In short
Browsers and search engines read a 301 status code as a permanent move. During a relaunch, every changed URL should point to the closest matching new page.
A good redirect map protects users, backlinks, rankings, analytics continuity, and crawl paths. A bad one sends everything to the homepage and hopes Google works it out.
Where it bites
301 redirects bite after launch, when organic traffic drops and nobody has a clean map from old URLs to new destinations. Recovery is slower once crawlers have already seen the broken paths.
What to check
- Does every valuable old URL map to the closest matching new URL?
- Are redirect chains, loops, soft 404s, and homepage fallbacks removed?
- Will crawl errors and ranking movement be monitored for four to six weeks after launch?
Common questions
What is a 301 redirect?
A 301 redirect is a permanent redirect from one URL to another. It tells browsers and search engines that the old URL has moved.
Why do 301 redirects matter in a relaunch?
They help users and search engines find the correct new page, preserve backlink value, and reduce the risk of losing organic traffic after URL changes.
What should you check first for 301 redirects?
Start with the old URLs that have traffic, rankings, backlinks, conversions, or internal links. Map each one to the closest matching new page before launch.