Christine Darby // Published: February 2024 // Updated: November 2024

If you’re new to websites, you may have heard the term “website migration.” Business owners, well-meaning web designers, and marketers often understand that a migration can impact a site’s performance, but many don’t realize that even a “simple website redesign” can actually qualify as a website migration.

This distinction matters because seemingly minor changes can unintentionally undo years of SEO progress, leading to lost traffic and reduced visibility if not handled properly.

Knowledge Gap

The inspiration for this article came from an interaction on a web designer forum. A designer asked a question about favicons on Squarespace. We took a quick look at their project and it was clear the site had recently moved from WordPress to Squarespace. We assured the designer that the favicon issue would resolve itself by the time they completed all migration tasks. To which the designer replied, “What’s a migration?”

This incident, along with frequent assertions from small businesses that they’re “not migrating the current site,” but rather “changing platforms and redesigning the entire site” or “simply switching the domain” highlights a widespread knowledge gap.

Many people involved in web projects do not grasp the possible search engine optimization (SEO) implications of site redesigns or site moves. Here we explore what migration really entails, so your next project goes as smoothly as possible.

What Qualifies as a Website Migration?

What is a website migration? Migrating a site refers to the process of moving or transferring an existing website to a new online location or platform. Any change that can impact your visibility and traffic is often referred to as a “migration.” There are various types of migrations that site owners and new designers need to be aware of, including:

Platform changes: Switching the technology or content management system (CMS) that powers a website. For example, moving from WordPress to Squarespace, or transitioning from a custom-coded legacy site to a templated site builder, can significantly affect how content is managed and presented online.
Domain changes: Changing your website domain (from “oldsite.com” to “newsite.com”) can impact site visibility and should be handled carefully. Merging multiple domains into one site also falls under this category.
Structural changes: These changes affect the website’s architecture, including its internal linking structure, navigation, and individual page URLs. Moving from HTTP to a secure HTTPS protocol falls into this category. Structural updates and URL changes are common during site redesigns.
Content migration: Consolidating, removing, or moving large amounts of content, such as during a site merger.

Essentially any transition that significantly alters the location, technology, or architecture of an existing site can be classified as a migration. The more changes, the more complicated the project becomes.

Yes, Your Site Redesign Might Be a Migration

Again, new web designers, marketers, and business owners often don’t realize that a website redesign may actually require a migration approach. If you are simply changing colors, fonts, or adding new content, then go right ahead.

But before making more complex site edits, you’ll want to consult with a qualified expert who can assess your proposed changes. Ensure this advice comes from an experienced SEO professional with expertise in website migrations—rather than relying on well-intentioned but less experienced team members or general marketing agencies.

Understanding Redesign and Migration Risks

Yes, redesigning a site or replatforming to a new CMS can open doors to better functionality and improved design/UX, but it may also come with potential downsides. For sites that already receive organic search traffic, you’ll want to:

Minimize traffic disruption: Implementing thorough 301 redirect strategies and updating internal links can prevent temporary losses in search engine traffic. Early and comprehensive planning helps maintain visibility during the transition.
Enhance user experience: Prepare for potential user confusion by maintaining a consistent navigation structure and clear communication about changes. Implementing a user-friendly 404 page can also mitigate frustration from broken links.
Safeguard rankings and traffic: Mishandled migrations can lead to detrimental declines in search engine positions and visibility. To avoid permanent drops in search engine positions and visibility, ensure a seamless migration by monitoring for crawl errors and updating your sitemap promptly. Partnering with SEO experts can provide support in preserving your site’s SEO health.

Taking proactive steps to follow best practices and address risks will lead to a successful migration. Handled properly, site redesigns or replatforming can enhance your site’s performance and user experience without sacrificing hard-earned traffic and rankings.

Working With an Experienced SEO

When it comes to migrations or large redesigns, a “do-it-yourself SEO approach” is not advised. It is worth hiring a migration consultant to guide or review the process.

If you’re a new designer taking on a redesign project, it’s wise to partner with an experienced web developer or SEO consultant. They can advise you on any risks, handle technical details, and ensure continuity in site indexation and analytics tracking.

Based on the scale of the migration, you likely will need to align your proposed structural or design changes with the business’s search optimization strategy. The more aligned everything is, the smoother the changes will go.

While a migration can give you more creative control as a designer, proceed cautiously. Be sure to set proper expectations around risks and bring in help to mitigate the downsides for clients. Your client’s existing search traffic and site equity took time to build, so a significant website redesign requires a delicate touch, not just creative flair.

If you’re a business seeking a site redesign, it is important to realize that many new designers simply do not understand optimization. You should not give sole responsibility of redesigning or moving a business website to a summer intern or a recent college grad. Ensure your design team includes an experienced SEO professional—don’t hesitate to request case studies or verify credentials.

Final Thoughts

Migrations and redesigns can jar the status quo, and rushing a project can backfire across user experience, technical functions, and SEO. But with the right approach, a site overhaul can pay dividends in security, capabilities, and audience reach.

Proceed with caution and proper planning to avoid common beginner pitfalls. Do your homework before undertaking a major transition—take the time to map your existing site, enable proper crawl access, lock down test versions, confirm analytics continuity, strategize redirects, announce changes to visitors, and closely track performance after launch.

Remember, changes like switching platforms or even adding SSL encryption are considered “migrations” that search engines must adapt to. Ensure someone on your team understands the importance of planning and having a migration strategy in place.