MECHANYSM | Digital Marketing Agency in London

Website Migration SEO Checklist

site migration
This image was generated with Stable Diffusion AI

Whether you’re moving to a new domain or redesigning your website, following these steps will help you navigate this complex process seamlessly. By optimising your site’s performance during migration, you can ensure a smooth transition and maintain your search engine rankings.

Key Takeaways:

  • Site migration is a complex process that requires careful planning and execution.
  • Following an SEO checklist can help you maintain your search engine rankings during migration.
  • Optimising your site’s performance before, during, and after migration is crucial for maintaining organic traffic and user engagement.

Assessing the Need for Site Migration

Before we dive into planning a site migration, we must assess whether it is necessary. There are various reasons to consider a migration, such as outdated design, poor user experience, or changing business objectives. However, it’s important to evaluate whether a migration is the best solution for issues you’re experiencing on your website.

The first step is to review your website analytics. Look for areas that need improvement and determine if a migration can help solve those issues. If a redesign is needed, ensure that it aligns with your brand and goals. Ensure the design is modern, visually appealing, and user-friendly.

Will Site Migration Benefit You?

Once you’ve identified the issues on your website, it’s time to determine whether a site migration can benefit you. Site migrations are complex processes that require time and resources, so it’s essential to be sure that your migration will have a good return on investment.

If you are changing the domain, ensure that the new domain is relevant to your brand and industry and that it will not confuse your audience. If you are simply redesigning your website, consider whether the new design will enhance user experience and improve your website’s performance. Additionally, identify if the migration has any potential risks for your website’s SEO, and how you can mitigate any negative impact.

Overall, assessing whether a site migration will benefit your website is crucial to determine whether you should move forward with the migration process.

Setting Migration Goals

In order to ensure a successful site migration, it is crucial to define clear migration goals. These goals will guide us throughout the migration process and help us make informed decisions. We should consider our website’s current performance and identify areas that need improvement. This will enable us to set realistic goals that align with our business objectives.

Our migration goals may vary depending on the reason for the migration. For instance, if we are migrating to a new domain, our goals may include maintaining our search engine rankings, establishing a new brand identity, and improving user experience. On the other hand, if we are redesigning our website, our goals may involve improving site performance, increasing organic traffic, and enhancing user engagement.

It is important to note that setting migration goals is not a one-size-fits-all approach. We should tailor our goals to suit our specific business needs and website requirements. By setting clear migration goals, we can ensure a smooth transition and achieve our desired outcomes.

Conducting a Comprehensive SEO Audit

Before embarking on site migration, conducting a detailed SEO audit is crucial. Addressing any existing SEO issues prior to the migration will help you preserve your SEO efforts and maintain your search engine rankings. Here are some of the key areas to focus on when conducting an SEO audit:

Technical SEO Issues

Check for technical SEO issues such as broken links, duplicate content, and missing meta tags. Use tools like Google Search Console and SEMrush to identify and fix any technical SEO problems.

Site Structure

Review your website’s structure and ensure it is well-organized. Use descriptive and relevant keywords for your URLs, and ensure your site has a clear hierarchy of categories and subcategories.

Keyword Research

Conduct keyword research and identify the keywords you want to target on your new site. Ensure that your content uses these keywords appropriately and that your site structure supports your SEO goals.

Backlink Profile

Assess your backlink profile and identify any low-quality or spammy links. Disavow any harmful links and focus on building high-quality, relevant backlinks to your new site.

By conducting a comprehensive SEO audit before your site migration, you can ensure that your new site is optimised for search engines and ready to maintain or improve your search engine rankings.

Planning the Migration Process

Now that we have assessed the need for a site migration and set our migration goals, it’s time to create a detailed plan for the migration process. This will ensure a seamless transition and minimize any negative impact on your website’s performance.

Here are some important steps to include in your migration checklist:

Step Description
Define Roles and Responsibilities Assign tasks to individuals or teams to ensure everyone knows what they are responsible for and when their tasks need to be completed.
Set Timelines Establish deadlines for each task and ensure they align with the overall project timeline. This will help to ensure that all tasks are completed on time.
Backup Your Website Before making any changes, ensure that you have a complete backup of your website. This will allow you to restore your website if something goes wrong during the migration process.
Choose the Migration Method Decide whether you will be moving to a new domain or redesigning your website. This will impact the migration process and the steps required.
Test the Migration Plan Thoroughly test your migration plan to identify any issues or errors before the migration. This will help to ensure that everything runs smoothly and there are no surprises once the migration is complete.

By including these steps in your migration plan, you can ensure that you are fully prepared for the site migration and minimize any potential risks. Keep in mind that the migration plan should be shared with all stakeholders to ensure that everyone is aware of the migration process and what is expected of them.

Redirecting URLs

During a site migration, redirecting URLs is crucial for maintaining your search engine rankings and preventing broken links. We recommend implementing 301 redirects to point old URLs to their corresponding new URLs. It’s important to keep in mind that redirects should be relevant and retain the user’s intent. For example, if a user searches for a specific product on your old website and is directed to the homepage of your new website, they may become frustrated and leave your site.

Redirect Type Explanation
301 Redirect A permanent redirect that passes the majority of link equity to the redirected page. Recommended for site migrations.
302 Redirect A temporary redirect that does not pass link equity. Not recommended for site migrations.
Meta Refresh A redirect that refreshes the page after a set amount of time. Not recommended for site migrations as it may affect user experience.

We also suggest creating a redirect map to keep track of all old URLs and their corresponding new URLs. This will help ensure that all redirects are properly implemented and minimize any negative impact on your website’s performance.

Implementing Redirects

To implement redirects, you will need access to your website’s .htaccess file. You can add the following code to the file to redirect old URLs to new URLs:

Redirect 301 /oldpage.html

Repeat this process for all old URLs and their corresponding new URLs.

Updating Internal Links

Updating internal links is a crucial step in the site migration process. It ensures that all internal links on your website are pointing to the new URLs. This helps search engines discover and index your new pages effectively and optimises your internal link structure.

When updating your internal links, use descriptive anchor text that includes relevant keywords to help search engines understand the content of the linked page. This will also help users navigate your site more easily.

Make sure to review all internal links, including navigation menus, footer links, and in-content links. Use a tool like Screaming Frog to identify any broken links or links pointing to outdated URLs. Update these links to point to the new URLs and ensure that they are working correctly.

Testing and Monitoring

After completing the migration process, testing is essential to ensure that the new website is fully functional and free from errors. We recommend using tools like Google Search Console to monitor your website’s performance and indexation. Testing should include:

  1. Checking for broken links and errors that may impact the user experience.
  2. Testing website functionality, such as forms and search functions.
  3. Ensuring that page load times are fast for a seamless user experience.
  4. Reviewing the website’s layout and design to ensure that it conveys a consistent brand message.

It is also essential to monitor the website’s performance regularly post-migration, to ensure that it’s meeting your business objectives. Analyse key metrics such as organic traffic, rankings, and conversions to identify areas that require optimisation. By monitoring these metrics, you can make necessary adjustments to improve the website’s overall performance.

Submitting Updated Sitemap

One important step in the site migration checklist is submitting an updated XML sitemap to search engines like Google. This allows the search engines to crawl and index your new pages efficiently. It’s essential to create a new sitemap that includes all the URLs of your new site structure. Once you have generated the new sitemap, you can submit it to the search engines to ensure they are aware of your updated site structure.

To submit the updated sitemap to Google, follow these simple steps:

  1. Log in to your Google Search Console account
  2. Select your website
  3. Click on the Sitemaps section
  4. Add the new sitemap URL and click Submit

Once you have submitted the new sitemap, Google will crawl and index your pages based on the sitemap data. It may take some time for all the pages to be indexed, so be patient and continue to monitor your search engine rankings and organic traffic.

Analysing Post-Migration Performance

After completing the site migration, it’s crucial to closely monitor your website’s performance to ensure that your SEO efforts remain intact. Analysing key metrics such as organic traffic, rankings, and conversions will help you identify any areas that require further optimisation.

Use tools such as Google Analytics and Google Search Console to track your site’s performance. Keep an eye on any sudden drops in traffic or rankings and investigate any issues promptly.

Metrics What to Look For
Keyword rankings Ensure that your keyword rankings are stable and not significantly impacted by the migration. Identify any keywords that have dropped in rankings and make necessary adjustments.
Organic traffic Track your organic traffic to ensure it remains consistent or improves post-migration. Monitor any fluctuations and identify the cause of any significant changes.
Conversions Check if there are any changes in your conversion rates. If conversion rates have dropped, identify any issues with the new website that may be impacting user experience and make necessary adjustments.

It’s important to regularly analyse your website’s performance to ensure that your site migration has not negatively impacted your SEO efforts. With careful observation and optimisation, you can ensure that your new website performs at its best and continues to attract organic traffic.


Site migration can be a complex process, but by following this comprehensive SEO checklist, we can ensure a smooth transition that maintains our search engine rankings. Assessing the need for migration, setting clear goals, conducting a comprehensive SEO audit, and planning the migration process are crucial steps in optimising our site’s performance.

Redirecting URLs, updating internal links, testing and monitoring, submitting an updated sitemap, and analysing post-migration performance are also essential elements of a successful site migration. By regularly monitoring and analysing our website’s performance post-migration, we can identify areas that require further optimisation and continue to improve our overall performance.

Remember, a site migration can be a fantastic opportunity to enhance our website’s user experience, improve our search engine rankings, and achieve our business objectives. By using this SEO checklist as a guide, we can successfully migrate our site while maintaining our online visibility.


Q: Do I need to migrate my website?

A: Before deciding to migrate your website, assess factors such as outdated design, poor user experience, and changing business objectives. Review your website analytics to identify areas that need improvement and determine if a migration is necessary.

Q: What goals should I set for my site migration?

A: Clearly define your migration goals, such as improving site performance, increasing organic traffic, or enhancing user engagement. These goals will guide your decision-making process throughout the migration.

Q: Why is conducting an SEO audit important before migration?

A: Conducting an SEO audit before migrating your site helps identify existing issues that may impact your search engine rankings. Check for broken links, duplicate content, and other technical SEO issues to preserve your SEO efforts.

Q: How should I plan the migration process?

A: Create a detailed plan for the migration process, including timelines, responsibilities, and backup procedures. Ensure all stakeholders are aware of the plan and potential risks to execute the migration smoothly and minimize negative impact.

Q: Why is redirecting URLs important during migration?

A: Redirecting URLs is crucial to maintain search engine rankings and prevent broken links. Implement 301 redirects to point old URLs to their corresponding new URLs, ensuring relevance and retaining the user’s intent.

Q: How do I update internal links during migration?

A: Review and update all internal links on your website to ensure they point to the new URLs. This optimises search engine discovery and indexing. Use descriptive anchor text with relevant keywords for optimisation.

Q: What should I test and monitor after migration?

A: Thoroughly test your website post-migration to identify errors or issues. Use tools like Google Search Console to monitor performance and indexation. Keep an eye on keyword rankings and organic traffic to safeguard your SEO efforts.

Q: How do I submit an updated sitemap after migration?

A: Generate an updated XML sitemap and submit it to search engines like Google. This ensures search engines are aware of your new site structure, facilitating efficient crawling and indexing of your new pages.

Q: What should I analyse after migration?

A: Monitor your website’s performance closely after migration. Analyse key metrics such as organic traffic, rankings, and conversions. Identify areas that require further optimisation and make necessary adjustments for improved performance.

Considering lean marketing for your business? Check out our services or contact us today! However, if you want to see our expertise first you can read our case studies to learn more about out approach.

Get in Touch

Are you thinking of brining your business to the next level? Or maybe you want to find out if your marketing efforts are heading in the right direction?

Book a free marketing consultation directly in your calendar by filling out our contact form.

[wpcal id=2]