Keep the content that was ranking.
A redesign or replatform quietly deletes rankings when the new site drops the content that earned them. We check body copy, titles, headings and internal links for parity, so the pages doing the work survive the move.
Content and metadata migration is the part of a website migration that preserves the on-page content and signals that were earning rankings: body copy, titles, headings, meta descriptions, structured data and internal links. Redesigns and replatforms routinely shorten or drop content in the name of a cleaner design, and the rankings go with it. Parity work maps what the old pages said and earned, and makes sure the new pages keep it, so a migration protects traffic rather than costing it.
Content migration, in full.
Migrations lose traffic less often through redirects than through content. A redesign trims copy for a cleaner look, a replatform drops fields the old templates carried, and the pages that were ranking quietly say less than they did.
We guard against that. The content and signals on your earning pages are inventoried before the move and checked for parity after, so the redesign keeps what was working rather than deleting it by accident.
Content migration, broken down.
Pre-migration content inventory
The content, metadata and internal links on ranking pages mapped before anything moves, so nothing valuable is dropped by accident.
Explore →Content and metadata parity
Body copy, titles, headings and descriptions checked so the new page says at least what the old one said where it earned rankings.
Structured data and internal links
Schema and the internal links that passed authority carried across, because these are easy to lose in a rebuild.
Explore →Post-launch verification
The important content confirmed live, indexed and performing after the move, with fast fixes for anything that slipped.
Explore →The way we run Content migration.
Inventory before the move
Map the content and signals on the pages that hold rankings.
Check parity at staging
Confirm the new pages keep or improve on that content before launch.
Verify after launch
Check indexation and performance, and fix anything that dropped.
How we approach Content migration.
Inventory what was earning
Before the move, we map the content, metadata and internal links on the pages that hold rankings, so nothing valuable is dropped unnoticed.
Check parity, not just redirects
A redirect sends the URL to a new page, but if that page says less, the rankings still fall. We check the content itself matches or improves.
Preserve the signals
Titles, headings, structured data and internal links are carried across or bettered, so the new page keeps the signals the old one earned.
Verify after launch
Post-launch, we confirm the important content is live, indexed and performing, and fix anything that slipped.
What Content migration puts on your desk.
The content is where migrations quietly bleed
Most migration losses are blamed on redirects, but just as often the new page simply says less than the old one. We check the content itself for parity, because a redirect to a thinner page still loses the ranking.
Parity, not just redirects
We verify the new page keeps the content that earned the ranking, not only that the URL points somewhere.
Signals carried across
Titles, schema and internal links are preserved or improved, because they are easy to lose in a rebuild.
Verified after launch
We confirm the important content is live, indexed and performing, rather than assume it survived.
Content migration: common questions.
Why do redesigns lose rankings even with redirects?
Because a redirect only handles the URL. If the new page has less content, weaker titles or fewer internal links than the old one, the signals that earned the ranking are gone, and the ranking follows.
What is content parity?
It means the new page keeps at least the content and signals the old one had where it was earning rankings, body copy, titles, headings, schema and internal links, rather than a shorter, cleaner version that says less.
When should this happen in a migration?
Before launch, at staging, so parity can be checked and fixed while it is cheap, and again after launch to confirm nothing slipped. It runs alongside the redirect plan.
We have already migrated and lost traffic. Can you help?
Often, yes. We compare what the old pages said against the new ones, find where content and signals were dropped, and restore what was doing the work.