Identifying Old URLs After a Website Migration

How to conduct a website migration professionally was a topic we covered a few months ago here on the blog. But what if the migration goes wrong, and all the URLs have changed? It is the nightmare scenario for some SEO experts who are later tasked with cleaning up the mess.

In a very helpful Whiteboard Friday on SEOmoz, Michael King gives tips on how to rediscover old URLs. User comments add to the list, which is clearly presented here, translated into English, and supplemented with our own notes.

Why is it necessary to identify the old URLs?

The URLs from before the migration are important for several reasons:

• All previous link-building efforts strengthen the old URLs.

  • The old URLs are in the search engine index and lead users to error pages – this is unsatisfactory both from an SEO perspective and for usability.

  • The “power” of the old URLs should be transferred to the new URLs, otherwise, you practically start from scratch with the new URLs.

  • Redirecting old URLs to the appropriate new URLs allows old backlinks to be utilized, guiding users to a relevant new page.

What sources can be used to find the old URLs?

Some points may be obvious, but often the simplest solutions are overlooked, especially by non-experts, which could save a lot of manual work. However, even if there are no backups, there are numerous sources available to track down old URLs.

• Server Backup: The simplest way to identify all old URLs.

  • Wayback Machine: Not every domain can be found here with historical data, but it's worth a try.

  • XML Sitemap: Sitemaps sometimes still contain the old URLs and can be easily saved from there.

  • Backlink Profile in Backlink Tools: It's advisable to use multiple backlink tools to find as many URLs as possible. Another advantage: the most-linked URLs can be identified to set priorities for future steps.

  • 404 Pages in Google or Bing Webmaster Tools: Bing now also offers free backlink analysis.

  • Historical Google Analytics Data: If there is Analytics access, historical page views can help to determine old URLs.

  • CMS Changelog and Log Files: An alternative for more technically savvy website operators, although Google Analytics might be more convenient.

  • Social Media and Social Bookmarks: URLs with likes and shares or those that have been tweeted or bookmarked.

  • “Site:” Search in Google: The cache usually still contains the old pages if not too much time has passed between the website migration and the search.

  • Additional internal sources and publications: For example old newsletters, old ranking reports, or company brochures/downloads with links.

What should you do with the old URLs now?

Once as many old URLs as possible have been identified, the following steps are advisable:

• Check whether all old URLs are truly no longer accessible. (Screaming Frog is, for instance, a free tool that can automatically crawl a list of up to 500 URLs.)

  • Map the old URLs to the new URLs.

  • Set up redirects to the appropriate new URLs.

  • Possibly contact link partners and point them to the new URLs.

Have your website migration conducted professionally

If you need support with your website migration to ensure the site is not offline long-term and all relevant SEO aspects are considered, feel free to contact us. Our experts will advise you and carry out the migration smoothly and professionally in consultation with you. Get a non-binding customized offer!