When a page address changes, anyone using the old one hits an error unless you redirect it. Redirects keep visitors, links and search rankings working.
Why they matter
Old addresses live in search results, bookmarks and other sites' links. A redirect sends them to the new page and tells search engines the move is permanent.
How to do it well
Follow a simple process.
- List every old address before the change
- Match each to the closest new page, not just the home page
- Use permanent redirects
- Avoid chains where one redirect leads to another
- Test them all after launch
Keep them in place
Leave redirects running for at least a year, and longer for pages with many links. Removing them early undoes the work.