SEO work on a rebuild should start with the site structure, not a redirect spreadsheet created just before launch.
Start with a complete URL inventory
Combine crawled URLs, analytics landing pages, search performance data and known campaign destinations. Use that list to decide what stays, what moves and what can be retired.
Review templates before content
Check indexation, canonicals, structured data, internal links and pagination on every important template before approving it.
Protect the launch window
Test redirects and metadata before release, monitor server responses immediately afterwards, and keep a prioritised defect list tied to organic landing-page value.
A sensible order for the pre-launch work
- Freeze the destination URL rules and identify every URL that must remain, redirect or retire.
- Test rendered templates for indexability, canonicals, headings, structured data and internal links.
- Crawl the staging site and compare it with the approved inventory before launch.
- Monitor high-value landing pages, response codes and indexation immediately after release.
Resolve trade-offs before launch day
A rebuild often changes navigation, product availability and content at the same time. Agree who can approve exceptions, which landing pages need extra protection and which compromises are temporary. That keeps business priorities in the room when technical choices are made.
Choose an SEO audit if you need a pre-launch risk review. Choose a Focused Build Sprint if you also need help implementing the fixes.
Worked example