Website launch and domain change SEO checklist

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Part 1

Build the URL map

List every old URLStart with important URLs from sitemaps, server logs, analytics and the Search Console Links report.
Include images, video, JavaScript and CSSGoogle says to include these resources in the URL list, not just pages.
Map each old URL to its new URLStore the mapping in a database or in URL rewrite rules.
Decide what to retireContent you are removing should return 404 or 410, not redirect to an unrelated page.

Part 2

Add a self-referencing canonical to every new pageEach new URL should point its rel="canonical" at itself.
Update internal links to the new URLsUse your URL map so the new site does not link through redirects.
Update hreflang annotationsIf you run multilingual or multiregional pages, point hreflang at the new URLs.
Check robots.txt on the new siteBlock only what you do not want crawled. If there is no robots.txt, the server should return a proper 404.
Remove development blocks and noindex rulesPrepare a list of URLs you blocked during the build so you can unblock them at launch.
Build a sitemap that lists the new URLsMake sure every sitemap lists the new URLs only.

Part 3

Verify the old and new sitesVerify every variant: www and non-www, HTTP and HTTPS.
Keep verification working after the moveIf you verify with an HTML file, meta tag or analytics, make sure the new site still includes it.
Review settings on both propertiesCheck settings such as crawl rate and disavow files on both sites.

Part 4

Turn on server-side permanent redirectsGoogle recommends 301 or 308 redirects from each old URL to its new URL.
Redirect straight to the final URLAvoid chains. Google suggests ideally no more than 3 hops and fewer than 5.
Do not send many old URLs to the home pageGoogle may treat mass redirects to an irrelevant page as soft 404s.
Test redirectsUse the URL Inspection tool or a command-line tool to check status codes and destinations.
Submit the new sitemapSubmit it in Search Console once redirects are live. Keep the old sitemap for a while to watch indexing.
Use the Change of Address tool for domain movesOnly needed when the domain or subdomain changes. Submit it for every verified variant of the old domain.

Part 5

Update high-traffic external linksAsk the sites that send you the most visitors to link to the new URLs.
Update profile linksChange links on business profiles and social accounts.
Update ad landing pagesPoint ad campaigns at the new URLs instead of relying on redirects.

Part 6

Watch the Page indexing reportExpect indexing of the old site to fall while the new site rises.
Watch the Sitemaps and Performance reportsLook for errors and changes in clicks for both properties.
Check server logs for crawl errorsLook for unexpected HTTP error codes returned to Googlebot.
Track traffic moving in analyticsCompare visits to the old and new sites over time.
Expect rankings to move for a whileGoogle says a medium-sized site may take a few weeks or more before new URLs replace old ones.
Keep redirects for at least one yearGoogle says to keep them as long as possible, ideally at least a year. Consider keeping them indefinitely.

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