How to do a Website Migration with Francesca Kavvadia

Watch our Expert Series session with Francesca Kavvadia as she shares a practical framework for planning and executing a website migration without risking years of organic visibility.

Guest’s Profile

✍🏾 Name: Francesca Kavvadia

✍🏾 What Francesca Does: Technical SEO Lead

✍🏾 Company: GA Agency

✍🏾 Noteworthy: Francesca Kavvadia is a Technical SEO Lead with over 10 years of experience working on complex website migrations, rebrands, and technical SEO projects.

She has worked with global fashion and retail brands, including Diesel, leading technical audits and implementation while also mentoring technical SEO specialists.

In this session, Francesca walks through her five-phase website migration framework, from initial planning and pre-launch preparation to launch day and the crucial 90 days that follow.

Key Insights

💡 Not all website migrations carry the same risk

A rebrand, domain change, CMS switch, site consolidation, or combination of several changes can each affect search performance differently. Understanding the scope and risk should come before execution.

💡 Preparation is what makes or breaks a migration

Francesca recommends setting clear objectives, benchmarking current performance, defining ownership, preparing technical requirements, and creating accurate redirect mappings before anything goes live.

💡 Test before you give the green light

Use a complete staging environment to check redirects, templates, metadata, structured data, analytics, and other important SEO elements. If critical issues remain unresolved, delay the launch rather than hoping to fix them afterwards.

💡 Launch day is only the beginning

Closely monitor crawling, redirects, indexation, analytics, rankings, and traffic after launch. Continue reviewing performance for at least 90 days so you can spot problems early and course-correct when needed.

Connect with Francesca:

LinkedIn

Resources

Presentation slides