Specialist

Site Migration SEO

Redirect mapping, parity checks and post-launch monitoring, so a redesign or a replatform does not cost you the rankings you already had.

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What usually goes wrong

A redesign is the most reliable way to lose rankings you already had. Not because the design is worse, but because URLs move, templates drop markup, and nobody compares the new site to the old one until traffic has already gone.

You would notice

A redesign or replatform scheduled with no SEO involved
Traffic that fell on launch day and never came back
A staging site nobody crawled before going live
Redirects written from the menu rather than from a crawl

The work

Site Migration SEO, line by line.

Each line is work that gets done and can be checked afterwards. None of it is a promise about where you will rank — nobody can honestly make that one.

01Every live URL inventoried before anything moves
02A redirect map written and tested against staging
03Parity checks on titles, canonicals, markup and internal links
04Launch-day monitoring of crawl, index and errors
05Post-launch comparison against the pre-migration baseline

In practice

The map is written from a crawl, not from the menu

old                          new                      status
/services/plumbing.html      /services/plumbing/      301  ok
/services/plumbing.html?ref  /services/plumbing/      301  ok
/blog/2019/pipe-guide        /guides/pipes/           301  ok
/old-offer-page              /services/               301  weak match, flagged
/team/john                   —                        410  deliberate

1,410 URLs crawled. 1,384 mapped. 26 retired on purpose.

Every live URL, including the ones nobody remembers, mapped to one destination with no chains.

Questions

Asked often enough to answer here.

When should you be involved?

Before the URL structure is decided. Being called in after launch means recovering rather than preventing, which costs more and works less well.

Will I lose rankings anyway?

Usually a dip for a few weeks while the index catches up. A migration done properly recovers; one done blind often does not.

What if the old site is already gone?

Then we reconstruct the URL list from archives, Search Console and backlink data. It is slower and less complete, but it recovers most of it.

Also in Specialist

Work that usually travels with it.

Contact

Want site migration seo on your site?

We will look at it and come back with what we would do and what it would cost. If we are not the right fit for it, we will say that instead.