Migrate

Website Migration SEO Checklist

A platform move keeps its search visibility when every old URL has a planned destination, redirects work on day one and you watch the right reports afterwards. This checklist covers the three phases and comes with a free URL-mapping template you can use with any platform.

ShoutEx Team · Platform facts checked October 5, 2026
Guides / Website Platforms for Startups / Migration SEO Checklist
Plan every URL before launch day.Website Platforms for Startups · Checked October 5, 2026
3
Phases: before, during and after launch
1 year+
How long Google advises keeping redirects
301 / 308
Permanent redirect codes Google recommends

Evidence labels on this page. Sourced comes from the platform’s own documentation or pricing page, checked October 5, 2026. Editorial is ShoutEx judgement. Not yet tested means the check is on our published test plan with no result yet. Method: how we evaluate platforms.

How do you keep SEO during a website migration?

Build a full list of old URLs, map each to a new URL, and redirect with server-side 301s. Carry over titles, descriptions and content. Test on staging, launch, submit the new sitemap and monitor for weeks. Google’s site move guidance advises keeping redirects for at least one year so signals transfer.

Migration URL-mapping templateOld URL to new URL, redirect type, priority and launch checks.Download XLSX, no email needed URL-mapping template (CSV)The same columns as plain CSV for any tool.Download CSV, no email needed

What should you do before launch?

  1. Crawl the old site and export every URL.
  2. Export pages with clicks and impressions from Search Console, and top landing pages from analytics.
  3. List pages with backlinks.
  4. Mark each URL keep, redirect, merge or remove.
  5. Map each to a new URL in the template.
  6. Copy titles, descriptions and key content to the new pages.
  7. Benchmark rankings, clicks and conversions for your top pages.
Example · URL map rows
CSV
old_url,status,page_type,clicks_90d,backlinks,action,new_url,redirect,meta_carried,tested
/blog/12-route-planning-guide,200,post,1840,14,redirect,/blog/route-planning-guide/,301,yes,
/pricing.html,200,page,960,3,redirect,/pricing/,301,yes,
/old-webinar-2023,200,landing,4,0,remove,,410,n/a,
/features/dispatch,200,page,310,2,merge,/product/,301,yes,
Illustrative example for a fictional company. Remove only pages with no traffic and no links; return 410 or 404 deliberately.

What should you check on launch day?

  • Every mapped URL returns one 301 to the right page, then a 200; no chains.
  • No staging noindex tags or password protection on the live site.
  • robots.txt allows crawling.
  • Canonical tags point to the new URLs.
  • The XML sitemap lists only new, indexable URLs and is submitted in Search Console.
  • Analytics, tag manager and conversion events fire; see GA4 setup for SaaS.

Use server-side permanent redirects where possible; Google’s redirect guidance says JavaScript redirects should be a last resort.

What should you monitor after launch?

Watch Search Console coverage, crawl errors, clicks and impressions weekly for 8 to 12 weeks. Google says medium sites can take a few weeks or more for new URLs to replace old ones, so short dips are normal. Act on 404s from old URLs, lost rankings on top pages and conversion drops.

WeekCheckAction if it fails
1404s and redirect errorsAdd or fix redirects
1–2Indexing of top 50 new URLsRequest indexing, check internal links
2–6Clicks on top pages vs benchmarkCompare content and metadata with the old page
4–12Conversions by landing pageReview forms and calls to action
Founder rule

Migrations are won before launch.

The URL map and redirect tests decide the result. Launch day only reveals it.

Do platform-specific moves need anything extra?

Yes. Joomla and Drupal URLs often include index.php, IDs or aliases that need their own rules; see Joomla to WordPress and Drupal to WordPress. Hosted builders such as Webflow, Framer, Wix and Squarespace use redirect managers instead of server files. A SaaS-specific view is in SaaS site migration, and platform choice is in the main guide.

Frequently asked questions

What is a website migration SEO checklist?

A list of checks before, during and after a site move that keeps URLs, metadata, redirects and tracking working so search visibility carries over.

How long should I keep 301 redirects?

As long as possible, generally at least one year, according to Google.

Will my traffic drop after a migration?

Short fluctuations are normal while Google processes the move. Large or lasting drops usually point to missing redirects or changed content.

Should I use 301 or 302 redirects?

Use 301 or 308 for permanent moves. Temporary redirects keep the old URL in search results.

Do I need Search Console’s Change of Address tool?

Only when moving to a new domain or subdomain. A platform change on the same domain does not need it.

Is the URL-mapping template free?

Yes, in Excel and CSV formats, with no email needed.

Sources & further reading

Prices, plan limits and support dates change. These first-party sources let you check the facts on this page, last checked October 5, 2026.

Google Search Central: Site moves with URL changesVisit →Google Search Central: Redirects and Google SearchVisit →