At Alloy Marketing, we understand that your website is more than just a digital presence – it’s the backbone of your online visibility. Whether you’re rebranding, upgrading your CMS or shifting to a faster hosting platform, our SEO Web Migration Service ensures your site makes the move smoothly without compromising the rankings you’ve worked so hard to achieve.

What is website migration?

Website migration refers to any significant change made to a website that can affect its visibility in search engines. This includes changes to the domain, structure, content, platform or design. When done correctly, these changes can improve site performance, user experience and search rankings. When handled poorly, however, a migration can lead to broken links, lost traffic and a steep drop in SEO value.

Types of SEO site migration

Website migrations come in many forms, each with unique technical and SEO considerations. At Alloy Marketing, we handle all major types of site migrations, including:

• Domain name changes – moving from one domain to another (e.g. from .co.uk to .com).
• HTTPS migration – upgrading from HTTP to a secure HTTPS protocol.
• Platform migration – shifting from one CMS to another, such as from WordPress to Shopify.
• Structural changes – revamping your site architecture or URL structure.
• Design overhauls – implementing a new layout or frontend design.
• Content migrations – consolidating or moving large volumes of content.
• Mobile-first redesigns – optimising your site for mobile performance and UX.

Why you need an expert when migrating your website

Website migration is more than just a copy-and-paste job. Without proper planning and SEO expertise, you risk undermining years of hard work and investment. Here’s why partnering with SEO professionals like Alloy Marketing is essential:

• Pre-migration audits to identify all ranking pages and backlinks.
• URL mapping to redirect old URLs correctly and avoid 404 errors.
• On-page SEO preservation, including meta tags, headers and structured data.
• Benchmark reporting to track pre- and post-migration performance.
• Post-migration testing to ensure everything works flawlessly.

Attempting this alone or with a non-specialist developer often leads to costly mistakes – mistakes we can help you avoid entirely.

The benefits of migrating your business’s website

When done right, migrating your website can unlock a wealth of opportunities:

• Faster load times and improved performance on modern platforms.
• Better security through HTTPS and updated hosting environments.
• Improved mobile responsiveness and accessibility.
• Optimised structure that enhances user experience and SEO.
• New design appeal to engage your audience and strengthen your brand.

Benefits of a successful site migration

A smooth and SEO-focused site migration leads to:

• Preserved or improved search rankings
• Increased organic traffic
• Higher conversion rates
• Stronger brand credibility
• Future-proof scalability

Our team ensures that your hard-earned SEO equity follows you to your new site, so you continue to grow rather than start from scratch.

Our migration process

We follow a meticulous step-by-step process to protect your SEO at every stage:

1. Discovery & planning

We start by understanding your goals, auditing your existing site and identifying SEO priorities.

2. Pre-migration SEO audit

We map current URLs, evaluate backlinks and benchmark your performance metrics.

3. Migration strategy & testing

We create a detailed URL mapping plan, set up redirects and test everything in a staging environment.

4. Go-live support

We oversee the live migration, ensuring all redirects and tracking tools are implemented correctly.

5. Post-migration audit

Once live, we perform a full SEO audit, fix any issues and monitor your rankings and traffic.

6. Ongoing optimisation

We continue to track your performance post-migration and provide recommendations to strengthen your SEO further.

Frequently Asked Questions

How can I check how a migration has affected my site’s SEO?

You can compare your site’s traffic, rankings and indexation status before and after the migration using tools like Google Search Console, Google Analytics and third-party rank trackers. Alloy Marketing provides a detailed pre- and post-migration performance report to help you track changes with clarity.

How do I recover SEO after a site migration?

If your rankings have dropped, the first step is to audit the migration. This includes checking for broken redirects, missing metadata, crawl errors and loss of backlinks. We offer SEO recovery services specifically tailored to reverse damage and rebuild your visibility.

My site migration has gone wrong. Can you help?

Absolutely. If your migration has resulted in traffic loss, dropped rankings or technical issues, we can step in, diagnose the problems and implement a recovery plan. The sooner we act, the better the chance of a full recovery.

Is site migration expensive?

The cost varies depending on the complexity of your website and the type of migration. However, compared to the potential losses from a poorly managed move, investing in a professional migration is a cost-effective way to protect your SEO and ensure business continuity.

Will changing my website hosting affect my site’s SEO?

It can. If the new host is slower, unreliable or changes your site’s structure, it may negatively impact SEO. That’s why we include hosting considerations in our migration planning and test everything before and after the switch.

Ready to migrate your website without losing your rankings?

Get in touch with Alloy Marketing today for a no-obligation consultation and see how we can move your website and your business forward.