Create the URL decision map
Assign every old indexable URL a retained destination, direct permanent redirect or documented removal decision.
Before design work, record the current search surface.
- Crawl every indexable URL and record status, title, canonical and internal links
- Export reliable Search Console landing-page and query data where available
- Identify backlinks and referrals using evidence you can actually access
- Map content that will stay, merge, move, noindex or be removed
- Document forms, structured data, analytics events and conversion routes
Do not delete a page merely because its layout is dated. Decide whether its topic, links, traffic, conversions or customer value belongs in the new architecture.
Keep URLs unchanged when there is no meaningful reason to move them. That reduces both technical risk and unnecessary work.
Migration control
One map, one launch gate, one direct route.
Update signals at the source
Use the final URL in navigation, internal links, canonicals, hreflang and sitemaps instead of relying on redirects internally.
Crawl and monitor the live site
Check response codes, loops, chains, noindex, canonical conflicts, missing assets, forms and important landing pages after release.
What cannot be guaranteed.
A clean migration reduces avoidable loss but cannot freeze rankings. Search systems re-evaluate content, competition and relevance, and an intentional content change can alter visibility.
Where historic account data is unavailable, state that limitation. A technical crawl can still find migration risks, but it cannot recreate missing search or conversion history.
Frequently asked questions
What to confirm before deciding.
Should every old URL redirect to the homepage?
No. That loses topic relevance and can behave like a soft 404. Redirect only to the closest genuinely useful replacement; otherwise use an honest removal response.
How long should redirects remain?
Keep important permanent redirects for as long as old links and references may be used. Do not remove them simply because a launch is no longer recent.