Map every old URL to a permanent redirect before a redesign changes the site’s addresses

When a redesign or domain change alters URLs, Google’s guidance is to map old URLs to new ones, use server-side permanent redirects without chains, and keep them generally at least a year. Build that map before launch.

Source facts

Google Search Central advises building a list of old URLs from sitemaps, server logs or analytics, Search Console’s links report and the content management system, including embedded images, videos, JavaScript and CSS, then deciding where each one should redirect.

Google recommends server-side permanent redirects such as 301 or 308, redirecting directly to the final destination rather than chaining, and avoiding redirecting many old URLs to one irrelevant page such as the home page, which may be treated as a soft 404. Each new URL should carry a self-referencing canonical tag, and any noindex rules used during staging must be updated.

A Change of Address is submitted in Search Console only for moves between domains or subdomains. Google says to keep redirects generally at least one year, submit the new sitemap, and expect temporary ranking fluctuation; a small or medium site can take a few weeks for most pages to move.

Applicability

Use this whenever URLs change, including moves to a new CMS that generates different paths. Google notes that small and medium sites are best moved all at once, while large sites can move one section at a time.

DSE recommendation

DSE recommends making the old-to-new URL map a launch deliverable that must be complete and tested before a redesigned site goes live. Store the map in a reviewable file, implement it as server or CMS redirect rules, update internal links to new URLs, and plan to keep the redirects in place for at least a year.

Verification

Before and after launch, run the full old-URL list through a script that records the status code and final URL, failing any chain, non-permanent redirect, 404 or unexpected home-page landing. Spot-check key URLs with the Search Console URL Inspection tool and watch indexing and traffic for both old and new URLs.

Official reference

Google Search Central — Site moves with URL changes. Reviewed October 18, 2026.