The 52: Simple Ideas to Transform Your Marketing

WEEK 34

Redirect Old URLs to Your New Site to Preserve Search Rankings

Launching a newly redesigned website after years of having an outdated website can be a real boost for business. But did you know launching a website can actually harm your search rankings? Often when a new site is launched, the old URLs (e.g. www.companyname.com/company/about) do not match up with the new ones (e.g. www.companyname.com/who-we-are). If those old pages have been indexed by search engines, visitors clicking a link in search results will be directed to a 404 error page, which harms your rankings. This is especially a problem if you have been blogging for years. To fix this, ask your web developer to map the old URLs to similar pages on your new site. Most web developers don’t offer this as part of their standard contract, so make sure you ask.

P.S. To see if you have broken links, use Google’s Search Console to look for crawl errors.

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