To make a SEO website migration To avoid losing your SEO ranking, you must correctly transfer URLs, content, SEO data, internal links and tracking. Simply copying files and databases is not enough: every important page must have a consistent destination, a correct redirect and be checked after going live.
The risk isn’t limited to organic traffic and organic visibility. A poorly managed migration can break contact forms, deactivate GA4, generate 404 errors, block Googlebot or leave a tag online noindex. Here is the process to follow to minimise these problems.
Key points
- An SEO migration involves the domain, hosting, CMS, URL structure, content, internal links, tracking and indexing: simply copying files and databases is not enough.
- Before going live, collect data from the current site, create a 1:1 URL map and assign a consistent destination to each old page.
- Set up direct 301 redirects, update canonical tags, internal links, the XML sitemap and robots.txt, whilst avoiding redirect chains and generic links to the homepage.
- Test the site on the staging environment and check the content, SEO data, performance, mobile compatibility, forms, checkout, GA4 and conversions before going live.
- After the launch, monitor Google Search Console, Analytics, 404 errors, indexing, traffic and conversions on a daily basis; keep redirects and the old server active for at least 12 months.
What is an SEO website migration?
An SEO migration is the process of moving a website with the aim of retaining as much organic visibility, indexing status, backlinks and conversions as possible.
This may relate to:
- changing the domain or subdomain;
- the switch to a new hosting provider or server;
- the CMS change;
- the graphic redesign;
- the change to the URL structure;
- replacing the theme or the SEO plugin;
- an e-commerce replatforming project on Shopify, WooCommerce or PrestaShop.
Changing the domain, CMS or URL structure
A domain name change is the most delicate process, as it alters the main address recognised by users, search engines, customers and external websites.
Even a seemingly cosmetic redesign can result in an SEO migration. If permalinks, categories, service pages or content change, you’ll need to establish a mapping between the old and new URLs.
Where possible, retain the existing structure. Every URL that is changed requires an additional check and a permanent redirect.
Why traffic may fall
Every page has a story made up of impressions, clicks, internal links, backlinks and conversions. Links convey value, including PageRank, but they are not the only signal taken into account by Google.
If the old address disappears without a proper redirect, Google may not recognise the continuity of the signals.
The problem may also affect less visible elements:
- canonical tags pointing to the wrong domain;
- incomplete site map;
- scanning rules that block access;
- strategic pages excluded from the index;
- SEO content not imported;
- Form, telephone or checkout not working.
Before go-live: audits and URL mapping
Before making any changes to the website, carry out an SEO audit to assess the current situation. Without a baseline, you won’t be able to distinguish between a normal fluctuation in traffic and a migration error when the site goes live. The data also helps you to gauge how search engines are responding.
For more information on the redesign, please see the A guide to SEO optimisation for a corporate website.
What data to collect
Export all the URLs from the current website, not just those in the menu. You’ll also need articles, categories, landing pages, PDFs, important images and pages that receive backlinks.
Compare these figures:
- organic traffic per page in Google Analytics 4;
- clicks, impressions and queries in Google Search Console;
- targeted keywords;
- pages with conversions;
- backlinks and historical signals useful for assessing PageRank;
- existing status codes and redirects;
- title, meta description, canonical tag, structured data, XML sitemap and indexing status.
Run a crawl using Screaming Frog and save the file. During the SEO migration, you’ll need it to compare the old site with the staging environments and the live version.
Create a 1:1 map
The URL mapping must be completed before launch. For each address, enter:
- old URL;
- new URL;
- type of redirect;
- operational notes;
- Internal links to be updated.
Also take the existing URL structure into account. A service page should link to the new page for the same service. An article should link to the equivalent content. Avoid redirecting all old URLs to the homepage: this is a one-size-fits-all solution and is often of little use.
Prioritise protecting the pages that generate enquiries, sales, traffic or backlinks. A page with few visits may still have significant commercial value. This check is essential in an SEO website migration.
301 redirects and domain changes
A 301 redirect indicates that a page has been permanently moved. It is a server-side solution for a permanent redirection, such as when a URL, a domain or the URL structure changes.
The documentation for Google Search Central on migrations refers to the use of permanent server-side redirects, such as 301 or 308, to link old and new URLs.
Avoid generic links and redirects
For a permanent redirect, set up a direct 301 redirect:
old URL -> new URL
Instead, avoid:
old URL -> temporary URL -> new URL
Chains make it more difficult for search engines to crawl and can slow down the recognition of new URLs and their indexing. A correct link helps to preserve link signals, including PageRank, but does not guarantee automatic recovery. Also check any existing redirects, as a new rule may override a previous one.
A 302 redirect is temporary. It should be used when the move is not permanent, not as a disguise for a permanent migration.
Canonical, internal links and sitemap
Once you have configured the redirects, update the internal links. Menus, breadcrumbs, articles, buttons, footers and linked images must use the new URLs directly, so that internal links do not point to obsolete addresses.
See also:
- canonical tag;
- hreflang, if the website is multilingual;
- XML sitemap;
- robots.txt file;
- paginated pages;
- e-commerce filters and variants;
- URLs with parameters.
The Managing canonical URLs in WordPress It is particularly important after changing the theme, installing an SEO plugin or modifying the URL structure.
Staging and technical checks prior to launch
The new website must be built in secure staging environments. A password is preferable to a simple noindex, because it prevents the public from accessing the content whilst testing is taking place.
Before going live, carry out a full crawl of the staging environments and compare it with that of the current site.
What to check during staging
Check that the following are present:
- main pages and content;
- title, meta description and heading;
- images, PDFs and downloads;
- structured data;
- menus, breadcrumbs and internal links;
- HTTPS certificate and protocol;
- speed and Core Web Vitals;
- mobile version;
- forms, automated emails and thank-you pages;
- shopping basket, checkout and payments.
On WordPress, you should also check the import of data managed by Yoast SEO or Rank Math. Don’t let two plugins manage sitemaps, canonical tags or meta tags at the same time.
User profiles and tracking
Open the website on real devices and assess the user experience. A layout that works well on a desktop might have a menu that’s difficult to use on a smartphone, a button that’s too small, or a form that’s impossible to fill in.
It also monitors Google Analytics 4, Google Search Console, events, calls, form submissions and purchases. A well-ranked website that no longer receives any enquiries still has a problem.
For WordPress sites, a Technical SEO audit for WordPress It helps you monitor technical SEO, indexing, performance, site structure and tracking all in one place.
Go-live and checks in the first few hours
Choose a time when traffic is low and the team is available to assist. There is no set day of the week, but it is unwise to launch the new website just before a weekend or during a key sales period.
On launch day, an SEO migration – such as an SEO website migration – requires coordinated checks and swift action.
The launch-day procedure
During the go-live, before changing the DNS or server:
- Perform a final backup of the database and files;
- SSL verification, hosting and access;
- launch the new website;
- enable redirects;
- Remove passwords and temporary blocks, then check the robots.txt file;
- check the homepage, service pages and landing pages;
- test the form, telephone, email and checkout;
- Submit the new XML sitemap to Google Search Console to help search engines discover the new pages.
If you change your domain, verify the new ownership in Google Search Console and use the Change of Address tool. This feature applies to transfers between domains or subdomains, not simply switching to the HTTPS protocol.
Manually check a sample of old URLs, following the previous URL mapping. Check that they return a 301 redirect, that the destination is correct, and that indexing is proceeding without any issues.
Post-migration SEO monitoring
Going live does not mark the end of the project. It marks the start of the phase in which users, crawlers and data reveal any remaining issues.
What to check every day
During the first two weeks, check Google Search Console and Analytics every day. Take note of:
- unindexed pages;
- 404 errors;
- soft 404;
- declines in clicks and impressions;
- queries and landing pages;
- organic traffic;
- conversions;
- Core Web Vitals;
- errors in structured data.
Run another crawl using Screaming Frog and compare it with the previous one. An increase in 404 errors on articles, products or service pages can hinder search engine crawling and indicate an incomplete URL map.
Not every 404 is an error. A page that has been deleted without a replacement may return a 404. A migrated page that returns a 404 because a redirect is missing, on the other hand, requires action.
How to recover from a slump
Link each change to a verifiable piece of data. First, check the robots.txt file, the canonical tag, the sitemap, the redirects and the indexing status.
Next, check the content, titles, internal links and structured data. A thorough scan helps to identify which technical issues are preventing search engines from driving traffic to your site.
Break down conversions by device, source and landing page. If traffic remains stable but leads from smartphones are falling, the issue may lie with the user experience, the form, the CTA or mobile readability.
As a general rule, keep 301 redirects active for at least 12 months. For large websites with many backlinks or archived content, it is advisable to leave them in place for longer. The old server must also continue to respond for as long as the redirects are necessary.
Final SEO migration checklist
Before considering the work complete, please check:
- a complete list of the old URLs, with a 1:1 URL mapping between old and new pages;
- page matching verified and tested;
- 301 redirect without slashes;
- updated internal links;
- consistent canonical tags;
- XML sitemap submitted;
- robots.txt file accessible to Googlebot;
- staging excluded from indexing;
- GA4 and conversions working;
- forms, telephone and checkout tested;
- verified mobile version;
- Google Search Console is being monitored;
- The old server and redirects are still active to preserve the backlinks.
A WordPress migration requires specific checks on permalinks, plugins, structured data, the database and technical SEO. If the project involves a change of hosting provider, domain or theme, follow a A guide to migrating WordPress without losing SEO rankings.
Frequently Asked Questions about SEO Migration
What is an SEO migration?
It involves migrating the domain, hosting, CMS, URL structure, theme or plugin whilst retaining as much traffic, indexing, backlinks and conversions as possible. It is not just about files and databases.
How do you set up a 301 redirect?
Link each old URL to the equivalent new page. The redirect must be direct, permanent and active before the site goes live. Avoid redirecting all URLs to the homepage.
When is the best time to go live?
At a time when traffic is low, and the team responsible for development, SEO and support is available. There is no set day, but it is best to avoid peak trading periods.
Why keep the old server?
To continue responding to old URLs and handling redirects. The duration depends on the project, but 12 months is a prudent operational threshold, which should be extended for large websites or those with many backlinks.
Save your position before publishing
A secure SEO website migration starts with data, not design. A URL inventory, a 1:1 sitemap, redirects, staging and monitoring protect your organic visibility and the work you’ve built up over time.
Don’t want to risk losing your SEO ranking during a website redesign? Request a professional website redesign including SEO management, redirects and post-launch checks.
