WEBSITE RELAUNCH

Relaunch a website without breaking the signals that already work.

A relaunch changes design, content, technology or URL structure, but search engines and users still need continuity. URL mapping, redirects, canonicals, tracking and launch checks should be planned before the new site goes live.

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Treat a relaunch as a controlled migration.

The visual redesign is only one part. Existing URLs, internal links, metadata, structured data, analytics and search visibility all need a migration plan.

Practical focus

This guide is written to support real implementation decisions rather than provide a generic checklist.

Key points to understand

URL mapping

Every important old URL should be assessed and mapped to the closest relevant new page instead of redirecting everything to the homepage.

301 redirects

Permanent redirects preserve navigation and transfer signals when URLs genuinely move to new locations.

Post-launch monitoring

Search Console, analytics, crawl checks and server responses help reveal migration problems quickly after launch.

Launch with checks and rollback awareness.

The safest relaunches have clear pre-launch validation and a short feedback loop immediately after deployment.

Before launchExport important existing URLs · Create redirect mapping · Validate metadata and canonicals · Test forms, tracking and mobile behaviour

After launchCrawl the new site · Check redirects and 404s · Submit and verify sitemap · Monitor Search Console and analytics

A controlled relaunch sequence.

Separate planning, implementation, validation and monitoring so migration risk is visible before production changes happen.

Inventory the old siteCollect URLs, rankings, traffic and important assets.

Map the new structureDefine destinations, redirects and internal links.

A 301 redirect is not a substitute for planning

Redirects are important, but a successful migration also depends on relevant destination pages, internal linking, content continuity and correct technical signals.

International context

Where markets or languages differ, terminology, user intent and implementation details should be localised rather than copied mechanically.

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