everything to the home page throws away what you earned
It is the most common shortcut and the most expensive: a thousand old URLs pointing at the home page. The search engine treats those redirects as pages that no longer exist, and whatever each one had built up evaporates with them. Every URL goes to its closest equivalent, one by one, and the ones with no equivalent are settled separately.
The inventory comes from the data, not from the navigation
The pages that matter are almost never the ones in the menu. We cross sixteen months of Search Console export, the server logs, the old sitemap and the links arriving from other sites. Out of that comes a list ordered by what each URL actually contributes, and that is the list that gets redirected.
What to do with whatever has no destination
There is always a remainder: discontinued products, notices from eight years ago, categories that disappear. Each one is settled by hand with three options on the table: merge it into the page that replaces it, keep it exactly as it is, or retire it on the record as a deliberate decision. Whatever is not decided ends up as an error nobody chose.
A migration is measured in the weeks that follow
The day of the switch tells you nothing. What tells you something is comparing, URL by URL, the weeks afterwards: which ones hold their impressions, which drop and which the search engine has not crawled again yet. We look at google.it, which for the same query does not return what google.es returns.
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