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SEO20 Aug 20245 min read
SEO migrations without losing the pages that already work
Mark Topper
Founder · Ulties
The easiest way to destroy organic traffic is to redesign or replatform a site without preserving the intent, URLs, and signals that were already earning trust.
Good SEO migrations start with inventory. Which pages drive traffic, which ones convert, which queries matter, and which technical elements actually need to survive the move? Without that map, teams delete working assets accidentally.
From there the work is mostly discipline: preserve URLs where possible, handle redirects carefully, keep metadata and content intent aligned, and validate the new site before and after launch.
Migration SEO is not a trick. It is a change-management exercise for search equity.
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