If you are planning a redesign, domain change, or platform migration, how to build a website redirect map for a relaunch is one of the most important tasks on the list. A good redirect map protects search traffic, preserves backlinks, and keeps visitors from landing on dead pages after launch.
Too many site relaunches focus on the new design and forget the old URLs. That usually leads to 404s, lost rankings, confused users, and a lot of cleanup work after launch. A redirect map is the simple document that prevents most of that damage.
In this guide, I will walk through a practical process for building a redirect map that works for small publishing sites, software sites, and portfolio businesses. If you run multiple properties, it also helps keep relaunch planning organized across domains. Teams like Archieboy Holdings often use this kind of process internally because it turns a messy migration into a manageable checklist.
What a website redirect map actually is
A redirect map is a spreadsheet or CSV file that lists every important old URL and its new destination. In the simplest form, it has two columns:
- Old URL — the page that currently exists or used to exist
- New URL — the most relevant page on the relaunched site
When someone visits an old address, the server sends them to the new one automatically. In most relaunches, this means using 301 redirects, which signal that the move is permanent.
Redirect maps are not just for SEO. They also help maintain:
- bookmarks saved by users
- links from other websites
- traffic from old social posts
- internal links that might not get updated right away
Why redirect maps matter for SEO and usability
Search engines do a decent job of understanding site changes, but they still rely on signals. If you move a page without a redirect, the old URL may return a 404, and the authority built by links to that page can be lost or delayed in transfer.
That matters most when the page has one or more of these traits:
- it ranks for a valuable keyword
- it has backlinks from reputable sites
- it receives direct traffic from email, social, or bookmarks
- it supports conversions, signups, or affiliate clicks
From a user perspective, redirects keep the site feeling stable. A relaunch should feel like an improvement, not a broken experience.
How to build a website redirect map for a relaunch
The process below works whether you are moving to a new CMS, changing your URL structure, or merging several sections into one updated site.
1. Crawl the old site and export every URL
Start with a full list of pages. Use a crawler like Screaming Frog, Sitebulb, or a CMS export if the site is small. Include all indexable URLs, plus any pages that may still get traffic even if they are not perfect SEO assets.
Your export should ideally include:
- page URL
- title tag
- status code
- canonical URL
- traffic data, if available
- backlink data, if available
If you have access to Google Search Console, pull in top pages by clicks and impressions. Those pages deserve extra care.
2. Separate pages into priority levels
Not every URL needs the same amount of attention. Create a simple priority system so you do not spend too much time on low-value pages.
- Priority 1: Top landing pages, linked pages, conversion pages, high-traffic posts
- Priority 2: Useful supporting pages with moderate traffic or links
- Priority 3: Low-value or outdated pages that can redirect to a broader relevant section
This step is especially useful on larger sites where dozens or hundreds of URLs are involved. It keeps the work realistic.
3. Build the new site structure before mapping
Do not create redirects in a vacuum. You need the final destination URLs first. That means the relaunch architecture should be mostly locked before the map is finalized.
For example, if your old site has:
- /blog/how-to-start-a-newsletter
- /blog/email-list-growth-tips
- /blog/newsletter-tools
and your new site reorganizes those into a resource hub, you may decide to redirect them to one new category page or to the closest individual article if one exists.
The key rule: redirect to the most relevant live page, not just the homepage.
4. Map each old URL to the best new destination
This is the core of the redirect map. For every old URL, choose one of the following outcomes:
- 1:1 redirect — old page has a clear new equivalent
- many:1 redirect — several old pages now point to one stronger destination
- retire and remove — the page has no useful replacement and should return 404 or 410
Try to preserve topic relevance. A page about podcast hosting should not redirect to a general blog index if there is a better podcast page available.
Here is a simple example:
- Old: /services/seo-audit
- New: /seo/audit
If the structure changed but the subject stayed the same, a 301 redirect is ideal.
5. Use a spreadsheet with useful columns
A redirect map gets much easier to manage when you add more than just the old and new URLs. A practical spreadsheet might include:
- Old URL
- New URL
- Redirect type
- Priority
- Notes
- Status
- Owner
The Notes column is helpful for explaining edge cases. For example: “No exact match; redirecting to closest category page” or “Old press release now folded into newsroom archive.”
6. Check for patterns before finalizing
Once the first draft is complete, scan for patterns that can reduce manual work. Many sites use predictable URL changes, such as:
- /blog/old-post-name → /articles/old-post-name
- /services/seo → /seo-services
- /category/how-to → /guides/how-to
If you can redirect entire groups with a consistent rule, that is usually cleaner than writing hundreds of one-off rules. Still, be careful: pattern-based redirects should be tested thoroughly so they do not catch the wrong pages.
7. Decide what to do with deleted content
Not every page should be redirected. If a page was thin, outdated, duplicated, or irrelevant, it may be better to retire it.
A useful rule of thumb:
- Redirect if there is a strong topical match
- Retire if the page has no meaningful replacement
- Consolidate if several weak pages now belong in one stronger resource
A 404 is not always a failure. Sometimes it is the honest result for content that should not survive the relaunch. Just make sure important pages are not accidentally dropped.
A simple redirect map template
Here is a practical structure you can copy into a spreadsheet:
- Old URL: /blog/how-to-write-meta-descriptions
- New URL: /seo/meta-descriptions
- Redirect type: 301
- Priority: 1
- Notes: Exact topic match
- Status: Ready
For larger sites, add columns for traffic, backlinks, and launch batch so implementation can be staged if needed.
Common redirect mistakes to avoid
Most migration problems come from a few predictable errors. Watch out for these:
Redirecting everything to the homepage
This is the biggest mistake. It creates a poor user experience and weakens the value of redirects. Always choose the closest relevant destination.
Using redirect chains
A redirect chain happens when URL A sends users to URL B, and URL B sends them to URL C. Chains add delay and can complicate crawling. Keep it simple: old URL straight to final destination.
Forgetting internal links
Redirects handle external traffic, but internal links should still be updated. After launch, crawl the new site and fix links pointing to outdated URLs.
Not testing the map before launch
Every redirect map should be tested in a staging environment or with a sample set before the full launch. A few minutes of testing can prevent a much bigger cleanup later.
Ignoring metadata and canonicals
Redirects are only one part of the migration. Make sure canonicals, sitemap files, and internal links reflect the new structure too.
Step-by-step launch checklist for redirect mapping
If you want a practical workflow, use this sequence:
- crawl the old site
- export priority URLs from analytics and Search Console
- define the new site structure
- map each old URL to the best new URL
- mark pages to redirect, consolidate, or retire
- test sample redirects on staging
- deploy redirects at launch
- crawl the new site to catch 404s and chains
- monitor traffic and indexing after launch
That list is simple, but it covers the parts that matter most.
How Archieboy Holdings-style portfolio sites can use redirect maps
If you run a single brand site, a redirect map is already useful. If you run multiple content or software properties, it becomes even more valuable because relaunches often affect several URL groups at once.
For example, a portfolio company might:
- merge two blog sections
- move product docs to a new domain
- rename services pages
- retire old campaign landing pages
In those cases, it helps to keep one master redirect spreadsheet and one owner per section. That makes it easier to audit changes before launch and to review them afterward if traffic shifts.
Archieboy Holdings is a useful reference point here because portfolio businesses often need repeatable systems rather than one-off fixes. Redirect mapping is one of those systems.
Final thoughts
A relaunch is a chance to improve design, structure, and performance, but only if you bring the old site along with you. Learning how to build a website redirect map for a relaunch gives you a practical way to protect traffic, preserve link value, and avoid broken experiences after launch.
Keep the map simple, prioritize the pages that matter most, redirect to the closest relevant destination, and test before you go live. That is usually enough to prevent the worst migration mistakes and make the new site feel like a smooth transition rather than a reset.