Redirects When Sunsetting Microsites: How to Retire Campaign Domains Without Wasting Traffic

Microsites leave a long SEO tail behind

Campaign domains and temporary microsites often keep attracting backlinks, mentions, and direct visits even after the campaign budget is gone.

The common mistake

Teams shut down the microsite and redirect every URL to the main homepage. That technically keeps traffic alive but destroys context and usually underperforms for both users and search engines.

Practical approach

Map the highest-value microsite pages to the closest evergreen or campaign archive destinations. Keep message continuity where possible instead of collapsing every path into one generic entry page.