digital — seo & ai search
SEO migration: keep the traffic through the redesign.
Every redesign, replatform or domain move gambles years of earned rankings on a launch weekend. The losses aren't bad luck — they're missed process: URLs changed without redirects, ranking pages trimmed as clutter, a new platform quietly rewriting what worked. We run migrations so the new site inherits everything the old one earned.
how it runs
The migration sequence.
01 — Inventory what you own
A full crawl and traffic map of the current site: every URL, what each ranks for, what earns links, what quietly feeds enquiries. You can't protect what nobody listed.
02 — Decide page by page
Keep, merge, improve or retire — decided while the new information architecture is still cheap to change, not the week before launch.
03 — Map every redirect
Old URL to new URL, one to one wherever meaning allows. The redirect map is the migration; everything else is furniture arranging.
04 — Parity checks before launch
Titles, content, structured data, speed and internal links compared old to new on the staging site — so surprises happen where they're free.
05 — Launch-day verification
Redirects tested live, crawls run, index state and rankings watched through the settling weeks — with the old inventory as the benchmark for "recovered".
the honest bit
What a migration can and can't promise.
Done properly, most migrations settle back to where they started or better — the redesign usually improves speed and structure, which helps. What no honest operator promises: zero turbulence. Search engines re-evaluate a changed site on their own schedule; the discipline shortens and shallows the dip, it doesn't repeal it.
If your redesign is already live and the traffic already fell: move quickly. Old URLs can still be mapped, content restored, signals rebuilt — but some losses harden with time. This is the one engagement we'll tell you not to postpone.
straight answers
Asked often.
Why do rankings drop after a redesign?
Because URLs changed without redirects, content that quietly ranked was trimmed as clutter, or the new platform changed titles, speed or internal linking. Every one of those is preventable with an inventory before and verification after — the drop reflects process, not punishment.
When should SEO be involved in a redesign?
Before the information architecture is decided — that's when keeping or killing pages is cheap. The week before launch is triage; after launch is archaeology.
Can you rescue a migration that already went wrong?
Often, partially — and the sooner the better. Old URLs can still be mapped and redirected, content restored, signals rebuilt. Some losses harden with time, which is why this is the one engagement we'll tell you not to postpone.