Plan for URLs, redirects, content, tracking, and measurement when switching your business website domain or platform.
Index
Changing platforms or domains requires more than publishing the new layout. Old pages can receive visits, links and contacts. A migration needs to preserve useful paths and allow search engines to recognize the change. Even with planning, visibility fluctuations can occur.
Take inventory before redesigning
List existing URLs, indexable pages, relevant files, and forms. When available, use data from Search Console and the analytics tool to identify important pages. Don't delete content just because it doesn't appear in the current menu.
Map origin and destination
Each changed URL must point to an equivalent page. Redirecting everything to the home page loses context for visitors and search engines. Update internal, canonical, and sitemap links to the final address, avoiding unnecessary chains.
- Permanent redirects for permanent changes.
- Removal of approval blocks before publication.
- Checking forms, events and confirmation pages.
- Preservation of useful content and relevant metadata.
The acceptance must include the old path
Access old pages and check HTTP status, destination and content. Check mobile devices and campaign links in use. The previous domain must remain available to serve redirects; turning it off immediately stops that path.
Monitoring after publication
Track crawl errors, deleted pages, queries and conversions. Compare periods considering seasonality and other marketing changes. An initial outage alone does not explain the cause: investigate technical issues and content changes separately.
What to demand from the supplier
Ask for the migration plan, responsible parties, validations and return procedure. Quantum9 can integrate development and SEO care in the same project. Consult the Google's official guidelines for URL changes and our guide Technical SEO.