Top Pages to Protect During a Migration

Not all pages are created equal. Some carry your traffic, authority and leads.

When you move your website, it’s easy to focus on structure, design or speed. But behind the scenes, certain pages are doing the hard work for your SEO and conversions.

If those pages are lost or poorly handled, the damage can be significant. Rankings drop. Leads dry up. Referral traffic disappears.

Here are the three types of pages you need to protect, and how to do it properly.

1. Pages that drive the most traffic

These are often long-tail blog posts, product pages or help guides. They bring in steady organic visits, even if they’re not your most obvious assets.

Why they matter:

• They account for a large share of your organic traffic. If the URLs change or break, search engines won’t know where to find the content. Users won’t either.

How to protect them:

• Use analytics to find the pages bringing in the most visits
• Redirect each one to a matching page with the same purpose
• Keep the headings, content and metadata consistent if possible

2. Pages that convert well

These are the pages where people take action. It could be a demo request, a sign-up form or a quote page. They’re often hidden deep in the site, but they play a vital role.

Why they matter:

• Losing visibility on these pages can mean fewer leads, even if overall traffic holds steady.

How to protect them:

• Make sure these URLs stay live or redirect to pages that convert just as well
• Keep internal links pointing to them
• Check that forms, buttons and tracking all work after the move

3. Pages with strong backlinks

These are the pages other websites link to. Often blog content, reports or tools. They help your domain gain authority and support your search rankings.

Why they matter:

• If a link leads to a page that no longer exists or goes to the wrong place, its value is lost. That affects both traffic and rankings.

How to protect them:

• Use SEO tools to find the pages with the most links from other sites
• Set up a 301 redirect to a relevant live page
• Never point them all to the homepage

What can go wrong

When these pages are missed or handled poorly, here’s what often happens:

• Traffic falls because Google can’t connect old and new URLs
• Leads drop if landing pages aren’t working or can’t be found
• Authority is lost if backlinks point to broken links

These issues can last for weeks or even months without a fix. Planning ahead avoids that risk.

How to safeguard them

Here’s a simple checklist:

• Crawl your existing site to create a full URL list
• Use analytics to spot top traffic and conversion pages
• Use backlink tools to find high-authority pages
• Build a proper redirect map
• Test everything before and after launch

We do this as part of every migration. If you’re not sure which pages matter most, or if something has already gone wrong, we’re here to help.