Preserving SEO During a Migration: 301s, Redirects, and Indexing
Without 301 redirects, Google sees plain missing pages and loses track of content built over months or years.
- Map every old URL to its most relevant destination, never to the homepage by default
- A direct 301 redirect (A to C) transfers authority better than a chain (A to B to C)
- Expect 3 to 4 weeks to recover 90-95% of traffic if everything is set up correctly
- Keep 301 redirects in place indefinitely, never switch to 302 after the initial migration
Why 301 redirects are crucial
A 301 redirect is a permanent instruction: the old URL has moved for good. This signal prompts Google to transfer most of the accumulated authority to the new page, which lets your ranking stay stable, or even improve, after the migration.
Mapping your old URLs before the migration
Export the sitemap and analytics from the old site to list every page that received traffic. For each one, identify the most coherent destination; if two old pages merge into a new one, redirect both. Never send a product page to the homepage simply because you don't know where to put it.
Checking the status of your redirects in Search Console
Never assume a redirect works. Check the Coverage section to spot spikes of 404s, test key URLs with the inspection tool, and follow the Links report to see how external authority gradually transfers to the new pages.
Special cases and common mistakes
Breaks SEO category by category.
Slow down the transfer of authority; simplify them.
Two separate redirect lists, never merged blindly.
Google completely ignores the URLs involved.
This technical rigor is part of every project involving website creation and redesign, for a migration that preserves your search rankings.
Post-migration timeline and what to expect
A slight drop in traffic during the first 1 to 2 weeks is normal. Within 3 to 4 weeks, authority is largely transferred and you recover 90-95% of your previous traffic. If after a month the drop exceeds 30%, audit your redirects and indexing immediately.
Frequently asked questions
Is a single blanket redirect to the new domain enough?+
Only if the URL structure stays strictly identical, which is rare; otherwise map each page individually.
Do you need to redirect HTTP to HTTPS manually?+
No, configure the SSL certificate and let the server handle that standard redirect automatically.
How long should you keep 301 redirects active?+
Indefinitely: old external links will keep bringing visitors years after the migration.