How not to do a relaunch
Content migration of huge relaunch projects is always complex and requires increased attention. How dramatic the consequences of a badly executed relaunch can be, was proven in January/February by the White House online portal: the digital presentation of the newly inaugurated President of the United States was a complete and utter failure.
According to a detailed analysis on the blog of Searchmetrics, the White House used to have a visibility index of 202.731. Only one week after the "old" Obama-Page was taken down or archived, visibility dropped by 24%. After a month it had decreased by more than 31%. Even the attempt to transfer of visibility was mostly unsuccessful (2%).
A fall in many rankings
It seems, a drop in all of the rankings could be avoided, but it will still take a long time for the White House website to recover. Only a mere 50% of the old whitehouse.gov URLs seem to be depicted correctly or redirected to the state sites accordingly. The rest of the URLs only generates error messages. The petition pages of the Obama Administration with several sub-domains appear to have vanished completely.
The rankings for many keywords have been lost entirely. The names of former Presidents recovered pretty soon and "Michelle Obama" is currently ranked second when googling the White House. When it comes to "net neutrality", however, as its seems, the new President will not be able to regain his footing any time soon.
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