Staged framework
Keep intent match intact through a migration
Redesigns, URL restructures, and platform moves tend to focus on design and technical setup. Intent match often gets treated as an afterthought, which is how pages that used to satisfy a query stop doing so overnight. This checklist keeps intent in view at every stage.
Three stages, one continuous thread
Each stage below builds on the last. Skipping the earlier stages tends to make the later ones far harder to complete accurately.
Before migration
Document current intent match per page
Record which intent type each key page currently satisfies, and which query it satisfies it for. This becomes the baseline everything else is measured against.
Re-run the sixty second page one review
Confirm the intent assumption still holds. Query meaning can shift in the months between the last review and the migration date.
Flag pages with mixed or ambiguous intent
These need extra attention during the move, since small format changes can tip them out of alignment with what Google currently rewards.
Map old URLs to new ones with intent in mind
A redirect that sends a navigational query to an informational page, or the reverse, creates a mismatch that did not exist before the move.
Set a review date after launch
Put a specific date on the calendar for revisiting page one, rather than leaving it open-ended.
During migration
Preserve page format alongside content
If a comparison table satisfied a commercial investigation query, keep the table structure in the new template, not just the words inside it.
Check mobile and desktop templates separately
A template change that reads fine on desktop can restructure the page in ways that shift the mobile experience toward a different apparent intent.
Avoid collapsing distinct intents into one page
Consolidation projects sometimes merge an informational page and a transactional page into one, satisfying neither query well afterward.
Keep internal links pointed at the correct intent match
Update internal links so they lead to the page that matches the linked query, rather than the closest available page in the new structure.
After migration
Re-check page one for shifted queries
Confirm the new page still matches what Google shows for the target query. A redesign can unintentionally change the practical format enough to fall out of step.
Compare Search Console queries before and after
Look for queries that stopped appearing for a page, which often signals an intent mismatch introduced during the move.
Review both devices again
Repeat the mobile and desktop comparison for key queries once the new site is live and indexed.
Note lessons for the next migration
Write down what shifted and why. This turns one migration into a reference for whatever change comes next.
Readiness self-check
This is a self-assessment aid, not a scoring system tied to any guaranteed outcome.