SEO
How to migrate a website without losing rankings
A migration checklist covering redirect maps, crawl parity and the post-launch monitoring window.
12 May 2026 · 8 min read
Traffic drops after a migration are almost always preventable. They come from broken redirects, changed URL structures nobody mapped, or content quietly lost in the rebuild.
Build a complete URL inventory before anything else. Crawl the live site, pull URLs from analytics and Search Console, and combine them. Any URL with impressions or backlinks must appear in your redirect map.
Maintain crawl parity. The new site should expose the same or better internal linking, the same indexable content, and equivalent metadata. Run a crawl of staging and diff it against the live crawl.
Launch during a low-traffic window, verify redirects immediately, resubmit sitemaps, and then watch Search Console daily for two weeks. Small fluctuations are normal; sustained drops mean something in the map is wrong.
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