THE BUSINESS CHALLENGE
What this work is designed to solve.
Redesigns sometimes remove ranking pages, change URLs, alter headings and break links without preserving the context that search engines already understand.
HOW WE APPROACH IT
Clarity, implementation and verification.
We inventory old URLs, map direct equivalents, specify permanent redirects, compare metadata, validate canonical URLs, check staging controls and monitor launch-week errors.
The correct redirect takes an old useful URL to its closest relevant new resource—not automatically to the homepage.
Old-to-new redirect map; prelaunch checklist; postlaunch technical validation; Search Console monitoring plan.
A practical business scenario
When an established service page moves from a long legacy URL to a shorter one, its old address may still have incoming links. A verified 301 to the best matching new page preserves a usable path. Sending every old URL to the homepage is a poor substitute for a migration map.
Useful starting checks
- Export existing URLs and valuable traffic pages.
- Prepare exact old-to-new URL mapping.
- Test staging restrictions and postlaunch redirects.
A question worth asking
Can my rankings fluctuate after a redesign?
Yes. Search systems need to process changed pages and redirects. Preparation reduces preventable disruption but cannot eliminate all volatility.
Scope is adapted to the website and agreed requirements. Search rankings and indexing decisions cannot be guaranteed.