Move your site without losing what you've built.
A site migration is one of the highest-risk moments in SEO. Done well, it's an opportunity to grow. Done poorly, it can erase years of organic traffic overnight. I've supported hundreds of migrations — platform changes, full redesigns, domain moves — and I stay with you through launch and beyond.
Most migrations lose traffic. They don't have to.
The risks are well understood — but routinely underestimated until it's too late. Broken redirects, lost canonical signals, crawl issues, content gaps — any one of these can cause significant traffic loss. And it's rarely just one thing: most migration issues come from a combination of several problems compounding.
A migration is also an opportunity to take stock of what a site actually needs. Sometimes that means pruning old or low-quality content, improving the overall health of the site, and resetting expectations for what traffic should look like post-launch. A healthier, more relevant site performs better over time. Part of what I do is help set realistic expectations for the new traffic baseline and explain why these activities serve the long-term health of the site and brand.
I've worked on migrations for Nine Digital, ArtsHub, and dozens of others. The ones that go well are the ones where SEO is in the room from the start — not brought in to fix problems after launch.
In the room from brief to beyond launch.
Baseline and content audit
What's currently ranking, what's driving traffic, and what content needs to be preserved, redirected, or retired before anything moves.
URL mapping and redirects
Every URL that matters gets a destination. I build and review the full redirect map before a single line of code changes.
Pre-launch SEO checklist
Technical review of the staging environment — crawlability, indexing, canonicals, structured data, page speed, internal linking.
Launch and post-launch support
Available on launch day and in the weeks after — monitoring for issues, flagging drops, and resolving problems before they compound.
If a site change is coming, this conversation should happen now.
Platform or CMS migrations
Moving between platforms — the technical risks are high and the window to get it right is narrow.
Redesigns with URL changes
A redesign that changes URL structure without proper redirect handling is one of the fastest ways to lose organic traffic permanently.
Domain or brand migrations
Moving to a new domain from a rebrand or acquisition — carries significant authority signal risk if handled incorrectly.
Agencies and dev teams
You're building the new site. I work alongside your team as the SEO authority — making sure what you ship doesn't undo what your client has built.
Hundreds of migrations. 15+ years of knowing where it goes wrong.
I've seen every failure mode a migration can produce. I know what to check and when — fewer surprises after launch and faster resolution when they do occur.
Migration of Bupa's health content — full SEO migration support across a large, complex health information estate
Full CMS re-platform and migration across two sites and two geo-locales with CodeCo
Hundreds of migrations since 2010 across retail, media, government, and SaaS