SEO migration checklist
SEO site migration checklist: before, during, after.
What is SEO migration, and what do you check at each stage? This SEO migration guide covers moving or redesigning a site.
Short answer
What belongs on an SEO site migration checklist?
An SEO site migration checklist lists the steps to take before, during and after a site move. Map every old URL to a new one, set up permanent redirects, update Search Console and monitor both sites. Google advises splitting the move into smaller steps, if that makes sense for your site.
In brief
Five things to know first.
Map before you move
Google says it is important to map your old site's URLs to the URLs for the new site.
Use permanent redirects
Permanent redirects show the new redirect target in search results, while temporary redirects show the source page.
Expect a wobble
Google says to expect temporary fluctuation in site ranking during the move.
Use Change of Address
If you change domain names or subdomains, submit a Change of Address in Search Console for the old site.
Keep watching afterward
Monitor how user and crawler traffic changes on the new site and also the old site.
What it is
What is SEO migration?
An SEO migration is a major site change, such as a new domain, new URLs, HTTPS, a merge or a redesign, that can affect how search engines find your pages.
The goal is to keep what you have already earned. Redirecting URLs tells visitors and Google Search that a page has a new location.
Moved to a new domain
Old addresses redirect to the matching pages on the new domain.
Merged two websites
Links to outdated URLs need to land on the correct pages.
Changed URLs in a redesign
New structure means new addresses. Each old address still needs a destination.
Switched to HTTPS
The address changes, so the same map-and-redirect discipline applies.
Why it matters
Why it matters for your business now
A move changes the addresses that visitors and search engines already know. Every old address needs a clear destination.
Your buyers also ask AI assistants, which return one answer with a few sources. A page that cannot be reached or indexed cannot be ranked or cited.
Links keep working
Links to outdated URLs need to land on the correct pages.
Link credit
Google says 301 and other permanent redirects don't cause a loss in PageRank.
Pages stay readable
Make sure crawlers can reach your key pages, and that the pages are indexed and readable.
Strategy
A simple SEO migration strategy
Plan the move before you change a URL. A short dip in rankings is expected; a long one is a signal to investigate.
Split the move
Google says to split your move into smaller steps, if that makes sense for your site.
Pick a quiet moment
Google says to time your move to coincide with lower traffic, if possible.
Expect fluctuation
Google says to expect temporary fluctuation in site ranking during the move.
How LLMReach can help.
Your first step is a free AI audit, reviewed live with you. It shows where your brand appears in AI answers, who is named instead, and which sources shape those answers.
The checklist
The site migration checklist SEO teams follow
Work through these in order, because later steps depend on earlier ones.
Map every old URL to a new one
Build a list of old URLs and their new destinations before any change goes live.Set up 301 redirects
Redirect each old URL to its mapped page. The 301 and 308 status codes mean that a page has permanently moved to a new location.Check robots.txt and canonicals
Check that the new site allows crawling and that each page points to its own preferred URL.Submit a new sitemap
Submit the new sitemap in Search Console once the new site is live.Submit Change of Address
For a domain or subdomain change, submit it in Search Console for the old site.Monitor both sites
Watch crawl errors, indexing and traffic on the old and new sites.Keep the redirects
Keep them as long as possible, generally at least 1 year.
Redirects
Get the redirects right
Redirects carry the move. Permanent redirects show the new redirect target in search results, while temporary redirects show the source page.
Permanent server-side redirects include HTTP 301 and HTTP 308.
| Permanent (301, 308) | Temporary | |
|---|---|---|
| Use for | A page that has moved for good | A short-term change |
| Shown in results | The new redirect target | The source page |
| In a site move | The right choice | Not the right choice |
Search Console
Use the Change of Address tool
Use this tool after you've moved and redirected your site. It is for domain or subdomain changes, not for a move between www and non-www.
Implement a 301 redirect from your old homepage to your new homepage. You must be an owner of both the old and new properties in Search Console.
| Check | What Google says |
|---|---|
| Redirect | 301 from the old homepage to the new homepage |
| Ownership | Owner of both old and new properties |
| www and non-www | Use canonical tags or redirects, not this tool |
| Subdomains | Create a property and migrate separately |
| Cancelling | Possible for 180 days after the request |
Want a baseline before you move?
The free AI audit shows how your brand appears in AI answers today, so you have a baseline to compare after the move.
Mistakes
Migration mistakes to avoid
Check your plan against this list. Each row pairs a slip with a better move.
| Mistake | Better move | |
|---|---|---|
| Skipping the map | Moving pages without a list of old and new URLs | Map every old URL to a new one before launch |
| Temporary redirects | Using a temporary redirect for a permanent move | Use permanent redirects, so the new target shows in results |
| Removing redirects early | Switching redirects off after a few weeks | Keep them as long as possible, generally at least 1 year |
| Wrong tool | Using Change of Address for a www to non-www move | Use canonical tagging and/or redirects instead |
| Blocked crawlers | Leaving the new site blocked in robots.txt | Check that robots.txt allows crawling before launch |
| No monitoring | Launching and looking away | Monitor user and crawler traffic on both sites |
After the move
Monitor the migration after launch
The work does not end at launch. Google says to monitor how user and crawler traffic changes on the new site and also the old site.
Use web analytics to analyze usage on both. Check regularly for any unexpected crawl errors, and keep the redirects in place.
Compare traffic
Use web analytics to analyze usage on both the old and new sites.
Check errors
Check regularly for any unexpected crawl errors.
Check indexing
Check in Search Console that the new URLs are being indexed.
Hold the redirects
Keep the redirects as long as possible, generally at least 1 year.
FAQ
SEO migration checklist: common questions.
What is SEO migration?
An SEO migration is a major site change, such as a new domain, new URLs, HTTPS, a merge or a redesign, that can affect how search engines find your pages. Redirecting URLs tells visitors and Google Search that a page has a new location.
What goes on an SEO checklist for website migration?
A migration SEO checklist lists what to do before, during and after the move: plan the steps, map and redirect URLs, use Search Console, check crawling and canonicals, then monitor both sites. An SEO migration service can run it for you.
Do 301 redirects lose ranking?
Google says 301 and other permanent redirects don't cause a loss in PageRank. It also says to expect temporary fluctuation in site ranking during the move. Keep the redirects for as long as possible, generally at least 1 year.
When do I need the Change of Address tool?
The Change of Address tool is for moving to a new domain or subdomain. Google says to use it after you've moved and redirected your site. For a move between www and non-www versions, use canonical tagging and/or redirects without using the change of address tool.
What should a site redesign SEO checklist include?
A site redesign SEO checklist starts with a map of old to new URLs. Then add redirects, crawl checks, canonical tags, a fresh sitemap and monitoring afterward. A redesign that keeps every URL needs fewer redirects but still needs checks.
What goes on an HTTPS migration SEO checklist?
An HTTPS migration SEO checklist treats the switch like any move, because every URL's address changes: map each URL and redirect it. Google also says to avoid bad TLS/SSL certificates and HTTPS-to-HTTP redirects because they cause Google to prefer HTTP very strongly.
What are the most common migration mistakes?
Common migration mistakes are skipping the URL map, using temporary redirects for a permanent move, removing redirects too soon, using Change of Address for a www move and not monitoring both sites.
How do I know the migration worked?
A migration is working when the new URLs are crawled and indexed, errors stay low and traffic recovers after the expected dip. Compare crawler and user traffic on both sites, and review Search Console regularly.
Free AI Audit
Plan your site move before you change a URL.
You leave knowing where the gap is, what is causing it, and which changes would matter first, whether we work together or not.
What to expect
Audit
Before the call, we run your buyers' questions through ChatGPT, Claude, Perplexity and Gemini.
Map
On the call, we show you where competitors are cited and you are not, and what's causing it.
Decide
An honest read on whether the Citation Stack fits. If it doesn't, you'll hear it on the call.
Don't see a time that works? Email Karim directly: contact@llmreach.ai