How to Communicate Site Migration to Clients | Infographic
Site migrations can be tricky! The technical part isn’t the most difficult thing—it’s communicating with clients about migration issues and how to plan around them.
31 July 2025
Why This Matters
Site migrations can be tricky! The technical part isn’t the most difficult thing—it’s communicating with clients about migration issues and how to plan around them. SEOs are often informed about site migration way too late, sometimes just days before launch. To avoid chaos and rescue our sanity, it’s crucial to understand site migration in non-SEO language.
Key Insight: The biggest challenge isn’t the technical implementation—it’s bridging the communication gap between SEO professionals and non-technical clients.
SEOSite Migration in SEO Terms
Domain
Domain name changes
When a website changes its primary domain (e.g., oldsite.com to newsite.com)
Splitting TLDs
Separating different top-level domains (.com, .co.uk, etc.)
Merging TLDs
Combining multiple domains into one primary domain
Platform
Moving to a new CMS
Changing content management systems (e.g., WordPress to Drupal)
Adding a new CMS
Implementing additional content management capabilities
CMS versions upgrade
Updating to newer versions of existing CMS – often overlooked but critical!
Site redesign
Structure
Site hierarchy changes
Modifications to how pages are organised and categorised
Folder consolidations
Combining or reorganising directory structures
Internal linking changes
Modifications to how pages link to each other within the site
Navigational modifications
Changes to menu structure and site navigation
💬Site Migration in Non-SEO Terms
Rebranding to a new name
Company name change requiring new domain and branding
Shifting from subdomains to subfolders
Changing from blog.company.com to company.com/blog
Adding a new country website
International expansion requiring localised sites
Changing language version & internal targeting
Modifying how different language versions are structured
Switching CMS
Moving from one website management platform to another
Adding a new CMS
Implementing additional website management capabilities
Upgrading CMS versions
Often missed! New versions may lack fields from old versions
Reorganising pages/folders
Restructuring how content is organised and accessed
Changing folder structures
Modifying how content is categorised and stored
Reorganising URL structure
Changing how web addresses are formatted and organised
Merging/splitting website sections
Combining or separating different areas of the website
Changing menu/navigation
Major changes that can impact SEO through link modifications
And much more…
?Questions to Ask!
Timeline
When is the launch date? How much time do you have to prepare?
Reasons for migration
Marketing? Rebranding? Compliance? Understanding the ‘why’ helps plan the ‘how’
Stakeholders
Who’s leading? Tech team, UI/UX, marketing, brand communications?
Roles & responsibilities
Clear ownership prevents tasks falling through the cracks
Way of working
Regular meetings? Email? Ticketing platforms like Jira or ClickUp?
Access to developers
Direct access is crucial! Requirements can get lost in translation otherwise
⚡Site Migration Process
Critical Success Factor
Planning
Early involvement = time for site analysis and SEO enhancements
Preparation
Set up tracking, create redirects, prepare content mapping
Testing
Late involvement? Focus on avoiding major SEO mistakes
Launch
Monitor closely for immediate issues and quick fixes
Monitoring
Post-launch: remedial actions, top 20 pages performance, traffic loss prevention
Remember: If you’re involved after launch, it’s not your fault! Focus on remedial actions: quick fixes for top-performing pages to prevent traffic loss.
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SEO Terms in Detail
These are the technical terms SEO professionals use, but clients often don’t understand them. Here’s what they mean:
Domain Changes
- Domain name changes: Moving from one primary domain to another (e.g., company.co.uk to company.com)
- Splitting TLDs: Separating different top-level domains for different purposes
- Merging TLDs: Consolidating multiple domains into one primary domain
Platform Changes
- Moving to new CMS: Changing the entire content management system
- CMS version upgrades: Often overlooked! New versions might not have all necessary fields from the old version
- Site redesign: Major visual and structural changes to the website
Structure Changes
- Site hierarchy changes: How pages are organised and categorised
- Internal linking changes: How pages connect to each other within the site
- Navigational modifications: Changes to menus and site navigation
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Translation: What Clients Actually Say
These are the terms your clients use. When you hear these, think “potential site migration”:
Pro Tip: When working through these hints, ask yourself: “What are the major website changes that can impact SEO?”
Common Client Phrases and Their SEO Implications:
- “We’re rebranding” = Domain migration likely needed
- “Adding a new country website” = International SEO considerations
- “Upgrading our CMS” = Platform migration with potential data loss risks
- “Reorganising our website structure” = Major structural changes affecting URLs and navigation
- “Changing our menu” = Can involve significant link changes, removing whole sections or adding new batches of links
Key Insight: Sometimes clients don’t realise these changes constitute a “website migration.” Your job is to identify these early in regular client meetings!
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Essential Questions for Migration Planning
Timeline Questions
- When is the launch date?
- How much preparation time do we have?
- Are there any hard deadlines we need to work around?
Motivation Questions
- What’s driving this migration? (Marketing, rebranding, compliance)
- What business goals are we trying to achieve?
- Are there compliance requirements we need to consider?
Team & Process Questions
- Who is leading the migration project?
- Which teams are involved? (Tech, UI/UX, marketing, brand communications)
- How do teams communicate? (Regular meetings, email, ticketing systems)
- Do we have direct access to developers? (This is crucial for success!)
Critical Success Factor: Direct access to developers is essential. If SEO requirements have to travel through marketing → branding → communications → tech, things get lost in translation!
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Site Migration Process Phases
🎯 Planning Phase (Best Case Scenario)
If you’re involved early, you have time for comprehensive site analysis and SEO enhancements. This is the ideal situation!
⚙️ Preparation Phase
Set up tracking, create redirect plans, prepare content mapping, and establish monitoring systems.
🧪 Testing Phase (Late Involvement)
If you join here, focus on avoiding major SEO mistakes rather than enhancements. You can still make a significant positive impact!
🚀 Launch Phase
Monitor closely for immediate issues, implement quick fixes, and be ready for rapid response to problems.
📊 Monitoring Phase (Post-Launch)
If you’re only involved after launch (it happens!), focus on:
- Remedial actions and quick fixes
- Top 20 pages performance analysis
- Traffic loss prevention strategies
- Immediate technical SEO repairs
Remember: Being involved late in the process isn’t your fault—it’s unfortunately common. Focus on what you can control and make the biggest impact possible with the time available.
