“The developer says SEO will be fine, but nobody owns the old URL list.”
We make it someone's job: a list built from your sitemap, analytics and CMS (the software you edit pages in).
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Digital · SEO · Website migration SEO
Website migrationSEO
Since 201565+ in-house teamKolkata office, 5 team bases
A new website that forgets the old addresses throws away what the old one earned. Keep the rankings and the enquiries.
A strategist calls you in one working day.
/ 01 Website migration SEO
Change the site.Keep the enquiries.
A new website that ignores the old addresses throws away the rankings the old one earned. PromotEdge plans and checks the search engine optimisation (SEO) side of a redesign or move, so rankings and enquiries survive.
Maybe the new design is nearly ready and nobody has asked what happens to the old addresses.
A migration means moving a site to a new design, platform or web address (URL). Google and the sites that link to you have stored your old URLs. If one stops working, the page that ranked there is gone from search, and so are its enquiries. It matters most for a manufacturer with hundreds of product pages or a real estate developer.
We list every old URL and send each to its closest new page with a 301 redirect (a permanent redirect: it tells Google a page has moved for good). Then we check the new site before launch, on launch day and for weeks after.
Nobody can promise that rankings will not move. A careful migration keeps the dip small and short. Choose this over our wider SEO services when the site itself is about to change.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 What's included
Every step checked,before and after launch.
| Part | What you receive |
|---|---|
| Crawl and URL inventory | Every old URL with clicks, links, enquiries and a keep, merge or retire call |
| One-to-one 301 map | A redirect file in your server's format, with a reason for each line |
| New site SEO brief | Page notes that protect titles, headings and links on earning pages |
| Staging checks | A crawl of the private copy, a fix list ranked by risk, a go or hold view |
| Launch-day checks | Redirects tested, test blocks removed, Search Console and sitemap set up |
| Monitoring | Indexing, clicks, errors and enquiries against pre-launch numbers |
Your developers load the redirects. To have us run the build too, see website design and development.
/ 03 What usually gets in the way
Common hurdles,and the way through.
“We are changing the domain, or joining two company sites.”
Every old page maps to a new one, and Search Console needs a Change of Address. We plan it as its own project.
“The new design drops pages, and we are not sure which matter.”
We rank every old page by clicks, links and enquiries. Pages that earn stay or merge; the rest redirect to the closest match.
“A block from the test stage may still be on.”
We check on launch day, because one forgotten tag can hide a new site from Google.
“We have already launched, and enquiries fell.”
Start now. We compare old and new page by page and repair the failing addresses.
Redesign coming up? Send us the launch date and your ten best pages, and we will say what to protect. Get a free growth plan
/ 04 How we work
Five steps,from first crawl to monitoring.
Start before the design is signed off. Ranges are for planning.
- 01
Crawl and inventory (1 to 2 weeks)
We crawl the old site, add addresses from your sitemap, analytics and CMS, and record today's numbers.
- 02
The 301 map (about 1 week)
Every old URL gets its closest new page. You approve the map before anyone builds.
- 03
Staging checks (before launch)
We test redirects and check forms, call and WhatsApp buttons at phone width. If risks remain, we say hold.
- 04
Launch-day checks
We test redirects live, confirm test blocks are off and check every enquiry path.
- 05
Monitoring (from week 1)
We watch Search Console and your enquiries. Keep redirects at least a year.
Our beliefWe'd rather show you results than a nice presentation.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Go deeperMore on this
Deeper reading if you want the research behind the plan.
How we deliver it, and why
How your business model changes the plan
An online store protects product and category pages, and its feeds. A multi-branch firm protects a page per branch. A dealer-led B2B (business-to-business) firm protects its range and spec pages, because buyers search by part.
Google's checklist, in short
Find old URLs in sitemaps, server logs, analytics and the CMS. Use permanent redirects such as 301 and 308. Remove test-stage noindex and robots.txt blocks. Test single URLs with the URL Inspection Tool and many with scripts. Change one thing at a time. The Change of Address tool is only for a move from one domain or subdomain to another. Keep redirects generally at least a year, and expect ranking to fluctuate for a while.
Source: Google Search Central, Site moves with URL changes, updated 20 August 2026, read 10 October 2026
- List every old URL first. A page nobody listed cannot be redirected. A sheet with a keep, merge or retire call for each.
- Map one old page to one new page. Google advises against sending many old URLs to one unrelated page such as the home page. A redirect file with a reason per line.
- Test the private copy. A fault found on staging costs minutes, and one found live costs enquiries. A fix list and a go or hold view.
- Check on launch day. Test blocks and broken forms do most damage in the first hours. A ticked checklist.
- Watch for weeks. Google says a small to medium site takes a few weeks to move. A weekly note, then a monthly one.
AI in website migration: today and next
Today: Google's advice for AI answers
For AI Overviews and AI Mode, Google says there are no extra requirements. Keep pages indexable, allow crawling, use internal links, keep key content in text and keep structured data in line with the visible text.
Source: Google Search Central, AI features and your website, updated December 2025, read 10 October 2026
Next
Our view: if a move breaks crawling or indexing, search results and AI answers both lose your pages, so the same checks protect both. Want us to look at your launch plan? Ask us.
Already launched and the phone went quiet? Tell us the date and we will compare old and new. Talk to us
/ 05 Cost
What affects the cost of website migration SEO.
No price list. These things move the number.
The smallest first step is a free 30-minute call and a one-page plan, for projects we think we can help. We send the quote within 2 working days. Paid crawling tools are charged at actuals.
What affects the cost
- How many URLs the old site has, and how many earn
- Whether the design, platform or domain changes
- Many languages, subdomains or product feeds
- Staging rounds, phased launch and monitoring time
- Whether your developers load the fixes
How we quote
- We ask what is changing, your launch date and which pages bring enquiries
- We write a scope: the five steps and who does each
- You get a quote with project and monitoring on separate lines
What you get in the quote
- The URL inventory and 301 map
- Staging and launch-day checks, and Search Console monitoring
Be wary of any plan that sends every old page to the home page.
/ 06 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
SEO usually shows results in 3 to 6 months. Contracts start at 3 months, with 30 days' notice to stop.
Keep exploring
Related pages.
The expertise that fits your business, and the places we work.
What people say
In their own words
What clients told us after working with PromotEdge.
“We are thoroughly impressed with the extensive knowledge and professionalism demonstrated by PromotEdge. Their adept management of our digital and creative requirements has significantly contributed to our satisfaction with their digital marketing services and expertise.”
Rahul MishraAssistant Manager Digital Marketing & Ecommerce at Magik Lighting“We have been working with PromotEdge for almost a year. We have engaged them to manage our Digital marketing campaigns and are impressed with the outcome. …”
Shubham GadodiaDeputy Brand Manager at Shyam Metalics Group“As a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them. …”
Anish Basu MallikMarketing Executive at Unimark Group“Working with PromotEdge has been an enriching experience for ABP at many different levels. Your understanding of the digital space, customized brand solutions and prompt servicing have helped us achieve our brand goals with so much ease. …”
Satabdi SahuLead - Brand and Content at ABP Education“PromotEdge and their team did an excellent job with our website. They engaged with every team member, understanding their needs with great patience before collating them into a user requirement and a design spec. …”
Bimal ShahExecutive Director at Fine Organic Industries Limited“I would just like to congratulate, PromotEdge Led by Sayantan and his Team who have done an absolutely fantastic job of branding for the Kolkata Thunderbolts, the Branding, the social media campaign was bang on, and I think …”
Joy BhattacharjyaCEO at Prime Volleyball League“PromotEdge has been working with our organization for social media management and other creative activities. They are responsive, supportive and hard working. We look forward to a long and positive relationship with them.”
Medha SharmaStrategic Head at TATA Metaliks“I am delighted with the successful launch of our new website, thanks to the exceptional support from PromotEdge. …”
Mom MitraMarketing Head at Ilead“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaDirector at Nitya Gold & Diamonds“Hi, my name is Hitesh Malhotra. I'm working in FIVB. We are working with PromoteEdge (with Team Sayantan). I would like to give you a brief detail. …”
Hitesh MalhotraSports Development at Fédération Internationale de Volleyball - FIVB“It’s a great way to be back at PromotEdge. …”
Priyam GhoseContent Creator
No pressure. No sales pitch.
Tell us what's changing.We'll show you the plan.
Straight answers.
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They may move for a while. Google says to expect temporary ups and downs in ranking during a move. A careful migration keeps the dip small and short. Nobody can promise no change, and we won't. We promise the checks and show you the numbers every week.
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Google says a small to medium site can take a few weeks for most pages to move. Larger sites take longer. Keep the redirects for as long as possible, generally at least a year. We confirm the timeline for your own project in the quote.
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Send each old page to its closest new page, using a 301 (permanent) redirect. Google advises against sending many old URLs to one unrelated page, such as the new home page. A buyer who wanted a product and lands on the home page leaves.
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Better not. Google's advice is to change one thing at a time, so a problem is easier to trace. If your business needs more than one change, we plan separate launches, or add extra checks and a longer watch after each.
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Yes. We write the inventory, the map and the checklists, and your developers load the redirects and fix what we find. Our in-house team of 65+ people does the work, with industry consultants and partner agencies where a job needs them. We can also plan the whole build.
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Yes. A migration is checked online: a crawl, access to your test site and Search Console, and calls with your developers. Our servicing team is based in cities across India, so your city does not matter. For a big launch we can sit with your team at your site.
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We compare after-launch numbers with those noted before, using the Search Console Sitemaps, Index Coverage and search queries reports, then your own record of form fills, calls and WhatsApp chats. We have no published migration case yet, so we share relevant work when we talk.