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SEO migration work is unglamorous and entirely front-loaded. Almost all of the value comes from work done before the cutover.
Pre-launch checklist
- Crawl the existing site and export every indexed URL with its traffic and rankings.
- Map each URL to its new destination — one-to-one wherever possible, and never redirect everything to the homepage.
- Preserve on-page elements — titles, meta descriptions, headings, canonical tags and structured data.
- Match or beat performance on the templates that carry your organic traffic.
- Prepare the redirect file and test it against the crawl export before launch day.
After launch
Submit the new sitemap, watch crawl errors and rankings daily for the first two weeks and weekly for two months. A dip in the first fortnight is normal. A dip that has not started recovering after six weeks means something in the mapping is wrong, and it is usually findable.