Redesigns, new platforms and domain changes are where websites most often lose traffic they spent years earning. This checklist follows Google's own site-move guidance and lessons from running migrations on large sites.
The short answer
To migrate a website without losing SEO, map every important old URL to its closest new URL, use permanent (301 or 308) redirects, update internal links and canonicals, test the new site before launch, submit the new sitemap, and monitor Search Console closely afterward. Google says to keep redirects for at least a year and to expect some temporary ranking fluctuation, which can take a few weeks or more to settle for a medium-sized site.
LG
Written by Latisha Gray, founder of Growth Rankers. Former Head of SEO at State Affairs, with SEO roles at CNN and Vox Media. Last updated
What Google says about site moves
Use server-side permanent redirects (such as 301 or 308) when possible.
Keep redirects "for as long as possible," generally at least one year.
Expect "temporary fluctuation in site ranking during the move."
For a medium-sized site, it can take "a few weeks or more" for new URLs to replace old ones in results.
The Change of Address tool is only needed when moving to a different domain or subdomain.
Source: Google Search Central, "Site moves with URL changes" (updated August 2026).
Before you start: decide what kind of move it is
Type
Example
Risk
Redesign, same URLs
New look, same addresses
Lower, if content and internal links are kept
Restructure
New URL structure on the same domain
Medium; every changed URL needs a redirect
Platform change
WordPress to Webflow, Wix to custom
Medium to high; URLs, templates and rendering often change
Domain change
oldbrand.com to newbrand.com
Highest; needs redirects plus Change of Address
Phase 1: Before launch
Benchmark everything. Export rankings, top landing pages, traffic and conversions from Search Console and analytics, so you can compare after launch.
Inventory your URLs. Crawl the current site and combine it with your sitemap, analytics and Search Console data to find every URL that matters, especially pages with traffic or links.
Map old URLs to new ones. Each old URL should redirect to its closest new equivalent, not to the homepage.
Keep content that earns traffic. Don't drop or drastically shorten pages that rank without a plan.
Check the new site in staging. Confirm important content is in the HTML, titles and headings carried over, and internal links point to new URLs.
Block staging from search, and write down every block you'll need to remove at launch.
Turn on redirects and test a sample of old URLs: each should return a single 301 or 308 to the right page, without chains.
Check robots.txt on the live site.
Update canonical tags, hreflang and internal links to use the new URLs.
Submit the new sitemap in Search Console.
Use the Change of Address tool if you changed domains.
Re-test analytics and conversion tracking. Forms and calls are often broken by a new site.
Phase 3: After launch
Watch Search Console daily for the first weeks: crawl errors, 404s and the Page indexing report.
Fix any missed redirects as 404s appear.
Compare against your benchmark weekly: impressions, top pages and conversions.
Update external links you control: Google Business Profile, social profiles and directory listings.
Keep redirects in place for at least a year.
The most expensive mistake: launching with staging settings still on. One leftover noindex tag or robots.txt rule can remove a site from Google. Check it first, every time.
Don't forget AI search
A new site can accidentally block AI crawlers through robots.txt, firewall or CDN settings, or hide key content behind JavaScript. After launch, confirm that crawlers like OAI-SearchBot can reach your pages and that your business information is consistent everywhere it appears. See how to rank in ChatGPT.
When to bring in help
Google's guidance on hiring an SEO says a site redesign or new site launch is a great time to bring one in, and the earlier the better. Our technical SEO service covers URL mapping, redirect plans, pre-launch QA and post-launch monitoring. Related: why your website isn't showing up on Google.
Sources
Google Search Central, "Site moves with URL changes" (updated August 2026): developers.google.com
Some temporary fluctuation is normal. Google says to expect temporary changes in ranking during a move, and that it can take a few weeks or more for a medium-sized site's new URLs to replace the old ones. Careful URL mapping and permanent redirects are what keep temporary dips from becoming permanent losses.
How long should I keep redirects after a migration?
Google recommends keeping redirects for as long as possible, generally at least one year, and says they can stay in place indefinitely. Removing them early can lose links and traffic that still point to old URLs.
Do I need Google's Change of Address tool?
Only when moving from one domain or subdomain to another. Redesigns that keep the same domain don't need it, but they still need redirects for any URLs that change.
What's the most common migration mistake?
Changing URLs without redirecting every old URL to its closest new equivalent. Other common mistakes are launching with a "discourage search engines" setting or noindex tags left on from staging, and dropping content that was bringing in traffic.
When should SEO be involved in a redesign?
Before design and development start. Google's own guidance on hiring an SEO notes that a site redesign or new site launch is a great time to bring one in, and the earlier the better.
Get a second set of eyes before you launch.
The free consultation reviews your current rankings and traffic, flags what's at risk in your redesign or move, and tells you what to protect first.