Amidst the mass confusion (and conflicting information) regarding the utilization of 301 redirects comes clarity in the voice of the CEO of SEO. When migrating to a new domain, many SEO’s overthink the usage of 301 as a means to an end, causing paralysis by analysis and, ultimately, failed attempts to manage this crucial aspect of search engine optimization. At Advise Media Group, we were recently tasked with working out a strategy for a client who had spent many hundreds of thousands of dollars to purchase top ranking URL’s, 6 total, to be used in driving site visits to the parent site for a global, cosmetic surgery practice. Additionally, the 6 sites had a collective 400,000+ backlinks that positioned several as absolute authoritative domains in this client’s scope of practice…links that must be maintained in order to this migration to be successful.
In such a complex and competitive landscape, providing exposure even for regionally targeted keywords can be a challenge; doing so for a global campaign is near resource-prohibitive. Outlined below is a simple strategy that effectively merged the message from 6 separate domains to one “parent” site using 301 redirects as the vehicle for success. Rather than optimizing each domain and spending tremendous resources to achieve the same objective, we chose a cost-friendly solution that maintained the integrity of the backlinks, provided users with one unified message from a singular source, and not only maintained the traffic this client was familiar with, but increased total site visits by 28% in 30 days…all visits, of course, now directed to the parent site integral in helping our client cross-market his services, provide a strong branding message and simplified user experience.
The following are steps you must implement when choosing a 301 redirect as a SEO strategy:
Adherence to the process above will ensure that, while your sites may experience early-on SERP turbulence, the rankings will come back quickly…..and, as is often the case, you will enjoy a noticeable increase in site traffic that puts a smile on everyone’s collective faces.