Understanding The Role of The 301 Redirect in a Migration or Relocation

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301 redirect techniques are a valuable search engine friendly tool for restructuring or moving your web pages, even your entire website. By permanently “detouring” visitors to pages that have been renamed or moved to another URL entirely, 301 redirects have become a valuable standard SEO technique.

301 Redirect in a Migration or Relocation

However, it is essential to know the limitations of permanent redirects. A business using 301 redirects should understand that redirecting the traffic to the correct location is NOT the same as retaining the SEO value of the original page.

The Pagerank value (popularity vote) can eventually transfer. Still, unless the new page is structured EXACTLY like the original page, the Google indexing of that page which determines the keyword positions and defines the “SEO value” as an absolute or actual position within the SERP (Search Engine Results Page) rankings will not remain the same. If we understand why or how the page is indexed for specific keywords ….then steps can be taken to retain the SEO value or even augment it, which goes way beyond simple redirects.

A diligent effort should be made to make the client, developer, and members of your SEO team aware that absence of the same basic on-page SEO implementations that were successful in building valuable SERP rankings jeopardizes future success for that page. To protect the existing SEO value, the same effort to carefully construct the new page content and code with sensible SEO techniques should be applied. A migration strategy entirely dependent on only using some 301 redirects is risking a low rating review from the search engines.

By understanding the role of the 301 redirects in migration or relocation of a web page or a website, we can start planning an effective strategy for building on the original SEO value and encouraging Google and other search engines to not only keep the five-star ranking lights on but perhaps even turn them up a bit.

About the Author -

We are a Digital Marketing Company in Jaipur, India, which helps Small to Medium Businesses to grow, develop, and succeed. Get in touch to grow your business.

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