SEO-preserving migration service: we run the move for you
Prefer to hand the migration to someone else? When a redesign changes page addresses, platforms or domains, the search visibility your old site has built up can drop if the move is handled carelessly. This service is about handling it carefully.
Short answer
We record a search baseline, map every old address to its closest new page, test permanent redirects on staging, then monitor errors, clicks and indexing for six weeks after launch. No one can promise rankings will not move, but a careful migration lowers the risk of a lasting loss.
Why migrations go wrong
When search traffic falls after a redesign, the cause is often one of a short list of avoidable mistakes. Old addresses are left to return "page not found" errors. Every old page is redirected to the home page. Redirects are added with JavaScript or as temporary redirects. The staging site's "do not index" setting is carried over to the live site. Page titles and headings that ranked well are rewritten without reason. Pages that brought in steady traffic are dropped because they looked old.
Each of these is avoidable. This service exists to avoid them, whether we are doing the whole redesign or another designer is.
What Google says about site moves
Google's Search Central documentation on site moves with address changes recommends permanent server redirects, either 301 or 308, a mapping of old addresses to new ones, updated internal links and an updated sitemap1. It advises keeping redirects in place for "generally at least 1 year"1. Its guidance on redirect types explains that 301 and 308 redirects are treated as permanent and as a strong signal that the target should be the canonical address, while 302 and 307 redirects are treated as temporary2. JavaScript redirects are described as a last resort2.
The same documentation tells site owners to "Expect temporary fluctuation in site ranking during the move"1. We will say the same before any launch we handle, so a dip in the first week does not cause alarm.
What the service includes
Baseline
Before anything changes, we export your current search data. Search Console keeps the last 16 months of data3, enough to see seasonal patterns. We record clicks, impressions and the queries and pages behind them, along with analytics figures for landing pages and enquiries if you have them. Without a baseline, there is no honest way to judge the result.
Full address list
We combine every source of live addresses we can find: your sitemap, a crawl of the site, the addresses in Search Console, analytics landing pages and any backlinks you know about. Old campaign pages and PDFs are easy to miss and often still receive visits.
Redirect map
Every old address that changes is paired with its closest new equivalent. Where a page is retired with no replacement, we decide together whether it should redirect to a relevant parent page or return a clear "gone" response. The map is a spreadsheet you can check line by line. Our guide to redirect mapping shows how the map is put together.
Content checks
For pages that already rank, we compare the old and new versions. Titles, main headings and key body content should only change where there is a reason. We also check that image alt text, structured data and internal links come across.
Staging tests
On the staging site we test every redirect in the map, check there are no chains or loops, confirm that internal links point straight to final addresses and generate the new sitemap. We check that the staging site is hidden from search engines and make a written note to remove that setting at launch.
Launch day
At launch we remove staging restrictions, put the redirects live, test a sample of them on the live domain, submit the new sitemap in Search Console and check that the home page and key pages can be indexed. If the domain itself is changing, we use the Change of Address tool, which Google provides only for domain or subdomain moves1.
Six weeks of monitoring
For six weeks we watch for crawl errors, unexpected "page not found" responses and drops on specific pages. We fix problems as they appear. At two and six weeks we compare against the baseline and write up what we see.
Working alongside another designer
If you have already hired a designer or agency for the redesign itself, we can provide this service on its own. We need access to the staging site and agreement on who adds the redirects. We have no interest in taking over the design work, and we will not criticise another designer's choices beyond what affects search.
What you receive
- The baseline export and a short summary of your current search traffic
- The complete redirect map
- A pre-launch checklist, signed off line by line
- Two- and six-week reports comparing results with the baseline
Migration questions
Can you promise our rankings will not drop?
No, and anyone who does is promising something they cannot control. A careful migration lowers the risk of a lasting loss. Short-term movement is common, as Google itself notes.
How long should redirects stay in place?
Google's guidance says generally at least a year. We recommend keeping them indefinitely where possible, because old links in emails, directories and other sites keep working.
We have already launched and traffic has dropped. Can you help?
Often, yes. We start by finding old addresses that now return errors and pages that lost content, then add redirects and fixes in priority order. The sooner this starts, the better.
Sources
Each source was opened and checked against the sentence it supports on 3 November 2026.
- Site Moves and Migrations Platform documentation
- Redirects and Google Search Platform documentation
- [GA4] Queries report Platform documentation
Ready to plan your redesign?
Tell us what your current site does well and what holds it back. You get a written, fixed quote in NZD before any work starts.