Twelve principles. One methodology. Applied across an entire business network.

No implementation until discovery and audits are complete and signed off. Every downstream decision cites an audit artefact.

Every migration starts with the union of live crawl, Wayback, Google Search Console and Semrush backlink targets. Every URL classified: keep, 301, or 410.

301 is a promise a URL has moved. 410 is an admission it was never worth preserving. No chains, no loops, no homepage dumping.

Backlinks OR meaningful GSC impressions OR memorable slug ⇒ 301 to nearest live equivalent. Else 410. Applied per URL, not per pattern.

Every entity defined once with a stable @id. Sibling brands reference by @id; they do not redefine each other.

Cross-site relationships modelled with owns / subOrganization / parentOrganization using each brand's canonical @id, which must resolve to a live document that back-references the entity.

Every editorial site publishes /feed.xml and /rss.xml. Missinglettr-compatible. Full content:encoded. Enclosures for hero images. Non-editorial routes excluded.

GA4 + Microsoft Clarity + Cloudflare. SPA route tracking wired at the router layer. Consent-safe defaults, IP anonymisation, form masking.

Every image moves into owned CDN storage. Immutable URLs, responsive AVIF and WebP variants, ImageObject schema, image sitemap, RSS enclosures. Filenames preserved.

One repository per site. Repository is the source of truth. Deployment is downstream of a merge.

Documented restore paths for content, images, schema, analytics, redirect register and DNS. Target RTO: four hours from a clean environment.

Production crawl vs pre-launch inventory. Redirect audit. Schema validation. Internal link audit. GSC re-submission plus 90-day monitoring window.