Google has created a video on the SEO impacts of changing your site's URL structure. In sum, these URL changes are "not that simple for search engines" like Google, according to John Mueller, a Google search advocate. If done correctly, these modifications can take several months for Google to fully process.
This is the video. Here's a link to the two-minute video:
Because Google keeps each URL as an address in its index and each URL is unique to each page, when you change the URL, the data for that URL or page must be transmitted, according to Google. All of Google's signals, links, and other information about that URL must be transmitted to the new URL.
Because this can be difficult, Google provides thorough site migration documentation.
What is the Site Move Google Documentation?
Google produced highly extensive documentation on site moves years ago, which you can see here. The video's essential aspects were summarized by John Mueller:
- Do the research before doing the migration
- Time the update when it is a good time to have a dip in traffic
- Create a list of the old and new URLs for mapping purposes.
- Implement the migration with 301 redirects and internal site updates, like navigation, XML sitemaps, etc.
- Monitor the migration with analytics and Search Console
It may take Google many months to complete all of the URL modifications, but Google has stated that the "more important" URLs will be treated first, followed by the "less important" URLs.
Make sure to leave the redirects, or 301 redirects, in place for at least a year, according to Google. Many SEOs, site owners, publishers, and webmasters have dealt with site migrations and changes in the past. For SEOs, URL changes may be a source of anxiety, but executing it correctly and having the tools in place to spot issues and track progress can alleviate a lot of that anxiety.
Disclaimer: This blog post is contributed by the Mediawire SEO team
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