Website Migration
Moving a site between platforms, domains or hosts without losing traffic.
How do you migrate a website safely?
Inventory every existing URL and its traffic, build a complete redirect map to the new equivalents, migrate content and metadata deliberately, rehearse on staging, then launch in a planned window and monitor crawl errors and rankings afterwards. Most migration traffic losses are caused by unmapped URLs rather than by the new platform.
The problem this solves
Migrations are usually planned around the new site and not around what the old one already earned. The result is a better site with a fraction of the traffic.
Signs this applies to you
- No inventory of existing URLs exists.
- Nobody has decided what happens to old URLs.
- Metadata and structured data are being rebuilt from scratch.
- There is no rollback plan.
How we approach it
- Full URL inventory with traffic, rankings and inbound links.
- Redirect map covering every retired URL, with no chains.
- Content and metadata migrated deliberately rather than regenerated.
- Staging rehearsal with verification of counts and samples.
- Planned launch window with a rollback path.
- Post-launch monitoring of crawl errors, index coverage and key rankings.
What you get
Included in the work
- URL inventory
- Redirect map
- Migration checklist
- Staging rehearsal
- Launch plan with rollback
- Post-launch monitoring report
What changes afterwards
- Traffic and rankings retained through the move
- Old links continuing to work
- Problems caught in rehearsal rather than in production
Services this draws on
Website Migration — frequently asked questions
A short dip is common while search engines process the change. Lasting losses almost always trace back to unmapped URLs or lost content, both of which are preventable.
Only where the existing structure is genuinely wrong. Keeping a URL is always safer than redirecting it.
During your lowest-traffic window, with the team available to monitor. Friday evenings are popular and are a poor idea.
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Talk to us about website migration
A short conversation is usually enough to tell whether we are the right fit, and what the work would realistically involve.