Website Migrations, explained properly.
In a nutshell
Platform swaps, domain changes, HTTPS upgrades, URL restructures, and redesigns with new URLs all qualify as migrations. Poor execution can lose 40 to 60% of organic traffic. For example, forgetting to map 301 redirects when moving from Squarespace to WordPress can wipe years of accumulated ranking authority overnight. Handled well, a migration preserves rankings through proper planning and post-launch monitoring.
What are website migrations?
A website migration is any significant change to a website's structure, URL architecture, hosting, platform, or domain that can affect how search engines index and rank it. Think of it like moving a business without notifying your customers. A bad migration can cost 40 to 60% of organic traffic overnight.
Types of website migration
- Domain migration (rebranding across domains). - HTTP to HTTPS (adding an SSL certificate across all URLs). - Platform migration (CMS transitions such as Squarespace to WordPress). - URL restructure (changing URL formats or folder structures). - Site redesign with URL changes (a visual overhaul combined with structural changes).
Why migrations are high risk
Search engines need time to recrawl and re-index changed URLs. Without proper 301 redirects, old URLs return 404 errors and you lose all the link equity built up over time. Redirect chains should also be monitored after the migration.
How to migrate safely
- **Pre-migration audit:** crawl the site and record every live URL. - **Redirect mapping:** map every old URL to its new destination. - **Redirect implementation:** set up 301 redirects before launch. - **Post-migration monitoring:** track rankings, traffic, and coverage errors. - **Update Google:** submit a new XML sitemap and request indexing.
BrisTechTonic migration support
We offer a website migration service covering pre-migration audit, redirect mapping, implementation support, and post-launch monitoring. Site migrations are make-or-break SEO events, so it pays to plan them carefully.
Website Migrations: common questions.
What are the most common migration mistakes?
Five recurring issues: forgetting 301 redirects, changing URL structure without redirect mapping, losing meta titles and descriptions, breaking schema or canonical tags, and submitting outdated sitemaps to Search Console.
How do I migrate a site without losing SEO?
Three phases. Pre-launch: map URLs, document meta and schema, audit rankings. Launch: implement 301 redirects, update sitemaps, verify HTTPS. Post-launch: monitor Search Console daily for 30 days, fix redirect issues, and track ranking changes.
How long do migrations take to recover from?
When done well, rankings stabilise within 2 to 4 weeks. When done badly, it can take 3 to 6 months for partial recovery, and sometimes rankings never fully return to pre-migration levels.
Should I migrate during a peak period?
Avoid peak periods. Migrate during quieter times so you have a buffer to fix issues before high-demand periods return.
What clients say about working with us.
“I've had the pleasure of working with Chris on several SEO projects for my websites in the health field. He was definitely been able to demystify things so that I felt able to make decisions with him and feel confident they were the right ones. For a non-techie, that is worth gold! I look forward to working with Chris again and warmly recommend him to anyone who - like me - is unsure about all things SEO.”
“I was recommended by my branding partner to use Chris and his team last year. I can’t recommend them highly enough. They are very responsive , easy to communicate with and great at translating techy stuff when needed. They are now an essential part of my business model”
“We've been working closely with Chris, Hannah and the team for over 12 months now. As a small company with ambitious growth plans, it was incredibly important that we made the right choice on who to trust with our SEO. 18 months later, we're totally thrilled with our experience so far and our growing online presence within our market. We'd happily recommend BTT and their services to other SMEs. Drop them an enquiry!”
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