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Website migrations have always carried a level of risk and concern for any client. Whether it’s a domain change, platform upgrade, or a full restructure, any significant shift in a site’s architecture can cause short-term ranking drops and organic traffic fluctuations.
But now, with the rise of AI-driven search systems like Google AI Overviews, Bing Copilot, and Perplexity, migrations carry new implications and the stakes are higher than ever.
As discussed by Forbes, now up to 60% of your traffic can be drained by AI search and so for migrations, careful planning is essential.
Customarily, search engines crawled the updated site, re-indexed content, and recalculated rankings based on familiar SEO factors. With AI, search results aren’t just a list of blue links -they’re summarised answers pulling from a blend of authoritative, high-quality sources. Search Engine Journal outlines how you can use AI to help identify any issues and ensure a smooth migration.
When you migrate, you risk several factors which we will list below.
Essentially, if your sites URLs or page structures change and AI systems can’t confidently match the new page to its old reputation.
This can happen if your sites structured data or page context changes in a way that breaks how AI “understands” your content.
All-important trust signals can be reduced If external citations, backlinks, or Wikipedia references still point to your old URLs.
AI systems are more sensitive to content stability than traditional search ranking algorithms. They prefer to reference pages that have:
A poorly managed migration can disrupt all three, even if your new site looks cleaner and is technically faster. This is critical to take this into consideration and carefully plan your site migration with a technical, experienced digital team on hand.
Is there a loss of context on your site as a result of a migration? AI may struggle to recognise your new URL structure as the same source it once trusted. There can also be gaps in the schema and If structured data is dropped or altered during migration, AI may no longer identify your page as a credible source for certain queries. Its key not to dilute the content. Rewriting content for a migration without preserving the unique value and phrasing may break the link between past citations and current relevance. Backlinks can also decay and redirects that aren’t implemented correctly can cause link equity as well as AI trust to dissipate.
To protect your AI Overview presence during a migration, you’ll need to go beyond standard SEO checklists and remember to:
In the AI era, a migration isn’t just about preserving rankings it’s also very much about preserving your businesses reputation in the machine’s memory. Where traditional SEO could recover from migration dips within weeks or months, losing AI Overview visibility can take much longer to rebuild.
The key is to make your migration invisible to AI systems is to have and AI mindset which can be transformational for your business. It is critical that the content, structure, and trust signals they’ve come to rely on should appear identical post-launch, even if your CMS, design, or domain changes entirely.
Handled carefully, a site migration can improve performance, user experience, and search rankings without disrupting your AI visibility. But in today’s AI world, the cost of getting it wrong is bigger than ever and that’s because you’re not just losing positions, you’re losing your seat at the AI table.