Step-by-step guide to a safe and SEO-friendly move

Migrating a domain might seem like a straightforward process - just change the address, and you’re done, right? Unfortunately, it’s not that simple. A poorly executed domain migration can lead to broken links, lost search engine rankings, and frustrated users. But with the right approach, you can safely switch domains without sacrificing your SEO, branding, or traffic. In this comprehensive guide, we’ll walk you through everything you need to know to perform a domain migration the right way - from pre-migration prep to post-launch optimization.

What is domain migration?

Domain migration refers to the process of changing the primary domain name of a website. For example, moving from oldsite.com to newbrand.com. Common reasons for domain migration include:

1. Rebranding or renaming the company
2. Upgrading to a more memorable or keyword-rich domain
3. Merging websites under one brand
4. Moving from a regional domain (like .co.uk) to a global one (.com)

Regardless of the reason, the key is to maintain your website’s authority, traffic, and search visibility throughout the transition.

Why domain migrations can be risky

Domain migration touches almost every part of your online presence - URLs, backlinks, indexing, email, and more. Without careful planning, you risk:

1. Losing organic traffic
2. Dropping search rankings
3. Breaking internal and external links
4. Confusing users and customers

The good news? All of this can be avoided with a structured, step-by-step approach.

Step 1: Pre-migration planning

Before making any changes, it’s critical to plan meticulously.

Audit your current website

1. Use tools like Screaming Frog, Ahrefs, or Semrush to crawl your entire site.
2. Export a full list of all URLs, meta titles, descriptions, status codes, etc.
3. Note any high-performing pages (by traffic, backlinks, or SEO value).

Benchmark your performance

Track current metrics before the migration:

1. Organic traffic
2. Keyword rankings
3. Domain authority
4. Bounce rate
5. Conversion metrics

This baseline will help you measure the success of your migration and catch any dips quickly.

Notify stakeholders

1. Let your internal team, marketing staff, and developers know what's coming.
2. If you’re using Google Ads or other marketing channels, prepare to update URLs post-migration.

Step 2: Set up the new domain

You’ll want your new domain fully ready before switching.

Purchase and configure the new domain

1. Make sure DNS is properly set up
2. Set up SSL (HTTPS) from the start
3. Prepare hosting (ideally on the same server or with the same provider for consistency)

Mirror the site structure

1. Keep URL paths the same wherever possible (e.g., /about-us should stay /about-us)
2. This makes redirects easier and maintains SEO continuity

Prepare redirects (301s)

1. Use 301 redirects to permanently point old URLs to their new equivalents
2. Never use 302 (temporary) redirects during a domain migration

If the structure is changing, create a comprehensive redirect map matching each old URL to the appropriate new one.

Step 3: Test everything in a staging environment

Never migrate on a live production site without testing.

Set up a staging environment

1. Clone your site and implement redirects, domain changes, and SSL on a non-public version

Perform QA checks

1. Test redirects (every important URL)
2. Ensure no broken links, missing pages, or redirect loops
3. Check canonical tags, hreflang (for multi-language sites), and robots.txt settings

Step 4: Launch the migration

Once everything has been tested and verified, it’s time to go live.

Update DNS and go live

1. Switch your DNS settings to point to the new site
2. Ensure your SSL is active and no errors appear

Submit change of address in Google Search Console

1. Use the “Change of Address” tool in the old domain’s Google Search Console property
2. Also verify ownership of the new domain in Search Console

Upload redirects

1. Implement the 301 redirect map on the old domain
2. Test again - every important old URL should redirect correctly to the new one

Step 5: Post-migration monitoring

The work doesn’t stop after launch. The next few weeks are critical.

Monitor Search Console and Analytics

1. Look for crawl errors
2. Track drops in traffic or indexing issues
3. Watch for spikes in 404 errors or failed redirects

Resubmit sitemaps

1. Submit updated sitemaps in both old and new Search Console properties
2. Ensure all URLs are being indexed properly

Inform external partners

1. Update any high-value backlinks (if possible) from partners, media, directories
2. Contact affiliates and collaborators to use the new domain

Step 6: SEO optimization after the move

To retain and grow your search presence after the migration:

Update internal links

1. Even if redirects are in place, update hardcoded links to the new domain to improve crawl efficiency

Refresh backlinks

1. Reach out to websites linking to your old domain and request an update

Run ongoing audits

1. Use SEO tools weekly to check for crawl errors, redirect chains, or slow page load times
2. Keep a close eye on keyword rankings and bounce rates

Bonus tips for a smooth migration

1. Timing matters: Avoid peak traffic times or major sales seasons
2. Backup everything: Always take a full backup before migrating
3. Email continuity: If you use domain-based email addresses, ensure smooth transition or forwarding
4. Communicate with users: Consider announcing the move with a blog post or banner to reduce confusion
5. Keep the old domain: Maintain ownership for at least 6-12 months to keep redirects active and secure your brand

Common domain migration mistakes to avoid

1. Skipping 301 redirects - This leads to lost traffic and “Page Not Found” errors.
2. Changing URL structure unnecessarily - Only do it if it’s part of a larger strategy.
3. Not updating canonical tags - These should reflect the new domain immediately.
4. Neglecting analytics updates - Update Google Analytics and tracking pixels to the new domain.
5. Rushing the process - Domain migrations take time. Cut corners, and you’ll pay later.

Migrating your domain is a big decision but it doesn’t have to be risky. With thorough planning, clear redirect strategies, and continuous monitoring, you can preserve (or even improve) your SEO performance while reaping the benefits of a new brand or domain. Whether you’re rebranding, consolidating domains, or simply upgrading to a stronger URL, the key is to think ahead and move carefully. Done right, a domain migration can be a seamless transition that sets your website up for long-term growth and trust.