SEO for Web Migrations: Best Practices to Preserve Rankings

When migrating your website to a new platform, domain, or design, proper SEO planning is crucial to maintain your search rankings and organic traffic. Here’s a comprehensive guide to SEO-friendly web migrations:

Pre-Migration Planning

1. Complete Website Audit
   • Document all existing URLs, rankings, and traffic patterns
   • Identify high-value pages that need special attention
   • Check for existing technical SEO issues to avoid migrating problems
2. Create a Redirect Map
   • Map every old URL to its new equivalent (1:1 when possible)
   • Prioritize redirects for pages receiving traffic and backlinks
   • Use 301 (permanent) redirects for SEO value transfer
3. Preserve URL Structures When Possible
   • Keep URLs similar if architecture allows
   • If changing, ensure proper redirects are in place
   • Maintain keyword relevance in new URLs

Technical Implementation

1. Set Up Proper Redirects
   • Implement server-side 301 redirects (not JavaScript or meta refreshes)
   • Test redirects thoroughly before launch
   • Monitor for redirect chains or loops
2. XML Sitemaps
   • Create new XML sitemaps with updated URLs
   • Submit to Google Search Console and Bing Webmaster Tools
   • Remove old sitemaps after migration
3. Update Internal Links
   • Ensure all internal links point to new URLs
   • Fix any remaining references to old URLs
4. Canonical Tags
   • Implement proper canonical tags on new pages
   • Ensure they point to the correct version (www/non-www, HTTPS)

Post-Migration Checklist

1. Verify Indexation
   • Check Google Search Console for crawl errors
   • Monitor how quickly new pages are being indexed
   • Use “site:” operator to check indexed pages
2. Monitor Traffic and Rankings
   • Track rankings for key terms
   • Monitor organic traffic trends
   • Set up alerts for significant drops
3. Update External References
   • Contact webmasters of important backlinks to update URLs
   • Update social media profiles and directory listings
   • Refresh any paid campaigns linking to your site
4. Speed Optimization
   • Test new site speed (Google PageSpeed Insights)
   • Optimize images and assets
   • Implement caching where possible

Common Migration Pitfalls to Avoid

• Failing to implement redirects properly
• Changing URL structures without mapping
• Forgetting to update internal links
• Not preserving meta data (titles, descriptions)
• Overlooking mobile usability in new design
• Launching without proper testing

A well-planned migration typically sees temporary ranking fluctuations followed by recovery within 4-8 weeks. Monitor closely during this period and be prepared to make adjustments.