For a permanent move, prepare a page-by-page URL map, make the old domain return a direct server-side 301 or 308 redirect to each final URL, change WordPress to the new addresses, update internal links and the sitemap, test representative URLs, and use Google Search Console’s Change of Address tool. Keep the old domain and its redirects active for at least a year.
What a domain redirect does—and what it does not do
A redirect tells a browser, crawler, or link destination that an old address has moved. It does not copy your WordPress installation, move media files, rewrite links stored in posts, or change canonical tags and sitemap entries. Those parts of the migration must be completed separately.
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Use this process when the content is moving from one domain or subdomain to another. It also applies when the new site keeps most of the old URL structure but changes the hostname. An HTTP-to-HTTPS-only change is different: Google’s Change of Address tool is not intended for that case.
Prepare the new site and build a URL map
Do not switch the old domain first. Make the new WordPress site complete enough to receive visitors, then document where every valuable old URL should go. Google recommends preparing this mapping before configuring redirects.
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Identify the old URLs that matter
- Export or otherwise record pages that receive visits, external links, or search traffic.
- Include the old homepage, major landing pages, posts, categories, resources, contact pages, and downloadable files.
- Include URL variants that people may request, such as trailing-slash versions, common case variations, and both
wwwand non-wwwhostnames if both were used. - Record pages that are intentionally being retired. They need a deliberate destination or a genuine not-found response; they should not all be sent to the homepage.
Choose a destination for each URL
When the new site has the same structure, preserve the path. For example, an old /contact/ page can usually go to /contact/ on the new domain. If the path changed, send the request to the closest page that satisfies the same user need. A product guide should go to its replacement guide, not to an unrelated category page.
| Old request | Final destination | Mapping decision |
|---|---|---|
https://old-example.com/ |
https://new-example.com/ |
Homepage moved one-to-one |
https://old-example.com/contact/ |
https://new-example.com/contact/ |
Path preserved |
https://old-example.com/old-guide/ |
https://new-example.com/resources/setup-guide/ |
Path changed; explicit mapping required |
https://old-example.com/retired-topic/ |
A closely related replacement, or a not-found response | Do not use a blanket homepage redirect |
Include the final protocol and hostname in your map. A redirect that lands on http://, an alternate hostname, or an intermediate URL creates another migration to fix.
Make the new installation ready
- Confirm that the important pages load on the new domain and use the intended protocol.
- Check that navigation, images, downloads, forms, and authentication work on the destination site.
- Keep the same content available at the mapped destination before you send visitors there.
- Save a copy of the URL map. It becomes your test list and your maintenance record.
Choose where redirects will run
Redirects can be implemented before WordPress handles a request, or by a redirect function in the content-management layer. The correct choice depends on your server and hosting configuration.
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|---|---|---|---|
| Web-server configuration | You control Apache, Nginx, or another server layer, or your host provides a redirect interface. | Runs before WordPress, can cover every request, and is independent of the new site’s plugins. | Syntax is server-specific. A bad condition can create loops, affect the new domain, or mishandle paths. |
| CMS redirect function | You cannot edit server configuration but can configure redirects in the old WordPress installation or its hosting control panel. | Often easier to maintain alongside a URL map and content changes. | The old WordPress stack must remain available, and a misconfigured extension can add chains or fail before WordPress loads. |
Ask the hosting company or server administrator which server-side options are supported. No single WordPress extension or hosting arrangement is correct for every migration. Whichever method you use, require a permanent server response and a direct jump to the final URL.
Configure permanent redirects to the final URLs
Use a direct 301 or 308 for a permanent move
Google recommends server-side permanent redirects such as HTTP 301 or 308 when possible. The old request should point straight to its final destination. Avoid a sequence such as old URL → temporary URL → new URL; every extra hop adds failure points and makes crawling less efficient.
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Use 301 when your server’s standard permanent redirect is 301. Use 308 when your platform supports it and you need the method-preserving behavior defined for that status. Do not use a temporary 302 or 307 for a domain move that is intended to be permanent.
Example of a host-scoped Apache rule
The following is an illustration for an Apache setup in which the old domain is served by the same configuration. It is not a universal WordPress recipe: the correct file location, modules, protocol, hostname, and existing rules must be checked by whoever administers the server.
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RewriteCond %{HTTP_HOST} ^(www.)?old-example.com$ [NC]
RewriteRule ^(.*)$ https://new-example.com/$1 [R=301,L,NE]
The host condition is important. Without it, the rule could redirect requests that already arrive on the new domain and create a loop. The captured path is appropriate only when the new site preserves the old path structure. If paths changed, replace the wildcard approach with explicit mappings.
Map changed paths explicitly
On Apache systems that permit mod_alias, individual entries can express a one-to-one map:
Redirect 301 /old-guide/ https://new-example.com/resources/setup-guide/
Redirect 301 /contact/ https://new-example.com/contact/
These lines are examples, not a drop-in configuration for every host. Confirm that the directive is allowed in the relevant server file, that another rule will not override it, and that the old virtual host—not the new one—receives the request. For larger migrations, generate and review the entries from your URL map rather than guessing patterns.
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Prevent chains, loops, and accidental over-redirecting
- Point each old URL directly to the final new URL, not to another old URL.
- Use one canonical protocol and hostname in every destination.
- Do not apply old-domain rules to the new domain.
- Do not use a path-preserving wildcard when many paths no longer exist.
- Keep query-string behavior intentional. Tracking parameters may be retained or discarded according to your site’s design, but the destination path must remain correct.
Change WordPress’s own URLs safely
Update the two address fields
In the WordPress dashboard, open Settings → General. Change both fields to the new, complete address:
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- WordPress Address (URL): where the WordPress core files are installed.
- Site Address (URL): the public address visitors use.
Use the exact protocol and hostname that your redirects deliver, then save and sign in again at the new address if WordPress ends the current session. If the fields are unavailable because the installation is managed in server configuration, have the administrator apply the equivalent settings there. Do not leave one field on the old domain.
Back up before changing stored URLs
Back up the database and files before editing a live installation. A migration can be restored only if you have a usable copy of both.
Changing the address fields does not replace old-domain strings already stored in post content, menus, widgets, theme settings, or plugin data. If you perform a database search-and-replace, use a tool that understands serialized data. WordPress warns that a raw blanket replacement can corrupt serialized values because those values include encoded string lengths. Direct database scripts are appropriate only when you are comfortable administering and restoring the database.
Repair internal references after the address change
Review menus, contextual links, image and file URLs, feeds, canonical tags, structured data, and any configuration that still names the old domain. Regenerate or edit the XML sitemap so it lists the new URLs. A redirect protects someone who follows an old link; it does not make the new site’s own signals consistent.
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Test the move before announcing it
Test while the old domain is still under your control and repeat the checks immediately after launch. Start with the URL map, not just the homepage.
- Request the old homepage and several high-value pages, including at least one page whose path changed.
- Confirm that the response is a permanent redirect (301 or 308) and that its
Locationheader is the intended final URL. - Open the destination and verify that the page is the matching content, not a generic homepage or an error page.
- Follow the entire redirect path and confirm there is no loop or unnecessary intermediate address.
- Test both hostname variants and representative URLs with and without a trailing slash when those variants existed.
- Check links from the new site, the sitemap, canonical tags, forms, media, and downloads for old-domain references.
From a terminal, a header request can reveal the status and destination without downloading the page:
curl -I https://old-example.com/contact/
curl -IL --max-redirs 5 https://old-example.com/old-guide/
In the first response, look for a 301 or 308 and a final Location value. In the second, count the responses and make sure the last address is the new page in your map. Also test in a normal browser session, because caching, authentication, or application-level behavior can differ from a header-only request.
Tell Google about the domain move
Use Change of Address for a domain or subdomain change
After the redirects are live, use Google Search Console’s Change of Address tool for the old property when the move meets Google’s current verification and eligibility requirements. Verify access to both the old and new properties, select the old site, and specify the new property as the destination. This tool is for a domain-name or subdomain move; it is not used for an HTTP-to-HTTPS-only change.
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Submit the XML sitemap generated for the new domain. Use URL Inspection on important new URLs that appear to be missing, and investigate crawl or indexing errors shown in Search Console. Keep the old property available so you can see redirect and coverage problems during the transition.
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Google must recrawl the old and new URLs, so the tool does not update search results instantly. Small and medium sites may take a few weeks for most pages to move, while larger sites can take longer; the number of URLs and server speed affect the timing. Search visibility can fluctuate temporarily, and no redirect setup guarantees unchanged rankings.
Keep the old domain and monitor the transition
Google’s site-move guidance says to keep redirects for as long as possible, generally at least one year. Continue paying for and controlling the old domain for at least a year as well. Letting registration or DNS control lapse can turn a helpful redirect into an outage or allow someone else to take over the address.
During that period, monitor web-server access logs, error logs, analytics landing pages, and Search Console reports. Look for requests that return 404 or 5xx responses, redirect loops, destinations with the wrong path, and old-domain links that continue to generate significant traffic. Add or correct individual mappings rather than broadening a wildcard rule without checking its effect.
Troubleshoot the most common migration failures
The old URL opens the old site instead of redirecting
The old domain may still point to a server that does not contain the redirect configuration, or the rule may be in the wrong virtual host. Confirm DNS and hosting ownership with the administrator, then verify the response headers from outside your network. A browser cache can conceal a change, so test with curl or a private session.
The redirect loops
Check whether the rule also matches the new hostname, whether an HTTP-to-HTTPS rule and a domain rule are redirecting each other, and whether WordPress still believes its public address is the old domain. Scope the old-domain condition, choose one final protocol and hostname, and test the chain again.
Many pages land on the homepage
This usually means a blanket fallback is being used instead of the URL map. Replace it with one-to-one rules for valuable pages and only send a retired page to a related destination. A homepage redirect is not an equivalent replacement for an unrelated article.
The new site shows broken links or old canonical URLs
The redirect is working, but stored WordPress data was not updated. Review the database with a serialization-aware tool, inspect menus and widgets, and regenerate the sitemap. Restore the backup if a raw replacement has damaged serialized settings, then repeat the migration with a suitable tool.
Search results have not changed yet
Search engines need to recrawl the old addresses and process the signals from the new site. Confirm that the old URLs return 301 or 308, the new pages are accessible, the sitemap is submitted, and the Change of Address request is valid. Use URL Inspection for specific missing pages and continue monitoring rather than removing redirects early.
Quick Recap
Launch checklist
- New WordPress pages and assets are ready at the final domain.
- A reviewed map covers important old URLs and changed paths.
- Old-domain requests return direct 301 or 308 responses.
- No redirect loops or avoidable chains remain.
- WordPress Address and Site Address use the new domain.
- Serialized database data was handled safely, with backups available.
- Internal links, canonical tags, structured data, and the sitemap use the new URLs.
- Representative old URLs and their final pages have been tested.
- Search Console Change of Address is submitted for a domain or subdomain move, and the new sitemap is submitted.
- The old domain, registration, and redirect configuration will remain under your control for at least one year.
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