Web Migrations. Chaos or Fun?

Website migrations are one of those high-pressure projects that can either go incredibly well or very wrong.

Over the years, I’ve worked on multiple migrations: domain changes, CMS switches or updates and full redesigns.

What I’ve learned? A well-managed SEO migration can preserve rankings, traffic, and user experience. But a poorly handled one can undo years of hard work.

In this post, I’ll walk you through how I approach a website migration from an SEO perspective, what I’ve learned from experience, what I never skip, and how I ensure a smooth transition from old to new.

1. First, I Get Clear on the Type of Migration

Every migration has different SEO implications, so I always start by understanding the scope. I’ve worked on:

• Domain migrations (e.g. moving from oldsite.net to newsite.com)

• Platform changes (Wix to WordPress, for instance)

• Structural redesigns that changed URL paths and layout

• Visual redesigns that affected internal linking and headings

• HTTP to HTTPS moves

• Subdomain to subfolder migrations (e.g. blog.example.com → example.com/blog)

Knowing exactly what kind of migration I’m dealing with allows me to anticipate issues and plan accordingly.

2. I Always Start with a Full Site Crawl

Before anything changes, I run a comprehensive crawl of the existing site using tools like Screaming Frog or Sitebulb. I export:

• All current URLs

• Page titles and meta descriptions

• Heading structure

• Canonical tags

• Internal links

• Status codes

This becomes my baseline for everything. From redirect mapping to post-launch comparisons.

I also check Google Analytics and Search Console to find the top-performing pages by traffic and backlinks. I don’t want to risk losing visibility for these.

3. Redirect Mapping Is Non-Negotiable

This is where many migrations fall apart. I’ve seen websites lose rankings simply because no one mapped old URLs to new ones correctly.

Here’s how I do it:

• Match each old URL to its most relevant new URL

• Use 301 redirects only (never 302s or meta refreshes)

• Avoid lazy redirection to the homepage or category root

• Test them using Screaming Frog or HTTP Status Code tools

• If it's a large website (more than 300 indexed URLs), I usually ask IT to set up a staging platform.

It’s tedious work, but essential to preserve your SEO equity.

4. I Don’t Launch Without a Fully Optimized New Site

I’ve made the mistake once (early in my career) of letting a redesign go live without checking the SEO basics. Never again.

Now, I check everything before launch:

• SEO-friendly URLs

• Title tags and meta descriptions

• Mobile responsiveness

• Internal linking structure

• Canonical and hreflang tags, for an international website or pages with similar content

• Page speed performance

• Robots.txt and XML sitemap setup

I always do a final crawl and fix any broken links, redirect loops, or crawl traps.

5. On Launch Day, I Monitor Like a Hawk

Launches are exciting but yes, they are also stressful. Once the new site is live, I submit the updated sitemap to Google Search Console and monitor closely:

• Are all redirects working as expected?

• Are pages getting indexed?

• Are any URLs throwing 404 errors?

• Is traffic holding steady?

• Are rankings shifting dramatically?

I run live tests, monitor logs if possible, and stay on alert for the first couple of weeks.

6. I Update Internal and External Links

Post-launch, I clean up:

• Internal links are still pointing to redirected URLs

• Key backlinks that can be updated manually (I usually reach out to the site owner if it’s worth it)

• Social profiles, business directories, and email footers

Even though the redirects are in place, updating the actual links keeps everything cleaner and more efficient for crawlers.

7. Communication Is Key

In migration, I work closely with an IT team, a designer, or a client. I make sure everyone knows what to expect. I explain that a slight dip in traffic is normal, but I share metrics and crawl data to reassure them that things are on track.

And if something does go wrong? I fix it fast and transparently.

8. I Always Do a Post-Migration Audit

A few weeks after launch, I do another full SEO audit:

• Are there any pages that didn’t get indexed?

• Are all redirects still working?

• Any keyword or traffic drops?

• Are there any orphaned pages or broken internal links?

Sometimes, I’ll tweak content, update metadata, or adjust internal links based on what the data shows after migration.

Final Thoughts

I’ve learned that a successful SEO migration isn’t about luck, it’s about planning, testing, and tracking.

The process can feel overwhelming, especially if you're juggling other priorities. But when done right, a migration is a huge opportunity to upgrade your structure, clean up legacy issues, and build a stronger foundation for long-term growth.