How to Check Backlinks After a Site Migration and Protect Your Website

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A website migration can improve a small business site, make its services easier to find, or support a change in branding. But a new domain, content management system or URL structure can also disrupt links from other websites. If you are responsible for the move, knowing how to check backlinks after a site migration helps you spot problems before they quietly affect traffic and search visibility.

Why backlinks need attention during a move

A backlink is a link on another website that points to one of your pages. It may come from a local directory, a supplier, a trade publication, a community organisation or a blog that has mentioned your work. When the page address changes, the link may still point to the old URL. Visitors can then reach an error page, and the value of that link may not pass to the new page as intended.

Some migration issues are easy to miss. A redesigned website may look polished while old pages return a 404 error, redirects send visitors to an irrelevant page, or important content has been removed. Checking backlinks should therefore be part of the migration plan, not an afterthought once rankings or enquiries have fallen.

Prepare a baseline before launch

Before changing the site, record which pages currently attract links. Use a backlink analysis tool to export the referring domains, linked page addresses and, where available, anchor text. Keep a copy of the old URL list and note the pages that bring in visitors, leads or sales. This gives you a practical reference for checking the new site and prioritising fixes.

It is also useful to prepare a URL map. For every old page that has links or meaningful traffic, identify the most relevant new destination. A direct replacement is best. If a page has been retired, redirect it to a closely related resource rather than sending every old address to the homepage. A clear match is more useful to visitors and less likely to confuse search engines.

What to check after migration

Confirm that old URLs redirect: Test a sample of important addresses and make sure each one reaches the intended new page. A permanent redirect is generally appropriate when a page has moved for good.
Look for errors: Check for broken links, redirect loops and chains, where one address redirects through several others. These can slow the visitor journey and make troubleshooting harder.
Compare backlink reports: Review your original export alongside a fresh report. Pay particular attention to valuable links that now lead to missing pages or unrelated content.
Test key pages manually: Open the new destination on desktop and mobile. Confirm that the content loads, the page is accessible and the link still makes sense in context.
Monitor search and referral data: Keep an eye on organic visits, referral traffic and reported indexing issues over the weeks after launch. A temporary fluctuation can happen, but a sustained drop deserves investigation.

How to recover lost backlinks

Start with the simplest fix: correct the redirect or restore a useful replacement page. If the link points to a page that no longer exists and there is no suitable equivalent, consider rebuilding the resource if it remains valuable to your audience. For links that need a publisher’s help, contact the site owner with the original address, the new destination and a brief explanation. Make the request easy to action, and keep a record of replies.

Some links will disappear because a referring website has removed its content or changed its own structure. Not every lost backlink can or should be recovered. Focus first on links from relevant, trustworthy sources and pages that have contributed real visitors. For a more detailed process, see this guide to finding and reclaiming lost backlinks.

Make migration checks part of routine website care

For a sole trader or small company, a website is often both a shop window and a working business tool. Schedule a backlink and broken-page review after major changes, then repeat it periodically. Keep redirect records, update internal links to point directly to current pages, and make sure anyone managing the site knows where the migration notes are stored. This simple housekeeping can prevent a future redesign from repeating old problems.

Independent professionals may also maintain a website while finding clients through other channels. If you offer services online, a marketplace such as Osdire can provide another route to discovery; its freelancer guide explains how to publish offers and set your own freelance rates. Whichever channels you use, clear service information and reliable links make it easier for potential customers to understand what you do.

Conclusion

A migration does not have to mean losing the links and reputation your website has built. Save a baseline, map old URLs to relevant new pages, test redirects and investigate valuable links that still lead nowhere. Regular checks help you catch technical faults early and keep both visitors and search engines connected to the right content. Treat the process as part of responsible website maintenance, and future updates will be easier to manage.