Will I lose traffic from Google for re-directing a page?
-
I’m currently planning to a retire a discontinued product and put a 301 redirect to a related product (although not identical). The thing is, I’m still getting significant traffic from people searching for the old product by name. Would Google send this traffic to the new pages via the re-direct? Is Google likely to display the new page in place of the old page for similar queries or will it serve other content? I’d like to answer this question so that I can decide between the two following approaches:
1) Retiring the old page immediately and putting a 301 redirect to the new related pages. This will have the advantage of transferring the value of any link signals / referring traffic. Traffic will also land on the new pages directly without having to click through from another page. We would have a dynamic message telling users that the old product had been retired depending on whether they had visited out site before.
2) Keep the old product pages temporarily so that we don’t lose the traffic from the search engines. We would then change the old pages to advise users that the old product was now retired, but that we have other products that might solve their problems. When this organic traffic decreases over time, then we will proceed with the re-direct as above. I am worried though that the old product pages might outrank the new product pages.
I’d really appreciate some advice with this. I’ve been reading lots of articles, but it seems like there are different opinions on this. I understand that I will lose between 10% - 15% of page rank as per the Matt Cutts video.
-
Thanks both - it's interesting that there is no 'standard' method, but it makes sense that this would very much depend on the situation.
-
Its a question of relevancy and user experience. If i do a search for "blue widgets" and see your blue widget link in the SERP but get taken to orange doodads instead... well, I'll be disappointed and bounce. That page will eventually stop ranking for "blue widget". So when doing a 301 you should make it as relevant as possible. If your blue widget link redirects to red widgets... well, that's closer. I might still bounce but there's a chance I'll stay to look at the widget. If the blue widget page redirected to "Blue Widget 2.0" then that's about as relevant a 301 as you can have. It will likely continue ranking (though the old link in the SERPs will likely swap out for the new one eventually).
Instead of doing redirects, there's always the option to keep the page up with a discontinued message and offer links to similar products on the page. If you don't want people bouncing because they were redirected to something they weren't expecting but really want to enhance the link equity and rankings of a specific page, you could keep "blue widgets" up with a discontinued message to "blue widget 2.0" and add a rel=canonical tag from blue widget to blue widget 2.0 to pass equity. Eventually the new page will swap for the old one in rankings, it will likely lower bounces caused by being shunted to a page you didn't expect, it gives people time to switch any direct links to the new page, and then after a few months you 301 the old page to the new page.
-
Redirecting the old URL with a 301 redirect will send the users to the new URL. All the link juice from links pointing towards the old URL will also be pointed towards your new URL.
Google will keep the old URL in the index for a while, but it will disappear from the search results in a matter of weeks.
One thing to not though, make sure that users searching for the old product end up on a page that is useful for them. If i'm looking for a blue bicycle and i get redirected to a red bicycle page than it might be a related product, but it's not what i'm searching for.
This harms the user experience and will give users a negative association to your brand.
For each product that you retire you should make a decision between- Redirecting the page to a different URL
- Giving them a custom 404 page
By customizing a 404 page you can help users in a tremendous way if done right. Depending on the situation either of these two choices can be the best one.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Domain Authority Dropped and Indexed Pages Went Down on Google?
Hi there, We run an e-commerce site on Shopify. Our Domain Authority was 28 at the start of our campaign in May of this year. We also had 610 indexed pages on Google. We did some SEO work which included: Renaming Images for SEO Adding in alt tags Optimizing the meta title to "Product Name - Keyword - Brand Name" for products Optimizing meta descriptions Transition of Hubspot blog to Shopify (it was on a subdomain at Hubspot previously) Fixing some 404s Resubmitting site map after the changes Now it is almost at the 3-month mark and it looks like our Domain Authority has gone down 4 points to 24. The # of indexed pages has gone to down to 555. We made sure all our SEO updates weren't spammy or keyword-stuffed, but took a natural and helpful-sounding approach. We followed guidelines. So there shouldn't be any penalty right? I checked site traffic and it does not coincide with the drop. Our site traffic remains steady. I also looked at "site:" as well as conducted some test searches for the important pages (i.e. main pages, blog pages, and product pages) and they still come up on Google. So could it only be non-important pages being deindexed? My questions are: Why did both the Domain Authority and # of indexed pages go down? Is there any way to see which pages were deindexed? I checked Google Search Console, but couldn't find it. Thank you!
Intermediate & Advanced SEO | | kindalpaca70 -
Will disallowing URL's in the robots.txt file stop those URL's being indexed by Google
I found a lot of duplicate title tags showing in Google Webmaster Tools. When I visited the URL's that these duplicates belonged to, I found that they were just images from a gallery that we didn't particularly want Google to index. There is no benefit to the end user in these image pages being indexed in Google. Our developer has told us that these urls are created by a module and are not "real" pages in the CMS. They would like to add the following to our robots.txt file Disallow: /catalog/product/gallery/ QUESTION: If the these pages are already indexed by Google, will this adjustment to the robots.txt file help to remove the pages from the index? We don't want these pages to be found.
Intermediate & Advanced SEO | | andyheath0 -
Our client's web property recently switched over to secure pages (https) however there non secure pages (http) are still being indexed in Google. Should we request in GWMT to have the non secure pages deindexed?
Our client recently switched over to https via new SSL. They have also implemented rel canonicals for most of their internal webpages (that point to the https). However many of their non secure webpages are still being indexed by Google. We have access to their GWMT for both the secure and non secure pages.
Intermediate & Advanced SEO | | RosemaryB
Should we just let Google figure out what to do with the non secure pages? We would like to setup 301 redirects from the old non secure pages to the new secure pages, but were not sure if this is going to happen. We thought about requesting in GWMT for Google to remove the non secure pages. However we felt this was pretty drastic. Any recommendations would be much appreciated.0 -
I have removed over 2000+ pages but Google still says i have 3000+ pages indexed
Good Afternoon, I run a office equipment website called top4office.co.uk. My predecessor decided that he would make an exact copy of the content on our existing site top4office.com and place it on the top4office.co.uk domain which included over 2k of thin pages. Since coming in i have hired a copywriter who has rewritten all the important content and I have removed over 2k pages of thin pages. I have set up 301's and blocked the thin pages using robots.txt and then used Google's removal tool to remove the pages from the index which was successfully done. But, although they were removed and can now longer be found in Google, when i use site:top4office.co.uk i still have over 3k of indexed pages (Originally i had 3700). Does anyone have any ideas why this is happening and more importantly how i can fix it? Our ranking on this site is woeful in comparison to what it was in 2011. I have a deadline and was wondering how quickly, in your opinion, do you think all these changes will impact my SERPs rankings? Look forward to your responses!
Intermediate & Advanced SEO | | apogeecorp0 -
Previously ranking #1 in google, web page has 301 / url rewrite, indexed but now showing for keyword search?
Two web pages on my website, previously ranked well in google, consistent top 3 places for 6months+, but when the site was modified, these two pages previously ending .php had the page names changed to the keyword to further improve (or so I thought). Since then the page doesn't rank at all for that search term in google. I used google webmaster tools to remove the previous page from Cache and search results, re submitted a sitemap, and where possible fixed links to the new page from other sites. On previous advice to fix I purchased links, web directories, social and articles etc to the new page but so far nothing... Its been almost 5 months and its very frustrating as these two pages previously ranked well and as a landing page ended in conversions. This problem is only appearing in google. The pages still rank well in Bing and Yahoo. Google has got the page indexed if I do a search by the url, but the page never shows under any search term it should, despite being heavily optimised for certain terms. I've spoke to my developers and they are stumped also, they've now added this text to the effected page(s) to see if this helps. Header("HTTP/1.1 301 Moved Permanently");
Intermediate & Advanced SEO | | seanclc
$newurl=SITE_URL.$seo;
Header("Location:$newurl"); Can Google still index a web page but refuse to show it in search results? All other pages on my site rank well, just these two that were once called something different has caused issues? Any advice? Any ideas, Have I missed something? Im at a loss...0 -
Will Google penalize a site that had many links pointing to it with utm codes?
I want to track conversions using utm parameters from guest blog posts on sites other than my own site. Will Google penalize my site for having a bunch of external articles pointing to one page with unique anchor text but utm code? e.g. mysite.com/seo-text?utm_campaign=guest-blogs
Intermediate & Advanced SEO | | wepayinc0 -
Getting Google in index but display "parent" pages..
Greetings esteemed SEO experts - I'm hunting for advice: We operate an accommodation listings website. We monetize by listing position in search results, i.e. you pay more to get higher placing in the page. Because of this, while we want individual detailed listing pages to be indexed to get the value of the content, we don't really want them appearing in Google search results. We ideally want the "content value" to be attributed to the parent page - and google to display this as the link in the search results instead of the individual listing. Any ideas on how to achieve this?
Intermediate & Advanced SEO | | AABAB0 -
Link anchor text: only useful for pages linked to directly or distributed across site?
As a SEO I understand that link anchor text for the focus keyword on the page linked to is very important, but I have a question which I can not find the answer to in any books or blogs, namely: does inbound anchor text 'carry over' to other pages in your site, like linkjuice? For instance, if I have a homepage focusing on keyword X and a subpage (with internal links to it) focusing on keyword Y. Does is then help to link to the homepage with keyword Y anchor texts? Will this keyword thematically 'flow through' the internal link structure and help the subpage's ranking? In a broader sense: will a diverse link anchor text profile to your homepage help all other pages in your domain rank thematically? Or is link anchor text just useful for the direct page that is linked to? All views and experiences are welcome! Kind regards, Joost van Vught
Intermediate & Advanced SEO | | JoostvanVught0