An SEO migration refers to the process of moving website pages or an entire website while preserving its search engine performance. This can involve migrating a website to a new platform, domain, server, or CMS (Content Management System). A website migration becomes essential when switching platforms or domains, but it is also crucial when making major structural changes to a website.
Without a properly executed SEO migration, a website can lose up to 80% of its organic traffic.
What Happens During an SEO Migration?
An SEO migration goes beyond simply setting up redirects. It focuses on maintaining and transferring the accumulated SEO value of a website during structural or technical changes. The goal is to ensure that search engines continue to understand, index, and rank the website correctly after the transition.
Situations where an SEO migration is necessary include:
- Launching a new website or platform
- Changing a domain name or brand name
- Acquiring and moving to a new domain
- Merging multiple domains into one website
Common SEO Migration Changes
An SEO migration may involve significant structural or technical updates, such as:
- Implementing a new CMS
- Moving from HTTP to HTTPS
- Introducing new e-commerce or shop technology
- Changing the website’s URL structure
The success of an SEO migration depends on the type of migration, defined KPIs, and business objectives. A key indicator of a successful migration is minimal traffic loss during the first weeks after launch. In the long term, the goal is improved visibility and growth in organic performance following the migration.