Architecting Authority
Groew protects search authority during platform moves, redesigns and domain changes with pre-migration audit, redirect mapping, canonical strategy and post-launch monitoring so rankings do not become a casualty of the rebuild.
A website migration SEO system built around URL inventory, redirect mapping, launch checks and recovery monitoring.
Old URLs returning 404 errors or redirecting to the homepage instead of the equivalent new page. Each broken redirect drops the authority the old URL had accumulated from links, clicks and crawl history.
New pages self-canonicalising to wrong URLs, or canonical tags not updated during the platform move. Mixed canonical signals tell Google two different things about which page should rank and both pages suffer.
After a URL restructure, hundreds of internal links still reference old paths. This creates redirect chains that waste crawl budget and reduce link equity flow to the pages that now need to rank.
New sitemaps submitted with wrong URLs or old properties still set as primary in Search Console. Google crawls what it is told to prioritise, and incorrect signals after a migration slow re-indexing significantly.
Full crawl of the existing site before the build starts. Identifies which pages carry authority and must be preserved with clean redirects. Catches structural issues before they become post-launch emergencies.
A complete URL-by-URL redirect mapping document plus canonical, sitemap and internal link instructions for the new build. Delivered before development starts, not after go-live.
Active crawl and ranking checks in the 4 weeks after launch. Catches broken redirects, new 404 errors and indexing gaps before they compound into a sustained ranking drop.
The most common mistake I see in migrations is treating SEO as a post-launch checklist. By the time the site is live and the redirect gaps are found, Google has already recrawled and logged the 404 errors. The businesses that come through migrations cleanly involve SEO before the build starts: URL decisions, internal link structure, canonical logic. A pre-migration audit catches the issues that would otherwise take months to reverse.
If a website rebuild or platform move is planned, a pre-migration audit is the fastest way to prevent ranking loss. Groew will map what needs protecting before the first page is redesigned.