A clear scope
What MIGRATION means here
SEO migration support manages search-related changes when a store moves platform, domain or URL structure. It connects the old catalogue to the new destinations and defines the checks needed before and after launch.
Migration support coordinates search requirements; it is not a guarantee of unchanged rankings. Full store development, infrastructure deployment and rollback authority remain explicitly assigned in the project scope.
The buyer problem
Where the work makes a difference
A redesign can remove useful categories, break product links or leave staging controls in production. By the time a traffic drop appears, the team may no longer have a reliable record of old URLs or the decisions behind the move.
We inventory important destinations, agree how each should map to the new store and review search-critical templates before release. The launch checklist links redirects, canonicals, internal links, sitemaps and index controls to owners and evidence. Post-launch monitoring focuses on issues the team can verify and correct.
BrownBag’s approach
From evidence to useful improvements
Inventory and map the move
Collect existing URLs and available performance evidence before the old store changes. Identify important categories, products and guides, then assign a new destination or documented removal decision with commercial review.
Validate the new store before launch
Test redirects and search signals in the review environment. Check representative templates, navigation, structured data and analytics, and confirm which staging restrictions must be removed at launch.
Monitor the release and resolve exceptions
Run the agreed launch checks and compare the new store with the mapping. Track unexpected errors, index signals and landing-page behaviour, with owners for urgent corrections and a record of remaining uncertainties.
Your handover
What you receive
- A URL inventory and reviewed old-to-new destination map
- A search requirements and dependency checklist for development
- Pre-launch validation evidence and a launch acceptance checklist
- A post-launch monitoring plan and exception register
Evidence, with context
How we measure progress
- Validate mapped redirects and destination relevance before and after release.
- Review crawl errors, canonical signals and index coverage for priority URL groups.
- Compare search and commercial trends with the old baseline, noting normal volatility and other simultaneous changes.
Scope your next step
Bring us the problem you want to solve.
These details help us agree the deliverables, responsibilities and review points:
- Old and proposed URLs, platform plan and intended launch date
- Search and analytics data plus access to the review environment
- Development, deployment and rollback owners for the migration
Start with a focused scope. We confirm access, implementation ownership and any platform eligibility before the work begins.
Your questions, answered
Can you help after a migration has already launched?
Yes. We reconstruct the old-to-new mapping from available records and prioritise live issues. Some evidence is easier to preserve before launch, so share earlier exports and project notes if available.
Should every old page redirect to the homepage?
No. A redirect should serve a relevant destination where one exists. We review changed or removed content individually and document the intended handling.
Can you promise no loss of rankings?
No. Search systems need to process changes and outcomes vary. Our role is to reduce avoidable errors, validate the move and respond to evidence after launch.