BrightonSEO Oct 2025 - How Migrations Have Changed - Nick Samuel

Nick explored how cloud technology has reshaped the process and examines different types of migrations, from domain and CMS changes to structural, content, and UX overhauls.

People who attended gained a clear understanding of how modern web migrations work, the way the rulebook has changed and ultimately how to approach them for success.

2. #dentsu | Nick Samuel

3. Friday.com — Project Update

Status

Practical tips & strategies for enterprise

~ Harrison Lemon に Complete
migrations

How we migrated A2 Hosting to hosting.com

without losing SEO authority Dam Meme 7 Complete

From HTTP to Headless: How Migrations Have

Evolved Nick Samuel

The Al Search Playbook (Keynote) Mike King (Yoda)

dentsu | Nick Samuel brightonSEO.

4. My Fellow Presenters

brightonSEO.

7 ! Harrison Lemon - Daphne Monro

Y ESSENCEMEDIACOM > Hosmnacom
How we migrated A2 Hosting

Practical tips & strategies A to hosting.com without losing e
for enterprise migrations y SEO authority

dentsu | Nick Samuel brightonSEO.

5. We will now focus a Little on...

L à E 3 =
History {i Web Tech Y

dentsu | Nick Samuel brightonSEO.

6. 06

7. @

Talk Objective:

Give you confidence in your
migration...

dentsu | Nick Somuet brightonSEO.

8. 08

9. 09

10. brightonSEO.

3
=)
E
5

办

x

E

=

El

の

2

=

中

で

11. 011

12. Classic Go-Live: Big Bang *

dentsu | Nick Samuel brightonSEO.

13. Modern Go-Live: Lightning 4

dentsu | Nick Samuel brightonSEO.

14. Migration Launch Strategies Y

7

Big Bang Single Prod Environment Nostalgia... O High

Blue-Green Parallel deployment Max Uptime © Medium

Y Phased

Strangler Fig Component by component Legacy systems

Canary Gradual exposure High-traffic apps

dentsu | Nick Samuel brightonSEO.

15. Outdated
SEO Knowledge?

DNS = =
Propagation ae a
€
Y \

SY
HTTP “Retry PA," 내 FE,
After” wa =
~
Header =
シャ ンク PDP A
~ ^ % brightonSEO.

16. Have Migrations Got Easier ?*

à Real SEOs =»! LA ‘ae
ara :=n AAR
EE No 23%

dentsu | Nick Samuel *Over the last 10 years according to Dentsu UK's Tech SEO Teom brightonSEO.

ビーーーーーーーーーーーーーーーーーーーーーーーーー

17. Example 1: Spot the MM

“CG QE «(Ooo

dentsu | Nick Samuel brightonSEO.

18. Example 2: Spot the migration...

afWc

ーー ニー

dentsu | Nick Samuel brightonSEO.

19. ¿Y “Wheh you
+ [migrations] ri

people won't be sur
you've done 자

© +

brightonSEO.

20. 020
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪
▪

21. Team Thoughts: Migrations 2025

“TL;DR they are more complex
but with quicker manual tasks,
more tech and knowledge”.
Mario La Malfa

“Headless is a major source
AB à
wewmmcmw of headaches, pun intended!
Nat Abrams

“SEO Risks are higher now
v7 & and website are more
complex”
* Olha Orlova & Renata Aieta

dentsu | Nick Samuel

“Fundamentally any successful
migration requires alignment
between clients, agencies and
other third parties” Tanvir Ali

“Websites are more complex and
developers still have no idea
what they are doing” Rosen Dinev

“Depends - How reactive is the
clients and dev team to
integrating SEO?” Jordan Southern

brightonSEO.

22. + -
3. 入 Brief History of
＊ jrations .

9

#dentsu | Nick Somuet ” T- ; + brightonSEO.

23. You can group migrations into five
different eras...

#1 #3 #5
Foundational Mobile & HTTPs Cloud & Al
q. 26 oF

dentsu | Nick Samuel brightonSEO.

24. Era #1:

Foundational
1990s

dentsu | Nick Samuel

25. FEF amazon.com

Helio! Shopping at Amazon.com is 100% secure--qu

uestion?
| Que a Ask _ Ea

Google!

Search the web using Google

A
"Frances: | = | DE
helo, の
vers and o ri 19 set 0-9 YAHOO! -9-Q
den 1 Zt mue

26. ATEN: Era #2:
ESE > ee EM Content Focus

$i 을 ，

2000s

brightonSEO.

27. CMS By Market share 2025

Global CMS Usage* Top 100 E-Commerce Sites**
70%
60% .
+ Shopify
Magento (Adobe Commerce)
40%
WooCommerce
30%
BigCommerce
20%
N Salesforce Commerce Cloud
10% ーー
SAP Hybris
0% 0008
Others (Wix, Squarespace,
る A + se
¿E S S cS Drupal, custom)
x 从

dentsu | Nick Samuel *Search Engine Journal 2025 ** Estimation based on BuiltWth and Insutry Data brightonSEO.

28. Mobile UX
2010s

N
M-dot, Responsive
Design, AMP,
HTTPS

dentsu | Nick Samuel

29. Google started to further incentivise
good SEO behaviour...

2025

Penguin
2012

dentsu | Nick Samuel brightonSEO.

30. a Era #4:
Jamstack
Late-2010s

ESS …

47 a
4 4
Bar a)
の “ar
} Ar
dentsu jäick Samu
Y

brightonSEO.

31. Headless migrations became common

Traditional Modern Architecture

Web Mobile E-Com Al

Backend

dentsu | Nick Samuel Source: Contentstack brightonSEO.

32. ERA #5:

Cloud-Native & Al
2020s

33. : Will we even have websites
to migrate to in the next era?

What's the

/Rachael Murdoch:
entsullSEO Managing Partner

dentsu | Nick Samuel brightonSEO.

34. #dentsu | Nick Samuel

35. dentsu | Nick Somuel SEE" = À brightonSEO.

36. Regardless of the migration type, the
same four phases apply...

3. Go-Live
1. Platform © 4. Post-
Planning À Migration
Migration :
Planning :

dentsu | Nick Samuel brightonSEO.

37. If in doubt, ask the basic questions...

#4 What is the launch
strategy?

#3 What is the objective?

#5 What devresourceis = Very
there for SEO? Important!

dentsu | Nick Samuel brightonSEO.

38. not a weakness; that is Hfe
migrations”

dentsu | Nick Samuel brightonSEO.

39. a > 、
Improved More $

" Technology Knowledge

dentsu | Nick Samuel brightonSEO.

40. 040
Home with solid fill
Env elope with solid fill
S pea k er Deck on X: "@ma tok en1 Tha nk s for being a long
time member of S pea k er Deck ! Check y our a ccount. You
??????should be a ble to uploa d some more deck s now " / X
A qr code with a dinosa ur
A I -g enera ted content ma y be incorrect.