A website migration is a cross-disciplinary, carefully coordinated, and highly budgeted effort. It’s no surprise - websites can be very lucrative and invaluable to brand recognition across digital channels. Organic search is no exception. But where does SEO fit into a migration? And how can one prioritize SEO amidst so many moving pieces? To better understand the role SEO plays in a migration, I’d like to walk you through a timeline of SEO launch essentials. That is, projects and tasks I have found to be necessary in preserving organic performance during a migration.