Moving your website to a new platform can feel terrifying.
What if you lose all that hard-earned traffic? What if Google drops your rankings overnight?
You’re not overthinking; the fear is real.
Many businesses see huge traffic drops after a poorly planned migration. Some even lose 50% or more of their organic traffic because they skipped critical steps.
Don’t worry, we have some good news for you!
With the right strategy and the right tool, you can migrate smoothly without sacrificing your SEO.
In fact, when done right, a migration can actually boost your traffic. In this article, you’ll learn how to migrate your website without breaking URLs and SEO.
Let’s dive into process.
What is a Site Migration
A site migration is when you make hefty changes to your website’s structure, platform, or domain.
This could mean shifting from one CMS to another. Redesigning your site, switching to HTTPS, or rebranding with a new domain.
Migrations are often necessary for growth. However, they come with a major risk: losing your SEO rankings and traffic (if you treat it like a Sunday nap).
Types of Website Migration
Not all migrations are the same. Some are simple and some can impact your SEO drastically.
1. Platform Migration
Moving your site from one CMS or platform to another (e.g., Teachable → EzyCourse). Often needed for better features, scalability, or lower costs.
2. Domain Migration
Changing your domain name (e.g., from oldbrand. com → newbrand. com). Common during rebrands but risky if redirects aren’t properly set up.
3. Structural Migration
Redesigning or reorganizing the site’s navigation, menus, or URL structure. This can improve UX but must preserve internal links.
4. Protocol Migration
Switching from HTTP → HTTPS to improve security and SEO trust signals.
5. Content Migration
Moving large volumes of blogs, courses, or media from one system to another. Requires careful mapping to avoid duplicate or missing content.
6. Design/UX Migration
Uplifting the look and feel of the site while keeping most of the content and structure intact. Less risky for SEO, but still requires testing.
Each type carries its own criteria and challenges. But they all share one thing in common: if URLs aren’t directed carefully, you risk losing rankings and traffic.
Why You Might Need to Migrate Your Website
There are several reasons why you might need to migrate your site. When you want to
Move to a more powerful platform that supports growth.
Switch domains after a rebrand.
Improve site speed, mobile responsiveness, or design.
Consolidate multiple sites into one.
Fix outdated structures or messy URLs.
No matter the reason, a migration is a turning point for your online presence.
Done wrong, it can cost you years of hard work.
Done right, it can actually improve performance.
If you’re switching from platforms like thinkific, see why thousands of creators prefer EzyCourse as their all-in-one alternative
What Problems Can Site Migration Cause?
Here’s what tends to go wrong during migrations. Especially if you go all-in without full planning:
1. Broken URLs / 404 Errors
Old links from blogs, social posts, other sites, or bookmarks lead nowhere if not redirected. That frustrates users and wastes link equity.
2. Lost Internal Linking/Structure Changes
If menus, category pages, or site structure change without holding connections, you can lose page authority and keyword relevancy.
3. Delays in Google Indexing New URLs
When new URLs aren’t discovered, or old ones are removed without redirects, Google may take time to re-index everything. That can cause dips in rankings.
4. Missing or Broken SEO Elements
Things like meta titles, descriptions, schema data, page speed, or mobile-friendliness may change or degrade in translation to the new platform.
5. Weak Redirect Strategy
Using 302 redirects instead of 301. Redirecting everything to a homepage (not doing 1-to-1 mapping) or redirecting chains/loops can hamper both user experience and SEO.
Case Study: What Happens With Good vs Bad Migration
When people talk about “migration mistakes,” it might sound abstract. But in reality, one wrong move can wipe out years of SEO growth.
Let’s break down what happens when a migration is done poorly vs. when it’s handled the right way.
Poor Migration: What Can Go Wrong
A common mistake is when all old URLs are simply redirected to the homepage instead of pointing each page to its closest match.
To Google, that’s like saying: “All my old content is gone, just send people to the front door.”
This exact mistake has destroyed businesses. For example:
Vertify Agency shared an eCommerce case where most product and category URLs were redirected to the homepage. Google quickly dropped those pages from its index, and the site’s non-branded organic traffic tanked almost overnight (Vertify).
Reddico reported an 80% traffic crash for a large retailer that migrated without a proper redirect plan. They lost key landing pages, broke internal links, and left important content unindexed. It took months of fixing just to stabilize (Reddico).
The pattern is clear: if you don’t plan redirects, preserve content, and test before launch, you’re basically starting from scratch in Google’s eyes.
Good Migration: What Success Looks Like
On the flip side, a carefully planned migration can actually grow traffic instead of killing it.
SearchLogistics shared a SaaS case study where they mapped every old URL to a new one, fixed technical issues, and optimized content. The result? A 223% boost in organic traffic after launch. They went from ranking for 115 keywords in Google’s top 10 to 411 keywords (SearchLogistics).
Zelst handled a tricky eCommerce migration but kept redirects, internal linking, and metadata intact. Within just a few weeks, the site saw a 33% jump in organic traffic and over 21% more search visibility in two months (Zelst).
That’s the power of doing it right. Instead of losing ground, these sites used migration as a growth opportunity.
👉The difference? A solid redirect strategy.
So, What is the Right Solution For You?
At the end of the day, migrations don’t fail because people lack SEO knowledge. They fail because redirects are messy and technical.
Therefore, we’ve come up with the perfect solution for you! A simple and reliable redirect system that ensures every old or broken link points to the right new page.
And that’s what keeps your visitors and search engine happy.
What is a Redirect URL?
Think of redirect URL like an address change notice for your website. Redirect points your visitors and search engines to the new page.
Instead of landing on a broken link or error page, people get sent straight to the right place.
But what happens without redirects?
Users hit dead ends, and Google may think your old pages simply disappeared.
Types of Redirects
There are a few different types of redirects, but the two that really matter for SEO are 301 and 302.
301 Redirect (Permanent)
Signals Google: “This page has permanently moved to a new home.”
Passes most of the SEO authority (link equity, ranking signals) to the new URL.
Go-to redirect for migrations, rebrands, or when you restructure your site.
302 Redirect (Temporary)
Signals: “This move is only for now — the original page will come back.”
Often used for short-term promotions, seasonal campaigns, or testing.
Does not pass full SEO value to the new URL. Reason Google assumes the original page will be back soon.
In short: Use 301s when you’re moving for good. Use 302s when it’s just a detour.
Why Redirects Are Important
Redirects might sound technical. But it makes your website smooth for people and safe for your SEO.
Without redirects, users get stuck on dead ends (404 errors), and Google may think your content has gone for good..
So, you can imagine that redirects act as a savior to lead users to the right path.
1. Better User Experience
Nobody likes to click a link and land on an error page. What Redirects do is that it automatically takes users where they actually want to go.
No broken links
Keeps visitors engaged
Smooth navigation
2. Protects SEO and Rankings
Search engines also rely on redirects to understand your site. Done right, redirects help you keep your spot in Google search results even when your URLs change.
Preserve link equity: Any “SEO power” your old page had is transferred to the new one.
Maintain visibility: Your site stays visible in search instead of dropping off the map.
Prevent traffic loss: Both users and search engines can still reach your content.
If you have any course page and don’t know How to Optimize On-Page SEO for Your Course Pages, check this guidline.
When To Use Redirect URLs For Your Site
Redirects are notably useful in many real-life situations where your site undergoes changes. Presume it as a safety net that makes sure your visitors (and Google) don’t get lost along the way.
Common scenarios where redirects save the day:
1. Change domains or page URLs
Maybe you’re in a stage to rebrand or just want cleaner, shorter URLs. Without redirects, all the saved old links, shared on social media or written about in blogs, will suddenly stop working.
Feels like slamming the door on free traffic you’ve already earned. Contrarily, redirects make sure all that traffic finds your new home instead.
2. When you delete outdated content
Sometimes old blog posts, event pages, or outdated course pages need to go. But what happens when someone finds those old links through Google or their bookmarks?
If you don’t redirect, they’ll land on a dead 404 page and probably leave.
Hence, redirect them to a newer and relevant page. This keeps them engaged and prevents you from losing visitors.
3. When you reorganize your site
Say you’re restructuring categories like changing /blog/ to /resources/. Every link pointing to the old path instantly breaks.
Right option? Use redirects to make the transition invisible to users. Deliver them a smooth experience while your SEO rankings stay intact.
4. Merging two sites or sections
If you merge content (combine two product sites into one), you don’t want to lose the SEO value built over time.
Instead, use redirects to funnel all that authority and traffic into the new structure rather than splitting it.
5. For short-term campaigns or offers
Assume you’re running a Black Friday sale and want /shop to temporarily send people to /black-friday-deals. That’s where a 302 redirect works perfectly.
Sends users to the promo page without permanently changing the original URL’s SEO value.
What Does Google Recommend?
Google actually gives official, clear advice on how to move your site without hurting your SEO. The key is to think about it from both your users’ perspective and Google’s perspective.
See what it suggests:
1. Implement 301 Redirects from Old URLs to New Ones
Use permanent server-side redirects (301 or 308) to inform Google that a page has permanently moved. This ensures that ranking signals are passed to the new URL. Google for Developers
Why It Matters: Google may treat the new URLs as separate entities. This potentially leads SEO to drop value and traffic.
2. Update Internal Links to Reflect New URLs
Update all internal links to point to the new URLs. Avoid redirects within your site. Google Help
Why It Matters: If you leave internal links that point to redirected URLs, it forces redirect chains and slows down page loads. Also, makes it harder for search engines to crawl your site efficiently.
3. Proper Server Settings (HTTPS, Canonical Tags, Robots.txt)
Ensure that your server is configured correctly. Use HTTPS, set canonical tags, and update robots.txt files as needed. Google for Developers
Why It Matters: Incorrect server settings lead to issues like duplicate content and security warnings. Or even pages being blocked from crawling, all of which can impact SEO negatively.
4. Submit Updated Sitemaps to Google Search Console
Submit the latest sitemaps through Google Search Console. Only after you implement redirects and ensure proper server settings, Google Help
Why It Matters: Up-to-date sitemaps help Google find and index the new URLs more efficiently.
👉Migrate to EzyCourse For Free
How EzyCourse Can Help Redirect Your Site (w/ Steps)
Migrating your website doesn’t have to be a headache. With EzyCourse, you get an all-in-one platform to manage courses, coaching, communities, and memberships.
And the built-in Redirect URL feature takes it to the next level. Makes migration smooth, even if you aren’t a developer.
Think of it like a GPS for your website: no matter where your old links lead, your visitors will land in the right place.
To advocate the statement, see how easily you can do it.
Step 1: Sign Up or Log In to EzyCourse
Start by creating a free trial or logging into your existing EzyCourse dashboard at ezycourse.com. You’ll need access to your site settings to manage redirects.
Step 2: Open the Redirect URL Panel
From the dashboard, go to Site Settings → Redirect URL. This page is where you’ll create, edit, and manage all your redirects.
Step 3: Add a New Redirect
Click “Add Redirect URL” and enter your incoming slug (the old URL path you want to redirect). Keep it simple: use lowercase letters, numbers, and dashes only.
Step 4: Set Destination URL
Enter the full URL of the page where you want visitors to land. This can be:
Any page on the EzyCourse site
An external link
Step 5: Choose Redirect Type
Pick one of the following:
301 (Permanent): Ideal for migration — preserves SEO authority.
302 (Temporary): Use for short-term campaigns or promotions.
Step 6: Activate & Test Your Redirect
Click Create, then test the old URL in a browser. It should automatically take you to the new destination.
Step 7: Edit, Toggle, or Delete Redirects
Need to make changes later? You can:
Edit the slug or destination
Toggle it on/off
Delete a redirect
Note: 301 redirect changes take about 7–8 minutes to fully activate.
Why is EzyCourse’s Redirect URL Effective?
The reason is that EzyCourse makes it simple to manage redirects without any coding.
So, this means:
No broken links for users — seamless navigation even after migration.
SEO-friendly setup — preserve your rankings and link authority.
Temporary or Permanent Redirects (update anytime).
Things You Can Do After Website Migration
Website Migration doesn’t end the moment your new site goes fully active.
Make sure your traffic, SEO, and user experience stay strong. Think of the following points like a post-move checklist for your website.
Check all business directories, social media profiles, and online platforms where your old URL or brand name appears.
Update them with your new website URL and brand name.
Contact sites that are linked to your old domain and ask to update those to your new URLs.
Use Google Analytics or other analytics tools to track traffic, engagement, and user behavior.
Watch for drops in organic traffic, rankings, or page performance.
Ensure all your 301 and 302 redirects are working correctly.
You can also explore how to drive traffic from platforms like YouTube to your new site for even more engagement (Read our guide)
The Bottom Line
Website migration doesn’t have to be scary. At least, not when you have the right redirect tool in hand like EzyCourse.
However, businesses might lose half of their traffic overnight, broken links everywhere, and Google drops pages from the index. But that only happens when migrations are done in haste or without a solid plan.
On the positive side, when you do it right, migration becomes an opportunity. You get to keep your rankings, protect your traffic, and even boost performance with a better platform.
A built-in system that does the redirect job for you is super useful. So instead of fearing migration, you can actually leverage it to level up. And that’s how to migrate your website without breaking URLs and SEO.
Migrate with confidence. Start your free 30-day trial today and use Redirect URLs to keep your website’s SEO safe.
