iGaming Website Migration: SEO Checklist to Avoid Traffic Loss

Migrating an iGaming website is a big step. Whether you’re rebranding, switching hosting
providers, or moving to a new CMS, the process can unlock growth opportunities—but it also
comes with risks. One of the biggest? Losing the search traffic you’ve worked so hard to build.

In such a competitive market, a drop in visibility means fewer players, less revenue, and a
harder fight to stay ahead. The good news is that with the right SEO approach, you can make
the transition smooth and protect your rankings along the way.

Why SEO Is Critical During a Migration

For iGaming businesses, organic search is often the strongest source of new players. A rushed
migration can break URLs, confuse search engines, and wipe out years of SEO progress.
That’s why SEO isn’t an afterthought—it’s central to making sure your new site doesn’t lose
momentum.

The SEO Checklist for a Smooth Migration

1. Audit and Back Up the Current Site

Start by running a full crawl of your existing site with tools like Screaming Frog. Save all URLs,
metadata, and internal links. Take a full backup of your database and media files too—you’ll
thank yourself later if something goes wrong.

Pro tip: Record your current rankings and traffic so you can quickly see how the migration
impacts performance.

2. Plan 301 Redirects Carefully

If any of your URLs are changing, redirects are non-negotiable. Set up 301 redirects from old
pages to new ones so players don’t land on 404 errors and so your SEO authority carries over.

Focus on your money pages first: bonuses, reviews, guides, and popular games.

3. Keep URL Structure Consistent (If You Can)

The less disruption, the better. If you don’t need to change your URLs, don’t. It helps search
engines and players alike recognise and trust your site.

4. Transfer On-Page SEO Elements

As content moves over, double-check that important details aren’t lost:

• Titles and meta descriptions
• Headings (H1, H2, H3)
• Image alt text
• Schema markup (where applicable)

5. Fix Internal Links

After the move, crawl the new site to catch broken internal links. Nothing frustrates users—or
harms SEO—faster than dead ends.

6. Submit a Fresh Sitemap

Generate a new XML sitemap for the updated site structure and upload it to Google Search
Console. This gives search engines a clear map to reindex your content quickly.

7. Monitor Errors and Indexing

Keep a close eye on Google Search Console during the first few weeks. If you see sudden
spikes in 404 errors or indexing issues, fix them right away before they cost you rankings.

8. Optimise Speed and Mobile Performance

A migration is the perfect chance to improve site performance. Test loading times, compress
images, and check that your site works flawlessly on mobile. With mobile-first indexing, this step
is crucial.

9. Preserve Analytics and Tracking

Don’t forget your data. Make sure Google Analytics, Tag Manager, and conversion tracking are
properly reinstalled on the new site. Without tracking, you won’t know if the migration is paying
off.

10. Keep Users in the Loop

If your migration involves a rebrand or new domain, communicate clearly with your audience.
Announcements, email updates, or even a simple banner can help players stay connected and
trust the change.

Wrapping Up

Migrating an iGaming site is never risk-free, but with the right preparation you can avoid the
biggest pitfalls. Think of SEO as your safety net: it preserves the visibility you’ve already earned
and sets the stage for growth on your new platform.

Follow this checklist—back up your data, redirect wisely, optimise technical SEO, and monitor
results—and you’ll move your iGaming website without sacrificing traffic or players.