Why It’s Crucial to Redirect Old URLs During a Website Redesign
Did you know that over 65% of website traffic can be lost due to broken links during a website redesign? That’s a huge risk for any business trying to maintain its online presence. Redesigning a website is an exciting step toward improved functionality, aesthetics, and user experience. But one crucial aspect often overlooked is redirecting old URLs. If not handled properly, broken links can negatively impact search engine optimization (SEO), harm user experience, and result in significant drops in website traffic. In this article, we’ll explore why it’s so important to redirect old URLs during a redesign, how to do it effectively, and answer commonly searched questions on the topic.
65% of website traffic can be lost due to broken links during a website redesign.
Table of Contents
What Are URL Redirects, and Why Do They Matter?
What Is a URL Redirect?
A URL redirect is like forwarding mail to a new address after you move. When a user or a search engine visits an old URL, the redirect automatically sends them to a new page. This is essential when you’ve changed your website’s structure or moved content to different URLs during a redesign.
For instance, if you had an old blog post located at www.yourwebsite.com/blog-1 and the new structure moves it to www.yourwebsite.com/articles/blog-1, you don’t want users landing on a 404 error page. Instead, you use a redirect to seamlessly send visitors to the correct location without them even noticing the change.
Why URL Redirects Matter in Website Redesigns
When redesigning a website, it’s common to restructure content, update categories, or implement a new content management system (CMS). While these changes can greatly improve user experience and performance, they often result in changes to your site’s URLs. If you don’t set up redirects for the old URLs, search engines like Google will treat the old URLs as “dead” or irrelevant, which can lead to a drastic drop in rankings.
Additionally, users clicking on broken links will encounter 404 errors, leading to frustration, a higher bounce rate, and a negative perception of your site. URL redirects help maintain the value of your SEO efforts, retain user trust, and preserve your backlink profile.
The SEO Impact of Failing to Redirect Old URLs
Preserving SEO Value and Rankings
Search engines like Google consider URLs as unique identifiers for each webpage. Over time, your website accumulates SEO value, known as “link juice,” through backlinks, user engagement, and content quality. When a URL is changed without a proper redirect, this value can be lost entirely. In essence, failing to redirect old URLs can mean throwing away years of SEO effort.
A 301 redirect is the most effective way to transfer SEO value from the old URL to the new one. This permanent redirect tells search engines that the content has moved, and all the authority from the original page should be passed to the new page.
Avoiding 404 Errors and Bad User Experience
If you fail to set up redirects, users visiting old URLs will be greeted with a 404 error. This not only leads to a poor user experience but also negatively impacts your SEO performance. When search engines notice frequent 404 errors, they can interpret your site as poorly maintained, resulting in a drop in rankings.
Additionally, high bounce rates (when users leave your site after viewing only one page) signal to Google that your site isn’t providing valuable content. Broken links caused by the absence of redirects can drive your bounce rate higher, further harming your SEO.
Commonly Searched Questions About URL Redirects During a Redesign
Do Redirects Hurt SEO?
Redirects, when done correctly, do not hurt SEO. In fact, 301 redirects help preserve your SEO rankings by passing around 90-99% of the original page’s authority to the new one. However, using the wrong type of redirect can be detrimental. For example, a 302 redirect, which is temporary, doesn’t pass SEO value like a 301 redirect. Therefore, it’s essential to use the right type of redirect based on whether the move is permanent or temporary.
Redirects become problematic only when they are not set up correctly, such as creating redirect chains (where one URL redirects to another, which then redirects to another) or using meta refresh redirects, which can slow down page load times and confuse search engines.
What Happens If I Don’t Set Up Redirects?
f you don’t set up redirects during a website redesign, several negative consequences can follow:
- SEO Rankings Drop: Your search rankings can take a significant hit because search engines will treat the old URLs as nonexistent, and the new URLs will be seen as new, unestablished pages with no SEO authority.
- Traffic Loss: Visitors trying to access old pages will be met with 404 errors, causing frustration and leading to high bounce rates.
- Lost Backlinks: External sites that link to your old URLs will direct traffic to a dead link, effectively losing all the SEO benefit those backlinks provided.
In short, failing to redirect your URLs leads to diminished SEO, loss of traffic, and a poor user experience, which can ultimately hurt your business.
How Do I Set Up Redirects Properly?
Setting up redirects depends on the platform you’re using. Here’s a simple step-by-step guide:
- Inventory Old URLs: Use tools like Screaming Frog to gather a list of all the old URLs on your website.
- Create a Redirect Map: For every old URL, identify the new URL you want to redirect it to.
- Use the Right Tools: If you’re on WordPress, use a plugin like Redirection or Yoast SEO to manage your redirects. On Squarespace, you can manage redirects directly in the Advanced Settings under “URL Mappings.”
- Test Redirects: Use tools like Google Search Console or Ahrefs to test your redirects and ensure there are no errors.
Types of URL Redirects and Their Importance
301 Redirects: The Gold Standard for SEO
A 301 redirect is a permanent redirect and the best option for preserving SEO. When search engines encounter a 301 redirect, they pass most of the original page’s ranking power to the new URL. This makes 301 redirects crucial for redesigns where content is being moved permanently.
302 Redirects: When to Use Them
A 302 redirect is a temporary redirect, often used when content is temporarily unavailable or being moved for a short time. Unlike a 301 redirect, 302s don’t pass on SEO value, so they should be used sparingly, and only when you plan to revert to the original URL in the future.
When to Use 307 and Meta Refresh Redirects
While 307 redirects are rarely used, they serve as a temporary HTTP redirect similar to 302 but with stricter caching rules. Meta refresh redirects are browser-based and should be avoided for SEO purposes, as they tend to harm user experience by slowing down the page.
Best Practices for Redirecting Old URLs During a Website Redesign
Map Out Your Old URLs Before You Redesign
Before you start your redesign, create an inventory of all your current URLs. This will serve as your reference point when setting up redirects. Skipping this step can result in lost traffic and SEO value as it becomes harder to track down which URLs need redirecting after the fact.
Create a Comprehensive Redirect Plan
Plan out where each old URL will redirect. For instance, if you’re merging two sections of your website, make sure the content has a natural new destination. Redirecting a blog post to an irrelevant page will frustrate users and confuse search engines.
Test Your Redirects Post-Launch
After your redesign is live, use tools like Google Search Console to identify any broken links or improperly set up redirects. Monitoring your redirects ensures you don’t lose traffic or SEO value after the website goes live.
Avoid Redirect Chains
A redirect chain happens when URL A redirects to URL B, which then redirects to URL C. These chains can slow down page load times and confuse search engines, leading to a negative SEO impact. Keep redirects simple and direct by avoiding unnecessary steps in the redirect process.
Tools to Help Manage and Implement URL Redirects
Best Tools for Managing Redirects on WordPress
For WordPress users, the Redirection plugin is a popular and user-friendly option. It allows you to track and manage 301 redirects easily and even provides 404 error tracking. Other plugins like Yoast SEO offer premium redirect management tools to ensure your site remains healthy during and after the redesign.
How to Manage Redirects in Squarespace and Wix
On platforms like Squarespace, managing redirects can be done through the URL Mappings section in Advanced Settings. Similarly, Wix provides a URL Redirect Manager, making it simple to set up permanent and temporary redirects.
Common Mistakes to Avoid with URL Redirects
Ignoring Internal Links
While external redirects are crucial, don’t forget to update internal links. Failing to do so creates unnecessary redirects and slows down your site. Update your internal linking structure to point to the new URLs directly rather than relying on redirects.
Setting Up Incorrect Redirect Types
Make sure you’re using the right type of redirect. For instance, using a 302 redirect when you need a permanent change could lead to loss of SEO value. Similarly, avoid using meta refresh redirects, as they negatively affect user experience and SEO.
Setting Up Incorrect Redirect Types
Even after implementing redirects, it’s crucial to test them regularly. Use tools like Screaming Frog to crawl your site and ensure there are no broken links or errors in your redirect setup.
Final Thoughts: Ensuring a Smooth Transition During Your Website Redesign
Redirecting old URLs is one of the most important, yet overlooked, aspects of a successful website redesign. It’s critical to maintaining your SEO rankings, retaining traffic, and ensuring a seamless user experience. By properly planning your redirects, using the right tools, and avoiding common pitfalls, you can confidently redesign your website without losing the hard-earned SEO value and traffic that your business relies on.
Remember: neglecting your redirects during a redesign is like locking the doors to your new house and leaving the key behind—your visitors (and search engines) won’t be able to find their way!
