Rankings disappear
URLs change without a redirect plan, content is removed or important internal links are lost.
WEBSITE MIGRATIONMove the website.
Move the website.
Keep the value.
Migrate to a better platform without treating your URLs, content, SEO, data and customer journey as disposable.
Redirects planned before launch Existing SEO value mapped first
WHY MIGRATIONS FAILThe move is easy.
The move is easy.
Keeping the value is harder.
Most migration damage is avoidable. The problems usually happen because the rebuild is treated as a design task instead of a technical and search-sensitive transition.
Tracking breaks
Analytics, pixels, forms or conversion events are forgotten during the move.
Content gets dropped
Pages that still bring traffic or answer important customer questions are not mapped first.
Search engines get mixed signals
Canonicals, metadata, indexation and redirects are changed inconsistently.
The new platform solves one issue and creates another
A migration can improve editing or functionality but still be the wrong technical choice.
Launch day becomes the test
Critical journeys are checked too late instead of before the switch.
WHAT WE PROTECTDo not rebuild
Do not rebuild
from zero.
A migration should preserve what already has value and improve what is holding the business back. We map both before the new site goes live.
Review my current setupSearch visibility
Important rankings, landing pages and keyword intent are mapped before URLs change.
URLs & redirects
Old-to-new URL mapping is planned before launch, not patched afterwards.
Content & data
Useful pages, assets, forms and structured data are reviewed and migrated deliberately.
Integrations
Booking, CRM, payments, automations and third-party connections are tested in the new setup.
Conversion paths
The migration should improve the customer journey, not just recreate the same friction elsewhere.
Ownership & access
Domains, DNS, tracking, CMS access and account ownership are confirmed before the switch.
PLATFORM MIGRATIONMove because there is
Move because there is
a reason to move.
The target platform should solve a real business problem: easier editing, better ecommerce, stronger integrations, more flexibility or lower operational friction.
WordPress / Shopify / Headless
When the business needs functionality, workflows or architecture that no longer fit the current setup.
Wix Studio / Shopify / Headless
When maintenance, editing complexity, plugin dependency or ownership has become the bigger problem.
New theme / platform
When the current store structure, content system or integration model blocks growth.
Base44 / custom / headless
When the project needs app-like workflows, AI, dashboards or deeper custom functionality.
MIGRATION PROCESSPlan first.
Plan first.
Switch second.
The current website stays useful while the new setup is built and tested in parallel.
Inventory
We map pages, URLs, traffic sources, content, integrations and technical dependencies.
Decide what moves
Strong pages and assets stay. Weak or duplicated content is improved, merged or removed intentionally.
Choose the platform
The target platform is selected around editing, scale, ecommerce, integrations and future needs.
Build in parallel
The new site is prepared without disrupting the current live website.
Map & test
Redirects, forms, analytics, SEO elements, mobile journeys and integrations are checked before launch.
Switch & verify
After go-live, we check crawlability, redirects, tracking and priority pages again.
SEO MIGRATIONURLs are not
URLs are not
just page addresses.
Search engines know the current site through its URLs, links and content relationships. Changing them without a map is one of the fastest ways to lose accumulated value.
Priority URLs identified before rebuild
Old-to-new redirect map prepared
Internal links updated to new destinations
Canonicals and metadata checked
XML sitemap and crawl paths reviewed
Search Console and analytics verified after launch
LAUNCH DAYThe switch should be
The switch should be
the boring part.
If the planning is right, launch day is verification, not discovery. DNS, redirects, forms, analytics, indexation and priority pages should already have a checklist.
GO-LIVE CHECK
Domain & DNS
Redirects
Forms & booking
Analytics
Search Console
Mobile journeys
FREQUENTLY ASKED QUESTIONSQuestions before
Questions before
you migrate?
Clear answers before anything important is moved or deleted.
No migration can honestly promise zero movement, but risk can be reduced significantly by mapping URLs, content, redirects, internal links and technical SEO before launch.
YOUR NEXT STEPShow us what you have.
Show us what you have.
We’ll map the safest way across.
Bring the current website and the reason you want to move. We’ll help decide what should stay, what should change and which platform makes sense next.
Existing SEO mapped before launch
Redirect plan before the switch
Integrations tested in advance
Platform chosen for the business need
Website migration SEO checklist: verify the move before launch
A website migration is not finished when the new design goes online. Map the current URLs to the pages that will replace them, check what existing search queries and referring links point to, and identify journeys that must still work after the switch. That includes contact forms, bookings and analytics events as well as the visible content.
Decide what happens to each old URL
Keep a page at its existing address when possible. If it has moved permanently, propose a direct redirect to a page that meets the same intent. If it has no credible replacement, do not automatically send it to the homepage. Record the reason for the decision and have the URL mapping reviewed before activation. Our SEO migration service covers protecting existing search visibility while the structure changes.
Check the original HTTP response
After an approved permanent move, verify that the old URL itself returns the expected server-side 301 or 308 response and points to the right destination. A JavaScript redirect may move a browser while the HTTP response remains 200; it should not be reported as a verified HTTP 301. Then test the final page, canonical target, indexability and any redirect chains. The 301 redirect explanation covers the terminology.
After launch, inspect real outcomes
Update internal links and XML sitemaps to point to final pages, verify forms and analytics, and inspect the key new URLs in Search Console. Compare results over similar periods, allowing time for crawling and indexing. A technically correct redirect is an implementation result; improved rankings or enquiries must be measured separately. For crawlability, rendering and indexation issues, see technical SEO.
Frequently asked questions
Should every old website URL be redirected?
No. Preserve the original URL when sensible, use a relevant permanent redirect when a page truly moved, and allow a genuine 404 or 410 when there is no appropriate replacement.
How can I confirm a 301 redirect really works?
Inspect the old URL's initial HTTP status and Location header, then confirm the final destination loads without loops or unnecessary redirect chains. A browser change after JavaScript loads is not proof of a server-side 301.
What should I measure immediately after a website migration?
First verify critical business journeys, tracking, status codes, internal links, sitemaps and indexability. Then compare organic search performance on corresponding URLs and queries over comparable time windows, without promising a fixed ranking outcome.