Migrating to a new platform—whether upgrading from an older version or moving to Sitecore XM Cloud—is an great time to modernize your digital experience. Beneath the surface, a major challenge presents itself that some do not consider or put enough though into, content migration. Many organizations assume that migrating content is as simple as scripting your existing site, or copying and pasting, but messy, outdated, or disorganized content can lead to long-term problems and debt. If bad data makes its way into the new CMS, it can create tech debt, slow down performance, and impact the ability to deliver a seamless digital experience. So how do you ensure a migration sets you up for success? Understanding the biggest challenges and how to tackle them is the first step.
Not All Content Should Be Migrated
One of the most overlooked issues in a Sitecore migration is the quality of the content itself. Many organizations take an “everything must go” approach, assuming all existing content should move to the new platform. This often results in duplicate pages, outdated messaging, and unstructured data that doesn’t fit into the new CMS. Without a clear strategy, the antiquated content & media from the old system follows into the new one, making it harder to manage content effectively. Before migration, conducting a content audit can help determine what should be migrated, archived, or rewritten. A thoughtful approach ensures that only clean, relevant, and well-structured content moves into the new CMS, improving efficiency for marketing teams and enhancing the user experience.
Content Structure and it’s Significance
Sitecore is a powerful platform, but its effectiveness depends on how well content is structured. If the previous site had inconsistent templates, scattered media assets, or missing metadata, those issues will carry over—leading to a disorganized backend that slows down teams. Without a solid content model, marketers may find themselves constantly working around a flawed system rather than leveraging Sitecore’s capabilities to their full potential. Defining a content structure before migration ensures that pages are organized properly, metadata is applied consistently, and assets are easy to find and manage. Working closely with content strategists and developers to create a structured approach will make content creation and personalization more efficient in the long run.
SEO Challenges Without Planning
SEO can also take a hit during a poorly planned migration. When URLs change, internal links break, or metadata is lost, search rankings can suffer. Many teams assume that simply moving content over will maintain visibility, but a lack of planning often leads to missing redirects, duplicate pages, and unexpected drops in organic traffic. To prevent this, mapping high-value URLs and ensuring proper redirects are in place before migration is critical. Sitecore’s built-in SEO tools and third-party integrations can help manage metadata, maintain ranking authority, and provide a seamless experience for users who arrive from search engines.
Bad Data Creates Long-Term Debt
Beyond content structure and SEO, there’s also the issue of tech debt. When bad data moves into a new CMS without being cleaned up, it creates inefficiencies that affect content teams and developers alike. Pages become slow due to unnecessary assets, content authors struggle to find or reuse existing components, and site performance suffers. Over time, these issues compound, making it harder to scale digital efforts. A Sitecore migration shouldn’t just be about moving content; it should be about improving it. Taking the time to optimize workflows, remove outdated content, and implement governance ensures that the new environment is built for long-term success.
A Migration Empowers Future Growth
A successful migration isn’t just about getting content into the new CMS—it’s about setting the foundation for better user experiences, stronger SEO, and a scalable Sitecore implementation that supports business goals. By treating migration as an opportunity to refine content strategy, organizations can prevent common pitfalls and make the most of their investment. The key takeaway is simple: invest in content hygiene before migration to avoid long-term headaches. A little effort upfront will pay off in a cleaner, more efficient Sitecore environment that drives real results.
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