The best way to full a web site shutdown with a cut up migration


Lately, I’ve been requested by a serious world model to help a web site shutdown mission. The corporate wasn’t making sufficient to maintain itself and make a revenue. The identical world model additionally owns a number of different comparable firms within the area of interest.

Shutting down a web site is straightforward, however when it’s important to try this together with redirects, what and the way do you do it?

One of many necessities was to make the shutdown easy and redirect half of the site visitors to 1 web site, and the opposite half to a different. The figuring out issue was the kind of product.

Why is it referred to as a ‘cut up migration’?

A website migration is an in depth, procedural course of that always entails altering the area and URLs, redesigning or replatforming. Whereas tedious even on a small web site, the problems you can run into will solely amplify with every extra web page of a web site. 

Now, think about a web site with 1000’s of pages or merchandise that you must embrace within the migration. Add within the complexity of getting emigrate parts of a single web site between two different websites.

How do you deal with 1000’s of pages and merchandise when it’s important to transfer them to 2 completely different and present web sites?

Earlier than this level, I by no means did a cut up migration, however I had a common concept of the place to start out and easy methods to start the method.

Sadly, migrations are greater than a easy redirect. Each migration comes with its difficulties, however this explicit one was a bit of simpler as a result of it included solely URL redirects from the supply to the vacation spot web page(s).

Nonetheless, the method can be extra painstaking for a standard migration or replatform that features:

  • Metadata
  • Content material
  • Headings
  • 404 errors
  • Current redirects
  • Photos
  • And so forth.

When it comes to high quality assurance (QA), a primary URL redirect is less complicated to check and confirm that every little thing is working correctly. Nonetheless, we nonetheless went by a number of phases to make the method go alongside easily, beginning with “discovery.”

Discovery section

I knew that my greatest problem was to determine the prevailing pages on all three web sites. For privateness, mental property and different authorized causes let’s name them Supply, Destination1 and Destination2.

I began off with a Screaming Frog crawl that will go over the supply web site, figuring out all indexable pages. And for a better decision-making course of, I needed to pull Google Analytics and Google Search Console information utilizing the APIs.

Be sure you save your configuration file in order that your outcomes match up whenever you do the ultimate test upon going dwell.

However I used to be nonetheless lacking one other piece of information. I didn’t have Semrush API entry so needed to pull the backlinks information individually. After getting the listing of URLs you must work with, ensure to tug backlink information as nicely.

You possibly can change this to Ahrefs or one other supply you like. The purpose right here is to understand how essential a URL is by way of backlinks.

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Set-up section

Now that I collected all my URLs from the supply web site I needed to work with, I wanted just a few issues to make the method smoother:

  • Clear up the listing to exclude URL parameters or different duplicates.
  • Determine the homeowners of the web page (to which web site ought to it go – Destination1 or Destination2).
  • What’s the precedence of the web page? (Does it have direct site visitors? Is it rating in Google? Does it have backlinks?) 
  • What’s the standing code of the web page? (Is it a 200 or a 301 or a 404?)

I put my ScreamingFrog information and Semrush information into separate sheets and created a Google Sheets file:

screaming frog urls

Initially, I shared the file with all concerned events and homeowners, this allowed them to pick out the URLs that belong to the precise vacation spot. Keep in mind that every URL might have its proprietor counterpart on every of these web sites.

For instance, a particular product existed on Supply and Vacation spot web site, so the ultimate redirect ought to be to the Vacation spot URL and the identical web page.

You may additionally select to move parameters. So ensure the Vacation spot is correctly crammed in.

In my process, I used to be working with 18,000 URLs, and after some filtering and eradicating people who weren’t essential I ended up with 11,000.


Typically, you’d have to check this on a brief server. This may occasionally or might not have a setup of your precise Supply URLs, for instance, it might be as an alternative of

You possibly can simply exchange your supply URLs briefly, or use a replica of the file.

When testing, be sure you use the identical configuration you used throughout discovery.

Updating the ScreamingFrog export in SF-Inside ALL sheet will mechanically alter the info within the URLs sheet and present you those which have a failed vacation spot URL.

However what went unsuitable?

Each migration is a studying expertise. If you happen to’ve ever carried out a migration, you already know {that a} single mistake can result in 404 errors, photographs not loading or different points. Fortunately, the most important situation we had was with a worldwide server-side cache impacting the testing course of.

This migration QA was primarily based on two issues:

  • Focusing on.
  • Checking 301 redirects.

We spent extra time on the invention section than the migration itself.

One factor we take away from this explicit migration is that you actually need to be taught the ins and outs of a web site. It takes a number of time to work with massive groups and be taught who the proprietor of every web page is and easy methods to handle them (pages or web page homeowners).

Nothing notably regarding impeded the migration, however we attribute this to the immense period of time spent within the discovery section. If we didn’t dedicate a number of time to this section, it may have ended badly.

Discovery allowed us to be prepared if there have been points throughout migration in order that we may name in the best individuals and have the error fastened on the spot.

Utilizing the template helped us rather a lot. 


This split migration template might be up to date as new and comparable initiatives come my means. Please make your individual copy slightly than requesting entry. Additionally, enhance or recommend enhancements as you’re employed on it. 


Our migration was a hit, it took us 5 minutes to go dwell (together with clearing all world cache) and simply quarter-hour to run an inventory crawl to determine all of the redirects have been functioning correctly.

Defining “success” is one thing that each migration wants. In most migrations, there at all times appears to be one thing that goes unsuitable. Even whenever you spend further time within the setup section, there’s at all times a small element that’s neglected.

This migration’s success was admittedly simpler than others carried out prior to now as a result of the one actual QA required was guaranteeing the redirects labored. Automation helped right here to confirm that each one redirects have been profitable.

Nonetheless, that’s solely a part of the story. We additionally waited for the next earlier than deeming the mission a win:

  • Supply web site pages began to slowly be de-indexed.
  • Vacation spot web page rankings started to extend.

We did run into an issue with a server-side cache that impacted the verification course of and wanted to be cleared just a few instances. International caches at all times appear to pose points throughout migrations, so that is undoubtedly one thing to think about when engaged on a daily or cut up migration sooner or later.

Inside in the future we began seeing updates in Google’s search outcomes and most of the vacation spot pages spiked due to focused redirects.

Opinions expressed on this article are these of the visitor writer and never essentially Search Engine Land. Workers authors are listed here.

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About The Writer

Ludwig.Mahkyan 1

Ludwig Makhyan is a contributor for Search Engine Land, overlaying natural and technical search engine marketing. His background is in internet improvement and digital advertising and marketing. Ludwig has over 20 years of expertise in web site design, coding and promotion. He’s the co-founder at MAZELESS, an enterprise search engine marketing company.

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