You've got a site that needs a new domain. Maybe it's a rebranding issue, or maybe it's a folder or subdomain that has outgrown the current site. There may be dozens of reasons why your currently indexed and well-ranked site needs a new domain name.

Unfortunately, Google doesn't seem to recognize that you've simply changed the URL of an existing site, and ends up subjecting the new domain to the aging delay as if it were a brand new out-of-the-box site. It doesn't seem fair when you've struggled to earn the rankings you have now! You really can't afford to lose the traffic you already have, but there is a real business need for the change. What should you do?

Temporary Redirect is the Way to Go

By using a 302 "temporarily moved" response instead of a 301, the original URL will remain in Google's index, and maintain its position as if the page were still there. However, visitors who click on the link will be brought to your new URL, exactly where you want them to be. It's the best of both worlds -- you retain your rankings during that interim aging period, but visitors are redirected to the updated and correct domain.

Once the 302-redirect is in place, it's imperative to start a linking campaign for the new site. You'll need links pointing to it in order for it to be ready to rank well when it's released from the aging filter. When you notice the new domain starting to show up in the rankings (anywhere from 6-12 months, typically) then it's time to contact your previous linking partners to update their links from the old domain to the new one.