Redirect old URLs sensibly during a website relaunch

Start with existing entry points

During a relaunch, people may still visit old addresses through saved links, search results or other websites. Identify them from existing page lists, internal links and available visit data. Record their purpose and content. A new design alone does not require new URLs; suitable addresses can remain.

A permanent address change needs a destination with a matching purpose. Google recommends mapping current URLs to their new counterparts. Decide what happens to the content before creating a general redirect rule.

A worked mapping example

This plan is entirely fictional. All paths belong to the example domain example.com. The new service page fully answers both previous questions about CRM-ERP integration. The campaign has ended and has no suitable replacement. The table describes expected behaviour, not test results.

For permanently removed content without a replacement, 404 may also be appropriate. Permanent moves can use 308 as well as 301. Google explains the distinction from temporary redirects. Do not send every removed page to the home page indiscriminately. That does not answer the original question.

Check the entire journey

During implementation, request every recorded old address and check its response code, redirect destination and final content. A redirect to an error page is not a successful move. Avoid loops and unnecessary intermediate stops. Also check important variants, such as different capitalisation or relevant URL parameters, if they were previously used.

Update internal links, the sitemap and canonical references to the intended new addresses. Remove only test restrictions no longer needed for the public launch; look particularly for accidentally retained noindex. Private areas retain their access controls.

Add the actual result, check date, owner and outstanding correction to the list. Revisit important entry points and errors after launch. Correct redirects help the transition but do not guarantee unchanged visitor numbers or search positions.

Sources

• Google Search Central: Site moves with URL changes

• Google Search Central: Redirects and Google Search