A Step-by-Step SEO Migration Checklist
for Your Website

Website migration refers to making substantial changes to a website that can affect its visibility in search engines. These changes can involve the site's structure, domain name, content, design, or hosting location. Migration is typically executed to improve performance, user experience, or SEO rankings. However, without careful planning, it can lead to significant disruptions and traffic loss.

1. Domain Change
Changing the domain name can help rebrand efforts, improve user perception, or resolve legal issues. For example, transitioning from oldbrand.com to newbrand.com.

2. Platform Upgrade
Migrating to a more robust content management system (CMS) can enhance functionality, security, and scalability. This is common when moving from a basic CMS to a more advanced platform like WordPress or Drupal. It may cause the website structure and URLs to change.

3. Redesign
A website redesign can modernize the look and feel of the site, improve navigation, and enhance user experience. It often involves changes in the site’s structure and layout.

4. HTTPS Implementation
Migrating from HTTP to HTTPS improves security and is a ranking factor for search engines. This transition requires careful handling to avoid mixed content issues and maintain SEO value.

5. Server Change
Switching to a new hosting provider or server can improve site performance, reliability, and load times. This type of migration usually involves moving all site files and databases to the new server.

6. URL Structure Changes
Reorganizing the site’s URL structure can improve SEO and user experience. This might include changing from domain.com/page to domain.com/category/page.

7. Mobile Optimization
Migrating to a mobile-friendly design or implementing a responsive layout is essential as mobile traffic increases. This ensures the site provides a good user experience across all devices.

8. Internationalization
Expanding a site to cater to different languages and regions often requires migration to a setup that supports multi-language content and regional domains or subdomains.

In conclusion, website migration can bring numerous benefits but must be approached with a comprehensive plan to avoid pitfalls. Understanding the reasons and processes involved is crucial for a successful migration that enhances user experience and SEO performance.

Website migration is a complex process that can significantly impact your SEO performance. Ignoring SEO considerations during migration can lead to traffic loss, reduced search engine rankings, and a negative user experience. Here are the key reasons why SEO should be a central part of your website migration plan:

• Preserve Search Engine Rankings

Your search engine rankings are built over time through various SEO efforts, including content creation, backlink acquisition, and user engagement. A poorly executed migration can disrupt these rankings, causing your site to lose visibility on search engine results pages (SERPs). You can maintain or even improve your rankings by implementing proper SEO practices during migration.

• Maintain Traffic Levels

Search engines are a primary source of traffic for many websites. Any disruption in search visibility can lead to a significant drop in organic traffic. Ensuring that SEO considerations are part of your migration plan helps maintain consistent traffic levels, preventing sudden declines that can affect your business performance.

• Ensure Proper Indexing

During migration, it’s crucial to ensure that search engines can correctly index your new site. This involves updating sitemaps, ensuring proper use of 301 redirects, and verifying the site structure. Proper indexing ensures that all your pages are accessible and visible to search engines, maintaining your site's search presence.

• Avoid Duplicate Content Issues

Migration often involves changes in URL structures, which can inadvertently create duplicate content issues. Duplicate content can confuse search engines, leading to potential penalties and diluted ranking power. Addressing SEO during migration helps identify and resolve duplicate content issues, ensuring each page retains its unique value.

• Enhance User Experience

SEO is not just about search engines; it's also about providing a better user experience. A well-planned migration ensures that users can easily find the content they seek, experience fast load times, and navigate the site effortlessly. Positive user experiences contribute to better engagement metrics, supporting higher search rankings.

• Minimize Downtime and Errors

Technical SEO considerations, such as server configurations, HTTPS settings, and mobile-friendliness, are crucial in minimizing downtime and avoiding errors during migration. By addressing these factors, you can ensure a smoother transition and maintain site functionality.

There are two primary options for site migration:

• Domain Change Migration:

       The entire domain changes, but the URLs remain the same.
       Example: domain.com/link1 becomes newdomain.com/link1.

• URL Structure Change Migration:

       The domain remains the same, but the link structure changes (in whole or part).
       Example: domain.com/link1 becomes domain.com/newlink1.

These two migrations involve basic steps that should be followed when making changes. They include the preparatory measures.

Before you start migrating, you should do the following:

1.    Crawl the old site and save the results, including the site structure and the entire site “as is,” to ensure you can revert to the old version if anything goes wrong.
2.    Think over the structure of the new site.
3.    Create a page-by-page redirect map (from old pages to new ones).
4.    Set up 301 redirects from all old pages to their new counterparts.
5.    Set up 301 redirects from old pages to the homepage if these pages have been deleted on the new site.
6.    Check all internal links on the new site to ensure no old URLs exist.
7.    Ensure that all essential components of the site are functioning correctly, such as product download links, purchase links, and other vital features.

To start migration:

1.Add the new domain to the Google Search Console. (только в случае смены доменного имени)
2.    Configure the move in the search engine's webmaster panel.
3.    Transfer web analytics tracking codes and verify correct operation.
4.    Update the robots.txt file with the current link to the XML sitemap.
5.    Conduct an audit of the new site, and if any technical optimization errors are found, assign tasks to the developer.
To identify problematic pages, you can perform a site scan using the Atomseo Broken Links Checker, which will detect all dead links.

Below, we will explain these steps in more detail for each scenario.

Site migration to a new domain while keeping the same URL structure is a significant task that requires meticulous planning and execution. Below is a detailed checklist to guide you through the process:

Point-by-Point Details:


1. Domain Setup:

• Domain Registration: Register and configure the new domain with your hosting provider.
• DNS Settings: Ensure DNS settings are correctly configured and propagated. This includes setting up A records, CNAME records, and any other necessary DNS configurations.

2. Content Transfer:

• Content Migration: Transfer all content, images, and other media to the new domain. Use tools or scripts to automate the process if possible.
• Verification: Verify that all content has been transferred correctly and is accessible on the new domain.

3. URL Consistency:

• URL Mapping: Ensure that all URLs remain consistent between the old and new domains (e.g., domain.com/link1 to newdomain.com/link1). This helps maintain SEO value and user familiarity.
• Check Links: Check that all internal and external links point to the correct URLs on the new domain.

Drawing Up a Map of Redirects:

1. 301 Redirects:

• Redirect List: Create a comprehensive list of 301 redirects from the old domain to the new domain. This ensures that users and search engines are directed to the correct pages.

Creating a redirect map:

• Upload all URLs of the old site into a table;
• Upload the URL of the new site into the adjacent column;
• Make sure that all old URLs have a suitable new address;
• For old URLs that do not have pages on the new site, select similar pages or indicate a category page or an adjacent category.

You can use tools like Xenu, Screaming Frog SEO Spider, and Netpeak Spider to parse websites. Be meticulous when creating a redirect map to avoid missing essential pages that drive significant traffic, which could result in major traffic losses. Once the redirect map is prepared, you can proceed with configuring the redirects.

• Implementation: Implement the redirects in the .htaccess file (for Apache servers) or server configuration (for Nginx). Test the redirects to ensure they work correctly.

Sample code for merging domains:

RewriteCond %{REQUEST_FILENAME} robots.txt$ [NC]
RewriteRule ^([^/]+) $1 [L]
RewriteCond %{HTTP_HOST} !^www\.site\.com
RewriteRule ^(.*)$ http://www.site.com/$1 [R=301,L]

Example code for merging categories:

RewriteRule ^(.*)/old-catalog/(.*)$ $1/new-catalog/$2 [R=301,L]

Example code for merging pages:

Redirect 301 /oldpage.html http://www.site.com/newpage.html

After setting up 301 redirects, you must crawl the site and check all internal links. If you find old URLs, replace them with new ones. These are commonly found in text descriptions of categories, services, and products.

Once the sites have been physically merged, you need to notify search engines. This can be done using Google Search Console.

2. Internal Links:

• Link Update: Update all internal links to reflect the new domain. This includes links in content, navigation menus, and any other site elements.
• Automated Tools: Use automated tools or scripts to find and update internal links.

3. External Links:

• Outreach: Contact the webmasters of sites linking to your old domain and request updates to the new domain. This helps maintain backlink value and referral traffic.
• Link Building: Continue building high-quality backlinks to the new domain to strengthen its authority.

Algorithm for Setting Up a Move in Google Search Console:

1. Verify Both Domains:

• Ownership Verification: Verify ownership of the old and new domains in Google Search Console. Follow Google’s instructions for domain verification.
• Multiple Verification Methods: Use multiple verification methods (e.g., HTML file upload, DNS TXT record) to ensure successful verification.

2. Initiate the Move:

• Change of Address: In the old domain’s Google Search Console, navigate to "Settings" and select "Change of Address." Follow the prompts to complete the process.
• Notification: Notify Google of the domain change to expedite the indexing process.

3. Submit Sitemaps:

• New Sitemaps: Submit updated sitemaps for the new domain to Google Search Console. This helps search engines discover and index new URLs quickly.
• Sitemap Verification: Verify that the new sitemaps are being correctly crawled and indexed by Google.

Step 1: Go to the GSC of the website you are moving

Select Settings / Change of Address

Step 2: Add the 'new' site. Please make sure a new site was first added to GSC and that you have admin access to it.

Step 3 – Press Validate and Update Button.

Google will inform you about the process. Once it's completed (it may take 30-180 days), you will receive a notification.

For additional guidance and to avoid common pitfalls, refer to the official Google documentation on site moves with URL changes.

When migrating a website where the domain remains the same but the URL structure changes, the first part of the checklist (Preparing for Site Relocation) will be similar to the first step in the previous section. The differences lie in the migration process itself.

Algorithm of Actions:

1. Setting up a New URL Structure:

• Establish a new URL structure for the site, ensuring it is logical and user-friendly for users and search engines.
• Prepare a comprehensive map of old and new URLs to ensure accurate redirection.

2. Update Content and Links:

• Move all content to the new URL structure.
• Ensure all internal links are updated to reflect the new structure.
• Check internal and external links to confirm they point to the correct pages.

3. Setting up 301 Redirects:

• Compile a list of 301 redirects from old URLs to new ones to preserve link value and avoid traffic loss.
• Implement these redirects in the .htaccess file for Apache servers or in the server configuration for Nginx.
• Verify the functionality of each redirect.

4. Site Testing:

• Perform complete site testing on the new URL structure, including functional, performance, and usability testing.
• Ensure all forms, scripts, and interactive elements operate correctly.

Risks and Mitigation:

1. Downtime:

• Schedule Migration: Schedule the migration during low-traffic periods to minimize impact. Inform users of any expected downtime.
• Maintenance Page: Use a temporary maintenance page to inform users during the transition. Ensure the page provides helpful information and alternative ways to access content.

2. SEO Impact:

• Monitor Metrics: Closely monitor SEO performance post-migration to address any sudden drops in traffic or rankings. Use Google Analytics and Google Search Console to monitor.
• Immediate Actions: Take immediate corrective actions if significant SEO issues are detected.

3. Technical Issues:

• Testing: Thoroughly test in a staging environment to identify and fix potential issues before going live. Test for functionality, performance, and user experience.
• Backup Plan: Have a backup plan in case of critical issues. This includes having a recent backup of the site and a rollback plan.

By following this comprehensive checklist, you can ensure a smooth transition when moving your website from one domain to another.

After migrating a website, several crucial steps must be taken to ensure the transition is smooth and the site performs optimally. These steps help maintain SEO rankings, ensure functionality, and provide a seamless user experience.

1. Monitor Traffic and Rankings

Use Analytics Tools:

• Track traffic, bounce rates, and user behavior using tools like Google Analytics.
• Compare post-migration data with pre-migration benchmarks to identify any significant changes.

Monitor Search Rankings:

• Use tools such as Google Search Console and SEMrush to monitor changes in keyword rankings.
• Look for drops in rankings and address any issues promptly.

2. Check Errors and Validate Redirects

Rescan the website to identify and fix any new issues related to 3xx and 4xx status codes.        

Test 301 Redirects:

• Verify that all 301 redirects are functioning correctly.
• Ensure old URLs properly redirect to the new URLs without causing redirect loops.

Update Internal Links:

• Check that all internal links are updated to reflect the new URL structure.
• Use tools to scan for any broken links that need fixing.

You can conveniently check links using Atomseo Broken Links Checker, which allows you to verify up to 1500 daily links for free. The Atomseo Broken and Redirect Links Checker free extension for Chrome and Edge also helps you visually inspect each page for broken links that need attention.

3. Submit Updated Sitemaps

Resubmit Sitemaps:

• Submit the new sitemaps to search engines via Google Search Console and Bing Webmaster Tools.
• Ensure the sitemaps reflect the updated URL structure.

Check Indexing Status:

• Use Google Search Console to verify that the new URLs are being indexed.
• Address any issues with crawling or indexing promptly.

4. Verify Site Functionality

User Experience Testing:

• Perform comprehensive testing to ensure all site features and functionalities work correctly.
• Check for issues across different devices and browsers.

Check Forms and Scripts:

• Test all forms, interactive elements, and scripts to ensure they function correctly.
• Ensure third-party integrations are working without issues.

5. Update Backlinks

Outreach to Partners:

• Reach out to websites that link to your old domain and request updates to the new URLs.
• Use tools like Ahrefs or Moz to identify valuable backlinks that need updating.

Monitor Referral Traffic:

• Track referral traffic to identify any significant changes post-migration.
• Ensure that critical backlinks are driving traffic to the correct pages.

6. Communicate with Users

Notify Stakeholders:

• Inform users, clients, and partners about the migration and any changes they should know.
• Provide clear communication regarding any expected downtime or changes in site functionality.

Update Content:

• Ensure all content, including blog posts, articles, and landing pages, is updated to reflect the new URL structure.
• Check for consistency in branding and messaging throughout the site.

7. Monitor Site Performance

Performance Metrics:

• Continuously monitor site performance metrics such as load times, server response times, and uptime.
• Use tools like GTmetrix, Pingdom, or Google PageSpeed Insights to identify and resolve performance issues.

Security Checks:

• Ensure that all security measures, including HTTPS and SSL certificates, are in place and functioning correctly.
• Perform regular security audits to protect the site from vulnerabilities.

Following these post-migration steps, you can ensure that your website maintains its SEO value, functions smoothly, and provides a positive user experience. These measures are essential to address any potential issues promptly and to capitalize on the benefits of your recent migration.

Proper preparation is essential for a successful website migration. It's crucial to anticipate all potential issues, set up redirects correctly, and handle every detail meticulously. These steps are vital to prevent the loss of SEO rankings and ensure a smooth transition. By planning thoroughly and implementing best practices, you can maintain your site's SEO performance and provide a seamless experience for users.

The Atomseo Broken Links Checker makes checking for errors during and after migration easier. This simple and effective tool allows you to check up to 1500 links per day for free, making it indispensable for identifying and fixing issues promptly. Atomseo Broken Links Checker is essential for swiftly addressing any potential negative impacts of website migration.