How to build a redirect map for a website redesign

Short answer

List every old address, pair each one that changes with its closest new equivalent, and set up permanent server redirects (301 or 308) from old to new. Avoid chains and blanket redirects to the home page, test every line on staging and keep the redirects for at least a year, ideally longer.

What a redirect does

A redirect is an instruction from your web server. When a browser or search engine requests an old address, the server replies that the content has moved and gives the new address. The browser then loads the new page, usually so quickly that the visitor does not notice.

Without redirects, anyone following an old link, whether from a search result, a bookmark, an email or another website, lands on a "page not found" error. Search engines eventually drop those addresses, and any value the old page had built up is lost.

Which type of redirect to use

Google's documentation on redirects explains how it treats each type ^[1]:

For a redesign, use 301 or 308 redirects set up on the server. Google's site move guidance recommends permanent server-side redirects for this purpose ^[2]. Temporary redirects are for genuinely temporary moves, such as a page that is down for maintenance.

Step 1: Gather the old addresses

Start with a complete list of old addresses. If you have done a content audit, you already have it. If not, combine your sitemap, a crawl of the site, the pages listed in Search Console and the landing pages in your analytics. Include files such as PDFs that other sites link to.

Put the old addresses in column A of a spreadsheet.

Step 2: Gather the new addresses

Once the new page list is agreed, list the new addresses. If the site is already on staging, crawl it. Put these in a separate sheet for reference.

Step 3: Match old to new

For each old address in column A, enter the new address in column B. Work through these rules in order:

1. Same page, same address. If the address has not changed, mark it "no change". No redirect is needed.
2. Same page, new address. Point it to the page's new address.
3. Merged page. Point it to the page it was merged into.
4. Retired page with a close relative. Point it to the most closely related page, such as the parent category or a similar service.
5. Retired page with no relative. Decide whether to point it to a broader relevant page or let it return a "410 Gone" response. Do not point everything to the home page.

Add a column C for notes, such as "merged with X" or "retired, no equivalent", and a column D for the test result.

Why not redirect everything to the home page?

It is quick, but it breaks the link between old and new content. Someone looking for a specific service lands on the home page and has to start searching again. Google may also treat a redirect to an unrelated page as if the old page had simply disappeared. Match pages properly wherever you can.

Step 4: Watch for patterns

If whole sections move together, such as every blog post from /blog/post-name/ to /news/post-name/, you can often use a pattern-based rule instead of listing each one. Patterns save time, but test them carefully: a pattern that catches more than intended can redirect pages that should not move.

Keep a list of exceptions for addresses that do not follow the pattern.

Step 5: Avoid chains and loops

A chain happens when an old address redirects to another address that itself redirects. Chains often build up over several redesigns: the 2018 address redirects to the 2021 address, which redirects to the 2026 address. Each extra step slows things down and adds risk. Update older redirects so they all point straight to the final destination.

A loop happens when two addresses redirect to each other, so the page never loads. Testing catches loops quickly.

Step 6: Update internal links

Redirects are a safety net, not a substitute for correct links. Update menus, buttons and links within your content to point directly to new addresses. Google's site move guidance lists updating internal links as part of the process ^[2]. Direct links load faster and are easier to maintain.

Step 7: Test on staging

Before launch, test every line of the map on the staging site:

• Each old address should return a 301 or 308 status and land on the address in column B.
• No old address should pass through more than one redirect.
• No redirect should land on an error page.
• Addresses marked "no change" should load normally without redirecting.

Bulk redirect checkers can test a whole list at once. Record the results in column D and fix any failures before launch.

Step 8: Launch and check again

After launch, test a sample of redirects on the live domain, including some from each pattern and every high-traffic page. Submit the new sitemap. Watch Search Console and your server logs for "page not found" errors over the following weeks, and add redirects for any old addresses you missed.

Google tells site owners to "Expect temporary fluctuation in site ranking during the move" ^[2]. Some movement in the first weeks is normal and is not, on its own, a sign that the redirects are wrong.

How long to keep redirects

Google recommends keeping redirects for "generally at least 1 year" ^[2]. In practice, there is little reason to remove them. Old links in emails, directories, social media posts and other websites keep working as long as the redirects do. If your hosting allows, keep them indefinitely.

Where redirects are set up

How you add redirects depends on your hosting and platform:

• Apache servers use an .htaccess file or the main server configuration.
• Nginx servers use the server configuration.
• WordPress sites often use a redirect plugin, though server-level redirects are faster.
• Hosted platforms such as Shopify have a built-in redirect manager.

Whichever method you use, make sure it returns a true 301 or 308 status, not a page that redirects with JavaScript after loading.

A simple example

A plumbing business is redesigning its site. The old site had separate pages for each suburb it served; the new site has one page per region. Its redirect map includes lines like these:

Every line is specific, and every old page has a sensible destination.

Redirect mapping questions

Do I need redirects if only a few addresses change?

Yes. Even one changed address needs a redirect if anyone might follow an old link to it. A short map takes minutes to create.

What happens if I miss some redirects?

Visitors following those old links see an error, and search engines eventually drop the old addresses. Watch for errors after launch and add missing redirects as soon as you spot them.

Can redirects slow down my site?

A single server-side redirect adds very little delay. Chains of several redirects add more, which is one reason to point every old address straight to its final destination.

Sources

Each source was opened and checked against the sentence it supports on 3 November 2026.

1. Redirects and Google Search (published by Google Search Central; Last updated 14 April 2026) Platform documentation
2. Site Moves and Migrations (published by Google Search Central; Last updated 20 August 2026) Platform documentation