Pre and Post Website Migration Checklist
Website migrations refer to the process of moving a website from one environment to another, whether that's to a new host, content management system, or completed redesign. Migrating involves setting up a staging site, redirecting URLs, transferring files and databases, updating DNS, verifying functionality and traffic, and gradually shifting over to the new site. Careful planning and execution allows for a smooth transition that avoids disrupting the user experience or negatively impacting search engine visibility.
Website Pre-Migration Checklist
1. Conduct a full site crawl of existing site
- Crawl entire site to identify all pages, assets, metadata, etc.
- Document site architecture, navigation and relationships between pages
2. Benchmark performance across all channels
- Establish current site metrics for traffic, leads, conversions, rankings etc.
- Create benchmarks to measure migration success against
3. Acquire access to staging site
- Get login credentials and URL to temporarily migrate site to for changes
4. Review URL structure and changes
- Identify any URL structure changes needed on new site
- Create 301 redirect list for changed URLs
5. Map all 301 redirects (Pages & Images)
- List all retired page URLs that need 301s
- List all image URLs that need updated redirects
6. Review all mapped redirects
- Validate redirect list with stakeholders
- Confirm 301s are correctly implemented on staging site
7. Configure robots.txt
- Develop new robots.txt for staging site
- Block non-migrated retired pages from indexing
8. Review Robots.txt
- Confirm new robots.txt is structured correctly
- Verify all correct pages are allowed/blocked
9. Structured Data Implementation
- Inventory existing structured data markup
- Re-implement markup on new pages
10. Review Structured data
- Use structured data testing tools to validate
- Fix any issues prior to launch
11. Tracking code update and implementation
- Obtain new tracking code from analytics platform
- Implement on all necessary pages
12. Review tracking code
- Confirm new tracking code is firing on staging site
- Validate analytics platform is receiving data
13. Run crawl of staging site
- Crawl staging site to identify any issues to address
- Check for broken links, errors, missing assets
14. Audit metadata and content implementation
- Verify all metadata from old site is accurately updated
- Check that all necessary content has migrated
15. Update final URLs for ads
- Provide staging site URL to marketing team
- Change links, display URLs and landing pages
16. Update all internal links
- Fix any relative links to redirect properly
- Redirect legacy site links to relevant new URLs
17. Ensure www. or non www. version remains the same
- Pick either www or non-www site-wide links
- Redirect any links on other version to chosen one
18. Redirect all changed pages
- Implement permanent 301 redirects for all retired pages
- Redirect legacy domains/URLs to relevant new locations
19. Go Live
- Flip DNS switch to point domain to new site
- Monitor closely for any launch issues
Website Post-Migration Checklist
1. Run a full site crawl
- Crawl entire site to identify any issues
- Check for broken pages, links, assets, etc.
2. Run a Google PageSpeed Insights test
- Test website speed and performance
- Identify improvements if page speed scores are low
3. Check 301 redirects for errors and loops
- Validate no infinite redirect loops are present
- Fix any faulty or broken redirects
4. Verify tracking codes are live and functioning
- Confirm analytics, tags, pixels are collecting data
- Test conversion tracking is attributed properly
5. Generate and implement XML sitemap
- Create new XML sitemap with all pages
- Submit sitemap to Search Console
6. Verify Search Console and GA data
- Check reports are registering site move properly
- No major fluctuations in data
7. Test structured data
- Use testing tools to validate structured markup
- Fix errors so data displays properly
8. Submit new sitemap to Search Console
- Add updated sitemap to Search Console
- Request re-crawl of pages
9. Post-launch analysis – check for fluctuations in:
- Keywords, rankings, traffic, revenue, goals
- Compare to pre-migration benchmarks
10. Monitor feed errors or ad disapprovals
- Review Search Console, business manager, and ad platforms
- Correct any flagged issues with feeds or ads
11. Outreach to update most valuable links
- Identify key sites linking to old URLs
- Request redirects or link updates
Closely following this checklist helps identify and resolve any outstanding issues while ensuring search visibility and performance remains strong after a website move.