A new website should grow your organic traffic, not wipe it out. We plan, check and monitor every step of a redesign, replatform or domain change so the rankings you've earned come with you.
Most migration traffic losses aren't bad luck. They're missed redirects, lost content and launch-day mistakes.
Every one of them can be prevented with the right plan in place before you go live.
We work alongside your developers or web agency from the planning stage, so SEO is built into the project rather than bolted on after launch.
A full crawl and record of your current URLs, rankings, traffic, links and conversions — the baseline everything is measured against.
Every old URL matched to its most relevant new page, with a redirect plan that keeps changes to a minimum and avoids chains.
We review the new site before launch for indexing blocks, missing content, broken internal links, metadata and structured data.
Titles, descriptions, headings and copy on pages that already rank are preserved or deliberately improved — never lost by accident.
Redirects tested live, robots.txt and noindex tags checked, sitemaps submitted and Search Console updated within hours of launch.
Daily and weekly checks on indexing, crawl errors, rankings and traffic, with issues fixed fast while they're still small.
We crawl the current site, export performance data and agree what's changing — URLs, platform, domain, design or content structure.
A complete URL map and redirect file, plus SEO requirements for your developers covering templates, metadata, schema and tracking.
We audit the new site before launch and work through fixes with your developers until it's ready to go live.
Live redirect testing on launch day, then close monitoring for the following weeks with reporting against the original benchmark.
A previous agency had worked the site for nearly a year with little to show. From April 2022 we rebuilt the technical foundations and information architecture, remapped keywords and implemented GA4 — taking the store to 32,000 estimated clicks a month.
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Unable to match competitors' paid budgets, Miss Amara went all-in on organic. We targeted high-intent phrases and earned the rankings to match — compounding growth across 19 months.
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A keyword map covering every trade and service area, local pages built around it and ongoing technical work took Network Plumbing from 967 to 4,676 top-10 rankings.
Read the case study →Online stores carry extra risk because of product and category URLs; our ecommerce SEO team handles those migrations with catalogue-scale mapping.
The safest migration changes as few URLs as possible. Where the existing structure works, we recommend keeping it — the same slugs, the same trailing-slash convention, the same location for your main pages. Every redirect is a small risk, so we redirect only what genuinely has to change.
The same goes for content. Pages that rank well keep their titles, descriptions and core copy unless there's a clear reason to improve them. New pages get fresh, keyword-mapped metadata. It's a disciplined approach that protects your existing traffic while giving the new site room to grow.
A migration is the perfect moment to fix long-standing technical issues — slow templates, poor internal linking, crawl waste, missing schema. Our technical SEO specialists review the new build against current best practice, and we check that analytics and conversion tracking carry across so your reporting doesn't break at launch. If tracking needs rebuilding, our conversion tracking setup service covers GA4, Google Tag Manager and ad platform conversions.
The best time to involve an SEO is before design is signed off — when URL structures and content plans are still being decided. But if you're already close to launch, or you've launched and traffic has dropped, we can still help: we'll audit what's changed, rebuild missing redirects and recover what can be recovered. You'll work with a senior strategist from our Sydney office with 10+ years of experience, and no long lock-in contract.