Google has released a video about the SEO impact of changing your site’s URL structure. In short, Google search advocate John Mueller says that these URL changes are “not so simple for a search engine” like Google. If these changes are done properly, it can take several months for Google to fully process them.
video. Here’s a short 2 minute video:
Why is it not simple. Google says that Google stores each URL as an address in its index, and since each URL is per page, changing a URL requires transferring the data for that URL or page. All signals, all links, and all information Google has about that URL must be transferred to the new URL. This can get complicated, so Google has detailed site move documentation.
Google Docs for Site Moves. Years ago, Google published a very detailed document on site transfers. John Mueller summarizes the key points of the video as follows:
- Do your research before you migrate
- Update at the right time when traffic drops
- Create a list of old and new URLs for mapping
- Implement transitions with 301 redirects and internal site updates (navigation, XML sitemaps, etc.).
- Monitor your migration using Analytics and Search Console
timing. It may take several months for Google to fully process all URL changes, but according to Google, “more important” URLs will be processed faster and less important URLs will take longer to process. increase.
Redirect. Google reiterates that redirects, or 301 redirects, should be left alone for at least a year.
why you care. Many SEOs, site owners, publishers, and webmasters have previously moved or migrated their site. URL changes are very scary for her SEO. Having tools to make the right changes, detect errors, and monitor progress can greatly reduce that stress.
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About the author
Barry Schwartz is a contributing editor for Search Engine Land and a member of the programming team for SMX events. He owns his RustyBrick, his New York-based web consulting firm. He also runs the Search Engine Roundtable, a popular search blog on highly advanced He SEM topics.You can follow Barry Twitter is here.
