We’ve updated this Website Migration Checklist to reflect today’s best practices (2025). Website migrations are high-stakes: they can either set you up for growth or cost you years of hard-earned SEO equity. This checklist covers the core steps to help you safeguard rankings, protect data, and keep users onside.
Keep in mind: every website is different. What works for one migration may not work for another. For complex setups, multi-site, e-commerce, international SEO, CMS changes, the answer is often “it depends.” That’s when expert guidance matters most.
1. Maintain SEO Rankings
☐ Export a full list of current URLs (via Screaming Frog, Ahrefs, or Google Search Console)
☐ Create a redirect map ensuring every old page points to a relevant new page (301 redirects, not 302s)
☐ Keep URL structures consistent wherever possible to preserve SEO equity
☐ Identify and safeguard priority traffic/conversion-driving pages
☐ Audit on-page elements (titles, metadata, headers) for consistency
2. Backup Data
☐ Take a full backup of all site files, databases, and media assets
☐ Store copies in more than one location (e.g., local + cloud)
☐ Include plugin/theme configurations and CMS settings
☐ Test restoring from the backup before the migration
3. Stress Test the New Website Thoroughly
☐ Verify all links, forms, CTAs, and scripts are working correctly
☐ Test across multiple browsers (Chrome, Safari, Firefox, Edge)
☐ Test across multiple devices (desktop, mobile, tablet)
☐ Measure page speed and Core Web Vitals before launch
☐ Crawl the staging site to check for missing metadata, broken redirects, or thin content
☐ Validate integrations (e-commerce checkout, payment gateways, APIs, CRMs, etc.)
4. Notify Customers & Stakeholders
☐ Communicate the planned migration timeline in advance
☐ Provide notice of any expected downtime or disruption
☐ Share instructions for accessing or logging into the new website
☐ Brief internal staff, support teams, and partners to handle incoming queries
5. Monitor Website Metrics Post-Migration
☐ Track daily traffic, bounce rates, and conversion rates for the first 2–4 weeks
☐ Check Google Search Console for crawl errors, 404s, or indexing issues
☐ Compare pre- and post-migration keyword rankings for key pages
☐ Monitor server logs for unusual bot activity or missed redirects
☐ Watch for drops in revenue or lead submissions tied to technical issues
6. Make Necessary Updates
☐ Update internal links to point directly to new URLs (avoid chains of redirects)
☐ Refresh metadata and schema markup where content has changed
☐ Replace outdated content or assets with improved versions
☐ Review analytics and tracking codes to ensure data is still flowing
☐ Confirm design elements align with brand guidelines
7. Know When to Call in the Experts
☐ Large sites, e-commerce platforms, or international domains often require advanced planning
☐ CMS re-platforming introduces unique SEO, technical, and UX challenges
☐ Custom integrations (APIs, CRMs, booking systems) add layers of complexity
☐ If your migration is more than just “lift and shift,” get specialist support from Intender
Final Thoughts
Website migrations can unlock massive improvements in performance, design, and user experience, but they’re also moments of maximum risk for SEO. A solid plan, proper testing, and proactive monitoring are your safety net.
This checklist will help you cover the basics. But if your business relies heavily on organic traffic, or your migration involves complex dependencies, don’t risk going it alone.
Need SEO migration help?
Talk to the team at Intender, we’ve managed high-stakes migrations across industries, and we’ll make sure you keep your rankings and your sanity intact.