Migration Risk

The dangerous routes are the ones where SEO continuity and campaign continuity break together.

Migration risk is not just about broken links. It is about losing URL equity, splitting attribution, and sending paid or branded traffic into dead ends during site changes.

Risk Register

Route groups that need migration discipline first.

Route Group	Affected URLs	Risk	Why it matters
legacy product pages	42	watch	Old product taxonomy still has mixed canonical patterns and can split search equity if moved without mapped 301 coverage.
campaign vanity URLs	18	critical	Campaign rewrites are currently sharing measurement paths with live offer tests, which can break attribution continuity.
blog to insights migration	63	healthy	Most content moves are covered, and the remaining gap is primarily link hygiene rather than redirect absence.

Operating workflow

The page explains who should act, what breaks, and how the redirect map proves the fix.

A useful redirect system has to speak to SEO, RevOps, platform engineering, and executives at once. This section makes the handoff explicit so reviewers can understand the product without reading the source code first.

Before launch

Map every route to intent and owner.

Classify the path as SEO continuity, campaign continuity, migration cleanup, or application routing. Each rule needs a clear owner and a reason it exists.

During release

Watch breakage where business value is highest.

Prioritize pricing, demo, trial, docs, partner, and high-authority pages so paid and organic traffic do not disappear into stale URLs.

After release

Turn routing outcomes into evidence.

Use the JSON outputs, static proof pages, and screenshots to show which risks were contained and which routes still need cleanup before the next launch.