SEO migration
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A migration is a moment when everything can be gained or lost within a few days. Technique is not enough: it is the discipline of the inventory, redirects and monitoring that makes the difference between a successful rebuild and a lasting traffic drop. ## The inventory, starting point Without a complete list of URLs and their performance, it is impossible to check anything after the switch. This inventory must be prepared before the project starts, not the day before going live. ## Redirects, one by one Mass-redirecting to the home page is the classic mistake. Each old page must point to the new page that answers the same intent: an article to the rewritten article, a category to the new category, a product page to the equivalent product. ## The first weeks After going live, errors show up quickly in Search Console: mass 404s, non-indexed pages, unreadable sitemaps. Daily monitoring for two weeks, then weekly for three months, makes it possible to catch anything missed in time.When this guide is for you
- You are rebuilding your site and changing CMS or technical provider
- You are moving to a new domain name or a new subdomain
- You are restructuring URLs, categories or blog articles
- You are merging two sites or absorbing an acquired business
- You want to avoid the traffic drop that often follows a rebuild
Step by step
- URL and performance inventory — List all indexed URLs and those that generate traffic, with their rankings and backlinks. This file becomes the reference for checking parity after migration.
- Redirect plan — Match each old URL to the closest new one and check that it exists. Redirects must be 301, single-hop and without chains. Deleted pages with no equivalent must point to a relevant page.
- Content and tag parity — Check titles, descriptions, structured data, sitemaps and internal links on the new pages. A rebuild that loses useful content also loses traffic.
- Preparation and testing before the switch — Test the site in a staging environment, then run a full crawl just before going live. Schedule the switch for a quiet day, with the technical team available.
- Post-migration monitoring — Monitor every day for the first weeks: 404 errors, indexing of new pages, rankings and conversions. Quickly fix missing redirects or sitemap errors.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Pre-migration audit and inventory | 6,000 – 20,000 MAD (≈ 550 – 1,800 €) | URLs, traffic, links and current performance |
| Redirect plan | 4,000 – 15,000 MAD (≈ 360 – 1,400 €) | Depends on the number of URLs to redirect |
| SEO migration support | 15,000 – 60,000 MAD (≈ 1,400 – 5,500 €) | Preparation, testing, switch and monitoring |
| Content parity check | 5,000 – 15,000 MAD (≈ 450 – 1,400 €) | Tags, content, structured data |
| Post-launch monitoring (3 months) | 3,000 – 8,000 MAD / month (≈ 270 – 730 €) | Errors, indexing, rankings and conversions |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Changing the site without launching the migration on a day when the technical team is available
- Redirecting with 302 instead of 301, which does not pass authority in the same way
- Redirecting all pages to the home page instead of an equivalent page
- Forgetting to submit the new sitemap and request indexing of key pages
- Stopping monitoring after a week when the effects are measured over several months
Frequently asked questions
How long does the traffic drop after a migration last?
A temporary drop of a few weeks is common, especially if the redirects are correct. If traffic has not recovered after one to three months, look for missing redirects, lost content or an indexing problem.
Should the old domain be kept?
Yes, for at least several months, and check regularly that the redirects work. An abandoned domain can be taken over by a third party or return an error page that generates 404s.
Can a migration be done without losing rankings?
You can greatly limit the loss with a complete inventory, precise redirects, content parity and close monitoring. Zero loss is never guaranteed, but a well-prepared migration generally recovers its previous level.
What should be done with pages that have no equivalent?
Redirect them to the closest category page, or keep them if they retain value. Redirecting to a page that does not match the user's intent damages trust and usefulness.
Does a CMS migration change URLs?
Not necessarily: WordPress, Webflow or a custom site can keep identical URLs. If the structure changes, you need as many redirects as modified URLs.
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