Migration risk mapped before launch
We review existing URLs, traffic, rankings, backlinks, templates, metadata, canonicals, redirects, tracking and indexation rules before anything goes live.
Migration SEO
Website Migration SEO Services for Safer Site Launches
A redesign, CMS move or domain change can improve the business, but it can also damage organic traffic if URLs, redirects, templates, tracking and indexation controls are handled late.
We work with businesses in the Philippines, Australia, the UK and the USA to review the old site, map its URLs to the new structure and test the pages that must survive the move. Bring us in before navigation, templates and redirect rules are locked.
Send the current domain, staging access if available, the proposed launch date and the name of your development lead. We agree the release window, sign-off owner, rollback options and post-launch monitoring period before work starts.
Based in the Philippines.Working across the world.
UK / US / AU
British-led SEO. Clear priorities, experienced people and work you can see.
Explore our work Before baseline, crawl and URL inventory
During redirect, staging and launch checks
After crawl, GSC and traffic monitoring
Old site
SEO controls
New site
URL inventory Redirect map Staging crawl Launch QA
Redirects planned with evidence
Legacy URLs are matched to the most relevant new destinations, with priority given to pages that have rankings, backlinks, conversions or meaningful organic traffic.
Launch support, not blind handoff
We check the live site after release, monitor Search Console and analytics, and help your developers triage issues while the migration is still fresh.
Why migration SEO matters
Reduce avoidable risk before the site moves
Search engines do not understand your project plan. They see changed URLs, new templates, different internal links, altered content, new status codes and different indexation signals.
If the migration is planned only as a design or development project, SEO risk usually appears too late. The safer approach is to identify the pages and signals that already drive visibility, then protect them before the new site launches.
What can go wrong
Migration risks we check before they become traffic problems
These are the problems we look for when a business is redesigning, replatforming, restructuring URLs or moving domains.
Important URLs disappear
High-value pages can be removed, renamed, blocked or redirected to weak destinations. We build a URL inventory so priority pages are not lost in the rebuild.
Redirects leak relevance
Bulk redirects to the homepage, chains, loops and irrelevant destination mapping can damage organic performance. We map old URLs to the closest useful replacement.
Metadata and headings change by accident
New templates often overwrite titles, descriptions, H1s, copy blocks, schema and internal links. We compare old and new templates before launch.
Indexation controls are wrong
Robots.txt, noindex tags, canonicals, sitemap files and staging rules can block or confuse search engines. We check these before and after go-live.
Tracking breaks during the move
Analytics, form tracking, conversion events, Google Search Console and Tag Manager can be missed during rebuilds. We verify measurement so impact can be judged properly.
Internal links point to the past
Navigation, body links, breadcrumbs and XML sitemaps can keep pointing at old URLs. We check internal links so authority flows to the live pages.
Migration scenarios
Support for the moves that affect organic search
Different migration types carry different SEO risks. We shape the checks around the actual move, not a generic launch checklist.
Website redesigns
For design refreshes where templates, page copy, headings, internal links or conversion paths may change even if the CMS stays the same.
CMS changes
For moves between WordPress, Shopify, Webflow, Magento, Drupal, custom builds, static sites or headless CMS setups.
Domain changes
For rebrands, domain moves, HTTP to HTTPS work, subdomain changes, international domain changes and consolidation projects.
Ecommerce replatforming
For product, category, filter and collection migrations where URL handling, faceted navigation and templates need careful SEO controls.
URL structure changes
For sites changing slugs, folders, service pages, location pages, category structures, blog paths or information architecture.
Site consolidation
For merging websites, old microsites, subdomains or duplicate brands, with a plan for useful content, externally linked URLs and overlapping offers.
Illustrative redirect-map entry
Map the old page to a relevant replacement
Example, not a completed client migration: an old /services/office-fitout/ page becomes /commercial-fitouts/offices/. We would confirm that the new page still covers office fit-outs, then record the redirect, approval and test below. These illustrative paths are not links on this site.
Old URL: /services/office-fitout/; proposed destination: /commercial-fitouts/offices/.
Reason: the replacement serves the same office fit-out offer, rather than sending the visitor to a general homepage.
Evidence: compare old copy, search landing-page data and externally linked URLs before approving removal or redirection.
Implementation owner: the developer applies a permanent server-side redirect; the service owner approves destination relevance.
Acceptance test: the old URL redirects directly to the approved destination, which returns 200 and has no unintended noindex directive.
Destination check: confirm office fit-out content, enquiry route and canonical remain correct on desktop and mobile.
Internal references: update navigation, contextual links and the sitemap to the new URL rather than relying on redirects.
Exception decision: if no relevant replacement exists, review retention or a genuine 404/410 response instead of forcing a homepage redirect.
Rollback decision: if the new template blocks priority pages, the release owner decides whether to restore the prior version or apply a verified fix.
After launch: record the live test, monitor the affected page group and distinguish search processing from an actual redirect defect.
Migration process
A practical SEO process for safer launches
We work before, during and after launch so SEO requirements are clear to the people building the site.
Baseline and URL inventory
We crawl the current site, export priority URLs, identify traffic and ranking pages, and separate URLs that must be preserved, redirected, merged or removed.
Redirect and destination mapping
We prepare the redirect map, check destination relevance, flag weak matches and provide implementation notes for the CMS, server or development team.
Staging SEO review
We crawl the staging site and compare templates, metadata, content, canonicals, structured data, internal links, sitemaps and indexation controls.
Launch checklist and sign-off
We report passed checks, unresolved defects and their impact to the release owner. Your team makes the go-live decision against agreed acceptance criteria; an SEO sign-off is not a promise that rankings will stay unchanged.
Post-launch crawl and monitoring
We test old URLs and new destinations on the public site, then compare crawl and search data during the agreed monitoring period. The scope names the review cadence, escalation contact and end date, so support does not silently end at deployment.
Triage and recovery actions
If issues appear, we help prioritise fixes by risk and commercial impact so your team handles the right problems first.
What you get
Migration deliverables built for implementation
The output should help owners, marketers, developers and stakeholders make safer launch decisions.
Migration risk review
A practical summary of the pages, templates, rankings, traffic sources and technical controls that need protection during the move.
URL and redirect map
A mapped list of old URLs, recommended new destinations, redirect notes and priority flags for pages with rankings, traffic or backlinks.
Staging SEO QA notes
Findings from the staging crawl, including indexation settings, metadata, page templates, canonical handling, internal links, schema and tracking gaps.
Launch-day SEO checklist
A clear checklist for go-live covering redirects, robots rules, sitemap files, analytics, Search Console, tracking, priority pages and developer handoff.
Post-launch monitoring summary
A follow-up review of crawl issues, redirect behaviour, Search Console coverage, rankings, organic landing pages and urgent fixes after launch.
Developer-ready implementation notes
Clear instructions your development team can act on, including what matters most, where the evidence is and how to verify each fix.
Launch decisions
Agree the controls before go-live
Before launch, your development and marketing teams need agreed answers on URL exceptions, tracking tests and release authority. We record these decisions alongside the redirect map and QA notes.
Search changes after launch
Rankings can change while search engines process the move. We compare the affected pages with the pre-launch baseline and investigate losses alongside redirect, indexing and content checks.
Redirect exceptions
Some old URLs have no suitable replacement. We flag these for an explicit retain, remove or consolidate decision, with the relevant content and link evidence attached.
Tracking acceptance
We agree which form, call and purchase events need testing and who will verify receipt. A tracking event must be distinguished from a completed enquiry or order when comparing performance.
A named release owner
We agree who can deploy, pause or roll back the release. A critical defect goes to that person with the affected URLs and evidence. The rollback plan must account for orders, enquiries and content changes made since launch.
Connected SEO work
Migration SEO sits between technical, content and growth work
A safe launch often depends on more than redirects. These services connect with migration planning and post-launch improvement.
Technical SEO services
For crawl, indexation, performance, rendering, schema and architecture fixes before or after a migration.
View serviceSEO audit services
For diagnosing wider SEO issues before deciding whether a migration, rebuild or technical cleanup is the right move.
View serviceOn-page SEO services
For preserving and improving page-level titles, headings, copy, internal links, proof and conversion paths during a redesign.
View serviceKeyword research services
For mapping search demand to the new site structure before URLs and navigation are locked in.
View serviceSEO services Philippines
For ongoing SEO work after the migration, including content, technical fixes, links, reporting and growth planning.
View serviceContent SEO services
For rewriting or improving pages that need stronger search intent, better proof and clearer conversion paths after the move.
View service FAQ
Website migration SEO questions
Clear answers before a redesign, CMS move, domain change or replatforming project.
What is website migration SEO?
Website migration SEO is the planning, QA and monitoring work used to reduce organic traffic risk during a redesign, CMS move, domain change, URL restructure or site consolidation. It covers redirects, indexation controls, metadata, internal links, tracking, sitemaps, templates and post-launch monitoring.
Will a website migration affect rankings?
It can. Some short-term movement is normal when URLs, templates, content or platform signals change. The goal is to reduce avoidable losses by mapping important URLs, preserving relevant content and signals, checking redirects and monitoring the site after launch.
When should SEO be involved in a migration?
SEO should be involved before the new structure and templates are finalised. The best time is during planning, before developers lock in URLs, navigation, content templates, redirect logic and tracking setup.
Do you create redirect maps?
Yes. We can create or review redirect maps using crawl data, ranking pages, traffic pages, backlink URLs and the planned new structure. The aim is to match old URLs to the most relevant live destination, not just redirect everything to the homepage.
Can you work with our developers?
Yes. We often work alongside internal teams, web developers, designers and ecommerce specialists. We provide SEO requirements, QA notes, redirect guidance, staging feedback and post-launch checks so the development team has clear actions.
Do you handle ecommerce migrations?
Yes. Ecommerce migrations need extra care around product URLs, category pages, collections, filters, canonicals, discontinued products, faceted navigation, schema and internal links. We review those areas before and after launch.
What do you check after launch?
We usually check live redirects, priority pages, crawl errors, robots.txt, noindex tags, canonicals, XML sitemaps, analytics, conversion tracking, Search Console coverage, ranking movement and organic landing-page behaviour.
Can you fix a migration that has already gone wrong?
Yes, depending on the issue. We can audit the old and new site data, identify lost URLs, redirect mistakes, indexation problems, content changes, tracking gaps and technical blockers, then prioritise recovery actions.
Planning a move?
Get SEO involved before launch day
If your site is being redesigned, replatformed, moved to a new domain or restructured, we can review the migration risk before developers lock in the launch plan.
Scope, Evidence and Delivery
Separate Launch Approval From Search Recovery
A migration needs an agreed release decision and a way to handle defects afterwards. Neither a clean build nor a working homepage proves the important old URLs have survived.
Before the Release
We retain the old-to-new URL map and priority-page baseline. Each important destination needs an appropriate response, relevant content and consistent canonical and indexing controls. A domain move also needs a distinct risk decision; changing the name is not an SEO strategy by itself.
Review the pre-migration audit scopeAt the Release
We check live redirects, destination pages, navigation and key enquiry paths against the agreed plan. Where an issue appears, the handover states the affected surface, impact and responsible team. Unrelated redesign changes should not be bundled into emergency migration repairs.
See development and launch supportAfter the Release
We compare important query and page groups over suitable periods, including each country where relevant. Search Console can continue reporting an old URL while changes are processed. That must be distinguished from a redirect that is genuinely wrong or a new destination that cannot be indexed.
Review technical follow-through Let's Talk
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