URL redirection, a crucial step: Why?


Changing the address and the domain name of a website is often an opportunity to change the tree structure and the format of URLs. Not taking time for this work of redirection, it went to the forefront of disasters in terms of natural referencing. To avoid all types of problems, the implementation of several elements is mandatory.

Redirection plan: URLs

Setting up redirects means matching old and new URLs. This matching is done thanks to a line of code that will be placed at the root of the website and more precisely, in the .htaccess file. In order to perfect these redirections, the URLs of the old website must be redirected to URLs with a semantically close content, so that Google takes them into account. It is essential not to forget any URL. Cross-referencing data from different sources is more than necessary to carry out this operation successfully. It is also necessary to redirect the backlinks received on the previous site, in order not to lose traffic and power. Luckily, our Swan tool automates this work to make it easier for you.

What is the bonus of the Swan tool?

Swan is an SEO website migration tool that allows you to consolidate data from your old website. However, it goes much further as it also exports data sources from Google Analytics and Google Search Console from your old website.

Maintaining these multiple data sources serves two purposes:

  • making sure you do not lose any visitors in the new version of your website.
  • limit the impact, in terms of referencing, of a loss of notoriety caused by backlinks pointing to non-existent pages.

Winning redirection plan

before after migration

As you can see on the graph, if you don’t set up an optimized redirection plan, you are instantly exposed to a loss of traffic. In this example, the site lost an average of 40 positions in just two days. Fortunately, thanks to the implementation of an accurate redirection plan, the traffic quickly recovered. Finally, by using our Swan tool, you avoid going through this period of downtime so characteristic of SEO website migrations.