Website migration
Moving a site to a new platform, domain or URL structure without losing traffic.
A website migration is any significant change to how a site is built or addressed: a new platform, a new domain, a new URL structure, or a mix of these. Done carelessly, it breaks old links and throws away the search traffic those pages earned.
A safe migration starts with a list of every old URL, decides where each one goes, rebuilds the content on the new platform, and uses permanent redirects for every address that changes. Google says rankings can fluctuate during a move and that most pages of a small or medium site move within a few weeks.
Key characteristics
- Covers platform changes, domain changes and URL restructures.
- Starts with an inventory of every existing URL.
- Uses permanent redirects for every address that changes.
- Keeps the old site live until the new one is tested.
Example
A company moves from WordPress to Framer. Every post and page is listed, titles carry across, dated post URLs are redirected by pattern, and the old host stays live until each redirect is tested.
Frequently asked questions
Will a website migration hurt my SEO?
It can if URLs break. With every old URL kept or permanently redirected, titles and content carried across and the new sitemap submitted, most sites keep their rankings after a period of fluctuation.
How long should redirects stay after a migration?
Google advises generally at least a year, and suggests keeping them indefinitely for people with old links.