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Migration & Relaunch

Redirect

A redirect automatically sends one URL to another address, either permanently or temporarily.

A redirect sends users and search engines from one URL to another and should be configured according to whether the move is permanent or temporary. Clear URL mappings, thorough testing, and post-launch monitoring help prevent broken links, redirect chains, and unnecessary SEO losses. The concept is closely related to Redirect Mapping and Canonical URL.

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Redirect Mapping

Canonical URL

404 Error Page

URL Structure

FAQ

Redirect

How are redirects verified after launch?
A crawl of the old URL list shows status codes, targets, and chains. In addition, search engine tool reports and server and analytics data point to error pages and traffic losses. Checks continue for several weeks, because search engines process changes gradually and late gaps only surface over time.
How are redirects and canonical URLs related?
Both control which URL counts as authoritative but work differently. A redirect actually forwards visitors and search engines, while a canonical remains a hint with both URLs still reachable. Redirects fit removed addresses, canonicals fit reachable duplicates such as filter or parameter variants.
What typical mistakes happen with redirects after a relaunch?
Often all old URLs are redirected wholesale to the homepage, only main pages are redirected, or parameters and letter case are overlooked. This creates soft-404 signals and visibility losses. A complete URL list, a per-page mapping, and post-launch tests with a crawler and logs reduce these errors considerably.
What are redirect chains, and why are they a problem?
A redirect chain arises when one URL redirects to a second, which redirects to a third. Every hop adds load time and raises the risk of errors. Search engines follow chains only to a limited extent. It is better to send every old URL directly to the final target and to update existing rules when things change.
When should a redirect be set up?
Whenever a URL with value of its own is removed or changes: during relaunches, renames, page merges, domain changes, or the move from HTTP to HTTPS. If content is removed without replacement, an error page is more honest than redirecting to an unrelated target. The target must satisfy the search intent of the old page.
What is the difference between a 301 and a 302 redirect?
A 301 signals a permanent move, a 302 a temporary one. With permanent redirects, search engines transfer signals to the new URL and eventually replace the old one in the index. For relaunches and permanent URL changes, 301 is the standard tool; 302 fits temporary cases such as maintenance pages or tests.