What counts as a migration
Migrations aren't just domain changes. Moving to HTTPS, switching platforms, consolidating sites, or a redesign that changes URLs all reset the map Google has of your site.
Each one needs the same discipline: know every current URL and exactly where it's going.
- Domain changes, HTTP→HTTPS, subdomain/subfolder moves, and platform swaps all qualify
- Redesigns that change URL structures or navigation carry migration risk on the same domain
- Baseline current rankings, top pages, and backlinks before anything changes
- Crawl the live site to capture the complete existing URL inventory
- Decide the new URL structure before building, not after
The redirect map and pre-launch checks
The core of a safe migration is a one-to-one redirect map: every old URL 301'd to its closest new equivalent, not lumped onto the homepage.
Test on staging with crawlers blocked, then verify redirects, canonicals, and metadata before going live.
- Map every old URL to a single best-match new URL with a 301 (avoid mass redirects to the homepage)
- Preserve titles, meta, headings, and on-page content on moved pages where possible
- Keep staging blocked from crawlers, then remove that block at launch
- Point internal links at new URLs directly, not through redirect chains
- Prepare the new XML sitemap and Search Console property for launch day
Launch and post-launch monitoring
The work isn't done at go-live. Problems surface over the following weeks as Google recrawls, so fast detection is what turns a dip into a blip.
We watch crawl stats, coverage, and rankings closely and fix issues while they're small.
- Submit the new sitemap and use the Change of Address tool for domain moves
- Monitor Search Console coverage, crawl stats, and 404 spikes daily at first
- Track rankings and organic traffic against the pre-migration baseline
- Fix broken redirects, chains, and newly orphaned pages quickly
- Keep the old domain's redirects live long-term, not just for a few weeks
More on technical seo
Frequently asked questions
Will I lose rankings when I migrate?
Some short-term fluctuation is normal as Google reprocesses the site. A well-mapped migration with proper 301s usually recovers to baseline or better; the losses happen when redirects are missing, pointed at the homepage, or content changes drastically at the same time.
How long should I keep the old redirects?
Indefinitely, or at least as long as the old URLs still have inbound links and residual authority. Removing 301s too early breaks the equity transfer and the experience for anyone using old links.
Can I redesign, migrate, and change content all at once?
You can, but changing URLs, design, and content simultaneously makes it hard to diagnose what caused any drop. Where possible we sequence the changes so cause and effect stay clear.