Migrate Site

网站迁移

Guide a domain migration, CMS switch, or URL restructure without losing rankings — redirect mapping, monitoring plan, and rollback criteria.

指导你完成域名迁移、CMS切换或URL结构调整且不丢失搜索排名，涵盖重定向映射、监控方案和回滚标准。

Migration Types

迁移类型

Type	Risk Level	Example
Domain change	High	olddomain.com → newdomain.com
Protocol change	Low	HTTP → HTTPS
CMS switch	Medium-High	WordPress → Next.js, Shopify → custom
URL restructure	Medium	/blog/2024/post → /blog/post
Subdomain migration	Medium	blog.example.com → example.com/blog
Design/template change	Low-Medium	Same URLs, new templates

All migrations carry SEO risk. The goal is to minimize the traffic dip and speed up recovery.

类型	风险等级	示例
域名变更	高	olddomain.com → newdomain.com
协议变更	低	HTTP → HTTPS
CMS切换	中高	WordPress → Next.js, Shopify → custom
URL结构调整	中	/blog/2024/post → /blog/post
子域名迁移	中	blog.example.com → example.com/blog
设计/模板变更	中低	相同URL，更换新模板

所有迁移都存在SEO风险，目标是尽可能降低流量下跌幅度、加快恢复速度。

Phase 1: Pre-Migration Audit

阶段1：迁移前审计

Inventory Everything

梳理所有资源

Identify High-Value Pages

识别高价值页面

Not all pages are equal. Flag these for extra attention:

Pages with the most organic traffic (top 20%)
Pages with external backlinks
Pages that rank for high-value keywords
Landing pages tied to conversions
Pages with featured snippets

These pages must have working redirects and should be verified individually after migration.

不是所有页面的重要性都相同，标记以下页面做额外重点关注：

自然流量最高的页面（Top 20%）
带有外部反向链接的页面
排名覆盖高价值关键词的页面
和转化挂钩的落地页
获得featured snippets的页面

这些页面必须配置可用的重定向，迁移完成后需要逐一核验。

Phase 2: Redirect Mapping

阶段2：重定向映射

The redirect map is the most critical artifact. Every old URL must map to the right new URL.

重定向映射是最关键的交付件，每个旧URL都必须对应到正确的新URL。

Mapping Rules

映射规则

Old URL	New URL	Type	Notes
/old-page	/new-page	301	Content matches
/removed-page	/closest-relevant-page	301	Consolidated into related page
/deleted-page	/	301	No relevant page — send to homepage (last resort)

Rules:

Use 301 redirects for permanent moves (not 302)
Map each old URL to the most relevant new URL (not all to homepage)
Preserve URL structure where possible (fewer redirects = less risk)
Avoid redirect chains (old → intermediate → new). Every redirect should be direct.
Handle URL variations: with/without trailing slash, with/without www, HTTP/HTTPS

旧URL	新URL	类型	备注
/old-page	/new-page	301	内容匹配
/removed-page	/closest-relevant-page	301	已合并到相关页面
/deleted-page	/	301	无相关匹配页面，跳转至首页（最后选择）

规则：

永久迁移请使用301重定向（不要用302）
每个旧URL映射到相关性最高的新URL（不要全部跳转到首页）
尽可能保留URL结构（重定向越少，风险越低）
避免重定向链（旧→中间页→新），所有重定向都应该直接跳转
处理URL变体：带/不带尾斜杠、带/不带www、HTTP/HTTPS的差异

Common Pitfalls

常见陷阱

Forgetting to redirect paginated URLs (/page/2, /page/3)
Missing query parameter URLs that have backlinks
Case sensitivity issues (some servers treat /Page and /page differently)
Redirecting everything to the homepage (kills page-level authority)

忘记给分页URL配置重定向（/page/2、/page/3）
遗漏了带反向链接的带查询参数的URL
大小写敏感问题（部分服务器会将/Page和/page识别为不同页面）
将所有内容都重定向到首页（会损失页面级权重）

Phase 3: Technical Setup

阶段3：技术配置

Before the Switch

切换前

The Switch

切换操作

Deploy redirect rules
Deploy new site
Verify redirects are working (spot-check 20+ URLs)
Submit new sitemap to Search Console
If domain change: use Search Console's Change of Address tool
Force-crawl key pages using Search Console URL Inspection
Monitor server errors in real-time for the first 24 hours

部署重定向规则
部署新站点
核验重定向正常运行（抽查20个以上URL）
向Search Console提交新站点地图
如果是域名变更：使用Search Console的地址变更工具
使用Search Console的URL检测工具强制爬取核心页面
切换后的前24小时实时监控服务端错误

Phase 4: Post-Migration Monitoring

阶段4：迁移后监控

Week 1 (daily checks)

第1周（每日检查）

Check Search Console for crawl errors (404s, 5xx errors)
Verify organic traffic hasn't dropped catastrophically
Check that redirects are still working
Look for pages returning 404 that should redirect
Monitor server response times (migration can reveal performance issues)

查看Search Console中的爬取错误（404、5xx错误）
确认自然流量没有出现灾难性下跌
检查重定向仍然正常运行
排查应该配置重定向却返回404的页面
监控服务端响应时间（迁移可能暴露性能问题）

Weeks 2-4 (weekly checks)

第2-4周（每周检查）

Compare organic traffic to pre-migration baseline
Check indexation status in Search Console (indexed page count)
Verify key pages are indexed under new URLs
Check ranking positions for top keywords
Review crawl stats for anomalies

对比自然流量和迁移前基线的差异
检查Search Console中的收录状态（已收录页面数量）
确认核心页面已以新URL完成收录
检查Top关键词的排名位置
核查爬取统计数据是否存在异常

Months 2-3 (monthly checks)

第2-3个月（每月检查）

Traffic should be recovering to pre-migration levels
All old URLs should show as redirected in Search Console
New URLs should be indexed and ranking
Core Web Vitals should be stable

流量应恢复到迁移前的水平
所有旧URL在Search Console中应显示为已重定向
新URL应已被收录并获得排名
Core Web Vitals应保持稳定

Expected Timeline

预期时间线

Traffic dip: Normal. Expect 10-30% drop in the first 2-4 weeks.
Recovery: Most sites recover within 2-3 months if redirects are correct.
Full stabilization: 3-6 months for large sites.
Red flag: If traffic hasn't started recovering after 4 weeks, investigate.

流量下跌： 属于正常现象，前2-4周预计下跌10-30%
流量恢复： 如果重定向配置正确，大部分站点会在2-3个月内恢复
完全稳定： 大型站点需要3-6个月
危险信号： 如果4周后流量仍未开始恢复，需要排查问题

Phase 5: Rollback Plan

阶段5：回滚方案

Before migrating, define rollback criteria:

Rollback if:

Organic traffic drops > 50% for more than 7 days
More than 20% of redirects are broken
Critical conversion pages are not accessible
Server errors exceed acceptable threshold

Rollback steps:

Revert DNS (if domain change) or redeploy old site
Remove or reverse redirects
Re-submit old sitemap
Investigate what went wrong before attempting again

迁移前先明确触发回滚的条件：

触发回滚的情况：

自然流量下跌超过50%且持续7天以上
超过20%的重定向无法正常工作
核心转化页面无法访问
服务端错误超过可接受阈值

回滚步骤：

回滚DNS（如果是域名变更）或重新部署旧站点
移除或反转重定向规则
重新提交旧站点地图
排查问题原因后再尝试重新迁移

Output Format

输出格式

Migration Plan: [old] → [new]

迁移方案：[旧站点] → [新站点]

Migration Type: [domain change / CMS switch / URL restructure / etc.] Risk Level: [low / medium / high] Estimated Timeline: [preparation + execution + monitoring]

Pre-Migration Inventory

Total indexed pages: [count]
Pages with backlinks: [count]
Top traffic pages: [list top 10]
Current monthly organic traffic: [baseline]

Redirect Map [Table — full mapping of old → new URLs]

Technical Checklist [Checklist from Phase 3]

Monitoring Schedule [Checkpoints from Phase 4]

Rollback Criteria [Defined thresholds and steps]

Risk Areas

High-value pages that need extra attention
Known technical challenges for this migration type
External backlinks that must be preserved

Pro Tip: Use the free Broken Link Checker to verify redirects post-migration, and the Htaccess Generator to build redirect rules. SEOJuice MCP users can run
/seojuice:site-health
for a full page inventory with link data,
/seojuice:keyword-analysis
to identify high-value pages, and
list_changes
to detect content differences post-migration.

迁移类型： [域名变更 / CMS切换 / URL结构调整 / 其他] 风险等级： [低 / 中 / 高] 预计时间线： [准备期 + 执行期 + 监控期]

迁移前资源梳理

总已收录页面数：[数量]
带反向链接的页面数：[数量]
流量Top页面：[列出Top10]
当前月度自然流量：[基线值]

重定向映射表 [表格 — 完整的旧→新URL映射关系]

技术检查清单 [来自阶段3的检查清单]

监控计划 [来自阶段4的检查节点]

回滚标准 [定义的阈值和步骤]

风险点

需要额外关注的高价值页面
本次迁移类型已知的技术挑战
必须保留的外部反向链接

实用提示： 你可以使用免费的Broken Link Checker 核验迁移后的重定向，使用Htaccess Generator 生成重定向规则。SEOJuice MCP用户可以运行
/seojuice:site-health
获取带链接数据的完整页面清单，运行
/seojuice:keyword-analysis
识别高价值页面，运行
list_changes
检测迁移后的内容差异。

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