Rolling out an SEO-friendly site migration
From planning through to implementation, we take full responsibility for the technical transition of your website, so your team can focus on the go-live itself. Every migration we run starts with a full crawl, a benchmark of current performance and a page-by-page redirect map, so the search equity you've built carries through the move.
Migrations come in many forms, and usually several at once
Domain changes, subdomain moves, CMS migrations and content migrations each carry their own risks and their own checklist. In practice they rarely arrive one at a time: a CMS change lands alongside a content restructure, and a rebuild consolidates several sites into one at the same moment. Treating them all as one generic “migration” is how critical pages get missed, so we scope each part separately before anything moves.
A content migration deserves its own definition. The domain and CMS stay put, but the way content is organised and presented changes: consolidated hubs, focused pages, sometimes new URLs. The aim is a structure that performs in organic search and works for how LLMs retrieve and cite content, and it gets the same redirect and benchmarking discipline as any other migration.
SoBold’s standalone SEO migration support
We provide comprehensive, in-house SEO migration support to minimise risk and maximise growth.
First, we define what type of migration is required and what the scope of work will be. Then, our support has three phases…
Pre-migration
We start by defining the scope of the migration, which decides the checklist for everything that follows. Once agreed, pre-migration work includes:
- Benchmarking current performance: rankings, organic traffic, indexed pages and the queries driving them, so post-launch we compare against evidence.
- Crawling the existing domain to capture URLs, metadata, content types, index statuses and technical issues.
- Keyword mapping: what each page ranks for, mapped to its equivalent on the new site so targeting carries over.
- Building the redirect map page by page, prioritised by traffic, rankings and backlinks, and agreeing any new URL structure with your team.
Post-migration
The scope of tasks here depends on the type of migration, but this phase can include:
- Redirects verified live against the map.
- New Search Console profile set up and verified.
- Indexation checks, including confirming staging noindex tags haven’t shipped to production
- robots.txt reviewed so nothing is accidentally blocked.
- Lighthouse and PageSpeed Insights runs on key templates.
- Post-deployment crawl covering structured data, canonical URLs and 3xx/4xx internal links.
- XML sitemap confirmed functional and submitted to Search Console.
- Impressions and clicks confirmed as tracking in Google Analytics and Search Console.
Ongoing reporting
Rankings take time to settle, so we monitor and report for four weeks after the migration, when issues are most likely to surface. During that window we:
- Monitor indexation continuously, so Google indexes more of the new site over time and anything dropping out is caught early.
- Set up or refine GA4 so tracking is complete, and report against the pre-migration benchmark.
- Route any technical issues straight to our development team for fixing in real time.
Technical SEO services
We bring a wealth of experience to every SEO challenge, and have a strong track record of boosting client visibility and performance.
Backlinks are a crucial component for driving search engine visibility. SoBold's thorough backlink review uncovers opportunities and eliminates broken links to strengthen your online presence.
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SoBold specialises in creating engaging, informative content that resonates with a client's audience and meets search engine guidelines, driving organic traffic and establishing visibility.
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SoBold's SEO services deliver tangible conversion and commercial results. This means prioritising high-impact work, rather than low-effort tasks that offer minimal benefit.
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Search is changing. Google's AI mode and overviews, ChatGPT, Copilot, Perplexity and a whole host of other AI platforms are reshaping how users search. At SoBold, we help your brand stay visible in the growing world of zero-click search.
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We bring qualified traffic to your website - connecting you with the right audience and ensuring every visitor has the potential to become a valuable customer.
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The goal of our SEO strategy reports is to give you a clear and in-depth understanding of how your website is performing and how it can grow.
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Migration support FAQs
Get in touch with Will for more answers.
Yes, a domain change can impact rankings, traffic, and visibility if not handled properly. A strategic migration with clear communication and collaboration between the SEO and Development teams minimises risks and protects your performance.
A poor migration can lead to broken links, lost rankings, reduced traffic, and indexation issues, all of which affect your site’s visibility and performance.
We map and redirect key URLs to preserve link equity, ensuring your valuable backlinks continue to benefit your new site and maintain authority.
We support domain migrations, subdomain changes, CMS migrations, and content migrations. Whether you are moving platforms, restructuring URLs, or consolidating multiple sites, we manage the full SEO transition.
The timeline depends on the scale. Pre-migration planning and redirect mapping typically takes 2-4 weeks, with post-migration monitoring continuing for at least 4 weeks after launch to ensure everything settles correctly.
Work with our team to build and scale your bespoke requirements.
Once you submit the form one of our team will contact you to set up a meeting to clarify your requirements and build a quote.
Working with leading b2b clients
