Tweaking a URL may sound like a small change, but it’s not that simple for search engines.
Whether you’re removing a slash from the end of a URL, or completely rebuilding a website, these are all essentially site moves.
SEO expert explains → goo.gle/3zYjM5w
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The documentation you linked to (developers.google.com/search/docs/ad) says that you should "Update internal links"... while at the same time saying that redirects don't cause a loss in PageRank.
Should internal links be updated purely from a user experience perspective (speed)?
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Canonicalization uses multiple factors; the better you can align things, the more likely & faster it'll work out in the way you want it.
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!!! ReDirects are a last resort !!!
There are better options:
1) Alter the system to accommodate the existing URL structures
2) Use scripting to handle Aliases
3) Use server ReWrites
#SEO #SiteMigrations
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It smells that Google as search engine era comes to the logical end - migration would take 1 year with 301 redirect ? Are you joking dear John Mueller from Switzerland?
P.S. to developers: never use 301 redirect - Google dramatically drop your ranking, do 404 or even more 410
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