Website redesign & SEO migration
Plan content, URL changes, redirects and launch checks alongside the new design. Search visibility becomes part of the build brief and the release process.
Migration sequence
URLs · content · search data
Keep · improve · redirect
Templates · content · tracking
Crawl · launch · monitor
Migration workspace
| Current URL | Decision | Destination |
|---|---|---|
| /services/ | Keep | /services/ |
| /old-service/ | Redirect | /services/specialist/ |
| /duplicate/ | Merge | /services/specialist/ |
Scope and delivery
Use this route when the site needs a new structure, platform or visual system and existing URLs already matter to customers or search traffic. Start by separating what should remain from what needs to change. A new design is an opportunity to simplify navigation and clarify content, while keeping a deliberate destination for each valuable page.
Build a shared inventory of pages, templates, forms, media and integrations. Map existing URLs to retained, revised or consolidated destinations. Define the content owner and the acceptance criteria for each template. The release checklist should cover internal links, canonicals, language equivalents, indexation, redirects and the visitor’s main journeys. Keep changes traceable so an issue can be connected to a specific decision.
Review the staging site against the agreed inventory before release. Deliver the URL map, reusable templates and an explanation of how to update content. After launch, check the live destinations and review crawl and search reporting with the same baseline. A migration is complete when the intended pages and journeys work in production, not simply when the new homepage is visible.
Deliverables
Current URLs, destinations, page purpose and available search evidence.
Destination decisions, redirects, titles, canonicals and language counterparts where applicable.
Staging checks, launch checklist and an agreed post-launch review scope.
Sequence
Collect URLs and available analytics/search data.
Confirm destination pages and content ownership.
Test redirects, navigation, tracking and indexation controls.
Review errors and changes against the agreed baseline.
Technical evidence
FAQ
No. Search visibility can fluctuate after a migration. The aim is to reduce preventable errors and validate the new implementation.
The scope typically uses the current website, hosting or deployment workflow, and available Search Console and analytics data. Access requirements are agreed before work starts.
Related capabilities
Next step
Share the current website, the constraint and what needs to change.