👉 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
Impact
Traffic recovered to near pre-migration levels within ~3 weeks
Migration executed with minimal disruption despite simultaneous changes
Improved crawl efficiency, indexation quality, and structural clarity
This work didn’t just ensure 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, and long-term SEO growth
👉 The mapping system acted as a stabilizing layer across a changing ecosystem.
Proof
“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.
