Definition
Domain migration, also known as a domain name change or site move with domain change, is the process of transferring an existing website from one registered domain name to another new domain. This involves registering a new domain, migrating the website’s content, files, and structure to the new location, and implementing permanent redirects from old URLs to corresponding new ones to preserve search engine rankings and maintain user experience.
User Cases
Domain migration is typically undertaken for reasons such as rebranding, acquiring a more memorable or relevant domain, mergers and acquisitions, market expansion, or resolving negative associations with the old domain. Properly executed migrations can transfer most SEO value through 301 redirects and other signals, though temporary ranking fluctuations and traffic drops may occur as search engines recrawl and reindex the site.
Why It Matters for SEO
Domain migration is crucial for SEO as it helps maintain search engine rankings and user experience. By implementing 301 redirects, search engines are informed that the content has permanently moved, preserving the site’s authority and rankings. Google provides tools like the Change of Address tool in Search Console to support domain migrations, helping forward search signals to the new domain and reducing potential traffic loss.
Related Concepts
Related concepts include changing web hosting providers, which involves moving the site to a new server without altering the domain name, and transferring a domain name, which moves registration to a different registrar while keeping the same name. Moving to a subdomain or restructuring URLs keeps the primary domain unchanged and does not constitute a full domain migration.