Start with the reason for the move
Squarespace redirects help someone using an old address reach the right replacement page. Use a permanent redirect when a page has genuinely moved or been replaced. Before writing a rule, decide what the visitor was expecting to find and which live page still meets that need.
A useful match matters more than clearing an error report. If you retire a wedding-floristry page, an updated wedding service page is usually a clearer destination than an unrelated homepage. If there is no sensible replacement, an honest not-found page may be more appropriate than an arbitrary redirect.
1. Find URL Mappings
2. Add your redirect rules
How redirects protect SEO value
Links from other websites can contribute authority, often called link equity. A relevant 301 redirect helps carry those link signals to the replacement page, as well as taking visitors to the right place. Google confirms that permanent redirects do not inherently lose PageRank. This does not guarantee unchanged rankings, since the destination and its content still matter. See Google’s site move guidance.
Can an irrelevant redirect become a soft 404?
Yes. Google warns that sending many old URLs to one unrelated page, such as the homepage, may be treated as a soft 404. The redirect works technically, but Google may judge that the original content has effectively gone. Choose a replacement that serves the same purpose. Where several old pages genuinely become one comprehensive resource, redirecting them to that resource can make sense.
In Search Console, check Indexing → Pages. An affected URL may appear under Soft 404 in the reasons pages are not indexed. Page with redirect is different: it normally means the old URL redirects and is not indexed itself. That is expected after a deliberate move. Inspect the old address and check the destination separately. Google explains these Page indexing report labels.
Write and save a Squarespace URL mapping
List the old path and intended destination before editing your settings. Keep a copy of existing mappings so you can compare changes if a rule behaves unexpectedly.
/bouquet-delivery -> /flower-delivery 301In this worked example, the business has replaced its old bouquet-delivery page with a more complete flower-delivery service. The rule preserves a route for visitors following an old brochure link or saved bookmark. The destination should already be published and useful before the change is made.
- Open Settings → Developer Tools → URL Mappings in Squarespace, as shown above.
- Add the old path,
->, the destination and the redirect type on one line. - For a permanent move, use
301. For a genuinely temporary move, use302. - Save the mapping, then test the original address in a fresh browser session.
URL mappings work with paths on the website. Forwarding an entire domain is a different task, so avoid treating a domain move as a single page rename. For a wider rebuild, our website migration SEO services cover the URL plan alongside launch checks.
Plan collection moves, not just the landing page
A blog or store contains individual items below its main address. Renaming the collection can therefore affect many more URLs than the page you see in the navigation. Check a sample of individual posts or products before deciding how much mapping is required.
/journal/[name] -> /advice/[name] 301This example suits a blog moving from /journal/ to /advice/ when each post keeps its existing final slug. It is not a general catch-all rule for a redesigned website. If a post is renamed or merged, map that exception deliberately.
On a Squarespace 7.1 shop, a product address includes /p/, for example /shop/p/table-lamp. If you rename the shop to “lighting”, its new address might be /lighting/p/table-lamp. Keep the /p/ part when writing the rule. Copy the actual old and new product addresses from your website instead of reusing the blog example above.
Put rules for individual pages above rules that cover a whole blog or shop. Squarespace checks the list from top to bottom. If one product needs a different destination, its own rule must come first so the general shop rule does not send it somewhere else.
| Before launch | What to check |
|---|---|
| A collection slug changes | Do individual item slugs stay the same? |
| Several posts become one guide | Which replacement covers each old topic? |
| Products move to another store page | Does the mapping preserve the product path and destination? |
| An old item has no replacement | Is the proposed destination useful, or are we redirecting just to hide an error? |
Why a Squarespace redirect may not work
| What you see | Likely check | What to do next |
|---|---|---|
| The old page still opens | The source remains an active page | Review whether it should be disabled or removed before the rule can apply. |
| The wrong destination opens | A broader rule is taking priority | Review the rule order and any overlapping paths. |
| One old URL works, another does not | The paths differ in case or structure | Compare the exact requested address with the mapping. |
| A query-based category URL fails | The URL contains a query string or fragment | Check the supported mapping format instead of assuming every URL can be redirected natively. |
| Several hops occur before the page loads | The chosen destination redirects again | Map to the final relevant page where possible. |
Most URL mappings cannot use ?, & or # in the usual way. Squarespace documents an RSS feed exception in its URL mappings guide, including the supported format. That exception is not a general solution for filtered category links such as ?category=Lighting. Check these addresses individually before creating a rule that could also affect unrelated pages.
Test the journey, then tidy up the links
A browser arriving on the right page is a useful first check, but it does not reveal every redirect in the chain. A status-code checker, crawler or your browser’s Network panel can show whether the old address returns the expected redirect and whether the final page loads successfully.
- Test the exact old path, not just the new page.
- Check that the final destination returns a normal successful response and does not redirect again unnecessarily.
- Confirm the page still answers the original visitor’s need on mobile as well as desktop.
- Update menus, buttons and contextual links to point directly to the new URL.
- Review search landing-page performance and unexpected errors after a wider change.
Why update internal links? A link to the final URL avoids an extra request through the old address. Repeated redirect journeys add unnecessary crawling work for Googlebot, particularly when they form long chains. Direct links make navigation simpler for visitors and crawling more efficient. Crawl budget is mainly a concern for large or frequently changing sites, so this is sensible housekeeping rather than a promised ranking boost. Google recommends avoiding long redirect chains.
Where can you review saved redirects?
Squarespace keeps your manually added rules in the same URL Mappings editor shown in screenshot 2 above, with one mapping per line. Reopen it to review or copy the saved rules. It is an editable list, not a report confirming that each redirect works.
Keep a separate spreadsheet backup too, including the old address, new address, redirect type, reason and test date. Copy the existing rules before making changes so you have a reference if something is accidentally edited or removed.
| Old path | New path | Type | Reason / tested |
|---|---|---|---|
| /bouquet-delivery | /flower-delivery | 301 | Service page replaced / add test date |
| /shop/p/table-lamp | /lighting/p/table-lamp | 301 | Shop renamed / add test date |
These are illustrative entries. Your register should reflect your actual saved rules and test results. Keep the redirects in place for old bookmarks and external links, while updating links you control to point directly to the new pages.
For help assessing the pages and technical checks behind a move, explore our Squarespace SEO services and technical SEO services.
Questions before you change a URL
How do I perform 301 redirects in Squarespace?
Open Settings → Developer Tools → URL Mappings. Enter a rule such as /old-page -> /new-page 301, save it and test the original address. Use a relevant replacement, and ensure the old page is no longer active so Squarespace can apply the mapping.
How do I change a page URL in Squarespace?
Change its URL slug in page settings. Record the old path first, then add a 301 mapping to the new path if the move is permanent. Update links you control. Renaming a blog or store can also change item addresses, so test posts or products as well as the main page.
Can I redirect a Squarespace page to another website?
Yes. A URL mapping can send an inactive page path to a full external address, for example /old-guide -> https://example.com/new-guide 301. Use the actual destination and test it. Forwarding an entire domain is a separate domain-management task, not the same as mapping an individual page.
Why is my Squarespace URL mapping not working?
First check whether the old page is still active. Then compare the exact paths, capitalisation and rule order, because Squarespace processes mappings from top to bottom. Query strings and some special URL formats have restrictions. Test the original address and confirm that the destination does not create another unnecessary redirect.
Should I use a 301 or 302 redirect in Squarespace?
Use 301 in URL Mappings for a permanent move. Choose 302 only for a temporary change where the original page is expected to return. Keep a record of temporary mappings so they can be reviewed when the original content becomes available again.
Platform references
Platform interfaces and capabilities can change. Examples illustrate the approach; check the settings and output of your own website.