3.4
Rebranding
Rename your website without breaking a link.
A new name is exciting - broken URLs aren’t. Redirect Supply keeps every old link working, sending visitors to the right page on your new domain with secure, page-level redirects.
Problem
The Problem
When you change your domain, you’re not just switching a homepage - you’re changing the address of every page people already know. Old blog links in newsletters, bookmarked pricing pages, partner backlinks, even QR codes… they don’t magically update.
Without redirects, visitors hit errors, trust drops fast, and search engines need time to understand what moved where.
What can go wrong:
People land on dead pages and leave
SEO signals get scattered across old/new URLs
Teams lose time firefighting “broken site” reports
Rankings dip while Google figures out the new domain is legitimate
Solution
The Fix
Redirect Supply turns a domain rename into one mapping: every old URL points to its new equivalent automatically. Set it up before you switch DNS, and visitors and search engines both land exactly where they should - no dead pages, no scattered rankings.
No manual redirect per page, no missed URLs, no gap where old links quietly break.
Do it in this order:
Export every old URL before anything changes
Map each old path to its new equivalent
Set up 301 redirects before switching DNS
Confirm HTTPS is active on every redirected path
Update your sitemap and resubmit in Search Console
Keep redirects live for at least 12 months
Success
What success looks like
Done right, a domain rename is invisible to the people who matter - visitors, customers, and Google all keep working exactly like before, just under a new name. The old address stops mattering the moment redirects take over.
No dead links, no ranking reset, no support tickets asking why the site is "broken."
What you get:
Every old link routes to the most relevant new page
Visitors never notice the change - they just arrive
Paths stay intact (/contact stays /contact)
HTTPS is automatic, so no browser warnings
Search rankings transfer instead of resetting
Redirects are easy to audit, test, and update in one place
The big picture
A rename is a redirect problem, not a rebuild
Renaming a website feels like a design and messaging project, but the part that actually decides whether it succeeds is invisible - where every old URL ends up pointing.
Most failed rebrands aren't failures of the new name or the new site - they're failures of the migration underneath it. Traffic doesn't disappear because people stopped liking the brand; it disappears because the path between the old address and the new one was left half-built.
Search engines don't automatically know your new domain is the same business under a different name. They have to be told, explicitly, through consistent 301 redirects that map every old page to its closest match. Skip that step, and rankings don't transfer - they reset.
The good news is that this part is entirely mechanical. It doesn't require guessing what visitors want - it requires mapping URLs correctly and keeping redirects live long enough for the internet to catch up. That's the part Redirect Supply exists to handle.
FAQs
Everything you might ask about renaming your website
Will renaming my website hurt my SEO rankings?
Not if redirects are in place before the switch - 301s transfer ranking signals to your new domain.
Should I use a 301 or 302 for a rebrand?
Use 301 - it tells search engines the change is permanent.
Do I need to redirect every page individually?
No - path forwarding carries your whole URL structure over in one rule.
How long should I keep redirecting the old domain?
At least 12 months; longer if you have strong backlinks or printed materials still circulating.
What happens to my backlinks pointing at the old domain?
They still work - visitors and link equity both flow through to the new page.
Will old links show a security warning?
No - HTTPS is automatic on every redirected URL.
Have more questions?
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