Google: Site Splits and Mergers Take Longer than Regular Migrations

John Mueller from Google explains that splitting and merging sites takes longer for Google to process than normal site migrations because the process is inherently more complex. When you split a site into two or more sites or merge content across sites, you are creating new site structures, purposes, and potentially altering a significant amount of content. This complexity requires more time for Google's algorithms to reassess and understand the changes, even if everything is done correctly.

The recommended approach when dealing with site splits and merges, as suggested by John Mueller, is to be patient. There is not much that can be done to expedite the process, and it is important to assume that all steps were executed correctly. Patience is key as these types of site restructures just take time for Google to process fully.

Google SERP confusion after a partial migration can occur when content is moved from one domain to multiple new domains with different site structures and purposes. This can lead to issues with how Google understands and displays the brand in search results, as it needs time to process and recognize the changes made during the site split or merge.