SEO Migration: Change Site Without Losing Traffic

A migration (new site, redesign, domain change) can cause traffic to drop if poorly executed. Following a rigorous SEO checklist limits risks and accelerates recovery.

Before Migration: Audit and Preparation

Inventory URLs, traffic and backlinks. Plan 301 redirects (old URL → new URL). Map all pages to avoid 404s. Preserve URL structure if possible.

During and After Migration

Implement 301s before switching. Update sitemap and submit to Search Console. Monitor indexing, crawl errors and traffic. Fluctuations are normal in the first few weeks.

Crawl Budget and Cleanup

Avoid unnecessary pages and redirect chains. A clean site facilitates Google's work. Keep old URLs in redirect for at least 6 months, then reassess.