Technology
What a website migration actually costs you (if you get it wrong)
8 min read
Redesigns get scrutinized. Migrations get rushed. That asymmetry is where most organic traffic losses actually happen — not because the new design is worse, but because the technical handoff between old and new was treated as an afterthought.
A proper migration plan maps every indexed URL to its destination, preserves structured data, and stages the cutover with monitoring in place before, during, and after launch.
None of this is glamorous work. It's also the difference between a redesign that grows a business and one that quietly resets years of earned search equity.