Andre GuelmannA migration is a risk-mitigation game. I play it to protect your traffic.
Platform, domain, or brand changes are high-risk, high-reward. I translate the technical steps into clear business trade-offs, map the value at stake, and deliver an engineer-ready migration plan that limits the downside and protects revenue.
→ high-value URLs mapped: 84
! redirect chains on 1,200 URLs
! no pre-launch render checks
→ exposure: 1-3 months of organic revenue
→ source → target redirect map
✓ migration spend target: <25% of stake
Most migration losses are avoidable - they come from skipping the unglamorous safeguards.
High-stakes platform move
Domain / brand change
Recovering a bad migration
No business case for budget
Map the value at stake. Plan the redirects. Test before you ship.
It's not worth investing more in the migration than you'd lose if everything went wrong.
Map the value at stake
Identify high-value URLs, baseline their organic revenue, and model the exposure - so the budget is grounded in business reality, not guesswork.
Plan the migration
Domain, platform/CMS, and redesign/rebrand moves - content-model and URL changes mapped, with a source→target redirect plan and chain elimination.
Test in staging
Pre-launch rendering checks and smoke tests so problems surface before users - and Google - ever see them.
Launch & monitor
Live smoke tests, 72-hour monitoring, and rollback steps ready if any dip appears.
A business case, a redirect plan, and a safe launch.
- ✓ Value-at-stake model to right-size the migration budget
- ✓ Domain, platform/CMS, and redesign/rebrand migration plans
- ✓ Redirect mapping and chain elimination (source → target)
- ✓ Pre-launch staging tests and rendering checks
- ✓ Live smoke tests plus first-72-hour monitoring
- ✓ Rollback plan and post-launch recovery if needed
The downside you're protecting scales with your traffic.
Keep a small, well-planned migration to zero or minimal impact - without over-spending on it.
Protect the organic channel you're scaling through the replatform or rebrand the business needs.
De-risk a complex, high-traffic migration where weeks of lost rankings means real revenue.
Operators I've done this kind of work for.
I have been jealous of Andre since we started to work together. As time went by, I realized that he was much more… he literally knew everything about everything… On-page, off-page, strategy, user intent, algorithm updates, content best practices, navigation and website structure, structured data best practices, canonical URL optimization, site speed, AMP, multilingual websites… And the worst thing, I couldn't share my frustration with anyone, because everybody loves Andre.
Andre was fantastic to talk with. An SEO-focused chat on both high-level company strategy and solid tactical advice that's actually up to date as of HCU. He also opened my eyes to the business possibilities for us in localization, something he's done - a new path and channel for us to test out. Incredible value.
Andre has been SUPER helpful and really incredible! So many ideas, feedback, and insights, my head is still spinning. He dove deep into my project with great advice on everything from technical SEO to brand building, localization opportunities, and go-to-market strategies. What made it even better was his super-friendly and positive attitude throughout. You can tell he genuinely cares and wants to help you succeed.
Migration or rebrand on the horizon?
Tell me what's changing. I'll show you the value at stake and the plan I'd run to protect it.
Book a migration call →