Changing domain names is a critical SEO decision. If done incorrectly, it can result in significant traffic loss, loss of search visibility, and brand confusion.

If done properly, the impact can be minimised—and in some cases, it can even strengthen your brand and long-term performance.

This guide helps you understand what’s at stake and outlines two approaches to domain migration, along with ASP’s process, recommendations, and what to consider before proceeding.

Scenario Example

Current site*

• Aged domain

• Ahrefs Domain Rating: 55

• Strong backlink profile and organic traffic

* This means your current website has been active for a long time, which gives it credibility in the eyes of search engines. It has a strong Ahrefs Domain Rating of 55, indicating a solid backlink profile with many high-quality websites linking to it. Combined with established organic search traffic, this suggests your site has significant SEO value worth protecting during any domain change.

Proposed change:

• Move to a brand-new domain

You have two options:

🚫 Option 1: Lazy Migration – Redirect All to Homepage

• All old URLs redirect to the new homepage.

• No page-by-page matching of content.

✅ Option 2: Proper Migration – URL-by-URL Redirects (Recommended)

• Each URL is redirected to its exact match on the new domain (e.g., /about-us → /about-us).

Short, Medium, and Long-Term SEO Impact

Why Proper Migration Is Essential

A URL-by-URL migration ensures:

• Preservation of SEO value (backlinks, rankings, indexed pages)

• A seamless experience for users

• Trust and visibility with Google

ASP can manage the entire process for you.

Domain Migration Task List

A proper domain migration involves over 30 technical, platform, and marketing tasks. Here are some examples:

👉 A full checklist is available and will be customised for your migration.

Should You Do a Domain Migration?

If you're unsure whether to migrate, ask:

❓Do you have SEO value to protect?

Check:

• Your Ahrefs Domain Rating

• Monthly organic traffic

• Quantity and quality of backlinks

• Indexed pages in Google Search Console

ASP Will Check This for You – Free

We offer a free domain value check to help you decide.

Just invite our team to your Google Search Console property at:

📧 jon.monk@asp.events

Refer to our separate guidance note: “How to Invite ASP to Google Search Console”.

 

Hosting of Redirects by ASP

If you choose a Proper Migration, ASP will:

• Host all redirects from your old domain to your new domain

• At no additional cost, for as long as you are an ASP client

• We strongly recommend keeping your old domain live for at least 2 years (ideally forever) to maintain SEO equity and reduce brand confusion

Final Recommendation

If you:

• Have a strong domain (DR 30+)

• Receive organic search traffic

• Have valuable backlinks or indexed content

Then a properly managed domain migration is essential. Anything less will result in permanent SEO damage.

ASP provides full support for domain migrations—including technical implementation, redirect hosting, and pre/post-migration SEO tracking.

Next Steps

1. Check domain authority and traffic

2. Invite ASP to GSC for a free evaluation

3. If you proceed, ASP will:

   • Manage redirects

   • Implement the full task list

   • Monitor post-migration SEO

Want to discuss your options? Contact your ASP account manager or email us directly.