Website migration SEO
A website migration—new domain, new platform, or major URL changes—can cause temporary or permanent traffic loss if not done carefully. This guide covers planning redirects, preserving content and structure, updating internal links and sitemaps, and monitoring indexing and rankings after the move. Following a clear process reduces the risk of losing visibility.
Before the migration
Map every important old URL to the new URL and implement 301 redirects. Ensure content and key pages exist on the new site. Update internal links to point to new URLs. Submit the new sitemap in Search Console and set the new domain or property. Document the redirect map and test a sample of URLs.
- Redirect map complete
- 301s implemented and tested
- New sitemap submitted
After the migration
Monitor Search Console for indexing and crawl errors. Check that key pages are indexed under the new URLs. Watch for drops in impressions or rankings and fix any redirect or canonical issues. Update external links or citations where possible. Allow time for Google to process the change; major migrations can take weeks or months to stabilise.
- Indexing and crawl monitored
- Key URLs verified
- Performance tracked over time