345 broken addresses fixed after a rebrand

Where they started

After the move, Google kept only a handful of the new site's pages.

Customers who followed old links saw error pages.

What we did

1. FirstA fault in the country links. The store's template pointed some regional pages at addresses that didn't exist. We fixed it in two files, with a backup.
2. ThenEvery old address tested. We collected 558 old addresses from 16 months of Search Console and web archives. 213 redirected fine and 345 did not.
3. ThenEach dead address matched to a live page. 236 were matched by hand to the closest live page, and a fallback rule covers the others. Old sitemaps went to Google so it reads them again.

What moved

All 558 old addresses now reach a live page in one step. Before, 345 of them did not. The broken ones had brought about 63,000 views in Google in the months before.

What has not moved yet

Google had not yet moved the pages to the new domain when we wrote this. That's under review, so there's no traffic number here.

Robin Laires, founder

Robin ran this work. The figures come from the client's own Search Console and analytics.