Content migration without breaking everything

Why migrations are risky

Moving content between platforms can break search rankings, lose traffic, and frustrate users. URLs change, links break, and search engines need time to understand the new structure.

But migrations are sometimes necessary. The goal is to move content safely while preserving SEO value and user experience.

Before you start

Document what you have

Understand your current site before making changes.

• List all pages and their current URLs.
• Identify which pages get the most traffic.
• Note which pages rank well in search.
• Document internal links and navigation structure.
• Check for external links pointing to your pages.

Set clear goals

Know why you are migrating and what you want to achieve.

• What problems are you solving?
• What must be preserved?
• What can be improved during the migration?
• What is the timeline?

URL mapping and redirects

URL changes are the biggest risk in migrations. Handle them carefully [1]Source 1 .

Create a redirect map

Map every old URL to its new location.

• List every page on the old site.
• Identify the corresponding page on the new site.
• Note any pages that are being removed or consolidated.
• Document redirect rules before making changes.

Use 301 redirects

Use permanent redirects to tell search engines and browsers where content moved [1]Source 1 .

• Redirect old URLs to new URLs using 301 status codes.
• Redirect at the server level, not with JavaScript or meta tags.
• Redirect to the most relevant new page, not just the homepage.
• Avoid redirect chains that slow down requests.

Handle removed content

Decide what to do with content that will not exist on the new site.

• Redirect to the most relevant remaining page.
• Redirect to a category or section page if the specific page is gone.
• Use a 404 page only if there is truly no relevant content.
• Consider archiving important content instead of removing it.

Preserving SEO value

Keep important content

Preserve content that ranks well or drives traffic.

• Keep key pages and their content.
• Preserve page titles and descriptions [4]Source 4 .
• Maintain heading structure and content hierarchy.
• Keep internal linking structure where possible.

Update titles and descriptions

Review and update page titles and descriptions during migration.

• Ensure each page has a unique, descriptive title [4]Source 4 .
• Write clear meta descriptions that encourage clicks.
• Update titles and descriptions to reflect any content changes.

Maintain structured data

Preserve or update structured data during migration [3]Source 3 .

• Check what structured data exists on the old site.
• Ensure structured data is present on the new site.
• Update structured data if content or structure changed.
• Test structured data with Google's Rich Results Test.

Content quality

Review and improve

Use migration as an opportunity to improve content.

• Review content for accuracy and relevance.
• Update outdated information.
• Improve clarity and readability.
• Fix broken internal links.

Consolidate duplicate content

Merge or remove duplicate content during migration.

• Identify pages with similar or duplicate content.
• Choose the best version and redirect others to it.
• Update internal links to point to the consolidated page.

Technical considerations

Sitemaps

Create and submit a new sitemap after migration.

• Generate a sitemap with all new URLs.
• Submit the sitemap in Google Search Console.
• Remove the old sitemap if the old site is still accessible.

Robots meta tags

Ensure robots meta tags are set correctly [2]Source 2 .

• Do not accidentally block important pages with noindex.
• Use noindex only for pages that should not be indexed.
• Check that important pages are indexable.

Performance

Ensure the new site performs well [5]Source 5 .

• Test page speed on the new platform.
• Optimise images and assets.
• Ensure mobile experience is good.

Testing before launch

Test redirects

Verify all redirects work correctly.

• Test every redirect in your mapping.
• Check that redirects use 301 status codes.
• Verify redirects go to the correct new pages.
• Test redirects from external sites if possible.

Test internal links

Ensure internal links work on the new site.

• Check that navigation works correctly.
• Verify internal links point to the right pages.
• Fix broken internal links.

Test forms and functionality

Verify that forms and interactive features work.

• Test all forms end to end.
• Verify email delivery works.
• Check that interactive features function correctly.

Launch and monitoring

Monitor search performance

Watch for changes in search rankings and traffic.

• Monitor Google Search Console for errors.
• Track search rankings for key terms.
• Watch for drops in organic traffic.
• Check for crawl errors or indexing problems.

Monitor redirects

Ensure redirects are working as expected.

• Check redirect chains and loops.
• Monitor 404 errors for pages that should redirect.
• Verify redirects are being followed correctly.

Common mistakes

• Not creating a redirect map before migration.
• Using temporary redirects instead of permanent ones [1]Source 1 .
• Redirecting everything to the homepage.
• Forgetting to update internal links.
• Not testing redirects before launch.
• Removing content without redirecting.
• Not monitoring after launch.

Timeline considerations

Plan the migration timeline carefully.

• Allow time for testing before launch.
• Plan for monitoring after launch.
• Expect search rankings to fluctuate during migration.
• Allow time for search engines to process redirects and reindex.

When to get help

Consider professional help for complex migrations.

• Large sites with many pages and complex structures.
• Sites with significant SEO value to preserve.
• Migrations involving complex technical requirements.
• When you lack experience with SEO and redirects.

Next step

If you are planning a migration, start by documenting your current site. Create a redirect map for every page. Test redirects thoroughly before launch. Monitor search performance and fix problems quickly. Preserve SEO value by keeping important content and using proper redirects [1]Source 1 . With careful planning, migrations can preserve rankings and improve your site. If you need help with a content migration, website build services can handle the technical work while you focus on content. For help deciding whether to rebuild or fix your current site, see website rebuild vs fix.