How do you avoid breaking SEO during a migration?

A one-to-one permalink map built before anything moves, verified against the old sitemap after cutover. "We will add redirects later" is how sites lose years of accumulated search equity in an afternoon.

Can you migrate without freezing feature work?

Yes, and it is usually the only version anyone will approve. Old and new coexist, consumers move one at a time on their own schedule, and the old path is removed once nothing depends on it.

What if the problem turns out to be architectural?

Then I will tell you that, with the measurements behind it, before you spend money on tuning that cannot help. Sometimes the honest answer is that the fix is bigger than the budget for it.

Keep users moving and your roadmap on track.

All services

Reduce waiting time and move to a better platform while feature work continues.

Your users need the product to respond, and your team needs to keep delivering while the foundations change. I measure where time is being lost, fix the bottleneck, and plan migrations in stages so you can check each change before moving further.

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What is getting in the way

Nobody knows why it is slow

Everyone has a theory and no instrumentation. The theories are usually wrong, and acting on them costs weeks.

The migration cannot stop the roadmap

A big-bang cutover means freezing feature work, which nobody will approve. So the migration never starts.

It has broken before

A previous attempt lost data, broke links, or took the site down. The organisation is now — reasonably — afraid of the change.

What you gain

Know whether it improved

Before-and-after measurements show how the change affects the wait your users experience.

Spend effort on the cause

Profiling identifies the bottleneck so your team can focus on work that changes the result.

Keep the roadmap moving

Old and new systems run together while one piece moves at a time, with a path back at each step.

Preserve existing access

Redirect maps, data checks, and integration checks help customers reach the same content after the move.

Keep the gains

Regression tests catch changes that would undo the improvement in a later release.

Typical stack

Measurement

Core Web Vitals
Query profiling
Flame graphs
Real user monitoring

Frontend

Bundle analysis
Rendering strategy
Caching
Image pipelines

Backend

Query optimisation
Indexing
Caching layers
Job queues

Migration

Dual-write
Backfills
Redirect mapping
Feature flags

Work like this

LucyManage bookings, records, and billing in one place, in three languages.

eRegsFind trucking regulations and guidance in one search, from desk or cab.

From first call to a working result

Know what needs to change

We spend thirty minutes on the result you need and what is blocking it. You leave knowing whether I can help and what the next step is.

Agree on success and cost

Before work starts, you get the outcome, the approach, the price, and the limits in writing. You know what you are paying for and how we will judge the result.

See progress as it happens

Try the work in demos, read the code, and follow a written update every day. You can check that we are solving the right problem while there is still time to adjust.

Keep moving after handover

Your team gets the code, documentation, tests, and a walkthrough so they can run and extend the product themselves.

Questions

Let’s work out your next step.

Bring the problem and the result you need. In thirty minutes, we’ll discuss what is blocking progress and whether this work is the right way forward.

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