Save SEO Efforts with a 301 Redirect

Written by Nick Stamoulis

Save SEO Efforts With a 301 RedirectThere’s a lot that goes into a website redesign. However, because your choices can impact your SEO, it’s important to take a very careful approach before your site goes live. Redesigning the business website may be necessary in order to keep the site looking “fresh” or if the company has undergone a large rebranding effort. There’s certainly nothing wrong with wanting to change your website. Overall, it can be a strategic move that will benefit your business over the long term. However, complications can arise if it wasn’t executed properly.

Don’t fall into the trap of redesigning your site without using 301 redirects. Here’s more information:

404 Errors Could Impact Your SEO

No matter how careful you are in the redesign process, 404 errors can still arise. When someone requests a page that doesn’t exist, this triggers a 404 error. There could be a variety of reasons for this including technical issues, deleted content, and if you’ve structured your page URL’s. If there are a lot of pages that have these errors, this tells the search engines that your site might be incomplete, which could negatively impact your SEO strategy.

Why You Need 301 Redirects

The goal, then, is to do what you can to minimize the damage. That’s where 301 redirects come in. Note that they shouldn’t just be used when redesigning a site – they’re useful during the site’s life span. This is because even if everything about your SEO program is up to par, getting 404 errors will be inevitable. For instance, if a blogger makes a typo in the URL when linking back to your site, this will register as a 404 error in Google’s Webmaster tools. Implementing 301 redirects can really help save your SEO program, so make sure you don’t forget them!

Assess Current 404 Errors

Businesswoman holding a label with web design written on itWhen going through the redesign process, the first thing you should do is get a Google Webmaster Tools account so that you can track all technical aspects of your site, including any 404 errors you might have.

Keep track of each URL in a spreadsheet and manually redirect as many as you can. It’s much better to manually redirect them to the right page, rather than do a global redirect for everything on your site. For instance, if you restructured the page URL’s as part of the redesign, you’ll want to do a manual 301 redirect to the new page so that the site visitor isn’t disappointed.

In some cases, it may be possible to maintain the URL structure of a new website, but if the content is changing it often makes sense to change the URL along with it. This is where the 301 redirect comes into play. It tells the search engines that the old page has been moved to a new URL and no longer exists. The 301 redirect also sends a website visitor to the new page automatically.

A huge search engine-ranking factor is trust. The search engines favor websites that are aged and have relevant inbound links pointing to it. Without implementing the 301 redirect from an old page to the new page, to the search engines the new page is brand new, when in fact, it isn’t. A page that is considered to be brand new will basically be starting over, whereas a 301 redirect can maintain some of the power and credibility of the old page. A 301 redirect may not pass all of a web page’s link power to the new page, but it’s the best way to try and maintain as much power as possible.

You’ll also want to do a global 301 redirect, which will cover you for everything else. For instance, if someone accidentally types in the wrong URL, they’ll get a 404 error, unless you have a global 301 redirect in place.

SEO. Dart at the target centerIt happens all too often. A website owner thinks that they are doing something great by redesigning their website and think that it will result in increased sales and leads. Then they notice that instead, the opposite has happened. Their website traffic has dropped off drastically after launching the new site. This is because they didn’t implement the 301 redirect. All of the internal pages of the site are now “new” and it’s like starting over.

Don’t let this happen to you! If you are considering a website redesign and need to change the URLs, be sure to implement the 301 redirect. You will likely still see a slip in traffic initially, but it won’t be as severe and it will rebound much faster than if the 301 redirect wasn’t implemented. Normal traffic should reappear within 1-4 months.

Categorized in:

Like what you've read? Please share this article


Read What Full Service SEO Clients Say About SEO Firm Brick Marketing

"Brick Marketing is "solid" when it comes to support for SEO marketing advice"

“I had been impressed for a long time with the content that Brick Marketing was sharing in their informative blog posts and articles. I chatted with Nick Stamoulis a couple times and decided that he was the expert I wanted to work with. I have worked with Brick Marketing for about six months and they have helped us resolve several SEO related issues pertaining to our website. Our account rep is always just an email away with answers to any questions I have and suggestions for how we can improve what we’re doing. Brick Marketing is “solid” when it comes to support for SEO marketing advice. I definitely recommend them if you want to feel more secure about how your website is performing in searches and have the confidence that everything being done to improve your rank is white hat and legit.”

– Paul Rarick, Debbiegrattan.com

"traffic has increased over 80% year-over-year"

“When we started working with Brick Marketing, we had just been subjected to a Google algorithm update and our websites both took substantial hits to traffic. Within a few months, Brick has taken both of our websites to pre-algorithm traffic and conversion levels, and for the CallFinder site, the traffic has increased over 80% year-over-year. Their expertise in SEO, responsive design, and content marketing helped us turn the situation around, and we could not be happier with the results we’ve seen in just our first four months of working with them. The team we work with at Brick Marketing is always available for off-the-cuff consultations and are at the ready to provide recommendations and suggestions to improve our site’s appearance and performance. They are truly a hands-on partner, which is immensely valuable to our business.​”

– Jeanne Landau, Director of Marketing www.800response.com | www.mycallfinder.com

"superior knowledge of marketing on the internet"

“I have had the good fortune to work with SEO expert Nick Stamoulis and his team at Brick Marketing and it was clear form the get go that Nick had superior knowledge of marketing on the internet. The SEO campaign and technical writing that Brick Marketing provides has been impressive, where in the past we struggled to find the high levels of competence in these two skill sets. Were only just beginning with Brick Marketing and look forward to growing with their expert guidance. Thank you Nick Stamoulis and the Brick Marketing team!”

– Craig Raubenheimer, President, Roan Solutions, Inc.

"highly recommend Brick Marketing to all of my clients"

“After working with many other SEO firms and not being satisfied I finally was introduced to the Brick Marketing President and Founder, Nick Stamoulis. Nick Stamoulis has educated me about SEO and has provided me with a well rounded SEO package, not only does he offer top quality services he also educates his clients and spends the time to explain everything and their SEO pricing is competitive. I will highly recommend Brick Marketing to all of my clients. Brick Marketing is an A+ for SEO services.”

– Mike Cardella, Integrated Computer Services

"went above and beyond to help us with any SEO issues"

“We hired Brick Marketing to manage our SEO, but they ended up also managing our company blog, social media marketing, helped us launch a pay per click advertising campaign, migrated our website to a new domain and so much more! Our SEO Specialist is always quick to respond whenever we had a question and went above and beyond to help us with any SEO issues.”

– Mory Creighton, CEO, Pinpoint Laser Systems

"Brick Marketing has been a tremendous resource for our business"

“Brick Marketing has been a tremendous resource for our business. Through their expertise with the ever changing world of SEO, our web presence is as strong as ever. Our working relationship with Nick Stamoulis and Danielle Bachini has been outstanding. In collaboration with web designer Chris Roberts, we were also able to develop the perfect responsive website that truly reflects our business. Thank you Brick Marketing!​”

– Ellen Parlee, Parlee Farms

"dependable, professional SEO company"

“Brick Marketing has been a dependable, professional SEO company that has helped us get results. In the last 6 months of using their services, visits to our website have increased by almost 30%. Our dedicated SEO Specialist was pleasant to deal with. Her suggestions for articles and press releases were industry specific. Brick Marketing always answered our phone calls and emails within an hour which made us feel valued as a client. I would recommend Brick Marketing to all businesses to handle their SEO needs.”

– JoAnne Loftus, Archival Designs, Inc.

"Brick Marketing is levels above all others...an integral part of my team"

“I have formed an invaluable marketing partnership with Brick Marketing. Nick Stamoulis and the rest of the Brick Marketing team are professional, timely, thorough and take time to, not only succeed at the tasks, but also educate myself and my team on the strategies in the process. Since my first encounter working with Brick, I’ve changed organizations and have taken them along with me…they are that good! In my experience in working with many outside agencies who over-promise and under-communicate, I can truly state that Brick Marketing is levels above all others and vested in our relationship. They are not just an SEO consultant, but an integral part of my team. I highly recommend Brick Marketing for any company looking to significantly increase search engine competitiveness and internet presence.​”

– Jodi Murphy, Marketing Director EUXmedia

"Our keyword rankings have improved and traffic has increased"

“The Brick Marketing team, was critical to ensuring that our new Web site is optimized to drive maximum traffic. Our keyword rankings have improved and traffic has increased thanks to her assistance and advice. In addition, they executed a strategic link building program that helped further increase Web traffic.”

– Lauren LaFronz, Director of Marketing, enChoice, Inc.

"Brick Marketing is rock solid and essential in building a strong marketing foundation."

“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”

– Jeff Nicholson, President Freely Creative, Inc. / Websticker.com

Contact Us about brick marketing Industries We Serve Case Studies

Need Assistance? Please Contact Us Below: