A redesign can be flawless on the new homepage and still break links people saved months ago. Before launch, treat the old URL inventory as an engineering input.
Build the route-audit sheet
Start with the old sitemap and CMS. Add URLs from Search Console, analytics, old newsletters, bookmarks, and external links. Track four fields: old URL, destination URL, decision, and owner.
| Old path | Decision | Expected result |
|---|---|---|
| /pricing | Keep | /pricing |
| /product-v1 | Permanent redirect | /product, if it answers the same need |
| /expired-offer | Remove | Intentional 404 or 410 |
These are fictional examples, not We0 routes or a client migration. The decision diagram is a compact way to explain the three outcomes: keep, redirect to an equivalent page, or remove without a misleading homepage catch-all.
Google's site-move guidance recommends mapping old URLs to new ones and warns against irrelevant redirects.
Validate the HTTP behavior
For a permanent move, use a server-side 301 or 308. A 302 is a temporary signal. Avoid chains where a direct redirect to the final equivalent URL is possible.
For each high-priority row, validate both the initial response and the final destination:
curl -I https://example.com/product-v1
curl -IL https://example.com/product-v1
The first request shows the initial status and Location header. The second follows the chain. Then load the final page in a browser and inspect its canonical URL. For removed paths, confirm the 404 or 410 is intentional.
On the new-site side, We0.ai puts content, SEO settings, and publishing in one workflow. It can reduce handoffs while building replacement pages, but it cannot choose the right destination for an old URL; the route map still needs an owner.
Fix the links you control
Update navigation, in-content links, canonical URLs, and the sitemap to use final addresses. If the move spans localized URLs, check their relationships too. A redirect can rescue an old bookmark; it should not be the permanent route used by your own site.
After launch, test three old URLs from a fresh browser window. Ask where each one ends, whether the final page loads, whether its canonical points to the new URL, and whether internal links and the sitemap already use that address. Repeat for URLs from old emails and external articles.
Google recommends submitting an updated sitemap and keeping permanent redirects in place for a long period, generally at least a year. Start with twenty old URLs you would hate to lose and give each a defensible destination.
Disclosure
I work with We0.ai. AI assistance was used to prepare this draft; I reviewed the sources and final text.
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