Will a migration cause traffic loss?

Some ups and downs are normal while Google processes the changes. Careful redirects, testing, and monitoring reduce avoidable losses, but traffic is not guaranteed to stay the same.

How long should redirects remain?

Google recommends keeping redirects for at least one year. Keeping useful redirects longer helps people with old bookmarks and links.

Should every old page redirect to the homepage?

No. Redirect to the closest matching page. If nothing matches, an honest "not found" page is clearer than sending people to the homepage.

SEO Website Migration Checklist

Before you build

Make a complete map of your current site before anything is changed or deleted.

Export every known page address from Search Console, analytics, and a site crawl.Provider · Once
Mark your most important pages by traffic, leads, and links from other sites.Either · Once
Match each old page to the closest new page, never just the homepage.Provider · Once
Record current clicks, leads, and indexed pages as a starting point.Provider · Once
Confirm who controls the domain, DNS, and SSL/TLS certificate.Owner · Once
Agree on a launch date, a rollback plan, and who makes the call.Either · Once

Build and test

Test on a private copy of the site, and keep that copy out of search results.

Keep useful titles, headings, and content unless you chose to change them.Provider · Once
Set up permanent (301) redirects that go straight to the matching new page.Provider · Once
Keep the test site out of search results with a password or noindex.Provider · Once
Crawl the test site and compare it with your page map.Provider · Once
Test forms, phone links, analytics, and the cookie banner on the test site.Provider · Once

Launch day

Check the live site right away and write down exactly what changed.

Remove the test-site password or noindex from the live site.Provider · Once
Test your top old addresses and a sample of every redirect pattern.Provider · Once
Submit the new sitemap in Search Console.Provider · Once
Use Search Console's Change of Address tool if the domain changed.Provider · Once
Send a real test form and make a test call from a phone.Owner · Once
Save the redirect list, launch time, and known issues.Provider · Once

After launch

Keep checking for several months. Look for patterns before making big changes.

Check Search Console for errors and pages not found.Provider · Weekly
Compare important pages with your starting numbers, allowing for seasonal changes.Either · Monthly
Fix broken internal links on the page where they appear.Provider · When something changes
Keep redirects in place for at least a year.Provider · Once
Investigate large drops by page group before making site-wide changes.Provider · When something changes

SEO Website Migration Checklist

See the work in context.

Before you build

Build and test

Launch day

After launch

Before you build

Build and test

Launch day

After launch

How to use this resource.

Verify against current sources.

Read the reasoning behind this resource.

Turn the checklist into focused monthly work.

SEO Website Migration Checklist

Before you build

Build and test

Launch day

After launch

SEO audit checklist

Account ownership inventory

Reporting template

Turn the checklist into focused monthly work.