Key takeaways
- A migration moves files and the database to a new host or domain; done carefully, it causes no SEO loss.
- Back up, migrate to the new server, test on a temporary URL, then switch DNS with a low TTL.
- For domain changes, map every old URL to its new URL with 301 redirects and use Search Console’s Change of Address tool.
Moving a WordPress site to faster hosting is one of the best performance upgrades — but botched migrations cause broken images, downtime and ranking drops. Here’s the step-by-step process I follow.
Types of migration#
| Type | SEO risk | Key extra steps |
|---|---|---|
| New host, same domain | Low | Minimise downtime; keep URLs identical |
| HTTP → HTTPS | Low | Sitewide 301s; fix mixed content — see SSL guide |
| New domain | Medium | 301 every URL; Change of Address in Search Console |
| New URL structure or CMS | High | Full redirect map — see site migration SEO checklist |
Step-by-step: moving to a new host#
- Prepare: take a full backup; lower your DNS TTL to 300 seconds a day before; note PHP version and any server rules.
- Copy the site: use a migration plugin (Duplicator, All-in-One WP Migration, Migrate Guru, WPvivid) or your new host’s free migration service — or manually copy files and export/import the database.
- Configure: update
wp-config.phpwith the new database details if migrating manually. - Test before switching DNS: use the host’s temporary URL or edit your computer’s hosts file to preview the new server. Check pages, forms, logins, checkout and images.
- Freeze changes on the old site (no new posts or orders) during the final sync.
- Switch DNS (A record or nameservers) and install SSL on the new host.
- Verify: check that the new server responds (look at headers or a test file), resubmit the sitemap, and watch Search Console for crawl errors.
- Keep the old hosting for a week or two as a fallback.
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Changing domains without losing rankings#
- Run a search-replace of the old domain in the database (
wp search-replace 'https://old.com' 'https://new.com'or Better Search Replace). - Add sitewide 301 redirects from every old URL to the same path on the new domain.
- Verify both domains in Search Console and use Settings → Change of Address.
- Update Google Business Profile, social profiles, email signatures and important backlinks.
- Keep the old domain registered and redirecting for years.
Common migration problems#
- Error establishing a database connection — wrong credentials in
wp-config.php; see fix guide. - Broken images — old absolute URLs in content; run search-replace.
- Login loops — wrong Site URL or cookie domain; clear cache and check Settings → General.
- “Discourage search engines” enabled after copying from staging.
- Emails stop working — configure SMTP and DNS records on the new host.
WordPress migration FAQ#
How long does a migration take?#
Small sites: under an hour. DNS propagation can take a few hours with a low TTL. Large stores need planning around order freezes.
Will migrating hosts affect SEO?#
Not if URLs stay the same and the site stays online. A faster host can improve performance signals.
Do I need a plugin to migrate?#
No, but plugins and host migration services make it easier and reduce mistakes.