Migrations

A platform migration is the easiest way to undo years of search equity in a single afternoon. URLs change, redirects get forgotten, content quietly disappears — and the rankings follow.

My migration process is deliberately dull and deliberately thorough. Every indexable URL gets mapped to a destination before a single line of code is written. Redirects go in before launch, not after. Titles, headings, and internal links are carried across deliberately rather than regenerated and hoped for.

Done this way, a migration holds its traffic through the cutover and grows afterwards — because the rebuild finally lets the site move forward instead of clinging to its equity.