Old website analysis
- Full crawl of the old version
- Import of URLs from Search Console
- Import of exports from your SEO tools or a CSV
- Manual addition of forgotten addresses
SEO migration · since 2020
Never miss a single URL to redirect again.
Swan crawls the old version of your website and the new one, matches each page with its replacement, lets you decide the doubtful cases, then checks the redirects before and after go-live. Without writing a single line of code.
- 66%
- of redirects found on the first try
- 740,000
- URLs analysed since 2020
- 207
- migrations supported
- 10 min
- to get a first redirect plan
Suggested matches68 URLs · 20 to review
cap-referencement.fr/prestations/audit-seoagence-orbite.fr/services/audit-seo94%Approved
cap-referencement.fr/blog/maillage-interne-seoagence-orbite.fr/ressources/blog/strategie-maillage-interne68%To decide
cap-referencement.fr/promo-rentree-2021No equivalent page14%410 suggested
Export: Apache (.htaccess), CSVTest the redirects
Four steps, from the first crawl to an approved go-live
The same order as your project: collect, match, test on staging, confirm in production.
Automatic matching
- Crawl of the test version of the new website
- Three candidate pages per URL, with a similarity score
- You decide the doubtful cases, one by one or in bulk
- Abandoned pages marked as 410
Testing on staging
- Export of Apache rules (.htaccess) and of the plan as CSV
- Check of every redirect on your staging
- Destinations in error flagged
Validation after go-live
- A new check, this time in production
- Dashboard and charts for your final report
An SEO migration in under ten minutes is possible.
Create a project, enter the old domain and the staging of the new one, and let Swan crawl. The first redirect plan arrives while you have your coffee; all that is left are the cases where a human decision matters.
The matching engine compares the content of pages, not just their addresses: a renamed product, a moved article or a merged category all find their destination.
They say it better than we do
« J’ai gagné un temps fou pour une migration et les résultats sont bluffants. »« You should take a look at Swan if you want to take away the headache during site migration. The demo I saw blew me away. »« Un outil novateur et à suivre ! Longue vie à Swan ! »Pay per project, not by subscription
A migration project costs 4 credits and covers 1,000 URLs per domain; beyond that, 1 credit adds 250 URLs. The price per credit drops with the quantity purchased.
Tired of failed website redesigns?
During a redesign, the fear of losing traffic is justified. Swan helps you avoid the most costly mistakes:
- no redirects are set up at all;
- redirects are badly done, or send everything to the home page;
- important URLs are forgotten;
- the redirect plan is never tested;
- pages linked to each other do not cover the same topic.
Swan works out which URLs of the old website to connect to the new one, with a similarity rate between pages. Here is how, screen by screen. Read the complete SEO migration guide
Matching
Three suggestions per URL, ranked by similarity
For each page of the old website, Swan reads the content and suggests the three pages of the new website that look most like it, with a similarity score.
66% of redirects found on the first try. Across 1,438 redirects approved by hand in four real migrations, the page that was kept is Swan's first suggestion two times out of three, against 13% for the 2020 engine.
The best one is preselected: you approve it, pick another suggestion, type an address or mark the page as 410. Obvious cases go quickly, and your time goes to the doubtful ones.
Example: migrating an SEO agency's website to the website of the agency that took it over.
Bulk actions
Dozens of URLs approved in one go
Select the URLs, choose the action, then the scope.
- Automatic matching above a similarity threshold you set.
- The same destination for a whole group of pages.
- A 410 for abandoned pages.
- Scope: the ticked URLs, all remaining ones, those matching a pattern or carrying a parameter.
Completeness
Never miss a single URL again
A crawl only sees pages that are linked to each other. The URLs that matter are sometimes elsewhere.
An orphan page that still receives backlinks, an old article that still ranks in Google, an address only the logs know about: each one becomes a 404 after go-live if nobody listed it.
Swan combines the crawl with Search Console, Google Analytics, Ahrefs, Majestic and Semrush exports, server logs and your own lists. Every URL keeps track of its source: you see at a glance what the crawl alone would have missed.
Semantic similarity
The outcome of the migration, estimated before go-live
This chart breaks down the matches by similarity: identical URLs, good, medium or low similarity.
It is an estimate of the semantic similarity to come between the old website and the new one, page by page. The higher the share of good similarities, the more Google will find in the new page what it ranked in the old one, and the more likely your traffic is to follow.
A low share points to lost or heavily rewritten content: deal with it before go-live, not three months later while watching the curve drop.
Assistant
An assistant at every step
At the top of every screen, Swan tells you where the project stands and what the next action is: crawl, match, test, validate.
Project tracking
A well-tracked project is a project that succeeds
A migration takes several weeks and several people: the SEO specialist, the developer, the client.
The steps screen shows everyone where the project stands: URLs collected, matches handled, redirects checked, validation in production. What is still to be decided is in plain sight.
Nothing is discovered the day before go-live, and the final report rests on figures, not on impressions.
Staging, then production
Test before go-live, validate after
Swan generates the redirect rules; you put them on staging, and Swan checks every URL.
A redirect that leads to a 404 is then fixed before Google ever sees it. After go-live, the same check runs again in production: were the rules copied correctly, does the server apply them all?
The two charts side by side are the proof: what worked in testing also works live, and the migration was carried through to the end.
URL by URL check
Every redirect checked, one by one
The Apache rules (.htaccess) and the CSV plan are ready to deploy.
The test result sorts every address: redirected, removed with a 410, in error or not yet tested. Errors can be filtered in one click and fixed in the matching screen, then the check runs again.
Blog
Our latest migration advice
.htaccess redirect: how to write a 301 or 302 redirect in Apache
How to write a 301 or 302 redirect in the .htaccess file, which directive to choose (Redirect, RedirectMatch or RewriteRule), and the common cases: domain change, HTTPS, home page, WordPress.
How to migrate from PrestaShop to Shopify
Today, efficiency and simplicity are the watchwords when running an online store. That is why many online shops are moving from PrestaShop to Shopify, known for its…
WordPress redirects: the key to a high-performing, optimised website
Redirects have become an essential tool for maintaining the integrity and effectiveness of your WordPress website. Whether you are changing a URL, updating the content of a page, switching CMS, or…
Ready for your next migration?
Create an account and start the crawl: the first redirect plan arrives within minutes.