Export WordPress Content: Transfer Posts, Pages and Media Cleanly

Export WordPress Content: Transfer Posts, Pages and Media Cleanly

WordPress offers an integrated export tool that lets you download content from your website as an XML file. This is especially useful if you want to transfer posts, pages, comments, categories or tags to another WordPress installation.

The export is suitable for content moves, archiving, editorial backups or transferring individual content items to a new website. However, it is important to understand that a WordPress export is not a complete backup. It does not contain your entire website with plugins, themes, settings, database options and server configuration.

When is a WordPress export useful?

The export is useful when you want to extract content from WordPress and reuse it elsewhere. The tool is very helpful especially for editorial content.

Typical use cases:

• transfer posts to a new WordPress installation,
• reuse pages from an old website,
• archive blog articles,
• take over content from a test environment,
• selectively export author posts,
• save posts from a specific period,
• take categories and tags with you,
• transfer comments on posts.

The export is particularly useful if you only want to transfer content, but not the entire website including design, plugins and technical settings.

Export is not the same as backup

A common mistake is confusing the WordPress export with a complete backup. These are two different things.

If you want to fully back up or restore your website, the XML export is not sufficient. For that, you need a complete backup.

• Guide: Manage complete backups with Softaculous

1. Open the export tool

You can find the integrated export tool in the WordPress dashboard under:

Tools > Export Data

Depending on the WordPress version, the menu item may simply be called Export. There you can select which content should be exported.

Typical options are:

• All content: Exports posts, pages, comments, categories, tags, navigation menus and other supported content types.
• Posts: Exports only posts, optionally filtered by author, category, period or status.
• Pages: Exports only pages, optionally filtered by author, period or status.
• Media: Exports information about media attachments, but not always the physical files themselves.
• Other content types: Depending on plugins, additional export options may appear.

2. Export all content or only selected content?

If you want to transfer a website as completely as possible to a new WordPress installation, you often select All content. This combines as much WordPress content as possible into one XML file.

If you only need specific content, a selective export is better. This reduces file size and avoids unnecessary content in the target installation.

A selective export is useful if you:

• only want to transfer blog posts,
• only want to export pages,
• only need posts by a specific author,
• only want to export content from a specific period,
• only want to take over published posts,
• want to avoid old drafts or test content.

3. Understanding the WXR file

When exporting, WordPress creates an XML file in the so-called WXR format. WXR stands for WordPress eXtended RSS. This file contains structured information about your content.

The WXR file can contain:

• post titles,
• content,
• excerpts,
• publication dates,
• author information,
• categories,
• tags,
• comments,
• custom fields,
• menu entries,
• media references,
• metadata.

However, the file normally does not contain the entire WordPress installation. Plugins, themes, caching settings, user role configurations or server rules are not fully exported.

4. Are images included in the export?

This is an important point: The export file usually contains references to media and attachments, but not necessarily the physical image files themselves. During a later import, WordPress can try to download the media from the original website.

This only works reliably if:

• the old website is still accessible,
• the image URLs are publicly reachable,
• no hotlink protection rule blocks access,
• no maintenance page is active,
• there is no access restriction,
• the import does not fail because of file size or server limits.

5. Download the export file

After selecting the desired content, click Download Export File. WordPress then creates an XML file and saves it to your computer.

It is best to rename the file meaningfully so you later know what it was intended for.

Examples:

• wordpress-export-all-content-2026-05.xml
• blog-posts-export-2026-05.xml
• pages-export-relaunch.xml
• knowledgebase-wordpress-export.xml

Store the file securely. Depending on the content, it may contain personal data, comments, email addresses or internal drafts.

6. Import content into another WordPress website

To import the exported file into another WordPress installation, use the import tool under:

Tools > Import Data

There you select the WordPress importer. If it is not yet installed, WordPress offers the installation directly.

The process:

1. Open the new WordPress installation.
2. Go to Tools > Import Data.
3. Install the WordPress importer if necessary.
4. Upload the XML file.
5. Assign authors or create new users.
6. Check the option to download and import file attachments.
7. Start the import.
8. Check the result.

After the import, you should check posts, pages, images, categories, menus and internal links.

7. Assign authors correctly during import

During import, WordPress asks how authors should be assigned. You can use existing users or create new users.

Check carefully:

• Should the old author be retained?
• Should everything be assigned to a new administrator?
• Should editors or authors be created again?
• Are user roles correct?
• Does the export contain personal author data?

For business websites, it is often useful to assign content to a general editorial account or to the correct specialist author.

8. Check media attachment import

During import, there is often an option such as Download and import file attachments. This should be enabled if images and media are to be transferred.

Nevertheless, media import can fail if:

• the old website is not reachable,
• image files are missing,
• server limits are too low,
• the XML file is very large,
• connections break off,
• file types are blocked,
• the original URLs are no longer correct.

For larger migrations, it is safer to transfer the uploads folder manually as well.

9. Export of large websites

With very large websites, export or import can fail due to server limits. Large XML files can cause timeouts, memory problems or interrupted imports.

In such cases, the following helps:

• separate export by content type,
• export posts by period,
• export authors separately,
• transfer media separately,
• check server limits,
• use a staging environment,
• use professional migration tools.

For a complete website migration, the WordPress export alone is often not the best solution.

10. Export with WooCommerce and special plugins

WooCommerce, membership plugins, learning platforms, event plugins or page builders sometimes store their own data structures. These are not always transferred completely or correctly by the normal WordPress export.

With WooCommerce, you should especially check:

• products,
• product images,
• product categories,
• variations,
• orders,
• customer data,
• coupons,
• tax and shipping rules,
• payment settings.

For shops, a complete migration or a special WooCommerce export is usually more suitable than the normal WordPress content export.

11. Consider data protection during export

An export file can contain personal data. This includes, for example, author names, email addresses in comments, comment IP addresses, form content, customer information or internal metadata – depending on the content and plugins.

Therefore, check:

• Who has access to the export file?
• Does the file contain personal data?
• Is the file stored securely locally?
• Does the file need to be deleted after import?
• Is it sent by email?
• Is the export intended for external service providers?

12. Export before relaunch or theme change

An export can be helpful before a relaunch to separately secure content or transfer it to a new installation. Nevertheless, you should not rely on it exclusively.

Before a relaunch, the following is recommended:

• create a complete backup,
• create a WordPress export of the content,
• back up the uploads folder,
• check SEO data,
• plan redirects,
• use a staging environment,
• test the new website before going live.

The export is therefore one building block in the relaunch process, but not the complete migration strategy.

13. Common mistakes with WordPress export

• Confusing export with backup: Plugins, themes and configuration are missing.
• Images not backed up separately: Media may be missing after import.
• Old website deleted too early: Import can no longer download attachments.
• XML file too large: Import fails due to server limits.
• Authors assigned incorrectly: Content appears under the wrong user.
• SEO data not checked: Metadata is not fully transferred depending on the plugin.
• WooCommerce data underestimated: Shop data requires special migration.
• Data protection forgotten: Export files are stored or sent insecurely.

14. SEO and export: What should you watch out for?

When exporting and importing content, SEO-relevant points should be checked. Not every additional piece of information is transferred automatically.

Check after import:

• Are permalinks correct?
• Are categories and tags present?
• Were featured images transferred?
• Are internal links correct?
• Do links still point to the old domain?
• Are SEO titles and meta descriptions present?
• Have redirects been set up?
• Has the XML sitemap been updated?
• Are there 404 errors?

If an entire website is moved, URLs, redirects and SEO data should be planned particularly carefully.

15. GEO: Clean content transfer for AI search systems

GEO, or Generative Engine Optimization, benefits from clearly structured, complete and consistent content. If headings, internal links, categories or images are lost during export or import, content quality can suffer.

Therefore, make sure after import that:

• heading structures are preserved,
• FAQ sections are displayed correctly,
• internal links work,
• categories have been transferred meaningfully,
• media are not missing,
• no old staging or source-domain links are included,
• content is complete and up to date.

Recommended approach

1. Clarify the goal: Content export, partial move, archiving or complete migration?
2. Create a backup: Create a complete backup before larger exports.
3. Open the export tool: Under Tools > Export Data.
4. Select content type: All content or specifically posts, pages or media.
5. Download export file: Store the XML file securely.
6. Back up uploads separately: Especially important for images and downloads.
7. Prepare target installation: Check WordPress, theme, plugins and users.
8. Run import: Via Tools > Import Data.
9. Check attachments: Verify media import.
10. Perform final check: Check links, images, categories, SEO data and layout.

Frequently asked questions about WordPress export

Where do I find the WordPress export?

In the WordPress dashboard under Tools > Export Data.

What does the WordPress export file contain?

Depending on the selection, it contains posts, pages, comments, categories, tags, metadata and media references.

Is the WordPress export a complete backup?

No. Plugins, themes, server configuration, complete database options and files are not fully included. For restoration, you need a real backup.

Are images included in the export?

The XML file contains references to media. During import, WordPress can try to download the files from the old website. It is safer to additionally back up the wp-content/uploads/ folder.

Can I export only specific posts?

Yes. When exporting posts, depending on the WordPress version, you can filter by author, period, category or status.

Can I move an entire website with the export?

Only partially. For simple content transfers, the export may be sufficient. For a complete website migration, a complete backup or professional migration tools are better suited.

Why are images missing after import?

The old website may not have been reachable, the image files may have been missing, or the import could not download the files due to server limits.

Can CURIAWEB help with the move?

Yes. If you want to move your website to CURIAWEB, the migration service can do significantly more than a simple XML export.