URL migrations and redirects: a cautious SME checklist

Updated 2026-04-11 · Practical guide for NZ small businesses

Short answer: URL migrations are where SEO wins evaporate—map old URLs to new ones, use 301 redirects, and test before you flip DNS.

Whether you are rebranding, moving from HTTP to HTTPS properly, or restructuring paths, treat redirects as a publishing task with owners and deadlines—not an afterthought on launch night.

Before you change URLs

Export current URLs from sitemaps, analytics landing pages, and Search Console.
Build a redirect map one-to-one for important pages; avoid chains.
Stage and crawl the new site for broken internal links.

During cutover

Lower DNS TTL ahead of time, monitor 404s and server errors, and keep a rollback plan. Announce major changes to staff who answer phones—customers will hit old bookmarks.

After launch

Watch Search Console coverage, fix soft-404 patterns, and update key external listings (GBP, directories) to the canonical URLs.

Frequently asked questions

Are 302s okay temporarily?

For true temporary moves—but permanent structural changes should use 301 (or 308) once stable.

What if we delete pages?

Redirect to the nearest relevant page or return a helpful 404—mass redirecting everything to the homepage frustrates users.