It can protect search value when the source URL estate can be discovered and mapped. Crawl the current site, combine analytics and Search Console evidence, classify retained and retired pages, implement redirects, validate rendering and metadata, update internal links, and monitor crawl, indexation, traffic, and revenue after launch.
Discover the URLs before the old system disappears
Combine available crawls, sitemaps, analytics, search evidence, exports, and knowledge from the team. A custom platform may generate valuable landing pages through rules that are not obvious from its page list. Identify those patterns early and record why visitors use them.
Map retained, consolidated, and retired content deliberately. Review a representative URL from every discovered pattern in the destination, checking both its content and its place in the buying journey. Keep access to the legacy evidence during stabilisation so unexplained traffic or link problems can be investigated. No migration method guarantees that search rankings remain unchanged.
What to check before deciding
- Discover rule-generated pages and valuable historical URLs.
- Record retention, consolidation, and retirement decisions.
- Validate relevant destinations and rendered content.
- Keep source evidence and a post-launch issue owner available.
