Articles on
migration and redesign.

Moving a website and rebuilding one are different jobs that go wrong in the same place: the addresses. A site can look identical on its new home and still lose most of its search traffic, because every old URL now answers with a 404 and nothing tells Google where the page went.

These articles are about that risk and how to remove it. What a migration actually involves, what the routes cost, how to map every old address to a new one before launch rather than after, and what to check in the first fortnight while the rankings settle. They are written for somebody who has a site that works and does not want to break it.

The rule underneath all of them is the same. Decide the new structure first, write the redirects from the old sitemap rather than from memory, and keep the content that was already earning. Starting the words again is usually the expensive mistake, not the platform.

When you want it done by somebody who has moved sites before, website migration maps every address and tests the redirects on staging first. If the site is staying where it is and it is the look and the structure that have stopped working, that is a website redesign.