SEO
Domain or platform migration checklist for marketing sites
DNS, SSL, redirects, and analytics so you change domains without disappearing from search and stats.
Changing domains or CMS platforms is a high-leverage moment: you can clean technical debt—or accidentally reset authority signals you spent years earning. Treat migration like a mini program with owners, rollback ideas, and communication to stakeholders.
Before you flip DNS
- Lower TTLs ahead of time so rollback is faster if needed.
- Stage SSL certificates and verify chain on staging hostnames.
- Export legacy redirect maps and analytics annotations for comparison later.
Redirects and signals
301 map old URLs to the closest new URL; document anything intentionally removed. Update internal links to point to final URLs, not chains through old domains. Submit the new sitemap and change-of-address (where applicable) in Search Console.
Analytics and tags
GA4 properties may need a data stream update or cross-domain configuration. Retag paid pixels and verify events in preview mode. Keep old domain redirecting long enough that bookmarks and external links decay gracefully—often a year or more for established brands.
Post-migration monitoring
Watch 404s, soft 404s, and crawl stats daily at first. Compare landing-page and conversion metrics with seasonality in mind. Communicate wins and regressions honestly; some turbulence is normal, prolonged drops are not.