Technical & content SEO
A migration changes the routes by which people and search engines reach your content. Protect that journey with a URL-by-URL plan, appropriate redirects, updated discovery signals, and post-launch monitoring. A successful deployment means that important old links reach useful new destinations, not merely that the new homepage loads.
Guided workflow + specialist supportFrom signal to decision
A redesign can accidentally remove popular guides, product URLs, images, or regional pages. Redirecting everything to the homepage hides the loss rather than preserving the visitor's intent. Treat a migration as a coordinated release across content, server configuration, analytics, search ownership, and customer-facing links.
Collect old URLs from the CMS, sitemaps, analytics, Search Console, and known inbound links. Map each important URL to the closest legitimate new destination. Explicitly identify content being retained, merged, replaced, or removed.
Use server-side 301 or 308 redirects for permanent moves when suitable. Point each old address directly to the final new page, avoid loops, and test both host variants, HTTP-to-HTTPS behavior, and meaningful query parameters.
Before launch, update internal links, canonicals, language annotations, images, and sitemaps to the new URLs. Verify access settings and search ownership. Keep a configuration backup and a practical rollback procedure for deployment defects.
Measure the useful things
01
Important old URLs reaching the intended final destination.
02
Redirect loops, chains, and new error responses.
03
Search clicks and conversions for mapped landing-page groups.
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Get the practical steps, common mistakes, measurement ideas and primary documentation in the full guide.
Read the complete guideA few good questions
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Ask GavekServer-side 301 and 308 responses are permanent redirect options Google recognizes. Select an implementation that also respects your application's request behavior, and test the final destination rather than relying on the status label alone.
Yes. Search engines need to reprocess changed URLs and signals. Monitor the affected groups and diagnose specific failures; do not immediately reverse a technically sound migration because of a single day's movement.
Your next move starts here
Start with your website. Leave with a clearer picture of what to improve, what to measure and where to focus next.