Every website migration comes with risk. But done right? You can protect your traffic—and even grow it.
According to Moz, 40% of site migrations result in significant traffic loss. Most of the time, it’s preventable. The key is in the planning, redirect strategy, technical audits, and post-migration fixes.
If you’re moving from one domain to another or replatforming your site, this guide will walk you through exactly how to keep your organic traffic stable.
What’s the Goal of a Website Migration?
The goal is to move your site to a new domain or structure without losing traffic, rankings, or SEO value.
You’re aiming to protect your existing search performance while setting a stronger foundation for long-term growth. Whether you’re consolidating brands, moving to a better CMS, or updating your domain name, the right process matters.
Step 1: Do a Pre-Migration Benchmark Audit
Before anything else, create a snapshot of your current site. You need this data to track what changes.
What to benchmark:
- Traffic by page (via Google Analytics or GSC)
- Top-performing keywords
- Current backlinks
- Top landing pages
- Internal linking structure
Tools to use: SEMrush, Ahrefs, Google Search Console, Screaming Frog.
Suggested infographic: A pie chart showing the percentage of traffic driven by top-performing pages.
Step 2: Build a Staging Site
Use a staging site to test all changes before going live.
A staging site is a copy of your live site where you can apply redirects, fix links, and test functionality. This keeps your real site safe from errors during setup.
Don’t allow search engines to index your staging site—block it using robots.txt or meta noindex.
Step 3: Create a 301 Redirect SEO Strategy
Redirect every old URL to its closest equivalent on the new site.
This step is crucial. Without it, users and search engines will land on broken pages.
What to do:
- Map each old URL to a new one
- Use 301 redirects only (not 302)
- Avoid redirect chains (no more than one hop)
- Prioritize top-performing pages from GSC
Example table: Old URL → New URL → Redirect type
Step 4: Run a Technical SEO Audit Post-Migration
After launch, check for crawl issues and technical errors.
What to review:
- 404 errors and broken links
- Redirect chains or loops
- Canonical tag consistency
- XML sitemap validity
- Mobile-friendliness
- Page speed (Core Web Vitals)
Fix priority: Any 404s on previously high-traffic pages. Redirect them or recreate the content.
Suggested visual: Screenshot of a crawl report from Screaming Frog with errors flagged.
Step 5: Submit Sitemaps and Change of Address
Let Google know you’ve moved.
In Google Search Console:
- Submit your new sitemap
- Use the “Change of Address” tool if switching domains
Also, update your robots.txt file and make sure there are no disallow rules blocking important pages.
Step 6: Check Your Internal Links
Update all internal links to point to the new domain.
Don’t rely on redirects internally—they slow things down. Crawl your site with Screaming Frog or Sitebulb to find old links.
Step 7: Reclaim Lost Backlinks
Some backlinks may point to old URLs. Reclaim them.
Here’s how:
- Export backlinks from Ahrefs or SEMrush
- Filter for 404 errors or redirected pages
- Reach out to the linking sites to update the URL
If outreach doesn’t work, make sure the old URL redirects properly.
Suggested data: Show % of backlinks reclaimed vs. lost.
Step 8: Monitor SEO KPIs Weekly
Track everything. Daily, if possible during the first few weeks.
KPIs to watch:
- Indexed pages in GSC
- Organic traffic (overall and per page)
- Keyword positions
- Number of 404s
- Backlink count and quality
Use comparison reports to identify issues fast.
Month-by-Month Recovery Plan
Month 1:
- Fix major technical issues (404s, redirects, broken links)
- Reindex critical pages via GSC
- Monitor sitemap indexing
- Reclaim high-value backlinks
Month 2:
- Improve on-page SEO (metadata, internal links, content refresh)
- Address schema markup (tours, FAQs, etc.)
- Continue link outreach and guest posting
Month 3:
- Launch content for MoFu and BoFu topics
- Publish seasonal and location-based blogs
- Collaborate with influencers or travel brands
Suggested table: Tasks → Impact → Status
What Tools Should You Use?
Use these tools to make the process easier and more reliable:
- Google Search Console
- Ahrefs / SEMrush
- Screaming Frog SEO Spider
- Sitebulb
- GA4 (Google Analytics)
These help with auditing, crawling, redirect mapping, backlink monitoring, and keyword tracking.
Common Mistakes to Avoid
- Skipping redirects
- Letting broken internal links pile up
- Forgetting to update sitemaps
- Using 302 instead of 301 redirects
- Not testing on staging before launch
Always have a rollback plan ready in case traffic tanks. If you are worried about this, contact us at Clever Crawl the Best SEO Agency
FAQs
Will I lose traffic if I migrate my site?
You might see a short-term dip, but with the right process, you’ll recover and grow.
Most traffic drops happen due to missed redirects, broken links, or indexation issues.
How long does it take to recover?
You can expect partial recovery in 1–2 months and full recovery by month 3.
Some keyword rankings may even improve if you strengthen your content and site structure.
What’s the best way to test if everything’s working?
Use Screaming Frog and GSC to check for broken links, crawl errors, and indexation.
Crawl both the old and new domains and compare the performance.
Key Takeaways
- Benchmark everything before migrating.
- Build a staging site to test first.
- Redirect every URL with 301s—no shortcuts.
- Monitor GSC, backlinks, and technical issues weekly.
- Plan content updates and outreach post-migration.
A clean migration isn’t luck. It’s process.
Need help with your own migration? Let’s talk strategy.
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