Even if a website has a relatively complete page layout and site structure before launch, it may still be redesigned for various reasons during its development. In such cases, the role of 301 permanent redirects becomes fully apparent.

 

Generally speaking, website optimization and redesign fall into two categories. One is front-end page redesign, and the other is structural changes such as replacing the website building system, which changes the link structure. The former does not require 301 redirects, while the latter must use them.

Note: Even front-end page redesign can affect the website’s main traffic. The reason is usually that keyword positions and frequency change with page adjustments.

 

For websites with changed link structures, certain measures must be taken to minimize traffic loss. For this situation, I offer the following suggestions:

 

1. Estimate the potential loss caused by website redesign. To quote Baidu Webmaster Platform: “Never change the domain name unless necessary.” No matter how perfect the redesign plan is, fluctuations in website traffic and keyword rankings are almost inevitable.

Recently, after partial adjustments to the site structure of SEO Daily Post, the rankings of its main SEO keywords were affected. Although the exact traffic loss during this period cannot be estimated, the loss is certain.

 

2. Definitely use 301 permanent redirects instead of 302 temporary redirects. When the link structure changes, old URLs must redirect to corresponding new URLs.

This issue requires explaining to management the importance of proper redesign methods and getting leadership support, rather than simply communicating with programmers. Technically, corresponding solutions exist whether the website uses PHP or ASP.

In addition, pay close attention to one-to-one matching of content redirects: old homepage to new homepage, old directory to new directory, old content page to new content page. For small and medium-sized websites, another method is available: set content page URLs in the format of domain/id.html, which greatly simplifies redesign.

 

3. Strongly recommend using the “Website Redesign” tool in Baidu Webmaster Platform. As the dominant search engine, Baidu must be notified of such major site changes. If conditions permit, Haosou and Sogou should also be informed separately. There are several scenarios:

 

If the domain name remains the same and only directory and content page URLs change, use the “Website Redesign” function.

 

 

If the domain name changes (old and new domains coexist) and all original URLs differ from new ones, use “Redesign Rules” or “Old-New URL Pairs”. For specific operations, refer to official instructions, summarized as follows:

 

1. Verify ownership of both old and new websites under the same Baidu Webmaster account.

 

2. Ensure the website has properly configured 301 redirects with one-to-one corresponding relationships before submitting redesign rules.

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