The SEO Consequences of Changing URL Slug or Permalink

Table of Contents:

1. Introduction
2. Importance of SEO
3. The Impact of Changing the Slug on SEO
4. Understanding the Collateral Damage
5. The Consequences of Changing a Published Page URL
6. The Disappearance of the Old Page on Search Engines
7. The Loss of Link Equity
8. The Solution: Implementing a 301 Redirect
9. The Benefits of Using a 301 Redirect
10. Implementing a 301 Redirect Based on Your CMS
11. Downsides of Redirects and the Importance of Sparingly Using Them
12. Best Practices for Changing Page URLs
13. Conclusion

The Impact of Changing the Slug on SEO

In the world of SEO, there are many factors to consider when optimizing a website. One common question that arises, especially among WordPress users utilizing the Yoast plugin, is whether it is bad for SEO to change the slug or permalink of a page. This question applies not only to WordPress and Yoast users but also to those using other platforms like Squarespace, Shopify, or Wix. In this article, we will delve into the impact of changing the slug on SEO and discuss the best practices for handling such changes.

Introduction

SEO, or Search Engine Optimization, is a crucial aspect of any website's success. It involves optimizing various elements of a website to improve its visibility and ranking on search engine result pages (SERPs). One such element is the URL of a page, commonly known as the slug or permalink. The slug plays a significant role in conveying the content and relevance of a page to search engines. However, many website owners wonder whether changing the slug of a published page can have a detrimental effect on its SEO.

Importance of SEO

Before diving into the impact of changing the slug, let's briefly discuss the importance of SEO. When people search for information or products online, they turn to search engines like Google, Bing, or Yahoo. These search engines use complex algorithms to determine the most relevant and valuable results for each search query. As a website owner, you want your pages to appear prominently on SERPs to drive organic traffic to your site. This is where SEO comes into play, as it helps optimize your website to improve its visibility and ranking on search engines.

The Impact of Changing the Slug on SEO

Changing the slug or permalink of a published page can indeed have an impact on its SEO. When you modify the URL, you essentially create a new live page while making the previous one disappear in the eyes of search engines. This disappearance can lead to various issues and hinder your SEO efforts.

Understanding the Collateral Damage

To understand the impact of changing the slug, we need to explore the collateral damage that occurs during this process. The primary reason changing the slug is problematic is that the previous URL of the page was likely already indexed by search engine crawlers like Googlebot. Indexing refers to a process where search engines visit and analyze web pages to determine their content and relevance.

When you change the slug of a published page, the prior URL is no longer accessible, and search engine crawlers perceive the page as missing in action. This creates confusion for search engines and potentially affects your SEO.

The Consequences of Changing a Published Page URL

There are two significant consequences of changing the URL of a published page:

1. Page Not Found (404 Error): When search engine crawlers revisit the page at the old URL, they encounter a "page not found" error. This error is indicated by the HTTP status code 404, which signifies that the requested page is no longer available. A 404 page can harm your SEO efforts as it indicates a poor user experience and can result in a decrease in rankings.

2. Loss of Link Equity: Another significant consequence is the loss of link equity or "link juice." Link equity refers to the value and authority passed from one web page to another through hyperlinks. When other websites link to your page, they enhance its credibility and increase its chances of ranking higher in search results. However, when you change the URL of a published page, all the links pointing to the old URL become ineffective, as the new page does not inherit the previous page's link equity.

The Disappearance of the Old Page on Search Engines

From a search engine's perspective, changing the slug of a page essentially means deleting the old page and creating a new one. When search engine crawlers encounter the old URL, which no longer exists, they interpret it as a removed page. As a result, the old page disappears from search engine results.

This disappearance can be detrimental to your SEO efforts, as the old page may have been ranking well for specific keywords and driving traffic to your site. Additionally, any user bookmarks or external links pointing to the old URL will no longer be valid, potentially leading to a loss of visitors and search engine rankings.

The Loss of Link Equity

One of the most significant downsides of changing the slug of a published page is the loss of link equity. Link equity, also known as "link juice," refers to the authority and value passed to a web page through incoming links from other websites. These incoming links play a crucial role in improving a page's search engine rankings.

When you change the slug, all the links pointing to the old URL become obsolete. The new page does not inherit the link equity that the old page had accumulated over time. This loss of link equity can result in a decrease in search engine rankings and visibility.

The Solution: Implementing a 301 Redirect

To mitigate the negative impact of changing the slug, it is essential to implement a 301 redirect. A 301 redirect serves as a directive to search engines, instructing them to redirect the old URL to the new one. This tells search engines that the old page content has moved permanently to a new location.

Implementing a 301 redirect carries several benefits:

1. Preserves Link Equity: By redirecting the old URL to the new one, you ensure that any incoming links previously pointing to the old URL now pass their authority and value to the new page. This preserves the link equity and helps maintain or improve search engine rankings.

2. Improves User Experience: When someone clicks on a bookmark or external link pointing to the old URL, a 301 redirect will automatically take them to the new page. This seamless redirection enhances the user experience and avoids frustrating users with a "page not found" error.

3. Notifies Search Engines: A 301 redirect notifies search engines that the old URL is no longer valid and that they should index and rank the new URL instead. This helps search engines update their records and prevents the old URL from appearing in search results.

4. Saves SEO Efforts: By implementing a 301 redirect, you save the time and effort spent optimizing the old page. Instead of starting from scratch with the new page, you can leverage the SEO work done on the old page.

Implementing a 301 Redirect Based on Your CMS

The process of implementing a 301 redirect may vary depending on the content management system (CMS) you use. Here's a general overview of how you can implement a 301 redirect based on popular CMS platforms:

• WordPress: For WordPress sites, several plugins can help you set up 301 redirects easily. Plugins like Redirection, Simple 301 Redirects, or Yoast SEO allow you to create and manage redirects without requiring technical knowledge.

• Squarespace: Squarespace provides built-in options to set up 301 redirects. In the settings section of your Squarespace website, you can find the URL mapping option, which allows you to create redirects.

• Shopify: Similar to Squarespace, Shopify also offers built-in redirect functionality. In your Shopify admin dashboard, navigate to the Online Store > Navigation section. From there, you can set up URL redirects.

It's important to consult the documentation or support resources specific to your CMS to ensure you follow the correct steps for implementing a 301 redirect.

Downsides of Redirects and the Importance of Sparingly Using Them

While 301 redirects can be a useful tool in SEO, it's crucial to use them sparingly. Excessive use of redirects can lead to issues such as redirect chains or loops, negatively impacting your website's performance and user experience.

Redirect chains occur when a series of redirects is implemented, creating a longer path for search engines to reach the desired content. This can slow down the crawling and indexing process, potentially affecting your rankings.

Redirect loops, on the other hand, happen when two or more pages redirect to each other in a continuous loop. These loops confuse search engines and can prevent them from properly indexing your pages.

To avoid these issues, it's recommended to use redirects only when necessary. Changing the URL of a published page should be considered a special circumstance, and redirects should be implemented thoughtfully.

Best Practices for Changing Page URLs

In general, it is advisable not to change the URLs of published pages unless it is absolutely necessary. Here are some best practices to keep in mind:

1. Plan Before Publishing: Before publishing a page, carefully choose a URL structure that is concise, descriptive, and aligned with your SEO strategy. This will minimize the need for future URL changes.

2. Avoid Long and Complex URLs: Long and complex URLs can be difficult for users to remember and share. Keep your URLs short, relevant, and user-friendly to improve the overall user experience.

3. Consider Permanent URLs: When publishing a new page, treat the URL as a permanent element. Changing a URL once it has been published should be a rare occurrence.

4. Utilize Canonical Tags: If you want to target a different keyword or create variations of content without changing the URL, you can use canonical tags to indicate the preferred version to search engines.

By following these best practices, you can maintain a consistent URL structure and minimize the need for frequent changes that may impact your SEO efforts.

Conclusion

Changing the slug or URL of a published page can have consequences on its SEO. While it is not recommended to make frequent URL changes, sometimes, it becomes necessary. In such cases, it is crucial to implement a 301 redirect to preserve link equity and maintain a positive user experience. By understanding the potential impact and following best practices, you can navigate URL changes effectively and optimize your website for search engines.