10th September 2019

How you can use 301 redirects to keep your websites link juice

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Lauren Swarbrick

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If not handled correctly, migrating your website from one domain to another or making significant changes to your sites content or structure, can result in a dramatic drop in search engine rankings.

This is because a large page ranking factor is the amount of authority or value passed to the page through backlinks from external sites. This value is referred to as ‘link juice’ or ‘link equity’. All backlinks help, but the higher the domain authority and relevance of the site linking to the page, the higher the link juice. Fundamentally this is because the search engines see links as ‘votes’ by other websites that your page is trusted and valuable.

Digital marketers spend a lot of time and effort building quality backlinks from trusted and relevant sites for a reason. If you fail to implement proper redirects you will not only lose these backlinks, but any link juice your old pages had earned from them, and your organic traffic will fall. In addition, potential users who click on backlinks to your site will be served a 404 error - not a good user experience.

But there is a solution - 301 redirects. A 301 redirect is a server side, permanent redirect, which automatically sends users to a different URL from the one they typed into their browser, or selected from a search engine results page. 301 redirects indicate to search engines that the original page has moved permanently. They will therefore consider the ranking metrics (such as inbound links, page authority and trust) on a 301 redirected page to flow directly to the new URL.

Correctly implemented redirects pass between 90-99% of link juice so really are the cornerstone of best practice SEO.

As a performance driven agency having an effective redirect strategy in place for all web projects is absolutely essential and is part of our pre go-live activities. Enter Redirectly... a URL redirect platform developed in-house by our team, and engineered for fast paced digital and SEO agencies. Redirectly gives developers and SEO strategists the power to manage URL redirects simply, efficiently and accurately.

If you are you looking for a digital agency that can handle your web project from end-to-end get in touch to speak to one of our team.

You might also be interested in Redirectly; a tool for easily managing 301 redirects.

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