Site Migration SEO Guide: The Ultimate Checklist for a Smooth Transition

Grab a coffee because this guide is comprehensive. It’s comprehensive because it’s the only SEO site migration resource you’ll need for the entire process.

Here’s the thing: site migration can be scary and risky for SEO. We can’t change that.

But there’s no need to fear them, as long as you know the correct steps to take and when to take them.

We recommend starting by reading this guide thoroughly to understand the complete SEO site migration process and how pre-planning influences the site going live—and beyond.

Then, return to each section as you move through the process to fully utilize this ultimate SEO site migration checklist to successfully launch your new site.

Why SEO Matters During a Website Migration

A website migration can significantly impact SEO because migrations commonly affect essential search engine optimization elements, such as:

• URL structure
• On-page content
• Internal linking
• Title tags
• Schema

And that’s just the beginning.

Important Note:

Even if a website migration is small, it’s critical to complete a detailed SEO checklist. The SEO component of a site migration is complex, and it’s not uncommon for well-intentioned developers or team members to underestimate the impact on SEO.

There’s no way to sugarcoat it—site migrations carry risks for SEO. A website’s position in search engines can precipitously drop, taking clicks and impressions with it. Entire sites can end up deindexed, and reclaiming your hard work will not be quick or easy if you’re not prepared.

Real-World Example of Site Migration Impact on SEO

Let’s look at an example of a domain change during a site migration.

Transferwise.com changed its domain and became wise.com.

• Before the migration, transferwise.com was getting highs of 32,335,584/month in organic traffic.
• After the migration, traffic numbers dropped to 12,985,402/month.

It sounds scary, but with enough planning and documentation, SEO can come through the website migration process in a better position than before. Just look at the Transferwise to Wise example. Wise.com now has organic traffic numbers of 205,063,620, making it 500% more successful than transferwise.com.

Sometimes, SEO migration prep involves re-strategizing, knowing that a traffic loss is coming.

Understanding the Different Types of Site Migrations and Their SEO Challenges

Site migrations come in various forms, each presenting unique challenges for SEO. Understanding these types is crucial for planning an effective migration strategy that minimizes negative impacts on search rankings and traffic. Below is a breakdown of the common types of site migrations and their associated SEO challenges:

Types of Site Migrations and Their SEO Challenges

Type of Site Migration	Example	Common Impacts
Replatforming	Migrating from Magento to Shopify	– URLs may change – SEO plugins may not be available – New strategies for canonicalization may be needed
Site Redesign	A rebrand requires significant design amendments	– On-page SEO elements (H1s, content, keywords, internal links, FAQs, etc.) may change or disappear
Domain Change	A company is changing its name, and the domain name needs to reflect the name change	– The entire URL structure changes – High risk of missing 301 redirects and losing backlinks
New Site Structure	Recategorizing a blog or website navigation	– URLs may change – Internal linking changes – Breadcrumbs change – Relationships between pages change
Website Consolidation	A brand has multiple websites but wants to put all the pages on one site	– URLs change – Multiple content strategies, backlinks, and SEO work are combined – Content duplication may be a problem
Site Location Changes	Migrating from a country-specific top-level domain: for example, a .co.uk URL becomes .com	– The entire URL structure changes – Site location change may impact local rankings
HTTP to HTTPS Migration	A site needs to become more secure (HTTPS) and switches from HTTP to HTTPS	– URLs change – Redirects are needed – Mixed content can become a problem

1. Replatforming

• Definition: Moving your website from one platform or CMS (e.g., WordPress, Magento) to another (e.g., Shopify, Wix).
• SEO Challenges:
  • URL Changes: When switching platforms, URLs often need to be updated to fit the new structure.
  • SEO Plugin Availability: Not all SEO plugins are compatible with every platform, which might require finding alternatives or building custom solutions.
  • Canonicalization Strategies: Depending on the new platform, you may need to adjust how canonical tags are implemented to avoid duplicate content issues.

2. Site Redesign

• Definition: A complete overhaul of the website’s design, layout, and user experience, often accompanied by a rebrand.
• SEO Challenges:
  • On-Page SEO Elements: Changes to headings (H1s), content, keywords, internal links, and even FAQs can disrupt existing SEO efforts.
  • Content Updates: Significant redesigns often involve rewriting or restructuring content, which can affect keyword targeting and overall page relevance.

3. Domain Change

• Definition: Switching the primary domain name of your website, often due to a rebrand or acquisition.
• SEO Challenges:
  • URL Structure Changes: Every URL on the site will change, requiring careful implementation of 301 redirects to preserve link equity.
  • Risk of Missing Redirects: Without proper mapping and execution, old URLs may lead to broken links, causing loss of backlinks and traffic.
  • Indexing Issues: Search engines need time to reindex the new domain, which can temporarily impact visibility.

4. New Site Structure

• Definition: Changing the organization of your website’s navigation, categories, or hierarchy.
• SEO Challenges:
  • URL Changes: Even minor adjustments may lead to URL changes, affecting existing links and indexing.
  • Internal Linking: Adjusting internal links to maintain a strong site architecture is critical to prevent confusion for both users and search engines.
  • Breadcrumbs and Page Relationships: Changes to breadcrumbs and relationships between pages can disrupt user navigation and SEO signals.

5. Website Consolidation

• Definition: Combining multiple websites into a single platform, often to streamline operations or improve user experience.
• SEO Challenges:
  • URL Conflicts: Merging sites can lead to conflicting URLs, requiring careful redirection strategies.
  • Content Duplication: With multiple sites coming together, there’s a risk of duplicate content, which can confuse search engines.
  • Backlink Management: Ensuring that backlinks from all previous sites point to the correct pages on the consolidated site is essential.

6. Site Location Changes

• Definition: Shifting from a country-specific top-level domain (e.g., .co.uk, .ca) to a generic domain (e.g., .com).
• SEO Challenges:
  • URL Structure Changes: All URLs will need to be updated to reflect the new domain, requiring thorough redirect management.
  • Local Rankings: Changing the site location can impact local search visibility, especially if the site targets specific geographic regions.

7. HTTP to HTTPS Migration

• Definition: Transitioning from an unsecured HTTP protocol to a secure HTTPS protocol to enhance website security.
• SEO Challenges:
  • URL Changes: HTTPS migration typically involves changing http:// to https://, which affects all URLs.
  • Redirect Implementation: Properly setting up 301 redirects ensures that search engines and users are directed to the secure version of the site.
  • Mixed Content Issues: If assets like images or scripts are still loaded via HTTP, it can create mixed content warnings, impacting both security and SEO.

Pre-Site Migration SEO Checklist: A Simple Guide

Before you start your site migration, it’s important to prepare a solid plan to avoid losing traffic, rankings, or visibility. This SEO checklist will help ensure your migration goes smoothly and your website stays healthy in search engines.

Why Do You Need an SEO Checklist for Site Migration?

When you migrate a site, even small mistakes can hurt your SEO. Broken links, missing pages, or improper redirects can lead to lost traffic and lower rankings. This checklist ensures you cover all the basics to protect your site during the process.

1. Audit Your Current Website

Start by understanding what you have now so you know what needs to be moved.

• Crawl Your Site: Use tools like Screaming Frog or SEMrush to find all your current URLs, meta tags, and content.
• Check Traffic Data: Look at Google Analytics to identify which pages bring the most traffic and revenue.
• Review Backlinks: Use tools like Ahrefs or Moz to see which external sites link to your pages. These are valuable for SEO.
• Identify Key Pages: Make a list of high-performing pages (traffic, conversions, or backlinks) that must stay functional after migration.

2. Plan Your URL Structure

URLs are critical for SEO, and changing them without care can cause problems.

• Map Old URLs to New URLs: Create a spreadsheet matching old URLs to their new locations. This helps set up proper 301 redirects.
• Avoid Unnecessary Changes: If possible, keep the same URL structure to reduce complications.
• Test Redirects Early: Set up and test redirects on a staging site to ensure they work correctly before going live.

3. Set Up Proper Redirects

Redirects tell search engines and users where to find your content after the migration.

• Use 301 Redirects: These are permanent redirects that pass most of the SEO value from old pages to new ones.
• Avoid Redirect Chains: Ensure each old URL points directly to the new one without multiple hops.
• Double-Check Critical Pages: Focus on high-traffic and high-converting pages to confirm their redirects are flawless.

4. Update On-Page SEO Elements

On-page elements help search engines understand your content.

• Optimize Meta Tags: Update title tags, meta descriptions, and header tags (H1, H2) if needed.
• Check Internal Links: Fix any broken internal links and update them to match the new structure.
• Test Structured Data: Ensure schema markup (like FAQs or product details) still works after migration.

5. Prepare for HTTPS Migration (If Applicable)

If you’re moving to HTTPS, follow these steps:

• Get an SSL Certificate: Ensure your hosting provider installs a valid SSL certificate.
• Set Up HTTPS Redirects: Redirect all HTTP URLs to their HTTPS versions using 301 redirects.
• Fix Mixed Content Issues: Check for images, scripts, or other resources still loading over HTTP and update them to HTTPS.

6. Test Everything Before Going Live

Testing is crucial to catch issues early.

• Run a Staging Test: Migrate your site to a staging environment first and test everything thoroughly.
• Check for Crawl Errors: Use Google Search Console to identify broken links or missing pages.
• Test User Experience: Navigate your site like a visitor to ensure everything works as expected.

7. Notify Search Engines

Let search engines know about your migration to speed up indexing.

• Submit a Sitemap: Create and submit an updated XML sitemap with all your new URLs.
• Use Google Search Console: Submit your new sitemap and monitor for crawl errors or drops in traffic.
• File a Change of Address (If Domain Change): If you’re changing domains, use Google Search Console’s “Change of Address” tool.

8. Monitor Post-Migration Performance

After the migration, keep an eye on your site’s performance.

• Track Traffic Trends: Use Google Analytics to spot any unusual drops in traffic.
• Check Rankings: Monitor your search rankings for key terms to ensure they remain stable.
• Fix Issues Quickly: Address any crawl errors or broken links that appear post-migration.

Post-Migration (First 30–90 Days) SEO Checklist

The work doesn’t stop once your site migration is complete. The first 30–90 days after migration are critical for monitoring performance, fixing issues, and ensuring your site recovers (or improves) its search rankings. Follow this checklist to stay on top of post-migration SEO tasks.

1. Monitor Traffic and Rankings

Keep a close eye on key metrics to identify any issues early.

• Track Organic Traffic: Use Google Analytics to monitor organic traffic trends. Look for sudden drops or unusual patterns.
• Check Search Rankings: Use tools like Ahrefs, SEMrush, or Google Search Console to track keyword rankings. Ensure high-priority keywords maintain their positions.
• Analyze User Behavior: Review bounce rates, time on page, and conversion rates to ensure the user experience hasn’t been negatively impacted.

2. Verify Indexing and Crawling

Search engines need time to reindex your site, but you can speed up the process and identify issues.

• Submit Your Sitemap: Resubmit your updated XML sitemap in Google Search Console and Bing Webmaster Tools.
• Check Index Status: Use the “Index Coverage” report in Google Search Console to ensure all important pages are indexed.
• Look for Crawl Errors: Identify and fix any crawl errors reported in Google Search Console, such as 404s or server errors.

3. Test Redirects and Fix Broken Links

Redirects are vital for preserving SEO value, but they can sometimes fail or cause issues.

• Test 301 Redirects: Double-check that all old URLs redirect correctly to their new counterparts. Use tools like Screaming Frog or HTTP status checkers.
• Fix Broken Links: Identify and repair any internal or external links that are no longer working.
• Avoid Redirect Chains: Simplify redirects by pointing old URLs directly to the final destination.

4. Address Mixed Content Issues

If you’ve migrated to HTTPS, mixed content can undermine your site’s security and SEO.

• Scan for Mixed Content: Use browser developer tools or online scanners to find resources (images, scripts, etc.) still loading over HTTP.
• Update Resources to HTTPS: Replace HTTP links with HTTPS versions to eliminate warnings and improve security.
• Revisit Structured Data: Ensure schema markup and other structured data haven’t been disrupted during the migration.

5. Update External Backlinks

While you can’t control external sites, you can take steps to preserve backlink equity.

• Contact High-Impact Sites: Reach out to webmasters of high-authority sites linking to your old URLs and request updates to the new ones.
• Leverage 301 Redirects: For sites you can’t contact, ensure proper 301 redirects are in place to pass link equity to the new URLs.
• Monitor Referral Traffic: Check referral traffic in Google Analytics to ensure backlinks are still driving visitors.

6. Optimize for Mobile and Core Web Vitals

Mobile-friendliness and performance metrics are crucial for SEO success.

• Test Mobile Usability: Use Google’s Mobile-Friendly Test tool to ensure your site works well on mobile devices.
• Check Core Web Vitals: Use Google PageSpeed Insights or Search Console to evaluate metrics like loading speed, interactivity, and visual stability.
• Fix Performance Issues: Address any slow-loading pages, large images, or render-blocking resources that impact user experience.

7. Revisit On-Page SEO Elements

Ensure your on-page SEO remains strong after the migration.

• Review Meta Tags: Double-check title tags, meta descriptions, and header tags (H1, H2) to ensure they’re optimized and consistent.
• Audit Content Quality: Confirm that all content is still relevant, engaging, and aligned with your target keywords.
• Update Internal Links: Ensure internal linking is logical and supports user navigation and SEO.

8. Communicate with Stakeholders

Keep stakeholders informed about the migration’s impact and progress.

• Share Performance Reports: Provide regular updates on traffic, rankings, and any issues resolved.
• Set Expectations: Explain that some fluctuations in traffic and rankings are normal during the first few months.
• Highlight Wins: Share positive outcomes, such as improved site speed, better security (HTTPS), or enhanced user experience.

Final Thoughts: SEO Success Starts with a Strategic Migration Plan

SEO teams are not solely responsible for the success of a site migration. It’s a team effort and requires input and work from design and development, managers, and other marketing teams.

What’s key is that all teams communicate. And that’s important throughout the entire process.