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

This audit forms the blueprint for what needs to carry over to the new site.

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

These metrics will be essential to track the success of your migration and catch issues quickly.

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

This is also a good time to revisit your content strategy and update or consolidate outdated or underperforming content.

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

Need help with internal structure? Check out our Link Building services page for a deeper dive.

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

These technical details directly impact your rankings — explore more on our Technical SEO services page.

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

Double-check that your analytics and tracking scripts are properly configured.

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

Tools like Google Search Console, Ahrefs, and SEMrush will be invaluable during this phase. Compare current metrics against your pre-migration benchmarks.

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

Then begin promoting your new site via content, social media, and paid media if needed.

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

At Vertex Media, we’re a search-first creative agency that focuses on understanding where your audience searches, communes, and converts. Our team ensures your migration strengthens — not stifles — your performance.

Ready to Migrate With Confidence?

Whether you’re launching a fresh brand or migrating hundreds of pages, your search presence doesn’t have to suffer. At Vertex Media, we combine deep SEO knowledge with creative expertise to make your next site launch your best one yet.

Want expert support? Get in touch today — and explore how our SEO services can power up your digital growth.