SEO Domain Change
Moves a website from one domain name to another, aiming to preserve rankings, links, and crawl signals as cleanly as possible.
If you assume a 302 redirect works the same as a 301 during a domain migration, you risk losing page-level ranking equity.
Key points
- Use 301 redirects from each old URL to its matching new URL, not just the homepage.
- Verify the new domain in Google Search Console before using the Change of Address tool.
- Update internal links directly to the new domain instead of relying on redirects.
- Keep the old domain active for at least six months to allow complete transfer of backlinks.
A publisher migrates 2000 pages
A publisher moved from old-domain.com to new-domain.com with 2000 indexed pages. They set up 301 redirects from each old URL to the equivalent new page, verified both domains in Search Console, and submitted a new sitemap. After two weeks the new domain was fully indexed, and organic traffic recovered within 45 days. The old domain was kept active for six months. They also considered iframe SEO when embedding third-party content, and ensured the new domain was chosen for SEO clarity.
Three steps to prepare your domain change
- Audit all URLs Create a one-to-one redirect map by auditing every important URL on the old domain. Assign each a matching destination on the new domain to avoid losing page-level equity.
- Verify Search Console Add and verify the new domain in Google Search Console before launching. Keep both properties active during the migration to monitor issues.
- Set up 301 redirects Implement 301 redirects from each old URL to its exact new counterpart. For Netlify SEO, configure redirects in netlify.toml to ensure they are permanent.
Three mistakes that derail a migration
- Using 302 redirects A 302 is temporary and does not pass full ranking equity. Google treats it as a temporary move, so the old domain retains authority, defeating the purpose.
- Skipping internal links If you rely on redirects for internal links, you create chains that slow down crawling. Update all internal links directly to the new domain URLs.
- Overlooking external listings Update tracking codes, business profiles, and directories to the new domain. Otherwise, traffic and backlinks continue pointing to the old site.
Common questions
How do I change my domain name in WordPress?
Update the Site URL in Settings, set up 301 redirects from old URLs, and verify the new domain in Search Console.
How do I change my website address in Google Search?
Use the Change of Address tool in Google Search Console after redirects are live and the new domain is verified.
Sources
- Google Search Central Official documentation on site moves and redirects.
- SEMrush Blog Practical guide with checklist for domain changes.