Domain Changes: 42% of Domain Moves Lost Half Their Search Traffic

    Across 50 sites that moved to a new domain, combined US search traffic three to five months later was a median 65.3% of what the old domain had before, and 42.0% lost more than half.

    Median combined search traffic kept after a domain change
    Strict set65.3%
    Old domain 1,000+ visits64.3%
    Old domain under 1,000 visits77.1%
    Moved in 202564.3%
    Moved in 202677.1%

    Source: PageSpeed Matters, Sept 2026. US traffic estimates, June 2024 to Sept 2026.

    The strict set is 50 moves; the other bars come from a wider set of 99 moves with looser rules.

    Source: Domain Changes: 42% of Domain Moves Lost Half Their Search Traffic - PageSpeed Matters