---
title: Website Replacement SOP — American Extractions
type: article
created: '2025-10-27'
updated: '2025-10-27'
source_docs:
- raw/2025-10-27-weekly-call-w-96951193.md
tags:
- sop
- website
- american-extraction
- redirects
- zapier
- ahrefs
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Website Replacement SOP — American Extractions

## Overview

When the American Extractions site was rebuilt and pushed live over the existing domain, several issues surfaced: broken blog URLs, orphaned pages that had been linked elsewhere, and lost Zapier automations that were tied to the old site's forms. None of these were caught by the client, but they required cleanup time post-launch.

The root cause was the absence of a formal process for replacing a live site — as opposed to launching a brand-new one. This SOP documents the steps that should be followed for any future site replacement.

> "It's a little more complicated when you're rebuilding an existing site than just when you're building a new one." — Mark Hope

---

## When This SOP Applies

Use this process any time a new site is being pushed **over an existing live site on the same domain**. This is distinct from launching a net-new site on a fresh domain.

---

## Pre-Launch Steps

### 1. Crawl the Existing Site

Before any work begins on the new build, crawl the current live site to capture every indexed URL.

- **Tools:** Ahrefs, Screaming Frog
- **Output:** A complete list of all existing URLs (pages, blog posts, product pages, etc.)
- **Owner:** Developer (Eshak or equivalent) at project kickoff

### 2. Map Old URLs to New URLs

For each URL in the crawl, determine its fate in the new site:

| Old URL | New URL | Action |
|---|---|---|
| `/old-page` | `/new-page` | 301 redirect |
| `/kept-page` | `/kept-page` | No action needed |
| `/removed-page` | *(none)* | 301 redirect to closest equivalent |

No URL should be left unaccounted for.

### 3. Implement 301 Redirects

For any old URL that will not be reused exactly, set up a **permanent 301 redirect** before launch. Temporary redirects are not acceptable — they do not pass SEO authority.

- Redirects should be in place before the new site goes live
- Redirect to the most semantically relevant page; use the homepage only as a last resort

### 4. Audit All Automations

Before launch, document every automation connected to the existing site:

- Zapier workflows triggered by form submissions
- Any CRM integrations (e.g., HubSpot, Salesforce, Account Engagement)
- Email platform connections
- Third-party scripts or webhooks

> "Chris had set up Zapier and some automations on the forms that went away whenever we pushed the site." — Karly Oykhman

These automations **will not survive** a site replacement automatically. They must be re-established manually post-launch.

---

## Launch Day

- Coordinate the go-live with the developer
- Confirm that 301 redirects are active immediately after the switch
- Do not assume automations carried over — verify each one

---

## Post-Launch Validation

### 1. Re-Crawl the New Site

Within 24 hours of launch, run a fresh crawl to catch any broken links or missed redirects.

- **Tools:** Ahrefs (force new crawl) or Screaming Frog
- Look for 404 errors, redirect chains, and orphaned pages

### 2. Re-Establish All Automations

Go through the pre-launch automation audit list and confirm each integration is live and functioning on the new site. Test form submissions end-to-end.

### 3. Monitor for Client-Facing Issues

Check for any errors the client may have encountered. In the AE case, the client did not notice the issues — but that outcome was fortunate, not guaranteed.

---

## Related Articles

- [[clients/american-extraction/index]]
- [[knowledge/google-ads/subdomain-domain-authority-impact]]
- [[meetings/2025-10-27-weekly-call]]