Diagram of dianalyst’s system used for the convertkit.com to kit.com domain migration.

De-risking a high-complexity domain migration during a full rebrand

3,500+ URLs mapped | ~20 subdomains | 3-week recovery

→ How I helped ensure a multi-layered transformation (domain, structure, and brand) was executed without traffic loss.

Table Of Contents
  1. Snapshot
  2. The challenge
  3. My role
  4. The system (core work)
  5. Execution highlights
  6. Results
  7. Strategic impact
  8. Proof

Snapshot

Scope

3,500+ URLs
~20 subdomains
Multiple legacy site structures

Constraint

Very short ~5-month prep timeline

Complexity

Full rebrand (name, positioning, design)
Major page overhauls (structure, content, messaging)
Parallel content consolidation

Result

Traffic recovered to near pre-migration levels within ~3 weeks
Clean, scalable URL structure established

The challenge

This wasn’t just a domain migration.

It was a multi-layered transformation happening simultaneously:

Domain change (convertkit.com → kit.com)
Rebrand (name, tone, positioning, design)
Structural changes across key pages
Ongoing content consolidation and pruning *

* View the content clean-up case study

👉 In a standard migration, these changes are rolled out in phases.

👉 Here, multiple variables were changing at once.

This increased risk significantly:

Harder to isolate causes of performance changes
Greater chance of ranking volatility
Higher dependency on technical accuracy

My role

I worked closely with the SEO manager and took full ownership of:

👉 The URL mapping system—one of the core dependencies enabling the migration to work under changing conditions.

Expanded and rebuilt the mapping framework
Identified missing and legacy URLs across systems
Defined redirect logic across domains and subdomains in collaboration with the SEO Manager, the Sr. Front-End Developer, and other teams
Maintained accuracy while inputs (content, structure, branding) were evolving

The system (core work)

I approached this as a system stabilization problem.

The goal wasn’t just to map URLs but to create a system that could hold while everything else changed.

1. Reconstruct the full URL landscape

Combined data from GSC, CMS, existing (but incomplete) redirect files, legacy structures, and more
Extended an existing mapping system from earlier content cleanup work
Identified thousands of undocumented URLs

2. Build a single source of truth

Structured 3,500+ URLs into one centralized system
Created a stable reference point across teams

3. Define clear decision logic

Each URL was classified as:

Redirect
Consolidate
Remove / no-index

This ensured consistency despite ongoing changes.

4. Adapt to a moving environment

Unlike other migrations,

Content was being rewritten
Pages were being restructured
Subdomain decisions were evolving

👉 The mapping system had to continuously adapt
while remaining reliable.

5. Support migration stability

Validated redirect logic pre-launch, on migration day, and post-migration
Supported cleanup of redirect chains and inconsistencies
Helped ensure search engines interacted with clean final URLs

Execution highlights

Expanded mapping scope to include thousands of missing URLs
Built and maintained a central mapping system for 3,500+ URLs
Navigated domain + subdomain + rebrand complexity
Delivered under a compressed ~5-month timeline vs. ~12-month benchmark

Results

Traffic recovered to near pre-migration levels within ~3 weeks
Migration executed with minimal disruption despite simultaneous changes
Improved: crawl efficiency, indexation quality, structural clarity
Feedback by Robert Brandl on X (Twitter) regarding the ConvertKit to Kit domain migration.

Strategic impact

This work enabled more than a successful migration.

It provided:

A stable system during a period of high change
Reduced risk despite multiple moving parts
A foundation for: continued content transformation, brand transition, long-term SEO growth

👉 The mapping system acted as a stabilizing layer across a changing ecosystem.

Proof

Feedback by Aleyda Solís on LinkedIn about the ConvertKit to Kit domain migration.
“Diana worked tirelessly to help identify and set up redirections for thousands upon thousands of pages and URLs across various domains. In the months following the domain swap, she helped identify tons of other issues that would have likely gone missed if she hadn’t discovered them… an absolute pro.” *
Cory MillerLead Web Engineer

* The complete testimonial is on my LinkedIn profile; please don’t hesitate to connect with me while you’re there.

Let’s work together!

If you’re navigating a similar level of complexity—where multiple systems or priorities are moving at once—I can help you bring structure to it.

Get in touch

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