The 301 Redirect – How To Protect Your Rankings

Change is all around us; businesses expand, move premises, re-brand and, of course upgrade their websites. Now, while most business owners understand the problems associated with taking on staff or even relocating to a bigger premises, many of them are blissfully unaware of the implications of changing their domain name or site structure.

Almost every website will have pages indexed by Google. Even sites that have thin content, haven’t been updated or are just full of crap usually still have a couple of pages listed. Imagine, then, if your website has hundreds (or thousands) of pages, full of high quality information and with loads of links pointing to them. Then, one day Nigel from marketing comes in and tells you that you need a complete re-brand! Your website looks dated, it needs more graphics, a responsive design and, of course updated content. Great… I can hear my pals at this Aberdeen web design company already rubbing their hands in anticipation 🙂

But, before you take the plunge, have you considered the effect of hundreds of pages suddenly vanishing from sight or, even worse your domain disappearing entirely! How does Google know whats happened? Have you gone out of business or have you moved? Is the information that used to be there not relevant any more?

Its not long before your site drops in the rankings, visitor numbers plummet and your on the phone to your favorite Aberdeen SEO consultant 🙂 to find out whats gone wrong.

Luckily, the eggheads at Google have though of this

I’m not going to lecture (much) about the benefit of getting an SEO consultant involved before you deside to re-design your website, but 301 redirect is the most efficient and Search Engine Friendly method for webpage redirection. It’s not that hard to implement and it should preserve your search engine rankings for that particular page. If you have to change file names or move pages around, it’s the safest option. The code “301” is interpreted as “moved permanently”.

You can Test your redirection with Search Engine Friendly Redirect Checker

Below are a some of the morecommon ways of implementing URL Redirection via code and htaccess redirect

Categories: Advanced SEO

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