A new study uncovers how long it really takes for third-party tools to reflect organic traffic after a domain migration. Website migrations, particularly domain migrations, are often considered one of the most challenging aspects of SEO.

With businesses consolidating websites to cut costs and streamline efforts, these migrations are becoming increasingly common. For SEO professionals, the mission is clear: minimize risks and variables to prevent prolonged organic performance dips—or avoid them altogether.

In 2023, our research into 171 migrations revealed that it took an average of 229 days for third-party tools to register the same organic traffic levels on the new domain. Shockingly, 42% of migrations never fully recovered.

This year, we’ve repeated the study to provide SEO professionals and businesses with updated data to make better-informed decisions about domain migrations.

Why the Repeat Study Matters

The stakes in domain migrations are high. As SEOs, we’ve all encountered bold claims from agencies promising “zero traffic loss” post-migration—claims often unsupported by adequate preparation or realistic expectations.

Our latest research aims to answer a critical question: “How long should an SEO migration take?” This data-driven approach is designed to help in-house teams and consultants manage expectations with stakeholders effectively.

Study Methodology

Building on last year’s analysis, we expanded the dataset from 171 to 892 migrations, thanks to contributions from SEO professionals via Slack and X (formerly Twitter). Using third-party tools, we measured how long it took for Domain B (the new domain) to regain the same organic traffic as Domain A (the old domain).

The data collection was completed on October 22, 2024, and we took steps to minimize biases, such as:

• Selection Bias: Ensuring a diverse range of domains from multiple sectors.
• Measurement Bias: Using consistent third-party tools with matched keyword targets.
• Publication Bias: Committing to publishing regardless of the findings.

Key Findings

Here’s what the expanded dataset revealed:

• Average Time: 523 days for the new domain to reach the old domain’s traffic levels.
• Fast Recoveries: Some migrations bounced back in as little as 19, 22, 23, and 33 days.
• Slow Recoveries: 17% of migrations still hadn’t returned to pre-migration levels after 1,000 days—a marked improvement from 42% in 2023.
• In Progress: Three migrations were classified as “in progress” due to being under two years old.
• Inconclusive: 2.8% of migrations were marked inconclusive, with traffic hitting the old domain’s levels but remaining unstable.

Domains taken over by squatters or private sellers were excluded as these were not genuine migrations.

Why Do Migration Results Vary?

No two websites are alike, and while some migration factors are controllable, others are not. Key variables influencing migration success include:

• Google’s Indexing Process: Google indexes pages on a page-by-page basis. Pre-launching new crawl paths and URLs 24–48 hours before implementing redirects can speed up indexing and mitigate delays.
• Redirects and Backlink Profiles: Backlinks play a critical role. A robust backlink profile requires time for Google to recrawl and process, which can delay traffic recovery.

Natalia Witczyk suggests that the extent of the backlink profile often determines recovery speed:

“If the backlink profile is minimal, recovery is faster. But with extensive profiles, the process takes longer as Google needs time to process the redirects and links.”

Final Thoughts

This study highlights the importance of meticulous planning, execution, and communication in SEO migrations. While some migrations recover rapidly, others face significant delays due to factors like backlink profile size and the migration approach.

Armed with this data, SEOs can better predict timelines and set realistic expectations for stakeholders—helping businesses navigate the complexities of domain migrations with confidence.

Would you like further refinements or to focus on any specific findings?

If you’re still feeling overwhelmed or unsure about navigating it all, explore our monthly SEO packages and let the experts handle it for you!