=REDIRECT(301, "every url")
Migrations that minimize traffic loss.
A redesign or replatform is where organic traffic quietly disappears. A dip is normal; a collapse is not. We map every redirect and check every page, before and after launch.
Let's talk99% of pages indexed after a recent client migration
process
- 01
Pre-launch audit
Benchmark rankings and traffic, crawl the old site, and inventory every URL that earns visits or links.
- 02
Redirect map
One-to-one 301 redirects for every URL that matters. No blanket redirects to the homepage.
- 03
Staging QA
The new site checked against the old, page by page, while staging stays safely out of the index.
- 04
Launch day
Redirects live, new sitemaps submitted, Search Console updated. Nothing left to chance.
- 05
Post-launch monitoring
Crawl errors, indexing, and rankings watched weekly until the curve stabilizes.
migration types
New domain
The riskiest move: every signal transfers through redirects. Google needs to relearn the whole site.
CMS or replatform
URLs, templates, and rendering all change at once. Parity checks catch what the new platform quietly drops.
Redesign
Content and internal links shift even when URLs stay. What looks like a facelift often rewrites the pages Google ranked.
URL restructure
New folder logic means every old URL needs a precise new home. This is where blanket redirects destroy value.
Protocol or host move
HTTPS moves and infrastructure changes look invisible but change how crawlers reach you. Worth doing right, once.
That is the shape of it; the full working list lives in our free migration checklist.
proof
- 99%
- pages indexed after a client migration
- +3,182%
- blog traffic growth, same client
- 1:1
- redirects mapped, never blanket
A premium real estate client moved mid-engagement: 99% of pages indexed after launch, and the blog growth curve kept climbing through the move. Growth after a clean migration is where our SEO service takes over.
faq
Will we lose traffic during the migration?
Honestly: expect a dip. Even well-run migrations wobble while Google recrawls and relearns the site. Our job is to make the dip small and short. Unmanaged migrations are where sites lose a third of their traffic and never notice why.
When should we involve you?
Before the redesign starts, ideally at the wireframe stage. Reviewing the new structure before it is built costs a fraction of repairing it after launch.
What happens to our old URLs?
Every URL that earns traffic or links gets a one-to-one 301 redirect to its closest new equivalent. Pages that genuinely have no successor are retired deliberately, not left to 404 by accident.
How long does recovery take?
Typically weeks to a few months depending on the size of the site and how much changed. We monitor weekly and keep working until the numbers are back on trend.
Do you work with our developers or design agency?
Yes, that is the normal setup. We slot into their workflow with reviews and checklists from Figma to post-launch, and they keep building the way they build.
Moving your website? Talk to us before you build
A migration reviewed early is cheap insurance. Tell us what is changing and we'll tell you where the risk sits.