The Ultimate Website Migration SEO Checklist: Safeguard Your Rankings During Transition
Website migrations can be exciting — whether you’re rebranding, switching platforms, or launching a full redesign. But without proper SEO planning, that excitement can quickly turn into panic. From traffic drops to lost rankings, a mismanaged migration can do serious harm to your online visibility.
This guide is your complete, step-by-step website migration SEO checklist. It’s built to ensure your new website not only retains your search performance but is also set up for long-term growth.
1. Run a Pre-Migration SEO Audit
Start by crawling your existing website using tools like Screaming Frog, Sitebulb, or Ahrefs. This gives you a clear picture of what needs to be preserved:- Current URLs
- Meta titles and descriptions
- Header tag structures (H1s, H2s, )
- Internal linking paths
- Canonical tags
- Top-performing content and keywords
- Existing backlinks
2. Benchmark Current Performance
Before you touch anything, benchmark your existing site’s SEO performance:- Organic traffic (by page and overall)
- Keyword rankings
- Domain authority
- Top landing pages
- Indexed pages in Google
3. Build a Comprehensive 301 Redirect Map
URL structures often change during a migration. Without proper redirection, users and search engines will land on 404 pages. Create a one-to-one map of your old URLs to your new ones, then implement 301 redirects across the board. This preserves link equity and ensures a seamless user experience. Don’t forget to:- Test redirects before going live
- Avoid redirect chains or loops
- Include canonical and hreflang tags where applicable
4. Transfer All On-Page SEO Elements
Your metadata does more than fill space — it directly impacts rankings and click-through rates. Be sure to carry over:- Meta titles and descriptions
- Structured data/schema markup
- Canonical tags
- Header tags (H1-H6)
- Image alt attributes
- Body copy and internal links
5. Maintain Internal Linking Structure
Internal links signal content hierarchy and help distribute link equity across your site. During a migration, it’s essential to:- Maintain internal links where possible
- Update any links pointing to old URLs
- Audit for orphaned pages and fix them
6. Optimise Technical SEO During Build
Use your migration as a chance to level-up your technical foundation:- Mobile responsiveness
- Site speed and core web vitals
- Crawl depth and navigation
- XML sitemap and txt
- Avoiding duplicate content
7. Pre-Launch Testing
Before launch day, perform a staging site crawl. Check for:- Broken links and 404 errors
- Proper canonicalization
- Meta data accuracy
- Redirect implementation
- Functional forms, CTAs, and interactive elements
8. Submit Your New Site to Google
Once live, submit your updated XML sitemap via Google Search Console. Also:- Monitor crawl errors in GSC
- Submit your new txt file
- Watch indexing progress
- Use the URL inspection tool to check individual pages Early detection is key to minimizing issues.
9. Post-Launch SEO Monitoring
Even after launch, your work isn’t done. Continue to monitor:- Index coverage
- Organic traffic
- Ranking fluctuations
- Crawl stats and page speed
10. Rebuild Backlinks & Promote the New Site
After the migration, reach out to key partners, directories, and linking domains to update your backlinks. Also:- Reclaim broken backlinks pointing to the old site
- Update any third-party listings
- Resubmit to local directories if applicable
SEO Is the Foundation of a Successful Migration
Website migrations aren’t just technical — they’re strategic. A successful migration integrates:- Technical SEO: to ensure crawlability and site health
- Content creation: to engage your target audience
- On-page optimisation: to maximise every page’s potential
- Keyword strategy: to protect and grow visibility
