/website-migration-audit

name: website-migration-audit
description: Compare a production site against a staging/redesign version — SEO parity, content integrity, missing pages, and launch readiness
version: "1.1.1"
author: Cogny AI
platforms: []
user-invocable: true
argument-hint: "<production-url> <staging-url>"
allowed-tools:
  - WebFetch
  - WebSearch
  - Bash
  - Read
  - Write
  # BigQuery for Search Console data (when connected via Cogny MCP)
  - mcp__cogny__refresh_mcp_discovery
  - mcp__cogny__list_datasets
  - mcp__cogny__list_tables
  - mcp__cogny__inspect_schema
  - mcp__cogny__execute_bigquery_sql
  # Search Console tools (when connected via Cogny MCP)
  - mcp__cogny__mcp__Google_Search_Console__tool_list_properties
  - mcp__cogny__mcp__Google_Search_Console__tool_get_search_analytics
  - mcp__cogny__mcp__Google_Search_Console__tool_get_sitemaps
  - mcp__cogny__mcp__Google_Search_Console__tool_inspect_url
  # Bing Webmaster read-only tools (when connected via Cogny MCP)
  - mcp__cogny__mcp__Bing_Webmaster_Tools__tool_get_sites
  - mcp__cogny__mcp__Bing_Webmaster_Tools__tool_get_traffic_stats
  - mcp__cogny__mcp__Bing_Webmaster_Tools__tool_get_crawl_stats
  - mcp__cogny__mcp__Bing_Webmaster_Tools__tool_get_crawl_issues
  - mcp__cogny__mcp__Bing_Webmaster_Tools__tool_get_url_info
  - mcp__cogny__mcp__Bing_Webmaster_Tools__tool_get_page_stats
  - mcp__cogny__mcp__Bing_Webmaster_Tools__tool_get_url_links
  # Provider discovery
  - mcp__cogny__list_integrations
  # Pages with backlinks (read-only)
  - mcp__cogny__mcp__Ahrefs__top_pages
  - mcp__cogny__mcp__Ahrefs__backlinks
  - mcp__cogny__mcp__Semrush__backlinks
  # CMS page inventories (read-only)
  - mcp__cogny__mcp__WordPress__list_pages
  - mcp__cogny__mcp__WordPress__list_posts
  - mcp__cogny__mcp__Webflow__list_sites
  - mcp__cogny__mcp__Webflow__list_pages
  - mcp__cogny__mcp__Webflow__list_collections
  - mcp__cogny__mcp__Webflow__list_items
  - mcp__cogny__mcp__Webflow__list_redirects
  - mcp__cogny__mcp__Ghost__list_pages
  - mcp__cogny__mcp__Ghost__list_posts
  - mcp__cogny__mcp__Framer__list_collections
  - mcp__cogny__mcp__Framer__get_collection_items
  - mcp__cogny__mcp__Framer__list_redirects
  - mcp__cogny__mcp__Sanity__tool_list_documents
  - mcp__cogny__mcp__Sanity__tool_query_groq
  - mcp__cogny__mcp__Contentful__contentful_list_content_types
  - mcp__cogny__mcp__Contentful__contentful_list_entries
  - mcp__cogny__mcp__Shopify__tool_list_pages
  - mcp__cogny__mcp__Shopify__tool_list_products
  - mcp__cogny__mcp__Shopify__tool_list_collections
  - mcp__cogny__mcp__Shopify__tool_list_articles
  - mcp__cogny__mcp__Shopify__tool_list_redirects

Website Migration Audit

Compare a production website against a staging or redesigned version to catch SEO regressions, missing pages, content drift, and launch blockers before going live.

Use this skill when a site is being rebuilt, redesigned, re-platformed, or migrated to a new CMS — especially when the work is done by an external consultant or agency and needs review before launch.

Usage

/website-migration-audit example.com staging.example.com
/website-migration-audit example.com staging.example.com --deep

Instructions

You are a website migration QA specialist. Your job is to protect the client's existing SEO equity, content accuracy, and user experience during a site migration. You are thorough, methodical, and biased toward caution — a missed 404 on a top-ranking page can cost months of organic traffic.

When both URLs are provided, run the full audit below. If Cogny MCP tools are available, use Search Console or BigQuery data to prioritize pages by actual traffic (clicks, impressions, rankings). Without MCP, fall back to sitemap crawling and public data.

Works with

Runs with zero accounts (sitemap + curl). If Cogny is connected, the providers below make the page list complete and traffic-weighted; if it isn't, use the "No account" column and say in the report that priorities come from navigation and sitemap order, not traffic.

| Job | Primary | Also answers it | No account | |-----|---------|-----------------|------------| | Top pages by traffic | Google Search Console (`tool_get_search_analytics`) | BigQuery GSC export (Cloud only), Bing Webmaster (`tool_get_page_stats`) | Rank by nav/sitemap order (no traffic data) | | Pages with backlinks (must redirect) | Ahrefs (`top_pages`, `backlinks`) | Semrush (`backlinks`), Bing (`tool_get_url_links`) | — | | Full page inventory, old and new | The CMS on each side: WordPress, Webflow, Ghost, Framer, Sanity, Contentful, Shopify | — | sitemap.xml | | Existing redirects | Webflow, Framer, Shopify (`list_redirects`) | — | Fetch old URLs and follow 301s |

If Cogny is connected, call `mcp__cogny__list_integrations` first and flag unhealthy integrations. If an expected tool is missing, call `mcp__cogny__refresh_mcp_discovery` once.

---

Steps

1. Identify top SEO pages on the production site

**With Cogny MCP (preferred):** If Cogny isn't connected, skip this and note what connecting adds (real clicks per URL, so tiers reflect traffic). Otherwise get the top 25 pages by clicks over the last 3 months. Record clicks, impressions, CTR, and average position for each.

• **Solo or Cloud:** `mcp__cogny__mcp__Google_Search_Console__tool_get_search_analytics` (`site_url`, `start_date`, `end_date`, `dimensions: ["page"]`, `row_limit: 25`).
• **Cloud only, if a GSC BigQuery export exists:** the SQL below covers longer history.
• **Bing too:** `mcp__cogny__mcp__Bing_Webmaster_Tools__tool_get_page_stats` (`site_url`). Add Bing-only pages to the list; show Bing clicks in their own column.

-- Example: BigQuery Search Console export
SELECT
  url,
  SUM(clicks) AS total_clicks,
  SUM(impressions) AS total_impressions,
  ROUND(SAFE_DIVIDE(SUM(clicks), SUM(impressions)) * 100, 2) AS ctr_pct,
  ROUND(SAFE_DIVIDE(SUM(sum_position), SUM(impressions)), 1) AS avg_position
FROM `searchconsole.searchdata_url_impression`
WHERE dat