We all love changes, be it buying new trendy clothes, trying a new hairstyle or improving our behavior to impress people around us. Why do we do it? We do it to look better, feel better and be different from others.
The very same thing applies to websites. Just like people, websites too need changes to stay important and appealing like switching to a new framework, improving the site’s UX, moving to a faster LiteSpeed server or even changing the domain name altogether, which in short, we call website migration.
Why do we need to migrate websites? If this is what you’re thinking, then understand that as we change our appearance to make ourselves attractive, likewise we need to migrate websites in order to upgrade the site performance and to make it more engaging plus grab more audience.
But, to be very frank, website migration is not a one-click job. It’s not like pushing a button and watching everything happen magically. Absolutely No! This is actually an entire process that is highly technical and demands precision, especially from SEO experts and analysts.
A single wrong step in the migration process can result in negative SEO, causing your website to disappear from the SERP, leading to a drastic drop in traffic, visibility and ultimately lead conversions.
So, if you’re planning a website migration and want to make sure it’s properly done, without compromising your SEO performance, we recommend you to read this blog till the end. Here, we’ll tell you about the complete website migration checklist, a step-by-step guide to ensure a smooth site migration without losing your SEO rankings and audience engagement.
Let’s dive in and first understand what Website Migration actually is, and then move on to every step you must follow to do it the right way.
What is Website Migration?
Website migration is the step-by-step process of making changes to a website’s hosting server, site’s design, content, URL structure, or the entire platform.
Why are these changes done? These changes are done to improve the site’s UX, enhance SEO performance/search engine ranking, boost branding, or move to a more advanced content management system.
A site migration involves switching from one hosting provider to another, moving from HTTP to HTTPS, changing the domain name, making a new design or shifting to a different platform like migrating from WordPress to WooCommerce.
Let’s take an example to help you understand website migration! There’s an XYZ company that decides to re-brand by switching from www.oldbrand.com to www.newbrand.com. Do you think buying a new domain name completes the migration process? Absolutely no! It actually requires a series of steps.
First, mapping is done, then redirecting old URLs to new ones, ensuring that all technical SEO settings such as canonical tags, meta data and sitemaps are correctly updated and after that we verify that no traffic or search engine ranking is lost during the migration.
Similarly, redesigning a website’s layout and structure, implementing responsive mobile-first design principles also falls under website migration.
Website migration involves both front-end and back-end changes. Since these changes are important, they require careful planning and execution to avoid broken links, traffic drop or SEO issues (which we’re gonna discuss further).
Why SEO Gets Affected During Migration?
Look! Website migration is really a hard task. It’s not just about changing how your website looks or where its servers are, but in fact every small detail matters.
Think of your website as a car.
If you start replacing parts, like the engine (CMS), the wheels (URLs), or the paint (design/layout/UX of the website), without following the manual (your SEO strategy), the car might still run, but not smoothly.
In fact, one wrong step in the website migration process can waste years of SEO progress, dropping rankings and frustrating the audience due to bad UX.
Now, many of you might be thinking My website is ranking at the top. If I just switch to a new hosting server, change the layout, or maybe move to a new CMS, why would my site’s SEO performance be affected?
Well, here’s the answer. Actually, SEO is deeply connected to technical structure, content and site’s UX. A website migration often disturbs these pillars.
Below, we’re gonna tell you top 8 reasons why your site’s SEO gets affected during migration:
URL Structure Changes Without Proper Re-direction
One of the most common SEO issues during migration is changing the URL structure without setting up 301 redirects.
Imagine this: your old blog URL was ABC
After migration, it becomes XYZ
If you don’t tell Google that the old URL has permanently moved to the new one using a 301 redirect, it will treat the new URL as a new page, and the old one as vanished, which will result in losing existing rankings, losing backlinks and Increased 404 errors.
Loss of Metadata
During website migration, especially when switching CMS, it’s easy to overlook your on-page metadata.
Think of your meta title and description as the content copy that appears in Google search results. If these are lost or changed, your number of clicks can drop instantly.
Also, canonical tags help Google understand which version of a page to prefer. If these go missing, it can lead to indexing issues.
Changes in Internal Linking
Internal links are important. They help Google crawl your site, and they pass authority from one page to another.
Now, during a website migration, if the internal linking structure is changed, it can confuse Google. Pages that once ranked well might suddenly lose their authority because no pages are linking to them anymore.
This results in slower crawl rates, poor page indexing, and drops overall SEO performance.
Missing Optimized Content
Sometimes, designers might cut down content during migration to improve design and speed. But in the process, valuable content might get removed, rewritten poorly or shortened, all without considering its impact on the site’s SEO.
Let’s say, a blog post with 2,000 words ranking on page 1 might be cut down to 500 words because IT LOOKS CLEANER but the long-form content may have been the reason it ranked in Google.
Removing important keywords, headings or multimedia can severely hurt the site’s SEO.
Slow Site Speed or Poor Web Vitals
Why is website migration done? It is done to improve the speed of the website, but do you know that at times, this risk of switching servers can also backfire.
If your new hosting server is slower, or if your new theme is stuffed with JavaScript and large media files, your site speed might get worse. And with Google’s Core Web Vitals now part of ranking factors, this can directly impact your site’s SEO.
A slower site also hurts UX, increasing bounce rates and lowering dwell time, both negative impacts for SEO.
Robots.txt and Noindex Tags Not Up
This is actually a silent killer of SEO during migration.
Sometimes, in staging environments, developers block Google using the robots.txt file or by adding <meta name=”robots” content=”noindex”> to prevent Google from indexing the testing site.
But if they forget to remove these before site launch, your new website might stay invisible to Google.
Broken Links and 404 Errors
When URLs change or content gets deleted without redirects, users and Google crawlers land on 404 pages (Not Found pages).
A few 404s are okay, but hundreds or thousands? That’s a big issue. It kills your audience trust, affects search engine crawling process and removes authority passed through internal or external links.
Sitemap and Schema Errors
What do Sitemaps do? They guide Google through your site and schema markup boosts your listings with rich snippets.
During migration, your XML sitemap might become outdated, listing old or broken URLs. Your schema might also get stripped if the theme or CMS changes.
This can further reduce the site’s visibility in search engines and thereby hurt crawlability.
So you see, one misstep and your years of SEO work could get wasted overnight. As an SEO expert, before you do website migration, your role is to Plan thoroughly, Audit regularly, Work with dev teams and track performance before, during, and after migration.
Pre-Migration Checklist
Now, before you move your website to a new design, buy a new domain to replace the existing one, change the CMS, or the server, it’s really important to follow a well-structured pre-migration checklist.
We’ve carefully listed the most important steps that ensure your SEO performance doesn’t drop, in fact, if done correctly, a website migration can improve your Google rankings, audience traffic and overall site visibility.
Many websites lose organic traffic due to small technical issues or missing redirects during the migration process.
So, to make sure your site doesn’t lose its SEO, add these four pre-migration checklists to your notepad and follow as explained below:
Set Your Migration Goals
Before doing anything, be clear about why you’re migrating your website.
Identifying the goal (Why do you want to migrate the website?) helps plan the migration strategy, timelines and the possible SEO impact.
So, How to do it? Very simple! Write down specific reasons for the migration (like faster loading, better mobile experience, content restructure, or more).
Then decide, what high website performance looks like? Do you want more traffic, a better bounce rate or increased conversion? Work with your SEO team, developers, designers and content writers so that everyone works toward the same result.
When the goal is clear, every technical and SEO decision becomes easier and more focused.
Crawl and Backup Your Existing Website
You need a complete record of your website before any changes are made to it.
This includes crawling all your URLs, storing metadata and backing up all the content in your website. Think of it as creating a full clone of your site so you know exactly what existed before migration.
To do all this, you can use a tool called Ahrefs Site Audit to crawl your current website. Download and save all URL data including page titles, meta descriptions, header tags, canonical tags and status codes.
Then, backup everything! Your database, media files, content folders, CMS settings and plugins. If you’re using WordPress, then tools like UpdraftPlus or All-in-One WP Migration are very useful.
Save a copy of your XML sitemap and robots.txt file as well.
This step (Backing up your current site) acts as your safety net. If anything goes wrong, you’ll have everything you need to restore your site quickly.
Create a Benchmark Report
Before website migration, other than backing up your website data, you also need to know how your website is currently performing. This includes tracking your organic clicks, traffic, backlink profile, page speed, mobile usability and more. These benchmarks help you compare the before and after results post-migration.
Creating a benchmark report for the website is super easy! Use Google Search Console and Google Analytics 4 to export data like impressions, clicks, bounce rate and top-performing pages.
Track keyword rankings using website migration tools like SEMrush and Ahrefs. Also record where your pages rank today. You can even use Google PageSpeed Insights, GTmetrix and Lighthouse to study your site speed and performance.
Keep a record of your top backlinks using Ahref tool. This helps you check if any links are lost during the migration process.
This helps you measure SEO success or identify losses after complete website migration.
Map Out URL Structure Changes
If your URLs are going to change (due to CMS switch, site redesign or structure update), it’s important to plan the new structure and match it with the old URLs. This allows you to set up 301 redirects correctly and avoid broken links thereby reducing any chance of losing traffic.
URL mapping is the basic thing of any website migration (not affecting SEO of the website). A broken redirect can cause traffic to drop overnight. If you follow these pre-migration steps, you build a strong foundation for a smooth migration, ensuring that your SEO stays good and your website continues to grow without losing traffic.
Technical SEO Migration Checklist: During the Move
Till now, we’ve completed the things you require to do before website migration. Now it’s time for the actual migration process.
But before you do so, there are several technical SEO tasks that need to be handled with extreme care. This is not just about shifting files or launching a new website’s look, but about making sure your SEO remains perfect and maintained during the move.
It involves a thorough technical SEO audit, real-time testing, redirecting and link updates. A successful migration requires every technical thing to go right. One wrong setting can cost you organic traffic, search rankings and crawlability of the site.
Below are the important technical SEO migration checklist you need to take care off during the entire process:
Use a Temporary Staging Environment
A staging environment is a clone of your live website used for testing all changes before going live. This is where you check everything, from design to technical SEO, without affecting your existing traffic. It acts like a private playground to fix bugs, test redirects and check the layouts.
Firstly, use subdomains like staging.XYZ.com or go to hosting panel tools like Softaculous, cPanel or Plesk to set it up.
You need to protect your staging site by
What Tools can I use? See! You can use Ahrefs and Google Search Console’s URL Inspection Tool to help in running SEO tests pre-launch.
Because of this, you ensure Zero downtime during migration, an SEO-friendly testing environment and you even catch and fix errors before your site goes live.
Implement 301 Redirects Properly
What are 301 Redirects? These are the bridge between your old URLs and the new URLs. Without 301 redirects, you get broken links, lose traffic, and this in turn frustrates the audience as well.
So, how to redirect? First, you need to create a redirect map aligning every old URL with the new URLs as per your need. Then, you can use .htaccess for Apache or server config files for NGINX to add 301 rules. You can avoid 302 redirects as they are temporary and they don’t pass full link equity.
There’s one more mistake that most SEO analysts do and that is mass redirecting all pages to the homepage. Please avoid doing that as it damages SEO and the UX of your site. If you want to upload in bulk, you can use tools like Screaming Frog or plugins like Redirection, available in WordPress.
Always double-check redirect chains (avoid loops or multi-step redirects).
Update Internal Links and Canonicals
During website migration, internal linking often breaks, especially if the URL structure changes. Therefore, It’s important to update every internal link so that it points to the new version of the page.
To carry out this step, first crawl the site (using Sitebulb) and fix internal links pointing to old URLs. Then, update canonical tags on each page to show the new URL path, not the old one.
(Just keep in mind that no canonicals point to staging URLs.)
Why is this important? See! Google crawls your site using Internal links. Canonicals avoid duplicate content issues and maintain the ranking signals. It is also important to update the internal linking as it improves crawling efficiency and preserves your site’s SEO value.
Update Your Robots.txt and XML Sitemap
Your robots.txt and XML sitemap tells Google on what to crawl and index. During website migration, failing to check and update these files can stop Google bots from accessing your new site for indexing.
So, What to do in such a case? Make sure you’re not blocking the new site in robots.txt.
If you are, then remove disallow / directives from staging.
You can generate a new XML sitemap using RankMath, Yoast SEO (these are WordPress Plugins). Then, add the updated sitemap URL to the new robots.txt file.
Submit the sitemap in Google Search Console immediately after the site launch.
How is this step important? Firstly, it ensures smooth crawling and faster indexing of new pages. And it also avoids the risk of hiding pages from Google.
Optimize Page Speed and Mobile Responsiveness
A slow-loading or non-mobile-friendly site can kill your SEO performance after the migration. Google’s mobile-first indexing means that mobile version is now the main version in the eyes of Google. It ranked only those websites that are mobile friendly and gives good UX to the audience on mobile.
As far as page speed check and optimization is concerned, use Google PageSpeed Insights and GTmetrix to identify performance issues. You can even compress images, enable browser caching, reduce JavaScript and CSS bloat.
Switch to hosting providers that offer you a CDN (Content Delivery Network that means there are a lot of servers across the world and your site uses the server near your audience to answer its query) to deliver content faster globally.
Make sure your site’s design is responsive across all devices and screen sizes, especially mobile.
Why optimize speed and make the website mobile friendly? Please understand that faster page speeds reduce bounce rates and increase the dwell time (which is good for site ranking). A mobile-optimized site improves rankings and UX as well.
Website migration is not a one-click task. It’s a complex process where technical SEO plays a huge role. By doing the things mentioned in the checklist above, you’re safeguarding your site’s SEO rank and giving Google a smooth road to crawl and index you.
Post-Migration SEO Checklist: After Going Live
By now, you’ve might’ve learnt everything important for website migration, from preparing a pre-migration plan, setting SEO goals, crawling and backing up your old site, creating reports and mapping URL, to using a staging environment and handling the technical things during the migration.
But just because your site is live doesn’t mean your job is done.
In fact, right after the migration process, you need to ensure that your SEO performance doesn’t dip, your traffic doesn’t drop and your rankings stay top all the time.
Here’s what you must do after your site goes live:
Test the New Site Thoroughly
The very first thing you need to do after migration is to test your new site from scratch.
Review the entire layout, theme, content, media and functionality to ensure everything is working perfectly. A small issue here can have a big SEO impact. Pay close attention to page speed, mobile responsiveness and the site’s UX.
Most importantly, scan for broken links, missing content, redirect chains or redirect loops. These happen to be the common issues that hurt UX and confuse Google.
To make this process easier, use a tool called Sitebulb. It crawls your new site and instantly highlights broken links, 404 errors, redirect chains and duplicate content. Fixing these issues quickly ensures your new site is crawlable and SEO-friendly.
Resubmit Your Site to Google
Once your new site is good and running, you must re-submit it to Google, or else, Googlebot won’t know about your new site updates and it might not index your pages properly.
Start by logging into Google Search Console, verifying the new domain or updated URLs and then submitting your updated sitemap.
After that, use the URL Inspection Tool to manually request indexing for your top-priority pages, like your homepage, service pages and blogs. This not only speeds up the crawling process but also helps retain your previous rankings.
Monitor Rankings & Organic Traffic Closely
After going live, keeping a close eye on your website’s performance is really important. You need to track your keyword rankings, organic traffic, bounce rate and CTR regularly to ensure there’s no sudden drop.
What tools to use to monitor ranking? You can use Google Analytics 4 and Google Search Console to track how users are interacting with your site and which pages are performing the best.
Also, monitor indexing status, crawl stats and ranking fluctuations. If you notice a sudden drop in traffic or rankings, it may indicate crawling issues, incorrect redirects, missing metadata or could be more.
Fix Duplicate Content & Crawl Errors
See! Duplicate content and crawl errors can get into your site during migration and cause chaos on your SEO performance. They confuse Google, reduce your page authority and may even get your pages de-indexed.
To check this out, you can use Ahrefs or SEMrush to scan your site for duplicate content, thin content, or canonicalization issues. These tools also help detect crawl errors like 404s, 500 errors and improperly redirected URLs.
Once found, fix them using 301 redirects, rel=canonical tags or by rewriting content where needed.
Best SEO Practices to Retain Rankings After Migration
Once your newly migrated website successfully lands on the first page of Google, or even ranks No.1, your job isn’t done yet. In fact, your work has just started where you must retain your SEO rankings.
After a website migration, it’s common to see rankings going up and down, and if you don’t handle things correctly, you could lose the No1 position you worked so hard to achieve.
That’s why it’s important to follow post-migration SEO best practices. From maintaining technical stability to reclaiming your lost backlinks, everything plays a role in securing your spot on Google’s top search results.
Here’s what you need to do next:
Keep Old URLs if Possible
As you know, Old is Gold!
Keeping your old URLs is one of the smartest moves to reduce chaos and SEO risks during a migration. When URLs remain the same, you avoid breaking existing backlinks and losing indexed pages. This makes the transition process easier, ensuring that users and Google bots can still access the same content they’re used to.
If you’re changing the CMS but keeping the structure of the site the same, in that case, preserve the existing URL structure. When changes are unavoidable, use 301 redirects to permanently redirect the old URLs to their new ones.
You can use SEO Tools like Ahrefs or SEMrush Site Audit that can help crawl your old site, map out all the URLs and assist in planning redirects properly.
Maintain On-Page Optimization
Even after website migration, on-page SEO continues to be your first priority in keeping your rankings high. On-page elements like title tags, meta descriptions, H1 headers, image alt texts and structured data / schema markup play an important role in how Google understands and ranks your content.
During migration, it’s easy to overlook these things, especially if you’re moving to a new CMS.
But you must ensure that each migrated page retains its on-page SEO structure. This means rewriting compelling titles and meta descriptions, optimizing images with proper alt tags and ensuring that schema markup is correctly implemented.
What tools to use for this purpose? Use Google Search Console, Yoast SEO / RankMath (available in WordPress), to keep track of these on-page details.
Rebuild or Reclaim Lost Backlinks
See! Backlinks are like the soul of your domain, and during a migration, some links might break or disappear, especially if you’ve changed your URLs. That’s why you need to audit your backlink profile and reclaim or rebuild those valuable links immediately.
You can start with backlink audit tools like Ahrefs or SEMrush Backlink Analytics. Identify all the links that point to old URLs that now return 404 errors or haven’t been redirected properly.
You can either fix these issues by setting up the correct 301 redirects or reach out to the referring domains and ask them to update their links.
Common Website Migration Mistakes to Avoid
Normally, what happens is that we complete the entire website migration process, change the theme, move to a new host or shift to a new CMS, thinking everything is perfectly done.
But often, we unknowingly overlook a few steps that can heavily impact the site’s SEO and overall performance. These minor things can lead to loss of SEO rankings, traffic and even user trust.
That’s why it’s important to be extra cautious during the migration process. Below, we’ll talk about some of the most common website migration mistakes you must avoid to ensure a smooth migration without hurting your site’s SEO.
Not Setting Up Redirects
Skipping 301 redirects after a website migration is one of the biggest SEO blunders.
If your URLs have changed and you don’t redirect the old URLs to the new ones, then Google will treat them as broken, resulting in loss of page authority, backlinks and rankings. Users will also land on 404 pages, which annoys the UX.
To avoid this, create a proper redirection map before the migration. Use 301 redirects to pass SEO value from old pages to the new ones. You can set these up in your .htaccess file, through your CMS or using plugins like Redirection (available in WordPress) or server-level configurations in NGINX.
Forgetting Mobile / Speed Optimization
While redesigning the website or updating the site’s structure, we often focus too much on how the new site looks and feels, but forget to check its mobile responsiveness and page load speed.
This is a serious issue because Google’s ranking system is mobile-first, meaning if your site isn’t looking good on mobile screen or loading really slowly, your rankings will suffer.
Make sure to test your website using tools like Google’s Mobile-Friendly Test and PageSpeed Insights. Compress images, reduce third-party scripts, use a CDN and choose a lightweight theme to ensure your site performs well on both desktop and mobile devices.
Ignoring Monitoring Tools Post-Launch
Once your website migration is complete, most of the users forget to monitor the site’s performance.
Monitoring is important to catch issues early, track traffic, index status, broken links and keyword ranking fluctuations. Tools like Google Search Console, Google Analytics and Ahrefs help you track how well your new site is performing.
Set up alerts, monitor crawl errors, and review reports regularly, especially during the first few weeks after migration, to ensure everything is smooth and your SEO stays on track.
Bonus: Tools to Help You Migrate Smoothly
To maintain your website’s SEO during the migration process, it’s good for you to use the right set of tools at every process.
These tools help monitor performance, manage redirects, track SEO health and ensure a smooth migration without losing rankings.
That’s why we’ve listed all the important tools you can rely on throughout the migration journey.
| Tool | Purpose | Recommended For |
|---|---|---|
| Google Search Console | Monitors your site performance, crawl errors & indexing issues | Benchmarking performance, post-migration issue detection |
| Ahrefs or SEMrush | Check backlinks, keyword rankings, and competitor site’s performance | Pre-migration audit, redirect mapping & post-migration SEO |
| Ahrefs Broken Link Checker | Finds the broken internal and external links | Content and link audit before and after migration |
| Google Analytics | Tracks user behavior and current traffic sources | Benchmarking user data pre and post migration |
| XML Sitemaps Generator | Generates updated XML sitemap of the new website | Submitting new sitemap to Google post-migration |
| GTmetrix or PageSpeed Insights | Checks page loading speed and performance | Performance benchmarking before and after migration |
| WebPageTest | Provides detailed performance reports and loading analysis | Post-migration performance testing |
| Google Tag Manager | Manages analytics and tracking codes in one place | Ensuring continuity of tracking after migration |
| Screaming Frog SEO Spider | Crawls your entire website to extract URLs, meta data, and broken links | Pre-migration audit, URL mapping, identifying crawl issues |
How QloudHost Can Help With Seamless Website Migrations?
It is true that one is born a techie and when it comes to website migration, the process can feel confusing. But do you really need to be a coder to get it done? Absolutely not.
With QloudHost, the best DMCA-ignored offshore VPS hosting provider, based in the Netherlands, migrating your website becomes a zero-effort task. You don’t need to lift a finger, QloudHost handles 100% of the migration process for you, making it risk-free and totally beginner-friendly.
Key Features of QloudHost for SEO-Safe & easy Migration:
As you prepare for your website migration, it’s also a good time to evaluate and enhance your site’s speed and overall performance. A faster website not only improves user experience but also boosts your SEO rankings post-migration. For practical tips and proven strategies, don’t miss our detailed guide on How to Improve Website Performance, where we cover everything from caching and CDN optimization to image compression and server tweaks.
FAQs – Complete Website Migration Checklist
How to plan a website migration?
To plan a website migration, start by setting clear goals, conducting a full SEO audit, creating a URL mapping sheet and backing up your entire site. Schedule the migration during low-traffic hours and ensure all tracking tools are properly set before going live.
What is the best website migration tool?
The best website migration tools include Google Search Console for indexing status, SEMrush or Ahrefs for keyword tracking and plugins like Duplicator or All-in-One WP Migration for WordPress site transfers.
How to check migration data?
You can check migration data by comparing pre and post migration metrics in Google Analytics and Google Search Console. Monitor traffic, indexing status, crawl errors, keyword rankings and conversions to ensure nothing is broken during migration.
How long does website migration take?
Website migration typically takes anywhere between a few hours and 4 to 5 days, depending on the site size, complexity and the type of migration. Small websites may migrate in 4 to 5 hours, while larger or custom setups require more time.
Will I lose all my traffic during a site migration?
No, you won’t lose all your traffic if the migration is done correctly. By setting proper redirects, maintaining URL structures and ensuring SEO continuity, you can retain most of your traffic without major drops.
What’s the safest time to migrate a site?
The safest time to migrate a site is during off-peak hours or weekends when traffic is lowest. This reduces the impact on users and gives you more time to test and fix issues without pressure.
Can I recover lost rankings after migration?
Yes, you can recover lost rankings after migration by identifying and fixing technical errors, ensuring proper redirects, submitting updated sitemaps and optimizing SEO elements like titles, content and meta tags.
Conclusion – Complete Website Migration Checklist
Website migration is not only a necessary process, but also a critical one that requires 100% precision and careful planning. Every single step you take, if not done correctly, can negatively impact your site’s SEO health, which is why it’s important to do the process with caution and attention to detail.
In this blog, we’ve provided a complete, step-by-step guide to help you carry out a smooth and SEO-friendly website migration. We’ve covered everything, from setting migration goals and backing up data to mapping URLs and tracking performance post-migration.
We’ve also discussed some of the best website migration tools available, which can simplify the process, ensure fewer errors and help you monitor your website’s performance during and after the migration.
Remember, even the smallest overlooked detail like a broken link, an un-redirected URL or a missing meta tag, can drastically affect your site’s rankings and UX.
So as you plan and do your migration, take your time, double-check everything and follow each step with care. A well-managed complete website migration doesn’t just retain your SEO ranking, it sets the stage for even better performance in the future.
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