Website Migration: How to Move a Website Without Losing Search Rankings

„We'll take care of the migration—don't worry.“ Almost everyone hears this phrase when ordering a new website. It sounds reassuring, and few people ask any further questions.

The problem is that the term “migration” covers three completely different situations. They range from simply moving files to another server—a task a hosting provider can handle in an hour—to a complete website overhaul, where thousands of URLs are changed and a single mistake can cost half of the organic traffic.

The good news is that migration isn't rocket science. The bad news is that you can't just brush it off. Let's go over what the term actually entails, how much it costs, how long it takes, and how you can tell if your vendor is doing a good job.

The Three Levels of Migration and How Much You're Risking

Before you start planning anything, figure out which category your project falls into. This determines the risk, the cost, and how much time you'll need to set aside.

The first line is really just a routine. If none of the addresses change, Google basically won't even notice. It only monitors downtime and the speed of the new server.

The third line is the one that causes websites to go down. Every page gets a new URL, and if the old one leads nowhere, you’ll lose backlinks, search rankings, and visitors who used to find you through bookmarks or old links.

And now for the most important thing, which you often won't find in the listings: These three levels can and should be separated.

Don't change everything at once

The most common mistake in the entire process isn't a technical one. It's the decision to combine a redesign, a platform change, a switch to a new domain, and a new URL structure into a single launch.

That sounds efficient. „If we’re going to do this, let’s do it right.“ But then, when traffic drops, no one knows why. Was it the new domain? Or a change in the structure? Or is the new website slower? Without the ability to isolate variables, it’s incredibly difficult to pinpoint the problem.

A practical recommendation is that, if possible, launch the new design using the existing URL structure and only perform a full migration and URL mapping if there is no other way to handle it. Then, set aside more time for post-launch testing.

How long does the migration take?

The switch itself is a matter of hours. The preparation and subsequent testing will take weeks. Here is a realistic timeline for a website with a change in its URL structure:

• 3 to 4 weeks before launch: Export all addresses that Google has in its index. The sources are the sitemap, Search Console, and a crawl of the old website.
• 2 to 3 weeks before: A mapping table is created. Each old address is assigned the closest new address.
• 1 week before: The new website is running at a test address; it is password-protected and will undergo a review. The review will check the heading structure, meta descriptions, loading speed, and ensure that no indexing blocks remain anywhere.
• Launch Date: Switching over and implementing the redirect at the same time. Not a day later.
• Within 24 hours: Crawling the entire website, submitting a new sitemap, and checking metrics.
• The next 4 to 8 weeks: Monitoring indexing and rankings in Search Console.

With a simple hosting migration, the whole process can be wrapped up in a single afternoon and a few days of monitoring.

What Needs to Be Done Before Launch

This is the part you can't make up for later. Once you launch the website, there's no way to export the old data.

Address Mapping

The most important document for the entire migration is a simple two-column table: old address and new address. There must be a row for every page that Google has in its index.

Rules that are worth following:

• Each address to the closest matching page, not to the homepage. Redirecting everything to the Google homepage is considered an error by Google, and it will annoy visitors.
• If there is no replacement, display a 404 error page. It's more honest than sending someone somewhere where they won't find what they're looking for anyway.
• Use a permanent redirect, that is, Type 301. We discussed the differences between the various types in the article on Differences between 301, 302, 307, and 308 redirects.
• Never chain anything. The old address should lead directly to the final new address, not via two intermediate stops.

Redirects from Previous Redesigns

This is almost always overlooked. If a website has changed its structure three times over the past ten years, there are three layers of old redirects. They’re hidden in the server configuration or in a plugin.

If you discard them during the migration, you'll lose the backlinks that were created two generations ago. And those tend to be the oldest and strongest.

Checking the new website at the test address

Before the website goes live, go through it. Specifically:

• Have the text and headings on the pages that worked well for you been preserved? Rewriting everything from scratch could lead to a drop in traffic.
• Have the meta descriptions and titles been filled in, or were they generated automatically by the template?
• Did the "noindex" tag from the test environment get left on the site? This is a classic mistake that can wipe a site from search results for weeks. A related topic is Web indexability.
• Is the new website at least as fast as the old one?
• Are the metrics—that is, analytics and conversions—working?

Launch Day and the First Few Hours

Launch on Tuesday or Wednesday morning. Not on Friday afternoon, and definitely not right before a vacation. If something goes wrong, you’ll want to have the whole team available and a few workdays to fix it.

What's supposed to happen on D-Day:

1. The new website will go live, and the redirect will be implemented at the same time. Not later, not after it's been tested. At the same time.
2. The indexation ban will be lifted from the trial run.
3. The main routes are selected manually by clicking through them: homepage, product or service, contact, submitting an inquiry or order.
4. The entire website will be crawled and we're looking for 404 errors, redirect strings, and internal links pointing to old URLs.
5. A new sitemap will be submitted in Google Search Console. The "Change of Address" tool is also useful if you've changed your domain.
6. The measurement will be checked. Is data being sent to analytics? Are conversions being tracked?

Don't delete the old website just yet. Leave it available at the test address for a few weeks in case you need to go back and check something.

Don't forget what's hosted on the domain

When you're just moving a website, it's simple. When you change your domain or hosting provider, there are usually more things involved than you realize.

• Company emails. This is by far the most common oversight. You must transfer your mailboxes, including their history and settings. Keep in mind that the new domain also needs the correct settings for deliverability; otherwise, your messages will start ending up in spam.
• Images. When the structure changes, their addresses change as well. If your image search is driving traffic to your site, be sure to redirect those links as well.
• Links in printed materials and campaigns. Business cards, flyers, car decals, and banners in advertising displays. Redirects will capture them, but they must remain functional over the long term.
• Tools linked to the domain. Search Console, analytics, social media verification, payment gateway, billing system.
• Certificate for a secure connection. A new domain needs its own one. This is related to the difference between HTTP and HTTPS.

The first two months after launch

The migration doesn't end with the launch. Google needs time to process the new structure, and you need to make sure things are heading in the right direction.

A temporary decline is normal. In the event of a major structural change, a decline in the range of single-digit to low double-digit percentages is expected over a period of several weeks. If the situation does not begin to recover within a month, or if the decline is significantly deeper, something is wrong.

What to Monitor in Search Console:

• Indexing. Are old addresses being phased out while new ones are being added? The two should go hand in hand.
• 404 errors. Are there any addresses that you forgot to include in the mapping? Please add them.
• Rankings and clicks. Compare your results to the same period before the migration, not to the previous week.

If the drop in rankings doesn't stop, check the following in this order: functional redirects, indexing restrictions, missing content on key pages, and site speed. In nine out of ten cases, it's one of these four issues. Don't hesitate to contact us to speak up, if you need help.

When It's Better to Postpone Migration

The launch date is often determined by when the website is ready. However, it should also be based on when you can afford to accommodate any delays.

• Before the season. If you generate half of your revenue in November and December, schedule the migration for the spring. Not for October.
• During an ongoing campaign. Paid ads lead to specific URLs. You need to monitor these carefully; otherwise, you'll be paying for clicks that land on error pages.
• When you don't have the capacity to monitor. Migrating without monitoring the first few weeks is like starting the process and then going on vacation.
• When address mapping is not complete. This isn't a detail that can be added after launch. Without it, it simply won't run.

How Much Does Migration Cost?

The price is based on that first table. The more things change, the more expensive it is, and the differences are significant.

• Migrating to a different hosting provider without changing the URLs. Many providers offer this for free when you switch to them. Paid plans range from about 1,500 to 3,000 CZK, with larger websites costing more. Email accounts are often billed separately, at a few hundred CZK each.
• Website migration with address mapping. For simpler websites, prices generally start at around 3,000 to 10,000 CZK, depending on the number of pages.
• Migration as part of a redesign or transition to a different platform. This is a separate part of the project. For an e-shop with thousands of products, that number runs into the tens of thousands, because mapping addresses, verifying them, and monitoring them after launch take dozens of hours.

The figures listed are for reference purposes only, based on public price lists on the Czech market, and do not constitute a price quote. But what’s more important than the amount itself: Ask what exactly is included in the price. Some people think of migration as simply copying files, while others see it as the entire process, including monitoring the status two months after launch.

How to Tell If a Supplier Is Doing a Good Job

You don't have to know how to set up redirects to tell if a project is in good hands. Just ask a few questions and listen to how the answers sound.

• „Can I see the mapping of old and new addresses?“ The correct answer is a table. When you hear „we’ll handle that automatically,“ keep asking questions.
• „When will you set up the redirect?“ The correct answer is „at the same time as the new website.“.
• „What will happen to the pages that won't be on the new website?“ The correct answer distinguishes between a redirect to a related page and a genuine 404 error. The response „let’s just send everything to the homepage“ is a red flag.
• „Who monitors rankings after launch, and for how long?“ A specific name and a specific time frame should be mentioned—ideally an SEO specialist who focuses on migrations, like me ;).

And here's one thing you need to add: approaches. Search Console, analytics, the domain, and hosting. Without these, the provider can’t export the indexed URLs or check anything after launch. Getting them at the last minute from the former administrator can be a surprisingly long process.

Frequently Asked Questions

What does a complete website migration entail?

Export all indexed URLs, create a mapping table of old and new URLs, test the new website at a test address, implement redirects at the same time as the launch, and monitor indexing and rankings for several weeks afterward. The actual file transfer is the smallest part of the process.

How long does a website migration usually take?

You can complete a hosting migration without changing the URLs in a single afternoon. A migration that involves changing the URL structure takes about a month of preparation and another month or two of monitoring after launch. The actual switchover always takes just a few hours.

How much does a professional website migration service cost?

Migrating to a different hosting provider is usually free or starts at 1,500 Kč. Migrating a website with URL mapping generally costs between 3,000 and 10,000 CZK. Migration as part of an e-shop redesign costs tens of thousands, since mapping and checks take dozens of hours.

When is the right time to migrate a website?

Outside of the season and away from ongoing campaigns, on a Tuesday or Wednesday morning, and when you have the time to monitor things during the first few weeks. Never on a Friday afternoon or right before the whole team goes on vacation.

How Can You Minimize Downtime When Migrating a Website?

Let the new website run at the test address before switching over, and don't delete the old one for a few weeks after the switch. If you're changing the domain, keep in mind that it takes several hours for the changes to propagate across the internet, so some visitors will see the old version for a while.

How can I ensure a smooth email migration when switching hosting providers?

Treat them as a separate item, not as an attachment to the website. Mailboxes must be transferred along with their history, and sender verification must be set up on the new domain; otherwise, your messages will end up in spam. Check in advance whether mailbox migration is included in the price.

How can I tell if my website is ready for migration?

Check three things: make sure you have access to Google Search Console, know which pages are driving traffic to your site, and have a list of all the URLs that Google has indexed. If you don't have access, start by getting it—recovering it retroactively can be time-consuming.

How to Choose the Right Company for E-Commerce Site Migration?

Ask about address mapping, the timeline for implementing the redirect, and who will monitor rankings after launch and for how long. Specific answers to these three questions will help you distinguish between vendors better than any references.

What to Take Away From This

Migration can't be avoided, but it can be managed. Three factors are key, and all of them come into play even before the migration begins.

First, clarify exactly what’s changing, and if possible, break it down into phases. Second, request a mapping table of the old and new addresses. Third, set aside resources for the first two months after launch, because that’s when you’ll see if anything was overlooked.

The rest is the work that the contractor will do for you. Your job is to ask the right questions and provide the necessary access in a timely manner.

Are you planning a redesign or a move to a new domain? Contact us and we'll walk you through what will actually change in your case and what you need to prepare before work on the new website begins.

Before actually migrating the website, a backup is absolutely essential. If something goes wrong during the migration, it’s the only way to quickly revert to a working version. In article on backing up a website You'll find out what a complete backup should include and how often you should perform it.

The migration process will be much easier if you have access to the domain, hosting, and analytics tools all registered under your name. An article on this topic explains how to ensure this happens when you order a website, What to Look for in a Website Development Contract.

A regular update can also lead to an unpleasant surprise similar to that of a poorly executed migration anti-spam update, which Google launches several times a year. We describe the difference between these two causes of a drop in traffic—and how to quickly distinguish between them—in a separate article.

Moving a website often goes hand in hand with changing providers. In that case, the technical aspects are joined by organizational ones: access rights, licenses, and domain transfer. This is followed by an article about, What to Ask Before Switching Web Agencies.

After migrating to a new hosting provider or platform, it’s a good idea to check your site’s speed right away. You can find specific steps for both WordPress and Shoptet—and, most importantly, which PageSpeed Insights scores to take seriously and which to ignore—in article on website speed optimization.

Migrating a website is a good opportunity to thoroughly review its security. We explain what to do if the website is hacked in the meantime in our article on the compromised website.