301 redirect
A server-side permanent redirect that tells crawlers a URL has moved for good and that ranking signals should consolidate on the…
BusinessSEO migration
Site migration
Any change to a site's domain, URL structure, platform, template or content organisation that materially affects how search engines see it.
In full
Migrations are the highest-risk routine event in SEO, and losses usually come from a small number of causes: incomplete redirect mapping, changed or dropped metadata, lost internal links, blocked staging settings shipped to production, and unmonitored performance regressions. The standard process is inventory, mapping, pre-launch QA on staging, phased launch where possible, and intensive post-launch monitoring of indexation, redirects and rankings. Google's guidance covers site moves with and without URL changes.
Example
A replatform maps 42,000 legacy URLs to new equivalents, verifies each in staging, and monitors 404s hourly for two weeks after launch.
Related terms
Redirect chain
A sequence of two or more redirects between the requested URL and the final destination; each hop adds latency and risks signals being lost.
Link reclamation
Recovering link equity that a site already earned but lost, usually because linked URLs now 404, redirect poorly, or were dropped in a…
SEO governance
The processes and ownership that keep SEO requirements enforced over time — review gates, standards, documentation and escalation paths.
Causal impact analysis
A statistical method that estimates the effect of an intervention by forecasting what would have happened without it, using control series…