The Website Migration Guide You Need To Read

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A web site migration is a time period used to explain any vital adjustments to a web site’s setup which can influence Website positioning, equivalent to adjustments to the area, URLs, internet hosting, platform, or design.

There are many various sorts of migrations, however the fundamental steps for planning and troubleshooting are comparable. Migrations might be extremely complicated as they typically contain many individuals and transferring elements. Don’t panic if all the things doesn’t go as deliberate; you may repair virtually something that goes improper.

In this information, we’ll cowl:

Preparing for a web site migration

You must know what’s altering and who must be concerned for it to occur. In different phrases, you want a plan and a spot to trace all of the transferring elements. You’ll must know all the folks concerned, their function, deadlines, and have a course of in place to trace all the things. A undertaking supervisor and undertaking administration system helps with this. Trying to do all of it in e mail and Slack can get uncontrolled quick.

You additionally need to have a rollback plan, simply in case one thing goes horribly improper. You ought to at all times have a approach to get again to the unique state, even in the event you solely plan to make use of it in excessive conditions.

You’ll need to know the influence of a transfer, so be sure to have entry to GSC and Analytics on the previous and new websites (make a mixed view if wanted to see each). Some adjustments might take a couple of weeks and even months the place you might even see flux, however others might not see any adjustments in any respect. For occasion, in the event you’re migrating a mid-size web site to a brand new area, I’d count on a couple of weeks of flux. But in the event you’re combining into an current web site, you could not see any site visitors disruptions at all.

You additionally need to do a little bit of prep work. I recommend a couple of steps:

  • Crawl your web site. You’ll use this as a baseline to verify for adjustments in a while. You can use Site Audit for this.
  • Create a set of check pages equivalent to these from the Top Pages report in Site Explorer. You’ll use these later to verify for errors. You might need to go forward and crawl these in a separate Site Audit undertaking so you may simply examine them later.
  • Restrict entry to your staging or dev web site (in case you have one) to forestall it from being listed.
  • Make a backup of your web site, simply in case it’s essential return to it.

Performing a web site migration

Precisely what’s concerned in a web site migration is determined by whether or not the URLs will stay the identical or not. Below we’ll talk about each eventualities.

When URLs are the similar…

This is usually a extra easy transfer—not less than Website positioning-wise—since fewer issues are altering. It nonetheless could also be a fancy transfer, however lots of the duties concerned with these strikes are sometimes extra the work of infrastructure/DevOps or builders and never SEOs.

These migrations might embrace:

  • Hosting: CDN, server
  • Platform: CMS, language, JS framework
  • Design: template, inside hyperlinks, tags

If you might be utilizing a staging or dev web site, it’s greatest to get entry to verify for points earlier than you launch it dwell.

What to look for

For this, you’re primarily searching for any adjustments, together with issues like:

  • Canonical tags. These needs to be the similar.
  • Title tags. Make positive these are the identical or just like what you will have. New programs might have automated tag era or some defaults that could be totally different than what you had.
  • Meta descriptions
  • Heading tags
  • Hreflang
  • Schema
  • Meta robots. You need to be sure that your pages aren’t noindexed.
  • Content. This is particularly necessary for JavaScript programs. New programs might not have all the content material loaded into the DOM by default, so engines like google might not see among the content material in some circumstances.
  • Internal hyperlinks. Things like breadcrumbs, associated posts, footer hyperlinks, and even the principle navigation might have modified.
  • Speed variations

Use the comparability operate of Site Audit to see adjustments since your final crawl:

There are a pair extra points which will create extra vital issues.

  • If you by accident depart a block in place, engines like google can’t crawl your pages.
  • Sometimes older redirects aren’t copied over from .htaccess information or server config information, and also you’ll lose among the hyperlinks that had been pointing to your web site. This one is hard as a result of it’s more durable to note and sometimes occurs when altering hosts. Keep an eye fixed in your Best by hyperlinks report in Site Explorer and filter for 404s to see pages with hyperlinks that at the moment are damaged.

When URLs are totally different…

These migrations will normally be extra complicated. The exception is transferring from HTTP to HTTPS—which is fairly straightforward these days.

These migrations might embrace:

Specific to HTTPHTTPS

  • Use a Content Security Policy of upgrade-insecure-requests to repair all combined content material points. It’s fast to implement and works for all assets moreover issues like inside hyperlinks, which you continue to must replace your self.
  • Install a safety certificates
  • 301 redirect HTTPHTTPS
  • Add an HSTS header

I wouldn’t fear about issues like a redirect chain on the foundation path or updating hyperlinks to the positioning. Fixing the chain and updating hyperlinks received’t present any advantages since indicators consolidate due to the redirects.

Specific to area adjustments

  • Lower TTL quickly (a couple of hours for the worth). This will refresh DNS caches sooner and while you make the swap your adjustments might be seen by extra customers sooner.
  • Use the change of address tool in GSC.
  • Check the previous area for any handbook actions that is likely to be in place in GSC

Here’s a fast tip for Site Audit customers: in the event you change the scope of your crawl within the undertaking settings to a special area, your new crawl might be on the brand new area and also you’ll be capable of examine it to the crawl on the previous area.


  • Update inside hyperlinks and hyperlinks in varied tags like canonicals, hreflang, and so forth. You might be able to use a discover and substitute plugin to do that shortly for inside hyperlinks.
  • Setup GSC. This can embrace issues like transferring your disavow file, setting geo-targeting, URL parameter settings, and importing sitemaps. You’ll need to maintain a sitemap with previous URLs for a brief time period. This will assist monitor indexing of URLs in GSC.
  • Remove any crawling blocks for pages on the previous and new web site. Everything must be crawled for indicators to consolidate correctly.
  • Make positive pages you need listed aren’t marked noindex. You can use Site Audit for this.
  • Redirect pages. You need to be sure that previous pages are redirected with a 301 redirect to the brand new variations of your pages. It’s a good suggestion to redirect issues like photos and PDFs as properly, however don’t fear about issues like JS, CSS, or Font information. Focus on redirecting issues that get listed by engines like google and don’t fear about different file sorts.

You need to catch adjustments as early as doable so in case you have a dev or staging web site, you must crawl this to verify all the things’s okay earlier than pushing adjustments to a dwell web site. Remember that if an previous web site was utilizing HTTPS and the certificates expires, bots are handed however customers will obtain an error message and received’t be redirected. There are multi-domain certificates that cowl a number of websites that may assist stop this challenge.

If you see a drop, it’s possible associated to redirects, one thing not with the ability to be crawled, one thing noindexed, adjustments to the content material or eradicating content material, adjustments to inside hyperlinks, or one thing that modified associated to technical Website positioning.


 If you’re fascinated with updating hyperlinks to your web site, you could need to replace hyperlinks from pages you management, however I wouldn’t hassle doing outreach to replace hyperlinks on different websites that time to you. They ought to consolidate correctly with the 301 redirects. It’s not definitely worth the effort to get them modified. 

Testing and ongoing monitoring

There are varied methods to observe the progress of the migration and ensure all the things is progressing because it ought to.

With Ahrefs

There are a number of varied methods to search for adjustments. As I discussed earlier, you may change the scope of your crawl in Site Audit and get a comparability that reveals you what modified. You’ll need to look out for adjustments to issues like:

  • Canonicals
  • Hreflang. This will break for some time in the event you change domains since it can take a while for pages to be re-crawled and connections made.
  • Schema
  • Meta robots

Remember how we created that listing of prime pages earlier? These are your precedence pages. It’s value crawling that listing in Site Audit to make sure issues like redirects are in place and there haven’t been any vital adjustments. If you arrange a separate undertaking for that listing forward of time, you may even do a comparability crawl to see adjustments on these pages shortly.

You can get web page site visitors, key phrase site visitors and alter historical past with the Top Pages and Organic Keywords studies in Site Explorer 2.0. It’s straightforward to make comparisons for a similar area, however in the event you modified domains, you may need to export this information to Excel or Google Sheets to make a mixed view for various durations and see the place any losses might have occurred.

Page site visitors and alter historical past by way of the Top Pages 2.0 report in Site Explorer.

You may also use our crawler to verify your redirects are working correctly, and hyperlinks are redirected correctly.

Here’s the simplest approach to do that:

  1. Enter your area into Site Explorer
  2. Go to the Best by Links report
  3. Add a “404 not found” filter
  4. Sort by referring domains

This will present you pages with hyperlinks to them that we see as 404 with our crawler. You may need to redirect these.

With GSC

Google Search Console has lots of information that can assist you with migration. For instance, you may verify for canonicalization points utilizing the URL Inspection instrument. Just enter the URL, and Google will inform you what canonical they selected.

Beyond that, you may export GSC information and make a mixed view of your site visitors in Excel or Google Data Studio to observe the migration higher. You might also need to use a mixed view of the web page or key phrase information to troubleshoot any losses.

The Index Coverage report helps you see how your pages are listed. If you’ve uploaded each the previous and new sitemap information, you may watch the change in indexing and verify for any points right here. By having the sitemap information, you may get particular protection studies only for the pages in these sitemaps.

If you need to see an outline of Google crawl exercise and any recognized points, the perfect place to look is the Crawl Stats report in Google Search Console. There are varied studies right here that can assist you determine adjustments in crawling habits, points with crawling, and provide you with extra details about how Google is crawling your web site.

You undoubtedly need to look into any flagged crawl statuses like those proven right here:

There are additionally timestamps of when pages had been final crawled.


If you didn’t get a baseline crawl of the positioning and must verify for variations between the previous and the brand new, verify to see if they’ve a replica of any of the pages. They additionally normally have copies of robots.txt information from websites that may be helpful to see if one thing went improper and was by accident blocked throughout the course of.

If you don’t have entry to Google Search Console for a web site, you may nonetheless verify canonicalization by pasting a URL in Google. Usually the primary web page proven would be the canonical.

And once more, in the event you don’t have entry to GSC, many different points associated to crawling might be checked in your log information.

Just a warning that the positioning: search operator typically confuses folks. If you employ web site:, you’re asking what Google is aware of a couple of particular web site. Just since you see pages there doesn’t imply that’s how they’re listed or that there’s an issue with the migration. I’ve seen this result in folks doing issues like blocking the previous web site to maintain the pages out of the index—which causes issues.

Continue monitoring

Some issues might present up lengthy after migration is over.

  • Monitor the previous area to verify it will get renewed, and do the identical for any others you redirected to the positioning. If the domains expire, any indicators handed by way of redirects from the older websites could also be misplaced.
  • If you didn’t eliminate your previous internet hosting and nonetheless maintain redirects there, bear in mind that they’ll break if it shuts down—and also you’ll lose some hyperlinks. You can remedy this by redirecting by way of DNS and storing the redirects in your new web site.
  • Make positive to maintain safety certificates renewed or swap to a multi-domain certificates, as we talked about earlier.

Final ideas

Migrating web sites is not any straightforward feat, so it’s time to rejoice if all the things went properly. However, as this in all probability received’t be the final time you do a web site migration, I’d recommend getting along with these concerned yet another time to go over what went properly, what went improper, what you’d change in the event you needed to do it once more.

Got questions? Ping me on Twitter.

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