Site
Migrations.
Protect your rankings during platform changes, domain moves and redesigns. Meticulous planning, redirect mapping and post-launch monitoring — because the traffic you've built over years shouldn't be gambled on launch day.
One Launch Day. Years of Equity.
Migrations Are Where Rankings Go to Die.
A migration touches everything search engines know about you at once — URLs, signals, structure, history. Done casually, years of accumulated authority evaporates in a weekend, and recovery takes months you can't bill for.
Every URL Is a Promise.
Each old URL holds rankings, links and history. Redirect mapping is the contract that transfers those to the new site — and every broken, chained or missing redirect is value handed to competitors.
A Migration Is Also an Upgrade Window.
Done properly, a migration is the cheapest moment you'll ever get to fix technical debt and build AI readiness in — clean rendering, schema, crawler access — because everything is already on the operating table.
Paranoia,
Systematised.
Good migrations are boring — every risk found before launch, every URL accounted for, every assumption tested twice. Five stages, hundreds of checks, no surprises.
Zero traffic loss isn't luck. It's process.
Plan Your MigrationPre-Migration Benchmark
Full crawl, rankings, traffic and link equity documented before anything moves — the baseline every post-launch check is measured against.
Redirect Mapping
Every URL mapped one-to-one to its best new home — no lazy homepage redirects, no chains — generated at scale and reviewed by senior judgement.
Technical Migration Plan
The launch-day runbook: what changes, in what order, who does it, and how it rolls back — with SEO requirements written into the build spec, not bolted on after.
Launch-Day Verification
Redirects, rendering, indexability, schema and analytics verified live as the switch happens — issues caught in hours, while they're still trivial.
Post-Launch Monitoring
Rankings, crawl behaviour and traffic watched daily against the benchmark until performance is confirmed stable — typically 4–8 weeks of vigilance.
Migrate Once. Arrive AI-Ready.
AI raises both the stakes and the standard: your migration must protect what AI systems already know about you — and it's the cheapest moment you'll ever have to build what they need next.
AI in Your Migration
Migrate into AI readiness
If you're rebuilding anyway, build for both kinds of crawlers: clean server-rendered HTML, structured data, deliberate AI crawler access. Our AI Readiness framework is baked into every migration spec — the upgrade costs little mid-build and everything to retrofit.
Protect what the models learned
AI systems hold an accumulated picture of your business built from your URLs and content. A sloppy migration breaks that memory — dead citations, orphaned references. Redirect integrity preserves your standing in AI answers, not just Google.
The proof is this website
We migrated localseo.agency from a JavaScript app to a fully static, AI-readable build — live, with zero downtime, email untouched, and every URL accounted for. The site you're reading is the case study.
AI in Our Process
Crawl diffing at machine scale
Old site and new site crawled and compared URL-by-URL by our tooling — content parity, metadata, schema and internal links verified across thousands of pages, not spot-checked.
Redirect maps generated and validated
AI-assisted matching proposes the redirect map even between wildly different URL structures; automated validation then tests every rule before and after launch. Senior review decides the edge cases.
Anomalies caught while they're cheap
Post-launch, automated monitoring watches rankings, indexation and traffic daily against the benchmark — a dropped page or crawl spike flagged the day it happens, not in next month's report.
Every Migration Includes
Common Questions
Any time the URLs, platform or structure of your site changes: replatforming (WordPress to Shopify, custom builds), domain changes or consolidations, redesigns that alter page structure, HTTPS or internationalisation changes, and site merges after acquisitions. The rule of thumb: if URLs change or the thing serving them does, rankings are at stake and the migration deserves a plan.
A brief settling period of a few weeks is normal as search engines recrawl and revalidate — but with proper benchmarking, one-to-one redirects and launch-day verification, the dip should be shallow and temporary, and many migrations we run see no measurable loss at all. The horror stories almost always trace to missing redirect maps, blocked crawlers or untested launches — precisely the failures the process exists to prevent.
Three ways. Crawl diffing: old and new sites compared URL-by-URL at machine scale, so content or metadata lost in the rebuild is caught before launch. Redirect intelligence: AI-assisted mapping between old and new URL structures, with every rule automatically validated. And post-launch monitoring: daily automated comparison against the benchmark, flagging anomalies while they cost hours to fix rather than rankings. Senior judgement — 27 years of it — reviews everything the machines propose.
Yes — and it's the best possible time. The new build is already open, so requirements like server-rendered HTML, structured data, clean heading structure and deliberate AI crawler access cost almost nothing to include. We write them into the build spec alongside classic SEO requirements. We did exactly this with our own site: it went from a JavaScript app invisible to AI crawlers to a fully machine-readable build — with zero downtime.
Alongside them, from the start. We provide the SEO requirements for the build spec, the redirect map, and the verification checklist; your developers implement in their own workflow, and we test everything before, during and after launch. Developers consistently tell us the requirements are the clearest they've received — precise, prioritised and testable. The earlier we're involved, the cheaper every requirement is.
Migrate Without the Horror Story.
Book a free 15-minute call with our SEO Director before your rebuild gets much further. The earlier the migration plan starts, the cheaper every safeguard is.