Send an old URL to a genuine replacement
A redirect changes where the request goes. A canonical signal identifies a preferred URL while allowing the original page to remain available. For a permanent product move, the important decision is whether the destination genuinely replaces the old page’s purpose, rather than whether any live page can receive the request.
Illustrative migration: /shop/weekender-canvas/ becomes /products/canvas-weekender/. The item, specifications and available options remain equivalent, so the old address redirects directly to the new product. A discontinued travel adapter with no replacement is reviewed separately. Redirecting it to the Weekender or the homepage would leave the shopper without the item or information they requested.
Check the destination and avoid irrelevant blanket redirects
A 301 does not verify that the destination works, contains equivalent content or preserves search performance. Google advises mapping old URLs to appropriate destinations and avoiding irrelevant blanket redirects. Permanent removal may require a different response when no replacement exists.
Next, record the old URL, intended replacement and reason for the match. Test the response and final page before approving it, and update internal links so they point directly to the preferred destination.
Website field guide · How to migrate a store without losing its useful URLs · Redirect chain
Reference: MDN: 301 Moved Permanently; Google Search Central: site moves. Checked November 4, 2026.