Website migration without SEO losses: a checklist

A website migration – a redesign, a domain change or moving to another platform – is one of the riskiest moments for SEO. Done wrong, a migration can cut traffic by 50% or more overnight. But with a plan it's avoidable.

When it applies

• A new site design or structure.
• A domain change (e.g. a rebrand).
• Moving to another platform (WordPress, Shopify, etc.).
• Switching to HTTPS or changing the URL structure.

Before the migration

• Record the current state – positions, traffic, indexed URLs.
• Create a URL map – old URL → new URL.
• Make a backup and test in a staging environment.

Most important: 301 redirects

Every old URL must point to its new counterpart via a 301 (permanent) redirect. This passes the accumulated SEO power. Missing redirects = lost positions and 404 errors.

90% of migration failures come from poorly handled redirects. Give them the most attention.

After the migration

• Submit the new sitemap to Google Search Console.
• Check for 404 errors and redirect chains.
• Monitor positions and traffic for several weeks.
• Update internal links to the new URLs.

Planning a site redesign or migration? We help you do it without SEO losses – get in touch in advance.