The case
The Question
What would be the best strategy to handle the change?
OPTION A: 301 Redirects (All-at-once)
Simply setup 301 redirects for every old URL and move the entire site at the same time. This is the easy option as we already have a script which handles this perfectly. It takes existing redirects into account while avoiding redirect chains.
OPTION B: Phased Migration (Batch-by-Batch)
Instead of moving all 4000 pages at once, migrate the website in phases — region by region or category by category. We set up 301 redirects only for the first batch, monitor Google's indexation, and check for any unexpected traffic drops. Once the first region stabilizes, we move to the next one.
Option B requires more manual control and time, but it significantly reduces risks. If something goes wrong with the new structure, only a small part of the traffic will be affected, making it easier to fix errors. Option A is quicker and cheaper, but it carries a higher risk of a temporary site-wide drop.
It’s a commercial website but not a webshop. Sales aren’t directly related to traffic, so we’re ok with a small and temporary traffic drop.
Note that even before this change, Google is already aware which version to serve to which region. This is handled in our sitemap.
Any advice is appreciated!
- 4000 page website
- 35.000 sessions per month
- Multiple regions with separate pages per region
The Question
What would be the best strategy to handle the change?
OPTION A: 301 Redirects (All-at-once)
Simply setup 301 redirects for every old URL and move the entire site at the same time. This is the easy option as we already have a script which handles this perfectly. It takes existing redirects into account while avoiding redirect chains.
OPTION B: Phased Migration (Batch-by-Batch)
Instead of moving all 4000 pages at once, migrate the website in phases — region by region or category by category. We set up 301 redirects only for the first batch, monitor Google's indexation, and check for any unexpected traffic drops. Once the first region stabilizes, we move to the next one.
Option B requires more manual control and time, but it significantly reduces risks. If something goes wrong with the new structure, only a small part of the traffic will be affected, making it easier to fix errors. Option A is quicker and cheaper, but it carries a higher risk of a temporary site-wide drop.
It’s a commercial website but not a webshop. Sales aren’t directly related to traffic, so we’re ok with a small and temporary traffic drop.
Note that even before this change, Google is already aware which version to serve to which region. This is handled in our sitemap.
Any advice is appreciated!
