SEO Website Migration Services

Preserve your visibility. Strengthen your foundation. Scale with confidence.

A website migration is one of the most complex and high-risk transitions a business can make, but when executed well, it protects years of earned authority and ensures your new site is ready to perform from day one.

As a migration company with over a decade of experience handling complex migrations, we know that when handled strategically, it’s also one of the most valuable opportunities to strengthen your organic visibility, improve governance, and set the stage for scalable growth.

At MacMillan Search, we specialize in guiding B2B software and service companies through SEO-driven migrations that protect visibility, preserve authority, and create a durable foundation for future Answer Engine Optimization (AEO) and international expansion. Our focus is on delivering a seamless transition for every client, ensuring minimal disruption to SEO rankings and user experience.

Why SEO Expertise Is Critical During Migration

For SaaS and service organizations, the cost of lost visibility can be measured in pipeline disruption. A well-managed migration preserves that momentum while positioning your team for faster growth once the new site is live.

Migrations affect everything that search engines and users understand about your business — from how pages are indexed to how authority is distributed. Even a well-intentioned redesign or domain change can disrupt years of SEO momentum if not managed carefully.

Our approach goes beyond technical implementation. We combine strategic oversight, rigorous QA, and governance to ensure your new site launches stronger — not starts over. We provide comprehensive SEO migration support to maintain search engine visibility and search performance during and after the migration.

Our process ensures:

• Continuity of visibility: Safeguard high-performing pages, backlinks, and structured data.
• Technical integrity: Maintain indexation, analytics continuity, and canonical consistency.
• Strategic scalability: Build an architecture ready for global SEO, AEO, and content expansion.
• Governance and documentation: Empower your internal teams to sustain performance long after launch.

We operate as your SEO lead throughout the migration — coordinating strategy, development, and content teams so every decision supports visibility, governance, and launch timing. Our dedicated SEO team and in-house SEO experts are involved at every stage, ensuring seamless migration, preserving search rankings, and enhancing long-term organic traffic growth. Our goal is to give your internal teams clarity and control while reducing the risk of disruption.

Our SEO Migration Framework

Phase 1: Discovery

Before anything moves, we take time to understand exactly what we’re working with — what needs protection, what can be improved, and what risks exist beneath the surface.

• Review all existing domains to understand how they’re indexed, what drives traffic, and where overlap or conflict exists, including considerations for domain migration and the importance of managing protocol migration (such as HTTP to HTTPS) during discovery.
• Identify the pages and content that hold the most authority, ensuring they’re carried forward without losing visibility.
• Map keywords and intent from legacy sites into the new architecture, optimizing site structure, site architecture, and url structure so users — and search engines — find familiar paths.
• Create a redirect and URL-mapping plan that preserves link equity and keeps valuable content discoverable.
• Ensure the new platform can support key SEO capabilities — things like structured data, localization, efficient crawl paths, technical SEO, and a thorough CMS migration process — before launch.

We use a staging site to test how search engines crawl the new setup before going live, ensuring a smooth transition.

Phase 2: Execution

Once the plan is in place, we stay close through implementation — keeping every technical and strategic detail on track.

• Work directly with your development and marketing teams to make sure SEO recommendations are applied accurately and efficiently, while coordinating with hosting providers and managing web hosting migration services to ensure a smooth transition between servers.
• Test redirects and technical changes in real time, including thorough testing of the new content management system, to confirm everything functions as expected before launch.
• Review metadata, internal links, and schema markup to ensure they align with both the new structure and user intent.
• Monitor performance data throughout the rollout to spot — and resolve — any issues early.

We take every step to minimize downtime during the migration process, preserving your search engine rankings and user experience.

Phase 3: Optimization & Governance

We ensure stability post-launch and set your team up to sustain growth independently.

• Perform post-launch audits to track indexation, ranking shifts, and crawl health, while providing post migration support to resolve any post migration issues that may arise.
• Analyze performance trends, monitor site performance, and refine structure or content as needed to ensure ongoing improvements.
• Leave your team with a clear playbook — practical documentation, training, and processes to keep SEO performance on track long after launch.

Migration Risks We Help You Avoid

• Loss of backlink equity during consolidation
• Redirect errors or conflicting canonical tags
• Organic traffic decline from content duplication or removal
• Analytics, tracking, or tag misconfigurations
• Internal linking breakdowns and crawl inefficiencies
• Structural migration risks, such as changes to site layout or navigation impacting SEO

Every engagement includes rigorous pre- and post-launch QA to prevent these issues before they affect visibility.

Technical & Strategic Governance

Our role isn’t to manage hosting or infrastructure — it’s to make sure every technical decision reinforces your long-term SEO strategy. Our team of website migration experts combines deep SEO knowledge with advanced web development skills to ensure a seamless transition and maintain your search rankings.

• Establish a clear process for collaboration between SEO, development, and marketing teams, so changes stay coordinated from planning through launch.
• Use analytics, Search Console, and crawl data to inform decisions and closely monitor search engine performance instead of relying on assumptions.
• Build simple, transparent dashboards that show what’s working — and make it easy to spot when something isn’t.
• Stay involved during phased rollouts and content updates to ensure nothing slips through the cracks.

This governance-focused approach keeps migrations stable and repeatable, giving your team the structure to scale confidently.

Migration Testing and Quality Assurance

Migration testing and quality assurance are at the heart of a successful website migration. Our SEO migration services focus on ensuring that every aspect of your new website is fully functional and optimized for both users and search engines before going live. We meticulously test all internal links to prevent navigation issues, verify that meta tags and other critical SEO elements are correctly implemented, and assess the overall SEO performance of the new website. This thorough approach allows us to identify and resolve any issues that could impact organic traffic or disrupt the user experience. By prioritizing migration testing and quality assurance, we deliver a smooth transition to your new website, minimizing downtime and safeguarding your search visibility from day one.

Migration Security and Backup

Protecting your website data and ensuring business continuity are essential during any migration process. Our migration services include comprehensive security and backup protocols to safeguard your new website. We start by creating a complete backup of your existing website, so you have peace of mind knowing your data is secure. Our team implements SSL certificates to protect user information and configures Google Search Console and Google Analytics for seamless tracking and monitoring. We also conduct in-depth security audits to identify and address vulnerabilities, proactively preventing issues such as broken links and website downtime. With our focus on migration security and backup, your website remains protected throughout the transition, ensuring uninterrupted service and reliable data integrity.

Migration Cost and Budgeting

Website migration costs can vary significantly based on the scope and complexity of your project. Our approach to SEO migration services is rooted in transparency and strategic planning. We collaborate closely with you to understand your goals and budget, then develop a detailed migration plan that aligns with your financial parameters. Throughout the migration process, we provide clear, upfront pricing and regular updates on any expenses, so there are no surprises. By carefully managing costs and resources, we deliver high-quality migration services that maximize your investment and support your long-term growth objectives—without exceeding your budget.

Website Migration Checklist

A well-structured website migration checklist is essential for a seamless and successful migration process. Our team follows a comprehensive checklist that covers every critical step, from initial URL mapping and meta tag updates to thorough internal link checks and content migration. We ensure your new website is fully prepared for search engines by submitting it to Google Search Console and setting up Google Analytics for ongoing performance tracking. This meticulous approach guarantees that all technical and SEO requirements are met, so your new website launches fully optimized for both search engines and users, with no important details overlooked.

Who We Serve

Our SEO migration services are built for:

• B2B SaaS and service organizations consolidating multiple domains post-acquisition or undergoing comprehensive site migration projects
• Companies replatforming (e.g., WordPress → headless CMS, HubSpot, or Webflow) and managing CMS migration to ensure a smooth transition without SEO loss
• Marketing and development teams seeking a structured, low-risk process for site migration, including transitions to a new domain
• Enterprise SEO programs integrating governance, localization, AEO readiness, and handling complex migrations such as CMS migration or moving to a new domain

Why Partner with MacMillan Search

Led by Michael MacMillan, Principal Consultant with over 20 years in digital marketing and a decade devoted exclusively to SEO strategy, our team has supported complex migrations for global SaaS and enterprise brands.

Our comprehensive SEO services are designed to plan, execute, and optimize every stage of your website migration, with a strong focus on protecting and improving your search rankings throughout the process. We combine deep technical expertise with a consulting mindset — ensuring your migration protects performance today while building the foundation for tomorrow’s growth.

Website Migration FAQs