Website Migration Checklist: 8 Key SEO and UX Steps

Website migrations involve systematic planning to preserve search rankings and user experience during platform changes, domain moves, or hosting transitions.

This comprehensive site migration checklist covers pre-launch preparation, execution protocols, and post-migration optimization to prevent common traffic losses and ranking drops.

Why Website Migrations Require Careful Planning

Website migrations involve moving a site between domains, hosting providers, or content management systems while preserving search rankings and user experience. They often happen because of platform upgrades, hosting performance issues, domain rebranding, or CMS changes.

Unplanned migrations typically result in 20-30% traffic drops and weeks of recovery time. A business switching from WordPress to Shopify without proper URL mapping might lose months of SEO progress when product pages return 404 errors.

Systematic checklists reduce migration risks by ensuring no critical steps are overlooked during the transition process. This comprehensive approach treats SEO preservation and user experience improvements as equally important goals.

Step 1: Audit Your Current Website Structure

Before starting a migration, you need a clear picture of what’s on your site. Many teams underestimate the number of pages they have, especially those not listed in the sitemap.

Run a full site crawl to capture every page, not just those listed in the XML sitemap. Export URLs along with meta titles, descriptions, and internal links. This creates the foundation for accurate redirect mapping.

Document top-performing pages, conversion paths, and key user journeys so they continue to work after migration. Also record current performance benchmarks such as Core Web Vitals scores, load times, and Google Search Console data for comparison once the migration is complete.

Export analytics baselines such as traffic sources, conversion rates, and user behavior. These help you compare performance before and after migration.

According to Google’s Migration Guidelines, a thorough site audit helps reduce the risk of losing critical pages.

Tools for Comprehensive Site Auditing

No-code crawling tools let you scan an entire site without technical setup or APIs. These scans can create a baseline, which forms the basis for post-migration checks.

Most no-code tools focus on a single area, such as functional testing or basic SEO checks. Teams often need multiple tools stitched together to build a complete baseline.

Sitepager takes a broader approach. It starts with a single URL crawl and runs multiple checks in one pass. From that crawl, you get unified reports that include:

• Visual baselines

• SEO validation (and baseline)

• Broken links

• Lighthouse performance audits

This comprehensive scope differs from typical no-code tools that handle only one or two testing areas.

Key Takeaways:

• Run complete crawls to capture all pages, including those missing from sitemaps

• Export site data such as URLs, metadata, and internal links for redirect planning

• Set performance baselines for traffic and Core Web Vitals post-migration checks

Step 2: Define Migration Goals and Backups

Many teams start technical work without defining what “success” means, which makes it hard to measure migration effectiveness.

Set clear goals for traffic retention and Core Web Vitals. For example, aim to keep 95% of organic traffic within 30 days and preserve Core Web Vitals scores.

Create complete backups before starting. This includes:

• Database exports (user accounts, content, custom fields, CMS settings)

• Media files (with original names and folder structures to protect internal links)

Use a staging environment for testing so migration changes do not impact the live site or user experience.

WordPress.org backup guidelines recommend using multiple backup methods, including database exports and file-level copies, to ensure nothing is lost.

Key Takeaways:

• Set measurable goals for traffic and performance

• Back up everything including databases, files, and configurations with multiple storage locations

• Use staging to test safely before going live

Step 3: Configure DNS, Hosting, and Tracking

The technical setup can feel complex when dealing with DNS records, SSL certificates, and tracking codes. These are also core parts of any SEO site migration checklist, because errors here can block crawlers or cause ranking losses.

• DNS configuration: Set up A records, CNAME records, and MX records so the domain resolves correctly. If DNS fails, search engines cannot crawl your site.

• SSL certificate: Install SSL before making DNS changes to prevent browser warnings and ranking drops.

• Analytics tracking: Add GA4 or Tag Manager in staging to confirm that data is being collected correctly before launch.

• Search Console verification: Verify the new domain in Google Search Console to enable fast indexing and error monitoring.

• CDN configuration: Use a Content Delivery Network (CDN) for faster global load times, but manage caching carefully during migration.

Google’s HTTPS guidance highlights the importance of completing SSL setup before domain changes.

DNS Management Best Practices

• Lower TTL (Time To Live) values to 300 seconds before migration. This ensures DNS updates take effect quickly.

• Allow for 24–48 hours of DNS propagation globally when scheduling your migration.

Key Takeaways:

• Configure DNS and SSL early to avoid accessibility or ranking issues.

• Test analytics tracking in staging to confirm accurate data collection.

• Verify the domain in Search Console for indexing and monitoring support.

Step 4: Protect SEO with Redirects and Metadata

SEO losses during migration usually come from redirect errors or missing metadata. Careful planning avoids these pitfalls.

Use the URL mapping document created during the audit to pair every old URL with its new location. Use 301 redirects for permanent moves. Avoid redirect chains (A → B → C) since they slow load times and may weaken SEO value. For example, an online retailer migrating to category-based product searches could map product URLs from /products/item-name to /shop/category/item-name with direct 301 redirects. This ensures proper SEO value is passed to the new URLs.

Google's redirect documentation confirms that 301 redirects pass nearly all ranking signals when implemented correctly.

Preserve meta titles, descriptions, and header tags to maintain search engines’ understanding of page content. Also transfer schema markup and structured data to the new pages to preserve rich snippet eligibility.

Update internal links to point directly to new URLs instead of routing through redirects.

Advanced Redirect Strategy

Not all redirects are the same. The right strategy depends on the type of content and the scale of your migration.

• Wildcard redirects can handle large sections of a site, but they must be tested carefully. A misconfigured rule can create redirect loops or send users to irrelevant pages.

• Pattern-based redirects work well for predictable structures, like blog posts or date-based URLs. For example, a blog could use pattern-based redirects to move URLs from /year/month/post-title to /category/post-title.

• Individual 301s should be used for your most valuable pages where precision matters.

• Always add a custom 404 page to guide users when no redirect exists.

Redirect Types Overview

Choosing the right mix often means combining these approaches. Use individual 301s for critical content, pattern-based rules for structured areas, and wildcard redirects only when absolutely necessary.

Key Takeaways:

• Map all URLs to new locations with direct 301 redirects

• Preserve metadata and structured data to maintain SEO signals

• Update internal links so they point to final URLs, not redirects

• Use the right redirect type for the situation, testing thoroughly to avoid loops

Step 5: Validate UX, Visual Consistency, and Performance

After the technical setup, testing may feel overwhelming. The good news is you do not need to be a UX expert to catch the most important issues.

Check interactive elements such as navigation menus, dropdowns, search features, and contact forms. Run visual regression tests to compare old and new versions of your site and spot visual differences, missing images, or formatting errors. Confirm mobile responsiveness so the site works consistently across desktop, tablet, and mobile.

This way, if a CTA is broken or a formatting issue appears on mobile, your team can fix it before launch.

Measure Core Web Vitals such as Largest Contentful Paint, First Input Delay, and Cumulative Layout Shift and compare them against the benchmarks from Step 1.

Also test cross-browser compatibility in leading browsers such as Chrome, Firefox, Safari, and Edge.

Google's Core Web Vitals documentation provides specific performance thresholds for user experience optimization.

Methods for UX, Visual, and Performance Validation

Teams usually rely on a mix of manual checks and specialized tools to validate websites after migration:

• Visual validation: You can manually review pages to catch visual differences, missing elements, or formatting inconsistencies. Dedicated visual regression tools can automate this by comparing before-and-after screenshots and highlighting changes, but they often require separate setup.

• Interactive validation: Navigation menus, CTAs, forms, and search functions can be tested manually or with automated scripts to ensure user journeys still work.

• Performance validation: Tools like Google Lighthouse or WebPageTest measure Core Web Vitals, page load speed, and responsiveness across devices.

These methods are effective but often spread across multiple tools and processes.

Sitepager simplifies this step by running visual, interactive, and performance checks from a single crawl. One scan compares old and new versions with side-by-side screenshots. It highlights broken or missing elements and runs optional Lighthouse audits. This gives teams complete coverage in one workflow and ensures issues are caught before launch.

Key takeaways:

• Test interactive elements across all major browser and devices

• Compare layouts and formatting to confirm visual consistency before launch

• Compare Core Web Vitals before and after migration

Step 6: Execute Launch Day Tasks

Launch day requires tight coordination, but systematic planning helps prevent most issues.

Make DNS changes during low-traffic periods to reduce user impact while records propagate. Submit the XML sitemap to search engines immediately after launch to accelerate indexing of the new structure.

Google Search Console Help recommends immediate sitemap submission after major site changes.

Update social media profiles so branding remains consistent across all platforms after domain or design changes.

Do not forget to update third-party services such as payment processors, email marketing platforms, and integration APIs. Run real-time monitoring throughout the launch to identify and fix issues as they arise.

The goal should be to minimize disruption. For example, an e-commerce site with most of its customer base in the US could schedule its DNS change for 2 AM on a Tuesday to limit impact.

Launch Day Communication

Communication is just as important as technical execution. Prepare stakeholder notifications with timelines and potential temporary issues. Brief the customer support team so staff can handle user questions during the transition. For example, you could send advance notice to users about a two-hour maintenance window during migration.

Key Takeaways:

• Schedule during low traffic: Time DNS changes to minimize user disruption during propagation

• Submit sitemaps immediately: Accelerate search engine discovery of the new structure

• Monitor in real time: Detect and resolve issues quickly during the transition

• Communicate clearly: Notify stakeholders and prepare support teams for temporary disruptions

Step 7: Test Redirects and Indexing Post-Launch

The first 48 hours after migration are when most redirect problems surface, making systematic validation essential rather than optional.

Run comprehensive redirect testing by sampling URLs from every major section of the site to confirm they resolve correctly. Use Google Search Console to monitor crawl errors, indexing issues, and redirect problems within hours of launch. Run broken link detection across the new site to confirm all internal links work as intended.

Validate the XML sitemap to ensure important pages are discoverable by search engine crawlers. Confirm mobile-first indexing so the mobile version of migrated pages renders properly for search engines.

Google's Mobile-First Indexing documentation emphasizes the importance of mobile compatibility verification after site changes.

Post-Launch Validation Tools

You can test manually or use automation tools to simplify testing at scale. Teams often rely on multiple tools for post-launch checks:

• Search Console API: Automates monitoring of indexing status and crawl issues.

• Crawling tools: Validate redirects and detect broken links across large sites.

• Visual regression tools: Catch unexpected design or layout changes after launch that redirect testing alone may miss.

Sitepager combines broken link detection and visual regression testing in one workflow. It crawls your site to follow every link and flags errors when a page fails to load. It captures before-and-after screenshots for each page and runs a baseline comparison to highlight visual differences. It also flags pages missing from the sitemap to identify indexing issues. All of these checks run within minutes, saving significant time compared with manual testing or switching between multiple tools.

Key Takeaways:

• Section-based redirect testing: Validate URLs across all major site areas

• Search Console monitoring: Track crawl errors and indexing status immediately post-launch

• Mobile-first verification: Ensure the mobile version of pages is indexed and rendering correctly

• Post-launch automation: Use tools like Sitepager to detect redirect failures and visual issues quickly

Step 8: Post-Migration Monitoring and Optimization

The weeks after a migration reveal whether your preparation paid off. Some fluctuation is normal during the first two weeks, but ongoing monitoring helps separate temporary dips from real issues.

Compare analytics data from before and after the migration to track traffic impact and recovery trends. Monitor keyword rankings to identify search terms that may need additional optimization. Continue tracking Core Web Vitals to detect performance improvements or regressions quickly.

Collect user feedback to uncover UX issues that automated testing might miss. Check Search Console weekly for new errors, mobile-first issues, or indexing gaps so technical problems can be resolved before they affect rankings. A broken contact form in one language could result in a drop in conversion rate in that region. User feedback can surface these issues, especially if manual or automated testing did not cover all site variations.

Google’s GA4 Migration Guide recommends validating your setup, including data collection, event tracking, and reporting, immediately after migration.

Long-term Optimization Strategies

Content and design optimization opportunities often emerge after migration as new analytics data reveals user behavior patterns.

For example, an e-commerce site migrates to a new design. Three months after migration, the retailer finds mobile users abandon checkout 20% more often than before, prompting new mobile UX improvements. Issues like these are more common than you might think.

So optimizing site architecture based on migration learnings is an ongoing and important step.

Ongoing Monitoring Tools

Long-term monitoring requires more than a single launch-day check.

• Analytics platforms: Compare pre- and post-migration data weekly

• Ranking trackers: Spot keyword fluctuations and recovery trends

• Search Console: Detect crawl errors, indexing issues, and mobile-first indexing problems

• User surveys and feedback tools: Capture issues that data alone cannot reveal

• Regular site checks: Actively test pages to confirm that technical elements, on-page SEO, and visual consistency remain intact over time

Regular monitoring with comprehensive testing tools helps identify new issues over time.

Sitepager lets teams re-run crawls to compare the current site against earlier baselines. It makes it easier to identify the root causes of issues flagged in analytics or rankings. Each crawl highlights:

• Visual differences such as missing images, broken layouts, or formatting issues

• Interactive problems such as broken CTAs, menus, or hovers

• SEO checks detect lost metadata or broken links

• Optional Lighthouse audits highlight slow pages and Core Web Vitals issues

This gives teams a way to go beyond monitoring symptoms and directly confirm that nothing unexpected has slipped into the live site.

Key Takeaways:

• Weekly analytics comparison: Track performance metrics during the first month after migration

• Continuous technical monitoring: Watch rankings and Search Console metrics for early issues

• User feedback integration: Surface UX problems that automated testing may overlook

• Direct site checks: Use tools like Sitepager to confirm technical and visual consistency over time

Frequently Asked Questions About Website Migration

Website migrations raise plenty of questions, and these common concerns come up in nearly every migration project.

How do I migrate a website without losing rankings?

Use 301 redirects for all URL changes, preserve content quality, and submit updated XML sitemaps. Monitor Google Search Console for errors to ensure pages are indexed correctly.

How do I migrate a website to a new domain?

Update DNS, configure redirects from old URLs to new ones, and verify the domain in Google Search Console. Submit a fresh sitemap and monitor analytics to track changes.

What is an example of a full website migration?

A business moving from WordPress to Shopify is a full migration. It involves changing the CMS, updating URL structures, redesigning pages, and integrating payment systems.