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Website Migration SEO Checklist: The Complete Guide for 2025

Ever wondered why some websites lose 80% of their traffic after migration while others sail through without a scratch? I've seen this scenario play out too many times in my many years of SEO consulting. The difference between success and failure often comes down to one thing: a comprehensive website migration SEO checklist.

Whether you're changing domains, redesigning your site, or switching to a new CMS, a proper migration strategy is non-negotiable if you want to preserve your hard-earned search rankings. In this guide, I'll walk you through every critical step to ensure your next website transition maintains (or even improves) your SEO performance.

Introduction

A website migration is any significant change to a website that can impact search engine visibility – including domain changes, redesigns, URL restructuring, content overhauls, or platform migrations. Without proper planning, these changes can lead to devastating traffic losses and ranking drops that may take months or years to recover from.

I've guided hundreds of businesses through successful migrations, and I've developed this checklist based on real-world experiences and data-driven insights. Following these steps will help you maintain your SEO equity and avoid the pitfalls that cause most migrations to fail.

Table of Contents


Types of Website Migrations

Understanding the type of migration you're undertaking is crucial, as each presents unique challenges and requires specific approaches:

Migration Type Description SEO Risk Level Key Considerations
Domain Change Moving from one domain to another (e.g., .com to .co.uk) High Brand recognition, backlinks transfer, domain authority
Platform/CMS Migration Switching content management systems Medium-High URL structure, template changes, schema implementation
Website Redesign Major visual and structural changes Medium Content preservation, internal linking, UX signals
URL Structure Change Reorganizing URL patterns site-wide Medium-High Redirect mapping, internal links, sitemap updates
HTTP to HTTPS Securing the website with SSL Low-Medium Certificate implementation, mixed content issues
Mobile Migration Implementing responsive design or mobile version Medium Mobile usability, page speed, mobile-first indexing

Many migrations involve multiple types simultaneously, which compounds both risk and complexity. For example, a company might change domains while also implementing a new CMS and redesign – a "triple threat" migration that requires exceptionally careful planning.


Pre-Migration Planning Checklist

Preparation is everything when it comes to website migration. I always tell my clients that 80% of migration success happens before a single line of code is changed.

Establish Migration Goals and KPIs

First, define what success looks like:

Comprehensive Site Audit

Before migrating, thoroughly document your current website's status:

I recommend using tools like Semrush, Ahrefs, or Screaming Frog for comprehensive auditing.

Stakeholder Alignment

Ensure all teams understand the SEO requirements:

Timeline Planning

Create a realistic migration schedule that includes:


Technical SEO Migration Checklist

The technical foundation of your migration will determine how search engines interpret and index your new site.

Server and Hosting Configuration

URL Structure Planning

Robots.txt and XML Sitemap

Canonical Tags

Structured Data Implementation

Mobile Configuration


Content Migration Checklist

Content is the cornerstone of your SEO value. Preserving and enhancing it during a website migration is essential.

Content Inventory and Mapping

Create a comprehensive content inventory that includes:

Content Element Migration Action Priority Level
Top organic landing pages Preserve with minimal changes Critical
High-converting pages Preserve with A/B testing for improvements Critical
Core service/product pages Preserve with enhancements High
Blog content Migrate with URL preservation Medium-High
Support/FAQ content Update and enhance Medium
Low-value/outdated content Consider consolidating or removing Low

Content Optimization During Migration

Take advantage of the migration to enhance content where appropriate:

Content Testing

Before launch, thoroughly test migrated content:


Redirect Strategy and Implementation

Redirects are the critical bridges between your old and new sites. Poor redirect implementation is the #1 cause of traffic loss during website migration.

Creating a Comprehensive Redirect Map

Document every URL that needs redirection:

Redirect Implementation Best Practices

Handling Special Cases

Plan for these common redirection challenges:

Situation Recommended Approach
Content no longer exists Redirect to most relevant alternative or category page
Multiple old pages consolidated Redirect all to new consolidated page
Content split into multiple pages Redirect to most topically relevant new page
Parameter-based URLs Create pattern matching rules
Non-HTML resources (PDFs, etc.) Redirect to new version or equivalent content

Launch Day Checklist

The day of migration requires careful orchestration and monitoring to catch issues early.

Pre-Launch Final Checks

Launch Sequence

  1. Take final backup of old site
  2. Implement DNS changes (if domain migration)
  3. Deploy new site
  4. Implement redirect rules
  5. Verify site accessibility and functionality
  6. Submit new XML sitemap to Search Console
  7. Request indexing of key pages
  8. Begin monitoring tools

Immediate Post-Launch Checks


Post-Migration Monitoring

The weeks following your website migration are critical for identifying and resolving issues before they impact rankings.

Daily Monitoring (First Two Weeks)

Weekly Monitoring (First Month)

Monthly Monitoring (First Quarter)


Common Migration Issues and Solutions

Based on hundreds of migrations I've managed, these are the most frequent problems and their solutions:

Common Issue Symptoms Solution
Missing Redirects Spike in 404 errors, traffic drops to specific sections Identify missing redirects in logs and implement immediately
Robots.txt Blocking Sudden drop in indexed pages Check and correct robots.txt directives
Canonical Tag Issues Duplicate content warnings, indexation problems Audit and correct canonical implementation
Internal Link Breakage High bounce rates, poor user flow Run crawl to identify and fix broken internal links
Slow Page Loading Increased bounce rate, reduced crawl frequency Optimize server response time, compress resources
Mobile Usability Issues Mobile traffic drops, poor engagement metrics Address mobile usability issues flagged in Search Console
Content Quality Loss Ranking drops for specific terms Compare old/new content versions and restore lost value

Case Studies: Successful Website Migrations

Case Study 1: E-commerce Platform Migration

Client: UK-based home furnishings retailer with 50,000+ products

Migration Type: Platform migration from Magento 1 to Shopify Plus with URL restructuring

Challenge: Migration needed to be completed within a tight two-month window while preserving rankings for 30,000+ organic landing pages.

Approach:

Results:

Case Study 2: Domain Migration for International Expansion

Client: SaaS company expanding from UK to global markets

Migration Type: Domain change from .co.uk to .com with multilingual implementation

Challenge: Preserving UK rankings while establishing international visibility and implementing hreflang for 5 languages.

Approach:

Results:


Additional Resources and Tools

Here are some essential resources to help you plan and execute your website migration:

Migration Planning Tools

Google Tools

Redirect Testing Tools


Conclusion

A successful website migration requires meticulous planning, thorough execution, and vigilant monitoring. By following this comprehensive checklist, you'll significantly reduce the risk of traffic and ranking losses that typically plague migrations.

Remember that some fluctuation is normal – even with perfect implementation, expect a temporary dip of 10-15% in traffic that should recover within 4-8 weeks as search engines process your changes. The key is minimizing this impact through careful preparation and quickly addressing any issues that arise.

If you're planning a complex migration or don't have the in-house expertise to manage the process, I strongly recommend working with experienced SEO professionals. The cost of professional migration support is invariably less than the potential revenue loss from a failed migration.

Need personalized guidance for your website migration? Contact me for a consultation, and I'll help ensure your transition maintains or improves your hard-earned search visibility.


Author

This article was written by Gaz Hall, a UK based SEO Consultant on 10th December 2024. Gaz has over 25 years experience working on SEO projects large and small, locally and globally across a range of sectors. If you need any SEO advice or would like him to look at your next project then get in touch to arrange a free consultation.


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