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Domain migration and SEO implications

Navigating a domain migration is one of the most challenging SEO undertakings any website owner can face. Whether you're rebranding, consolidating websites, or simply moving to a more relevant domain name, the process carries significant SEO risks that can impact your hard-earned rankings, traffic, and online visibility. Many businesses have watched in horror as their organic search performance plummeted following a poorly executed domain change. However, with careful planning and proper technical implementation, it's entirely possible to preserve - and even enhance - your SEO value during this transition.

This blog breaks down everything you need to know about domain migration, from understanding the potential SEO impact to implementing a strategic plan that safeguards your digital presence. (Including a helpful SEO domain migration checklist.)

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The SEO impact of changing domains

Domain changes can lead to temporary ranking drops as Google re-evaluates and reindexes the new domain. If done incorrectly, you may permanently lose rankings, backlinks, and traffic. However, proper redirections and strategic planning can preserve most of your SEO value.
 

Critical steps to preserve SEO when changing domains

Pre-migration planning

  • Audit your current site: Identify your high-ranking pages and top backlinks.
  • Choose a good new domain: Avoid penalised or blacklisted domains.
  • Back up everything: Ensure you have copies of all website files, databases, and analytics.

Technical execution

  • 301 Redirects (permanent redirects):
    • Redirect all pages from the old domain to the corresponding URLs on the new domain.
    • Avoid blanket redirections (e.g., all pages going to the homepage).
    • Redirect at a page-to-page level (not just domain-wide) whenever possible.
  • Maintain URL structure. Keep URLs identical whenever possible (e.g., /about-us on old and new domains) to make redirection smoother.  
  • Update internal links. Ensure all internal links point to the new domain instead of the old one.

Google Search Console & other tools

  • Use Google Search Console’s “Change of Address” Tool to notify Google about the domain change.
  • Re-submit sitemaps for both old and new domains.
  • Monitor 404 Errors and fix broken links quickly.

Post-migration monitoring

  • Expect some fluctuations in track rankings and traffic, and don’t panic in the short term.
  • Revise your backlinking by reaching out to sites linking to your old domain and requesting updates to the new domain. Actively seek high-authority backlinks to your new site.
  • Use Google Search Console to check that your new domain is properly indexed. Use Google Search Console’s URL Inspection tool to request indexing on your most important pages.
  • To minimise ranking losses, keep the old domain active with 301 redirects for at least 12 months. (Or ideally as long as possible to avoid the old domain falling into the hands of spammers.)
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Common pitfalls to avoid

  • Failing to set up 301 redirects leads to ranking losses. (Or using 302 redirects, which only signal a temporary change.)
  • Making drastic URL changes at the same time as the domain move confuses search engines.
  • Not notifying Google. Search engines need to be informed about the change.
  • Ignoring backlinks and, therefore, losing valuable backlinks affects rankings.
  • Not having a rollback plan. If rankings drop significantly, be prepared to roll back changes or troubleshoot issues.

Expected SEO recovery timeline

  • Short-term traffic drop (1-2 weeks): Google re-evaluates and reindexes the new domain.
  • Recovery phase (1-3 months): Rankings and traffic stabilise if done correctly.
  • Long-term stability (3-6 months): If all SEO steps are followed, the site should regain its authority.

By following these key insights, you can retain most of your SEO value while changing domains. (Looking for a step-by-step checklist to help with your domain migration? Scroll down!)

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Other considerations

Pros and Cons of different domain migration strategies.

There are additional considerations when moving to a new domain, an existing domain, or a subdomain. Each option has different SEO implications.

Here’s a breakdown of the pros and cons:

1. Moving to a new domain (completely different domain)

E.g., oldsite.com → newsite.com

Pros:

  • Rebranding opportunity: Useful if changing business focus or name.
  • Avoiding penalties: If the old domain has a Google penalty, a new domain gives a fresh start.
  • Better domain name: You might get a more relevant or shorter domain.

 Cons:

  • SEO authority reset: Even with proper 301 redirects, Google takes time to recognise the new domain.
  • Loss of backlink equity: Some link value is lost in redirections.
  • Traffic dip: Expect fluctuations for 1-3 months.

Best for: Rebranding, major business changes, or escaping SEO penalties.

2. Moving to a preexisting domain (merging with another website)

E.g., oldsite.com → example.com/oldsite-content/

Pros:

  • Leverages existing SEO strength: The old content benefits from the main domain’s authority.
  • Faster google reindexing: Search engines recognise the established domain.
  • Better user experience: A single authoritative website rather than multiple sites.

Cons:

  • Redirection complexity: Content must fit into the existing website structure.
  • Brand identity loss: If the old domain was well-known, users might not recognise the change.
  • Possible keyword cannibalisation: Similar content can compete with existing pages.

Best for: Consolidating brands, improving SEO strength under a stronger domain.

3. Moving to a preexisting domain but introducing a new sub domain (merging with another website but under a subdomain)

E.g oldsite.com → blog.newsite.com

This is a cross-domain subdomain migration, meaning Google will treat it as a new website rather than inheriting authority from either the old domain or the main domain of "newsite.com".

 Pros:

  • Can retain some SEO value via 301 redirects: If you properly redirect oldsite.com pages to blog.newsite.com, some ranking signals transfer.
  • Allows separation of content: If the blog needs to function independently, a separate subdomain makes sense.
  • Useful for expanding to a different brand/business: If "newsite.com" is a different brand but still relevant, it can benefit from additional content.

Cons:

  • Google treats it as a new website: Unlike blog.oldsite.com (which is part of oldsite.com), blog.newsite.com won’t automatically inherit SEO authority from oldsite.com.
  • SEO authority reset: The site will lose direct rankings unless strong 301 redirects and backlink updates are done.
  • Slower recovery: Google needs to reprocess the content on a "new" domain.
  • Possible brand confusion: Users may not immediately associate the subdomain with the main newsite.com domain.

Best for: Expanding to a different brand, a separate project.

Note: If SEO is a priority, moving oldsite.com → newsite.com/blog/ is better than using a subdomain (blog.newsite.com).

4. Moving to a subdomain (instead of a new root domain)

E.g., oldsite.com → blog.oldsite.com

Pros:

  • Keeps some authority: Google treats subdomains as separate properties, though they can inherit some contextual authority from the main domain.
  • Better for large organisations: Companies often use subdomains for blogs, help centres, or different regions (e.g., support.company.com).
  • Easier management: Keeps old domain data separate from the main domain.

Cons:

  • Google treats subdomains differently: It may not inherit all the SEO value from the main domain.
  • Confusion for users: Visitors may not recognise it as part of the main brand.
  • Complicates analytics & tracking: Requires additional setup in Google Analytics & Search Console.

Best for: Large businesses with distinct content sections (e.g., blog, store, or international markets).

Move Type SEO Impact Authority Transfer Best Use Case
Moving to a New Domain SEO authority reset, rankings drop initially Some authority is retained via 301 redirects, but backlink equity loss occurs Rebranding, escaping penalties, better domain name
Merging with an Existing Domain Best for SEO Full authority transfer if 301 redirects are correctly implemented Consolidating brands, leveraging an established site
Merging into a Subdomain of a Different Domain Treated as a new website Little to no authority transfer Expanding to a different brand, separate project
Moving to a Subdomain within the Same Domain Google may treat it as a separate site Some authority is transferred, but it is typically weaker than using a subfolder structure Large businesses with distinct content sections (e.g., blog, store, international markets)

SEO domain migration checklist

Don't risk overlooking critical steps in your domain migration journey. To help ensure your transition is seamless and SEO-friendly, we've created a Domain Migration Checklist that walks you through every essential task before, during, and after your domain change.

This practical resource includes technical implementation guides, timelines, and troubleshooting tips gathered from dozens of successful migrations. Whether you're a seasoned SEO professional or managing your first domain move, this checklist will serve as your roadmap to a successful migration with minimal SEO disruption.

Download the SEO domain migration checklist.

 

To wrap things up.

Domain migration is undoubtedly a high-stakes SEO operation, but with careful planning and execution, you can navigate this complex process whilst maintaining your search visibility. Remember that patience is essential - even with perfect implementation, expect some ranking fluctuations as search engines adjust to your new domain. 

The key to success lies in meticulous 301 redirect implementation, maintaining your URL structure, and consistent monitoring throughout the recovery period. Be particularly vigilant about preserving your backlink equity, as this represents years of accumulated SEO value. Whether you're moving to an entirely new domain, merging with an existing site, or restructuring with subdomains, each approach carries unique SEO implications that must inform your migration strategy. 

By following the steps outlined in this blog and avoiding common pitfalls, you'll be well-positioned to execute a domain migration that protects your SEO investment and sets your website up for continued organic search success.

 

Still feel a little out of your depth? Our experienced development and digital marketing teams are on hand to help! Get in touch today and let's have a chat.