Redirect strategies when moving to a better name
Why redirects decide the outcome
When you move to a shorter or clearer domain, the redirect plan determines how much equity you keep. A precise map from each old path to a new target preserves relevance signals and user expectations. A lazy catch all sends everyone to the homepage and leaks value. The difference shows up in search coverage, click through rate, and conversion.
Build a complete URL map
Export all existing URLs and sort by traffic and links. Create one target for each source. If you cannot provide a one to one match, choose the closest relevant page. Avoid sending deep page traffic to the root unless no better option exists. Include media paths if they are linked from external sites. Document the map in a flat file and keep it in version control.
Use 301s and avoid chains
Permanent redirects tell engines and users that a move is final. Use 301 status codes for the map. Keep chains to one hop. If a legacy domain already redirects to an intermediate host, update it to point to the new destination directly. Chains slow users and can create miscounts in analytics.
Normalize the basics
Force a single protocol and host. Choose https and a canonical host name. Redirect the non canonical versions to the primary. Remove trailing slash inconsistencies and case variants. Clean URL structure reduces the number of rules you need and makes the map easier to maintain.
Keep defensive domains simple
If you hold close variants for protection, point them to the primary homepage with a 301. Do not mirror content on them. The goal is to capture mistypes, not to split signals. For first name domains, a small set of variants is often enough. Keep the list current and remove names you no longer need.
Coordinate DNS and TTLs
Plan the cutover window. Lower TTLs 24 hours in advance so changes propagate quickly. Stage redirects on the new host and test with a subset of traffic. When you flip, monitor logs and analytics for spikes in 404s. Fix any gaps in the map within the first day so engines do not index errors.
Update every owned surface
Change links in bios, email footers, ads, and app stores. Update paid campaigns so destination URLs do not bounce through redirects. Align UTM conventions. If you run a show, record a new outro that uses the new domain. Repetition speeds the switch in user behavior.
Measure what matters after the move
Track branded query capture, direct traffic, and goal completions. Compare week over week for four weeks. Expect a short period of churn and then stabilization. If a category page loses position, improve the on page match and check internal links. Avoid reactive changes that rewrite the entire site while engines are still processing the move.
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Edge redirects and CDNs
If your site uses a CDN, implement redirect rules at the edge where possible. That placement reduces latency and improves cache behavior for static assets. Keep rules simple and test them in a staging environment. For complex maps, consider generating rules from a CSV so the source of truth stays in version control.
Testing before launch
Build a test plan that includes your top 100 pages by traffic and links. Use curl to verify status codes and Location headers. Click through in a browser to confirm that titles and analytics tags load on targets. Test on mobile networks to catch latent issues. Fix gaps before you point DNS.
Communication plan
Tell users what is changing and why. Post a short note on the old site that explains the move and points to the new domain. Update social bios, pinned posts, and email footers. If you have a newsletter, include a one line reminder with the new URL for two or three sends after launch. Consistency across channels speeds adoption.
Legacy email, SSL, and APIs
If the legacy domain hosts email addresses, keep MX records live and set forwards while you migrate. Update SSL certificates to cover the new hostnames and remove legacy certs only after traffic stabilizes. Review API callbacks and webhooks that may reference the old domain. Redirects can mask some issues, but direct updates are safer.
Post migration sprint
Run a focused sprint for two weeks after launch to resolve residual 404s, update missed links, and optimize slow pages. Review logs and search console daily. Add missing redirects and remove rules that are not used. Keep a running list of improvements and ship small fixes frequently. The first two weeks decide whether the move feels clean or messy to users and to crawlers.
Troubleshooting patterns
- Spikes in 404s from a specific path usually point to a missing rule for a template or tag page.
- Drops in direct traffic can indicate analytics tag changes rather than real behavior.
- Persistent chains often come from a redirect on the origin and another at the CDN.
- A mismatch between mobile and desktop behavior can signal a user agent specific rule gone wrong.
Write down the findings and fixes so the next move is faster.
Governance and ownership
Assign a single owner for the redirect map. Changes should pass through that person or team so rules do not conflict. When product teams add new sections, require target URLs before launch so the map stays current. Keep the map in the repo with the site so updates travel together in pull requests.
Small, consistent maintenance prevents slow drift and preserves gains from the move over time. Treat the map as living documentation.