Website Migration: Types, Reasons, and Risks

Last Updated: September 20, 2023By
Layout sketch of website development

Website migration is much like moving to a new house, but in the digital realm. You’re relocating your online “home”—your website—from one place to another. It may sound straightforward, but the process involves multiple layers and complexities that require careful planning and execution.

For businesses and web developers, understanding this critical transition is indispensable. A poorly executed migration can disrupt user experience, negatively impact search engine rankings, and even result in data loss.

On the flip side, a well-planned migration can bring about improved website performance, better user experience, and numerous other benefits.

Types of Website Migration

Website migration can take multiple forms, each serving specific needs and offering its own set of advantages and challenges. Here we’ll explore five common types of website migration, focusing on the reasons one might undertake each kind, as well as its unique considerations.

Subdomain to Main Domain Migration

When a website transitions from a subdomain to the main domain, the aim is often to consolidate web presence and improve brand visibility. This kind of migration helps in streamlining the website’s architecture and can have a positive impact on search engine ranking.

However, it’s crucial to maintain 301 redirects from the old subdomain URLs to the new main domain URLs to avoid losing traffic and SEO value.

HTTP to HTTPS Migration

Security is at the forefront of online operations, and shifting from HTTP to HTTPS is an effective way to secure a website. This migration involves installing an SSL certificate to encrypt data that is transferred between the user and the server.

Beyond security, transitioning to HTTPS also offers SEO benefits, as search engines like Google prioritize secure sites in search rankings.

Content Management System (CMS) Migration

Switching to a different CMS is often motivated by the need for better functionality, ease of use, or scalability. Popular CMS platforms include WordPress, Joomla, and Drupal, among others.

A CMS migration involves transferring all content, database information, and often, redesigning the website layout. It’s essential to prepare for some downtime and ensure that you’ve backed up all data before initiating this process.

Domain Change Migration

A change in domain often occurs in scenarios such as business rebranding or entering new markets. This type of migration can be complex, affecting not just SEO but also branding elements like social media mentions and customer recognition.

Proper planning and execution are critical here, including effective use of 301 redirects to link old URLs to the new domain.

Server Migration

Transferring website files from one server to another is known as server migration. This may be necessary for a variety of reasons, such as needing more storage space, better server performance, or complying with data governance policies.

One must consider data transfer methods, server configurations, and potential downtime while performing server migration.

Reasons for Website Migration

Migration is rarely a spontaneous action; it is often driven by specific needs or objectives. From boosting search engine performance to rebranding, various factors can instigate the decision to migrate a website.

SEO Improvement

Search engine optimization is the backbone of digital visibility. Migrating to a better-performing server or transitioning from HTTP to HTTPS can result in enhanced SEO rankings.

This improvement can drive more organic traffic to the website, making it a strong motivator for migration. However, SEO considerations should be carefully addressed during the migration process to preserve, or better yet, enhance rankings.

Enhanced User Experience

A primary goal of any website is to offer a seamless and engaging experience to its visitors. Factors like faster loading times, mobile responsiveness, and superior site architecture contribute to this.

If the current setup is lacking in these aspects, migration may be the way to go for elevating the user experience.

Business Rebranding

When a business undergoes significant changes, such as a name change, entering new markets, or altering its core services, the website needs to reflect these shifts. A domain change migration or even a complete site overhaul might be necessary to align the digital presence with the new brand identity.

Platform Limitations

Sometimes, the existing platform can limit the growth or functionality of a website. Businesses that anticipate scalability as a factor in their growth plans might consider migration to a more flexible or robust platform.

This migration usually involves changing the Content Management System or switching servers to meet the new requirements.

Regulatory Compliance

Compliance with legal and regulatory standards can necessitate website migration. For instance, changes in data protection laws may require moving to a server located in a different country.

In such cases, migration becomes essential not just for operational efficiency but also for legal compliance.

Challenges and Risks in Website Migration

Close up of server racks

While website migration offers a range of benefits, it’s not without its obstacles and hazards. Missteps in the process can result in detrimental outcomes, affecting everything from SEO rankings to user experience.

SEO Risks

Perhaps one of the most cited concerns during website migration is the potential impact on SEO rankings. A migration that’s poorly executed can result in a decline in organic traffic and diminished search visibility.

Special attention should be given to aspects like 301 redirects, meta tags, and URL structures to mitigate these risks.

Data Loss

The prospect of losing valuable data during migration is a pressing concern. Whether it’s customer information, content, or site analytics, any loss can be harmful to your business.

A comprehensive backup of all relevant data before initiating the migration process is a mandatory safeguard.


Temporary website inaccessibility is a common challenge in website migration, especially during server or CMS transitions. Even a brief period of downtime can affect revenue for e-commerce websites or lead to loss of user trust.

Pre-migration testing and scheduling the migration during low-traffic periods can help minimize this impact.

Technical Glitches

Issues such as broken links, missing files, or disrupted functionalities can occur during or after migration. These glitches not only provide a poor user experience but can also negatively affect SEO.

A meticulous review and testing of the website post-migration can help identify and fix such issues promptly.

Increased Costs

Often overlooked, the financial aspect of migration should not be underestimated. The process may involve costs for acquiring new servers, SSL certificates, or professional services. Budgeting for these expenses in advance can prevent unexpected monetary strains.

Best Practices for a Successful Website Migration

A successful website migration is akin to a well-orchestrated symphony, where each instrument plays a vital role. Adhering to best practices ensures that the migration process flows smoothly and achieves its intended goals.

Thorough Planning

First and foremost, a detailed migration plan is indispensable. This should outline the timelines, responsible parties, and each step that will be taken in the process. 

Planning helps in setting realistic expectations and allows everyone involved to be on the same page.

SEO Audit

Before embarking on a migration journey, it’s crucial to conduct an SEO audit. This will serve as a benchmark for your website’s performance and will enable you to measure the impact of migration on search rankings.

Areas to focus on include current keyword rankings, backlink profile, and site architecture.

Backup Your Data

The importance of backing up all website data cannot be overstated. This means databases, content, media files, and other critical elements should be securely saved to mitigate the risk of data loss.

Using both manual and automated methods for backup is often advised for an extra layer of security.

Implement 301 Redirects

301 redirects serve as road signs, guiding search engines and users from the old URLs to the new ones. Proper implementation of 301 redirects is essential for maintaining SEO value and ensuring that visitors do not end up on broken or irrelevant pages.

Post-Migration Audit

After the migration is complete, an immediate audit is crucial for assessing the success of the process. This involves checking for errors, validating 301 redirects, and reviewing SEO elements like meta tags and header structures.

Any discrepancies should be addressed promptly to avoid long-term issues.


Migrating a website is a multifaceted operation that requires meticulous planning, keen attention to detail, and comprehensive understanding of both the benefits and challenges involved. We’ve examined the various types of migrations—from subdomain shifts to server changes—each catering to different needs and objectives. 

The reasons to migrate are often as diverse as the types, whether it’s rebranding, enhancing user experience, or fulfilling regulatory requirements. Yet, the process is fraught with potential pitfalls such as SEO risks, data loss, and unexpected costs.

A set of best practices can serve as a guiding light, helping to navigate this complex task while minimizing risks and maximizing rewards. By adopting a disciplined approach and leveraging proven strategies, businesses and web developers can execute a successful and impactful website migration.