Shop relaunch redirects: mapping old URLs correctly

A customer opens a saved product link after a relaunch and reaches the homepage. A redirect worked technically, but the customer still does not know whether that particular item is available. A useful redirect plan therefore connects addresses with a commercial decision: what is the appropriate successor?

Which old URLs belong in the plan?

Start with addresses from the existing store, then add known landing pages from search reporting, visitor analytics and existing links. A single sitemap may not contain the entire historical footprint. Older campaign links and guides no longer linked internally can still matter to customers.

Our working sheet includes the old URL, page type, proposed destination, reason, priority and test status. Orders and useful entry points matter alongside search traffic. Prepare the list early: comparing the new category structure with old addresses just before launch often reveals destinations that have not been built.

How do you choose an appropriate successor?

An unchanged product should lead to its new product page. When categories are merged, check whether the new selection actually serves the previous need. A broader category may be useful, but it is not automatically an appropriate substitute for every discontinued item.

For example, an old link might identify a spare part with a particular connector size. Redirecting it to “Accessories” makes the buyer start again. If a compatible replacement exists, its page should explain the relationship. Otherwise, decide how to handle the old address instead of relying on a universal destination.

Which rules help with mapping?

We use six questions for editorial approval:

• Product: do the identity and actual replacement match?
• Category: does the destination serve the previous selection need?
• Language: does the visitor remain in the appropriate language?
• Variant: can the requested version be identified at the destination?
• Address: does the route lead directly to the final page?
• Ownership: who decides cases without an obvious successor?

Automatic rules can suggest matches. Similar product names or reorganised ranges still require a knowledgeable sample review. A reachable but incorrectly matched destination will pass a basic status-code test.

What about permanent redirects and removed pages?

Google recommends permanent server-side redirects for permanent moves and warns against redirecting many URLs to irrelevant destinations. For content removed without a replacement, it describes an appropriate error response rather than a homepage redirect. See its site migration documentation.

Acceptance therefore means more than ticking “redirect present”. Open the result: is the relevant item visible, does selection work and is the page publicly accessible? Test important old addresses even when the new store’s internal links already work.

How do we approach this in PrestaShop?

PrestaShop allows us to implement mappings to suit the store structure and hosting. The number of rules and maintenance responsibilities determine whether they belong on the server, in the store or in a suitable extension. We consider PrestaShop a useful foundation for individually maintained projects; we do not promise automatic, complete recovery of every historical address.

We would approve important product groups together first, then apply the agreed rules to the remaining range. Keep exceptions documented so the team does not have to rediscover the reason behind a mapping when the catalogue changes again.

When is the plan complete?

When important mappings have passed business and technical checks, not when the spreadsheet has been exported. New pages, navigation and redirects belong in the same acceptance process. Our relaunch SEO checklist covers broader preparation. The post-launch diagnostic guide addresses subsequent visibility problems.

At sjmedia, we combine this work with store SEO and implementation. Define the page groups, test cases and responsibilities in the project scope. “Redirect all URLs” alone does not describe a reliable outcome.