Website migration SEO that protects the traffic you've built
Redesigns, replatforms, domain changes and site mergers. URL mapping, redirects, staging checks and launch-day monitoring, so the new site keeps what the old one earned.
From £3,000 a month · 3-month minimum
Problems we fix
- A redesign due to launch with no redirect plan
- Traffic lost after moving platform
- All old URLs redirected to the homepage
- Staging noindex tags carried over to the live site
- Product and category URLs changing on replatform
- A domain change or merger of two sites
How we approach Website Migrations
Migrations are where businesses lose the most search traffic in the shortest time, and almost always for avoidable reasons: URLs that change without redirects, redirects that all point to the homepage, a staging noindex tag that goes live, or content and internal links quietly dropped in the redesign. None of these are hard to prevent. They're just easy to miss when the project is run by people focused on design and launch dates.
We join the project as early as you'll let us, ideally before the new URL structure is fixed. We map every URL that carries traffic, links or revenue to its new home, check the new site on staging before it goes anywhere near Google, and watch indexing, rankings and revenue closely for the weeks after launch.
What's included
- Pre-migration benchmark
- Rankings, traffic, revenue and backlinks recorded by URL before anything changes, so every post-launch movement can be measured against a baseline.
- URL mapping and redirect plan
- Every valuable old URL mapped one-to-one to its closest new equivalent, delivered as a redirect file your developers can load and we can test.
- Staging QA
- The new site crawled before launch for indexability, canonicals, metadata, internal links, structured data, rendering and anything lost from the old pages.
- Launch-day checks
- Redirects tested at scale, robots.txt and noindex rules verified, sitemaps submitted and Search Console set up for the new structure.
- Domain moves
- Change of Address in Search Console, property verification and redirect retention planned for domain changes and mergers.
- Post-launch monitoring
- Daily then weekly checks on 404s, indexing, rankings and revenue, with anything that slipped through fixed fast.
Who it's for
Businesses mid-redesign
A new site is being built and nobody has been asked to own what happens to search.
Replatforming stores
Moving to or from Shopify, WooCommerce, Magento or a headless build, where product and category URLs will all change.
Sites that already lost traffic
The migration happened, traffic dropped and you need to find which redirects, pages or signals went missing.
How the work runs
- 1
Scope and benchmark
Agree what's changing, crawl the current site and record its performance by URL.
- 2
Map
Old-to-new URL mapping, redirect rules and a list of content and features the new site must keep.
- 3
Test on staging
Crawl and review the new site before launch, with fixes tracked to sign-off.
- 4
Launch
Redirects, indexing controls, sitemaps and Search Console verified on the day.
- 5
Monitor and recover
Close monitoring for the weeks after launch, with a report comparing performance to the benchmark.
Retainers from
£3,000
per month · 3-month minimum
- Run personally by Paul, not a junior account manager
- Fixed monthly fee agreed in the proposal
- Developer-ready tickets, not a PDF to decode
- Monthly report tied to leads and revenue
- You own every account, asset and login
Your first 90 days
- Month 1
Audit and roadmap
Search Console, analytics and a full crawl reviewed, findings ranked by impact, and a 90-day plan agreed before delivery starts.
- Month 2
Priority delivery
The highest-impact fixes and content shipped first, with developer tickets written and checked as they go live.
- Month 3
Measure and re-plan
Results reviewed against the benchmark, what's working doubled down on, and the next quarter's plan set.
Your Website Migrations work is done by Paul Lovell
15+ years in SEO across in-house and consultancy roles, speaker at SMX London and Search & Content Summit, and builder of HubSpot apps for indexing and Search Console reporting. No hand-off to a junior after the sales call. More about Paul
Website Migrations questions
Something else? Ask us directly.
How long does traffic take to recover after a migration?
Google says a site move can take time to settle while it recrawls and reprocesses the URLs, and larger sites take longer. A well-run migration should see little lasting loss. A large or lasting drop usually points to missing redirects or lost content, which is what we look for.
When should we involve an SEO in a redesign?
Before the new URL structure and templates are signed off. Bringing SEO in at the end still helps, but some of the cheapest fixes are only cheap before development starts.
How long should redirects stay in place?
Google recommends keeping them for at least a year, and in practice we advise keeping redirects for URLs with backlinks indefinitely. They cost almost nothing to maintain.
Can you help after a migration has already gone wrong?
Yes. We compare the old site, from crawls, archives and analytics, with the new one to find missing redirects and lost content, then prioritise fixes by the traffic each one recovers.
How much does Website Migrations cost?
Retainers start from £3,000 a month with a minimum three-month term. The exact fee depends on the size of your site and how much delivery we take on. You'll get a fixed monthly figure in the proposal after the discovery call, with no surprise extras.
Why is there a three-month minimum?
The first month is mostly audit and planning, and search changes need time to be crawled, processed and measured. Three months is the shortest period in which you can fairly judge whether the work is paying off.
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- PPC ManagementGoogle Ads, Shopping, Performance Max and Microsoft Ads, run on clean conversion data.
- Analytics & TrackingGA4, GTM, Consent Mode v2, server-side tagging and reporting that leadership trusts.
Book a discovery call
Tell us about your site and where you want it to get to. Paul will reply by email to arrange a call, and if we're not the right fit, he'll say so.
From £3,000 a month · 3-month minimum