Migrate Site

Guide a domain migration, CMS switch, or URL restructure without losing rankings — redirect mapping, monitoring plan, and rollback criteria.

Migration Types

Type	Risk Level	Example
Domain change	High	olddomain.com → newdomain.com
Protocol change	Low	HTTP → HTTPS
CMS switch	Medium-High	WordPress → Next.js, Shopify → custom
URL restructure	Medium	/blog/2024/post → /blog/post
Subdomain migration	Medium	blog.example.com → example.com/blog
Design/template change	Low-Medium	Same URLs, new templates

All migrations carry SEO risk. The goal is to minimize the traffic dip and speed up recovery.

Phase 1: Pre-Migration Audit

Inventory Everything

Before touching anything, document the current state:

Pages:

Full list of all indexed URLs (from sitemap + Search Console)
Each page's monthly traffic (Search Console, last 6 months)
Each page's top keywords and positions
Each page's backlink count (pages with external links need special attention)

Technical:

Performance:

Total organic traffic baseline (weekly and monthly)
Top 50 pages by traffic
Core Web Vitals scores
Crawl stats from Search Console

Save everything. You need this data to compare against post-migration.

Identify High-Value Pages

Not all pages are equal. Flag these for extra attention:

Pages with the most organic traffic (top 20%)
Pages with external backlinks
Pages that rank for high-value keywords
Landing pages tied to conversions
Pages with featured snippets

These pages must have working redirects and should be verified individually after migration.

Phase 2: Redirect Mapping

The redirect map is the most critical artifact. Every old URL must map to the right new URL.

Mapping Rules

Old URL	New URL	Type	Notes
/old-page	/new-page	301	Content matches
/removed-page	/closest-relevant-page	301	Consolidated into related page
/deleted-page	/	301	No relevant page — send to homepage (last resort)

Rules:

Use 301 redirects for permanent moves (not 302)
Map each old URL to the most relevant new URL (not all to homepage)
Preserve URL structure where possible (fewer redirects = less risk)
Avoid redirect chains (old → intermediate → new). Every redirect should be direct.
Handle URL variations: with/without trailing slash, with/without www, HTTP/HTTPS

Common Pitfalls

Forgetting to redirect paginated URLs (/page/2, /page/3)
Missing query parameter URLs that have backlinks
Case sensitivity issues (some servers treat /Page and /page differently)
Redirecting everything to the homepage (kills page-level authority)

Phase 3: Technical Setup

Before the Switch

The Switch

Deploy redirect rules
Deploy new site
Verify redirects are working (spot-check 20+ URLs)
Submit new sitemap to Search Console
If domain change: use Search Console's Change of Address tool
Force-crawl key pages using Search Console URL Inspection
Monitor server errors in real-time for the first 24 hours

Phase 4: Post-Migration Monitoring

Week 1 (daily checks)

Check Search Console for crawl errors (404s, 5xx errors)
Verify organic traffic hasn't dropped catastrophically
Check that redirects are still working
Look for pages returning 404 that should redirect
Monitor server response times (migration can reveal performance issues)

Weeks 2-4 (weekly checks)

Compare organic traffic to pre-migration baseline
Check indexation status in Search Console (indexed page count)
Verify key pages are indexed under new URLs
Check ranking positions for top keywords
Review crawl stats for anomalies

Months 2-3 (monthly checks)

Traffic should be recovering to pre-migration levels
All old URLs should show as redirected in Search Console
New URLs should be indexed and ranking
Core Web Vitals should be stable

Expected Timeline

Traffic dip: Normal. Expect 10-30% drop in the first 2-4 weeks.
Recovery: Most sites recover within 2-3 months if redirects are correct.
Full stabilization: 3-6 months for large sites.
Red flag: If traffic hasn't started recovering after 4 weeks, investigate.

Phase 5: Rollback Plan

Before migrating, define rollback criteria:

Rollback if:

Organic traffic drops > 50% for more than 7 days
More than 20% of redirects are broken
Critical conversion pages are not accessible
Server errors exceed acceptable threshold

Rollback steps:

Revert DNS (if domain change) or redeploy old site
Remove or reverse redirects
Re-submit old sitemap
Investigate what went wrong before attempting again

Output Format

Migration Plan: [old] → [new]

Migration Type: [domain change / CMS switch / URL restructure / etc.] Risk Level: [low / medium / high] Estimated Timeline: [preparation + execution + monitoring]

Pre-Migration Inventory

Total indexed pages: [count]
Pages with backlinks: [count]
Top traffic pages: [list top 10]
Current monthly organic traffic: [baseline]

Redirect Map [Table — full mapping of old → new URLs]

Technical Checklist [Checklist from Phase 3]

Monitoring Schedule [Checkpoints from Phase 4]

Rollback Criteria [Defined thresholds and steps]

Risk Areas

High-value pages that need extra attention
Known technical challenges for this migration type
External backlinks that must be preserved

Pro Tip: Use the free Broken Link Checker to verify redirects post-migration, and the Htaccess Generator to build redirect rules. SEOJuice MCP users can run /seojuice:site-health for a full page inventory with link data, /seojuice:keyword-analysis to identify high-value pages, and list_changes to detect content differences post-migration.

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