Old links stop working
Useful pages vanish or redirect to the homepage. Visitors hit dead ends, and search engines lose the old page's context.
Move your website without losing what already works.
We protect important URLs, search traffic, and customer journeys while the new site is built.
Most migration mistakes happen behind the scenes.
A polished redesign can still lose traffic or break customer journeys. These are the three failures we guard against.
Important pages become generic
Different pages get the same titles and vague opening copy. Their purpose becomes harder to understand.
Test settings go live
A noindex rule, temporary domain, test analytics key, or old brand name slips into production.
Five things we do before the switch.
Each step leaves something concrete to review. No mystery. No last-minute SEO cleanup.
Build one list of the old site.
Find what matters
We combine the sitemap, crawl, analytics, Search Console, CMS, and backlink data. This catches valuable pages that normal navigation misses.
- Find pages hidden from navigation
- Mark pages with traffic, links, or leads
- Include files, forms, and campaign URLs
Give every old URL a clear future.
Plan the move
Each old path gets one outcome: keep, move, combine, or remove. Redirects go straight to the closest useful page.
- Keep, redirect, combine, or remove
- Avoid redirect chains
- Record the reason for each choice
Improve the page without losing its purpose.
Protect the page
We keep the topic people came for, then improve the page. Titles, H1s, opening copy, and internal links are checked first.
- Keep each page's original intent
- Review the title, description, H1, and opening
- Carry over useful links and media
Check the real site before it goes live.
Test the launch
We crawl the final environment and compare it with the approved URL map. We also test forms, analytics, canonicals, robots, and the sitemap.
- Run the crawl against the final site
- Check redirects, canonicals, robots, and sitemap
- Test forms, analytics, 404s, and rollback
Catch problems early after launch.
Watch the move
We check old and new URLs as soon as the site moves. Then we watch crawl errors, landing-page traffic, and conversions for the first few weeks.
- Check key routes in the first 24 hours
- Compare traffic and conversions by landing page
- Keep useful redirects for at least a year
A simple order of work.
The design can be ambitious. The migration process should be easy to follow.
- 01
List the old site
Gather URLs, traffic, links, forms, files, and campaign pages.
- 02
Decide every URL
Choose what stays, moves, combines, or goes away.
- 03
Build one route at a time
Keep each page's copy, metadata, links, and layout together.
- 04
Test, launch, watch
Crawl the final site, verify the map, then monitor the move.
What you have before launch.
A finished URL map
Every important old path has a clear destination or an intentional removal.
Pages that still make sense
Key pages keep their topic, links, metadata, and useful content.
A launch record
The team knows what passed, what needs an owner, and what to watch after launch.
Common questions.
Short answers to the decisions that usually slow a migration down.
Can you promise rankings will not change?
No. Any major site change can affect search performance. We reduce avoidable risk, keep useful signals, and make problems easier to spot and fix.
Does every old URL need a redirect?
No. Every important URL needs a decision. Redirect it only when there is a relevant replacement. Otherwise, use a clear 404 or 410.
When should we start the URL map?
Before the new navigation and routes are final. Early mapping finds content gaps while the new structure is still easy to change.
How long should redirects stay?
At least a year. Keep them longer when old URLs still receive traffic or links.