Thinking about redesigning or relocating your website? You’re not alone. Businesses across Toronto are constantly refreshing their digital storefronts to keep up with trends, platforms, and performance demands. But here’s the catch: a poorly executed website migration can cost you your hard-earned Google rankings and with them, your customers.
In this guide, we’ll break down how to move your website without wrecking your SEO. Whether you're switching platforms, updating your brand, or moving domains, these practical tips will help protect your visibility and reputation online.
Why Website Migrations Are
Tricky (But Sometimes Necessary)
Website migration sounds like a tech task, but it’s really a strategic decision. It usually involves big changes like shifting to a new domain, moving from Wix to WordPress, upgrading to HTTPS, or launching a full redesign.
And while the results can be exciting faster load times, better design, improved UX the risks are real. If you don’t guide search engines through the transition, you could lose traffic, leads, and rankings in just a few days.
So why migrate at all? Here are a few smart reasons:
●
Your site is outdated, slow, or
mobile-unfriendly
●
You’re rebranding and need a new
domain
●
You’re merging multiple websites
into one
●
You’re switching platforms for
better SEO control
●
You’re upgrading your security
with HTTPS
A successful migration improves your SEO in the long term. But only if it’s done right.
Common Pitfalls That Hurt SEO During a Website Move
The most common SEO mistakes during a migration aren’t about fancy code they’re about what gets forgotten.
Let’s highlight a few examples:
●
No redirect plan: Old pages get dropped by
Google and users hit 404s
●
Sitemap not updated: Search engines don’t know
where to go
●
Broken internal links: Visitors and bots get
lost
●
Google Search Console settings ignored: You
miss errors that affect rankings
●
No staging site testing: Bugs go live with
your redesign
Bottom line? If search engines don’t get a clear message that your content moved (and where it went), they stop showing it in results. That’s traffic gone.
Pre-Migration SEO Checklist:
The Foundation for a Smooth Transition
Before anything moves, here’s what needs to happen behind the scenes:
●
Back
up your entire site (files + database)
●
Crawl
your existing site to capture URL structure and content
●
Map
every old URL to a new one using 301 redirects
●
Benchmark
rankings and traffic so you can track changes
●
Set up
a staging site to test before anything goes live
This is your SEO safety net. It ensures nothing gets lost in the move.
What Makes 301 Redirects So
Important?
301 redirects tell Google: “This page has moved, permanently.”
They help transfer your SEO equity (page authority, links, and rank) from your old URL to the new one. If they’re missing or misconfigured, your new pages start from scratch.
Here’s what to avoid:
●
Redirecting all old URLs to the homepage
●
Using temporary (302) redirects
●
Ignoring pages with backlinks
Every page that was getting search traffic should lead somewhere useful. A clean redirect map is your SEO lifeline.
Google Search Console: Your Post-Migration Wingman
After the move, don’t leave Google in the dark. Use Search Console to:
●
Submit your updated XML sitemap
●
Use the "Change of Address" tool
(if you changed domains)
●
Monitor crawl errors and index coverage
●
Watch traffic, impressions, and search
performance closely
In the first 30–90 days, this data will help you fix issues fast before they hurt you.
Testing Before
You Launch: Why Your Staging Site Matters
Before you go live, test everything on a staging version of your site:
●
Layout and design on desktop and
mobile
●
Redirects from old to new pages
●
Meta titles, descriptions, and
structured data
●
Internal linking paths
●
Page load speed and Core Web
Vitals
Going live without testing is like opening a store without checking if the doors unlock.
After the Launch: Monitor,
Adjust, Improve
Even a perfect migration can see a short-term dip in traffic. But if you’ve followed best practices, recovery should be quick.
Here’s how to speed it up:
Check for broken links, missing pages,
and crawl errors
Submit disavow files if any bad backlinks pop up
Rebuild lost internal links (especially from blogs or product pages)
Keep publishing new content freshness helps you reindex faster
Use Ahrefs, Screaming Frog, or Sitebulb to run technical audits
The key is to stay proactive. Don’t wait for rankings to crash monitor early and often.
Real Talk: What Happens When
You Skip These Steps?
Here are a few painful but true scenarios:
●
A small business in North York
redesigned their site but forgot redirects. They lost 60% of their Google
traffic overnight.
●
A restaurant chain changed domains
but didn’t notify Google. Their brand name disappeared from search.
●
A retail site moved to HTTPS but
never updated its sitemap Google stopped indexing key product pages.
These weren’t technical flukes. They were avoidable SEO mistakes.
Want a Smoother Move? Here’s When
to Ask for Help
If your site is large, e-commerce-based, or you’re juggling multiple domain changes, working with an expert can save you from costly SEO losses.
A good digital agency will:
●
Audit your current SEO structure
●
Build a custom redirect strategy
●
Set up tracking and Google Search Console
●
Monitor and resolve post-migration issues
You’ll get peace of mind and keep your rankings while you upgrade your online presence.
FAQs: Straightforward Answers About Website Migration
and SEO
1.
Will I lose rankings if I migrate my website?
Not
necessarily. A small dip is common, but with proper redirects, site structure,
and monitoring, your rankings can bounce back or improve.
2.
How long does Google take to reindex my new site?
Usually within
a few days to a few weeks. Submitting an updated sitemap and staying active
helps speed things up.
3.
Can I move from Wix to WordPress without hurting my SEO?
Yes, but be
careful. WordPress offers better SEO control, but the migration must include
redirects, meta tags, and testing.
4.
Should I pause ads while migrating?
Definitely.
Running ads before Google indexes your new URLs can waste your budget on broken
or redirected pages.
5.
What if I forget to redirect my old pages?
Google will
treat them as gone, and you’ll lose any SEO value those URLs had. Always use
301 redirects.
6.
Is HTTPS migration still a big deal?
Yes. Google
rewards secure websites, and users trust them more. But you need to update
sitemaps, canonical tags, and internal links too.
7.
Should I hire an expert or do it myself?
If you have a
small, simple site and some SEO knowledge, you might be fine. For larger or
business-critical sites, it’s safer to work with pros.
Additional Resources:
· Is SEO Dead? (Spoiler: Absolutely Not)
· The Cost of a Slow Website: Speed vs. Bottom Line
·
How to Optimize Local Landing Pages
for Multi-Location Success
·
Boost Your Local Visibility with
Voice Search Optimization
Conclusion: Migrate Your Website Without Losing
Momentum
Website migration doesn’t have to mean starting from scratch. Done right, it can be a launchpad for growth not a setback.
The key is having a plan that puts SEO first. From mapping redirects to testing on staging, every step matters.
Whether you're in Toronto or anywhere else, the bottom line is this: if you’re investing in a new site, don’t let search engines forget you exist. Migrate smart, stay visible, and keep your customers finding you no matter where you move online.
“Bio: Maede
is a content curator at UnlimitedExposure,
a company dedicated to providing a wide range of digital marketing resources.
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