Redirect Pages After Rebranding: Using 301 Redirects to Retain Traffic On Squarespace

To retain your SEO rankings and website traffic after rebranding on Squarespace, use 301 redirects to permanently guide visitors and search engines from old URLs to your new ones—passing along up to 99% of link equity. First, identify all pages changing addresses, then set up each 301 redirect under Settings > Advanced > URL Mappings. Test each mapping and monitor for errors to maintain organic visibility. Want to make sure every step is covered and avoid common pitfalls?

Key Takeaways

• Identify and list all old URLs that are changing due to the rebrand using Google Analytics and Search Console data.
• Set up 301 redirects in Squarespace via Settings > Advanced > URL Mappings, following the format: old-path -> new-path 301.
• Avoid redirect chains and ensure URLs are entered with exact case sensitivity to prevent errors and SEO issues.
• Test each redirect to verify users are sent to the correct new page and update Google Search Console with your new sitemap.
• Monitor redirected traffic and address any errors regularly to maintain SEO rankings and a seamless user experience.

Understanding 301 Redirects and Their Importance

When you’re rebranding your website, understanding 301 redirects is essential for preserving your search engine rankings and user experience.

301 redirects are a permanent redirect type, signaling to search engines and users that a page has moved to a new URL. By implementing this redirect type, you transfer vital ranking signals, ensuring your SEO strategy doesn’t suffer during a website overhaul.

According to Moz, 301 redirects pass approximately 90–99% of link equity, making them the industry standard for permanent moves. This supports both user experience and search engine indexing, helping retain your site’s authority.

Ignoring these redirects can lead to broken links, loss of organic traffic, and drops in visibility. Always prioritize 301 redirects for any rebranding effort to sustain your SEO momentum. It's crucial to set up 301 redirects while the old site is still live to prevent dead links and maintain SEO ranking during the transition.

Identifying Pages That Need Redirects After a Rebrand

How do you know which URLs need attention during a site rebrand? Start by conducting a thorough page analysis to audit your current website.

Use tools like Google Analytics and Google Search Console to identify high-traffic pages, popular landing URLs, and external backlinks. Pinpoint any pages that’ll change URLs as part of your rebrand—these are priority candidates for your redirect strategy.

Don’t overlook URLs with meaningful organic search value, as they help maintain rankings and traffic. Review old blog posts, product pages, or portfolio entries that are being renamed, moved, or removed.

Compile a complete list of these URLs. Identifying the correct pages up front guarantees your redirect strategy protects both user experience and SEO, enabling a smooth shift during your site’s rebranding. Keep in mind that Squarespace domains include built-in security features like SSL certificates, which is important for maintaining secure redirects and preserving user trust during the transition.

Step-by-Step Guide to Setting Up 301 Redirects in Squarespace

Ready to preserve your SEO rankings and user experience during a rebrand? Squarespace makes implementing smart redirect strategies simple, helping you achieve maximum traffic retention.

First, log in to your Squarespace account and navigate to Settings > Advanced > URL Mappings. Input your old page paths followed by “->” and then the new URL, finishing with “301” to ensure search engines process the redirect permanently (e.g., /old-page -> /new-page 301).

Enter each mapping on a new line for bulk redirects. Double-check for typos, as accuracy ensures visitors reach the correct new content.

Once saved, test your changes by entering old URLs in your browser, confirming they point to your updated pages. This precise redirect strategy is crucial for retaining traffic after rebranding.

Additionally, notify Google of your new URLs by using Google Search Console, which will help ensure that the search engine indexes your updated pages promptly.

Common Mistakes to Avoid When Implementing Redirects

Although setting up 301 redirects in Squarespace is straightforward, even small missteps can undermine your rebranding efforts and hurt your SEO. One common mistake is incorrect URL mapping—using the wrong path or missing a trailing slash leads to redirect errors and lost traffic. Never chain redirects; sending users through multiple redirects increases load time and damages user experience. Overlooking case sensitivity also causes issues; Squarespace treats “/Blog” and “/blog” as distinct URLs, so double-check all redirect paths. Avoid setting up redirects for pages you intend to keep, which can create unnecessary confusion or content loops. Finally, don’t forget to remove outdated redirect rules—these clutter your backend and create unnecessary redirect errors, further impairing user experience and SEO performance during your rebranding. It's also crucial to streamline URL redirects to enhance page speed, as excessive redirects can slow down your site, impacting both user experience and SEO.

Monitoring Redirects and Maintaining SEO Performance

Avoiding redirect mistakes is only part of preserving your search rankings after a rebrand; ongoing monitoring and optimization are essential for maintaining SEO performance. You’ll need to implement redirect tracking to guarantee every 301 redirect remains active and accurate. Monitor regularly for redirect chains or errors using analytics tools and Squarespace’s built-in URL redirect panel. Traffic analysis helps you identify lost or mismatched traffic sources so you can fix them fast. Audit your redirected URLs monthly and use data-driven insights to refine your strategy. It is crucial to ensure all metadata is transferred to Squarespace during a site migration to maintain search engine rankings. Here’s a simple guide:

Proactive redirect tracking keeps your SEO strong post-rebrand.

Frequently Asked Questions

Will 301 Redirects Affect My Website’S Loading Speed?

You'll rarely notice a significant loading speed decrease from using 301 redirects, so the redirect impact is usually minimal.

Data shows modern browsers and servers process redirects quickly, but excessive redirects can add delay.

Keep your redirect chains as short as possible—ideally just one redirect—to minimize loading speed issues.

Regularly audit your redirects using tools like Google PageSpeed Insights to verify the redirect impact on loading speed stays low.

Can I Set up 301 Redirects for External Websites in Squarespace?

You can't set up 301 redirects for external links from within Squarespace, since the platform only manages redirects for your own domain.

If your redirect strategy involves external websites, you'll need access to their server settings or domain registrar to configure 301 redirects.

Focus on managing your internal redirects and coordinate with external site owners for cross-domain redirects.

A clear redirect strategy guarantees you minimize traffic loss and maintain consistent SEO signals.

Do 301 Redirects Transfer Google Analytics Tracking Data?

Think of 301 redirects as a GPS rerouting your visitors, but not their suitcases—meaning they don’t carry over tracking data in the transfer.

When you use a 301 redirect, Google Analytics won’t automatically link a user’s journey or previous analytics data to the new page.

For effective analytics impact, set up UTM parameters on your redirects and closely monitor traffic changes, so you’ll clearly see shifts and maintain accurate tracking data.

How Long Should I Keep 301 Redirects Active After a Rebrand?

You should keep your 301 redirects active for at least 12 months to guarantee a smooth brand shift and maximize redirect duration benefits.

Industry data suggests most search engines and users update their links within that timeframe.

However, for the best SEO results and to retain backlinks, consider leaving key 301 redirects in place permanently.

Maintaining proper redirect duration supports ongoing organic traffic and secures authority for your rebranded site.

Are There Limits to the Number of Redirects I Can Create on Squarespace?

When managing redirects in Squarespace, you should know there are redirect limits. Specifically,  Launch Happy  allows up to 500 redirect rules for personal plans, and higher-tier plans may have increased redirect management capacity.

To avoid hitting these redirect limits, regularly audit and remove outdated redirects. If you approach your plan’s cap, prioritize redirects with the highest traffic or SEO value.

Track and optimize your redirect management strategy using analytics to guarantee site performance.

Conclusion

Avoid letting your rebrand become a digital obstacle course for your visitors. Instead, seamlessly set up 301 redirects in Squarespace to ensure they aren't lost in the SEO void of old URLs. Statistics reveal that businesses can lose up to 94% of organic traffic due to improper redirects. Launchhappy.co provides the expertise to help you navigate these challenges. With their comprehensive SEO packages, website design services, and detailed audits, they guide you through identifying, implementing, and monitoring every redirect effectively. Trust in Launchhappy.co to safeguard your traffic and rankings, ensuring your digital presence remains robust and competitive.