Website Migration SEO Checklist: How to Prevent Ranking Drops
How to Prevent SEO Ranking Drops During a Website Migration
Website migration can be a pivotal moment for any business. Whether you’re changing domains, redesigning your site, or moving to a new CMS, every adjustment can impact your SEO rankings. Without a clear plan, migrations can result in traffic losses of up to 70% due to broken links, lost backlinks, or poor redirect implementation.
This comprehensive checklist outlines essential SEO actions to take before, during, and after migration. It helps you safeguard keyword rankings, organic traffic, and visibility.
Table of Contents
Pre-Migration Essentials
Define the Scope of Migration
- Domain change (e.g. .com to .co.uk)
- Platform switch (e.g. CMS or hosting)
- Protocol update (e.g. HTTP to HTTPS)
- Site structure overhaul (e.g. navigation or URL reformat)
Each type has unique SEO risks, from authority loss to crawlability issues. Understanding the scope allows you to plan accordingly.
Benchmark Current SEO Performance
- Organic traffic by page
- Keyword rankings for core terms
- Backlink profile and referring domains
- Crawl data from tools like Google Search Console or Screaming Frog
Audit and Prioritise SEO Elements
- Identify top-performing pages to preserve
- Highlight technical issues (crawl errors, slow speed, duplicate content)
- Catalogue metadata and schema markup
Plan and Map 301 Redirects
Avoid broken links by mapping each old URL to its new equivalent. Use 301 redirects to permanently forward traffic and pass link equity.
Redirect chains and loops should be eliminated. Each redirect should point directly to its final destination.
Back Up All Critical Assets
- Website files and databases
- Current URL structure and XML sitemap
- Schema data and tracking scripts
Technical Preparation
Staging Site Setup
Develop a staging version of the new site for testing. Add noindex tags to prevent search engines from crawling it prematurely.
- Page load speed
- Mobile responsiveness
- Navigation and URL behaviour
- Design consistency
On-Page Element Review
- Meta titles and descriptions
- Header tag structure (H1-H6)
- Internal linking paths
- Structured data (e.g. local business, product, review schemas)
Robots.txt & Sitemap
Update your robots.txt to avoid blocking essential content. Build a fresh XML sitemap containing canonical, indexable pages.
These should be ready for submission immediately after launch.
Go-Live & Launch Actions
Schedule Wisely
Launch during off-peak hours (late evening or weekends). This limits disruption and gives your team time to fix urgent issues.
Validate Redirects
Before full deployment, test key redirects with tools like Screaming Frog or HTTPStatus.io. Ensure all 301s resolve correctly, with no chains or loops.
Submit to Search Engines
- Upload the new XML sitemap to Google Search Console
- Use URL Inspection to request indexing of priority pages (e.g. homepage, services, contact forms)
Post-Migration Monitoring
Track Key Metrics and Performance
- Organic traffic
- Keyword rankings
- Bounce rates and session duration
Fix Issues Promptly
- 404 errors
- Broken internal links
- Missing titles, meta descriptions, or schema
Maintain Visibility
- Index coverage
- Structured data integrity
- Core Web Vitals and page speed
Ongoing SEO Maintenance
Content & Link Reclamation
Post-migration, review top-performing pages. Refresh outdated content, update media, and target new keywords where appropriate.
Check internal and external links. Update internal links to reflect the new structure. For backlinks, reach out to referring sites to update links if possible.
Regular Audits
- Identify crawl errors and duplicate content
- Monitor loading speeds
- Flag broken links and orphan pages
Want to Increase Your Organic Traffic & Get More Leads?
Final Thoughts
Website migration is more than a technical transition — it’s a strategic opportunity. Done right, it preserves your search equity and sets the stage for future growth.
With a structured plan covering SEO audits, redirect mapping, staging, launch protocols, and post-launch monitoring, you mitigate most risks.
Traffic fluctuations are common after migration, but fast response and quality maintenance ensure stability. Remember: your website is a dynamic asset. Continue investing in its performance through regular updates, link checks, and UX improvements.
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Frequently Asked Questions (FAQs)
Q: How do I keep my SEO rankings when changing my website?
A. Start with an SEO audit and create a 301 redirect map. Preserve metadata, update internal links, and monitor performance after launch. Submit a new XML sitemap for quick indexing.
Q: Does website migration affect SEO?
A. Yes. Improper redirects, broken links, and missing metadata can cause ranking drops. A well-executed migration maintains or even improves SEO.
Q: How to change a URL without losing SEO?
A. Use a 301 redirect from the old to the new URL. Update internal links, canonical tags, and monitor performance in Search Console.
Q: How to plan a website migration?
A. Define the migration type, benchmark SEO data, build a redirect plan, test in a staging environment, and monitor results post-launch.
Q: How long does SEO take to recover after a migration?
A. Most sites stabilise within 4–6 weeks if migration is properly handled. Search engines need time to re-crawl and re-index new URLs.
Veronica Lim
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