When launching a redesigned website or migrating to a new domain, using proper redirects is crucial for maintaining and transferring SEO equity from old to new pages. Implementing redirects minimizes disruption during site transitions.
Set Up 301 Permanent Redirects
301 redirects pass on link equity and indicate to Google that content has permanently moved to a new URL. Install 301 redirects from old pages to relevant new pages when redesigning a site. Use a redirect management plugin like Redirection or set up redirects at the server level.
Redirect with Careful URL Mapping
Don’t redirect pages arbitrarily – map old URLs to new pages that contain similar content, structure, and keywords. Avoid chaining multiple redirects. Direct equivalent old pages to new ones with accurate 301s.
For deleted pages, redirect to the most appropriate existing content if possible. Otherwise, use 410 gone redirects.
Redirect Individual Pages, Not Just the Domain
When migrating domains, don’t just redirect the homepage. Set up individual redirects for every old deep-linked page to its new equivalent. This maintains all the SEO value and rankings accrued by specific pages.
Test Redirect Chains
Use tools like Moz Link Explorer and Screaming Frog to diagnose redirect chains from old to new pages. Fix any looping redirects, 404s or other errors to prevent losing authority.
Update Internal Links
After migrating domains, update any links pointing to old domain URLs. Replace them with links to relevant pages on the new domain.
Properly redirecting pages during website transitions helps retain your organic search presence