Mastering Large-Scale Website Migrations

In this episode, Ruchi Pardal, SVP of Innovation at ResultFirst, sits down with Leighann Follis, Global SEO Manager at JLL, to explore the challenges and strategies behind large-scale website migrations.

What you’ll learn in this episode:

How to handle post-migration visibility dips and recover quickly on high-authority sites.

Smart approaches to content consolidation: deciding what to keep, remove, or merge using metrics like traffic, backlinks, and content age.

Best practices for URL restructuring, navigation changes, and managing multi-market complexities with regex and planned redirects.

Real-world lessons from migration mistakes, including robots.txt, canonical, and hreflang conflicts.

Essential tools and audits—Screaming Frog, Google Data Studio, and proxy testing—to catch errors early.

Tips on managing leadership expectations and framing migrations as opportunities for long-term growth and better user experience.

Packed with actionable insights, technical expertise, and strategic advice, this episode is a must-watch for any SEO professional tackling enterprise-level migrations.

👉 Prefer YouTube? You can also catch this episode there: https://www.youtube.com/watch?v=2FwwWayh0mc