Changing permalinks on your website can feel like walking a tightrope. On one hand, you want to improve the structure and readability of your URLs. On the other, you definitely don't want to lose valuable SEO traffic in the process. But don't worry, it's possible to change permalinks without losing that hard-earned traffic, and I'm here to guide you through it.
In this article, we'll cover everything you need to know about permalinks, why you might want to change them, and most importantly, how to do it without sacrificing your SEO traffic. We'll discuss best practices, tools, and techniques to make the transition as smooth as possible. Ready to get started?
What Are Permalinks and Why Do They Matter?
Let's begin by clarifying what permalinks are. A permalink is essentially the URL of a page on your website. It's called a "permanent link" because, ideally, it doesn't change. Think of it as the digital address for a piece of content, guiding users and search engines to the right place.
Permalinks matter for several reasons:
- SEO: Search engines use URLs to understand the content of a page. A well-structured permalink can improve your site's crawlability and indexing.
- User Experience: Clear, descriptive URLs help users understand what to expect before they even click on a link.
- Branding: Consistent permalinks contribute to your site's overall branding and professionalism.
Now that we've established the importance of permalinks, let’s look at why you might want to change them.
Reasons to Change Your Permalinks
There are several reasons why you might consider changing your permalinks. Here are some common ones:
- Improving Readability: If your current URLs are long, full of random numbers, or just plain confusing, a change can make them more user-friendly.
- SEO Optimization: Including keywords in your URLs can boost your search engine rankings. Updating your permalinks can help you incorporate relevant keywords.
- Rebranding: A shift in your brand or business focus might necessitate a change in your URL structure to better reflect your new direction.
- Site Restructuring: As your site grows, you might need a more organized URL structure to accommodate new content categories or sections.
While these are all valid reasons, it's crucial to approach permalink changes with caution. Let's talk about how to do it without losing SEO traffic.
Planning Your Permalink Change
Before you make any changes, it's essential to plan carefully. This will minimize the risk of losing traffic and ensure a smooth transition. Here are some steps to consider:
Audit Your Current URLs
Start by auditing your existing URLs. Make a list of all your current permalinks and identify which ones you want to change. This will help you keep track of changes and ensure nothing gets lost in the shuffle.
Research Best Practices
Take some time to research best practices for structuring URLs. Generally, URLs should be short, descriptive, and include relevant keywords. Avoid using unnecessary words or characters, and aim for a structure that reflects your site's hierarchy.
Create a Redirect Plan
Redirects are your best friend when changing permalinks. A 301 redirect tells search engines that a page has permanently moved to a new location. This helps preserve your SEO traffic by transferring the SEO authority of the old URL to the new one. Make a detailed plan for implementing redirects for every URL you change.
Implementing the Changes
Once you've planned your changes, it's time to implement them. Here's how to do it step by step:
Backup Your Site
Before making any changes, always back up your site. This ensures you can restore your site to its previous state if anything goes wrong. Most web hosting services offer backup options, or you can use a plugin if you're using WordPress.
Update Your Permalinks
Next, update your permalinks according to your plan. If you're using WordPress, you can do this in the Permalink Settings under Settings > Permalinks. Choose a structure that fits your needs, such as Post Name or a Custom Structure.
Set Up 301 Redirects
After updating your permalinks, set up 301 redirects for the old URLs. This will ensure that anyone trying to access the old URLs will be automatically redirected to the new ones. There are several ways to set up redirects, including:
- Using a Plugin: If you're on WordPress, plugins like Redirection or Yoast SEO can simplify the process.
- Editing the .htaccess File: For those comfortable with code, you can manually add redirect rules to your .htaccess file.
- Using a Web Server Configuration: If you're on a different platform, consult your web server documentation for instructions on setting up redirects.
Testing and Monitoring
After implementing your changes, it's crucial to test and monitor your site to ensure everything is working correctly.
Check Your Redirects
Test your redirects to make sure they’re functioning as expected. You can use online tools like Redirect Checker or simply test them manually by entering the old URLs in your browser.
Monitor Your Analytics
Keep an eye on your analytics to track any changes in traffic patterns. Look for any sudden drops in traffic, which could indicate a problem with your redirects or other issues.
Check for Broken Links
Use tools like Google Search Console or Screaming Frog SEO Spider to crawl your site and identify any broken links resulting from the permalink change. Fix these links by updating them to point to the new URLs.
Updating External Links
While 301 redirects will handle traffic from external links, it's still a good idea to update these links where possible. This ensures that visitors land directly on the new URL and maintains the most accurate link profile for your site.
Reach Out to Partners
If you have partners, affiliates, or other websites that frequently link to your content, reach out to them and ask them to update their links. A friendly email explaining the change and providing the new URL can go a long way.
Update Social Media and Other Platforms
Don’t forget to update URLs on your social media profiles, email signatures, and any other platforms where your site is linked. Keeping these links up-to-date helps maintain a consistent brand presence.
Communicating with Your Audience
When making significant changes to your site, it's good practice to communicate with your audience. This builds trust and keeps your visitors informed about what to expect.
Announce the Changes
Consider writing a blog post or sending an email newsletter announcing the permalink changes. Explain the reasons behind the update and reassure your audience that the content they love is still easily accessible.
Provide Easy Access to New Links
If possible, provide a list of updated links to popular content. This helps your audience find what they're looking for quickly and reduces the risk of losing visitors during the transition.
Updating Internal Links
Alongside updating external links, it's equally important to address internal links on your site.
Use a Link Checker Tool
Use a link-checking tool to scan your site for internal links that need updating. This can save you time and ensure you don’t miss any important links.
Manually Update Key Pages
While a link checker can handle most updates, manually review and update links on key pages like your homepage, about page, and contact page. This ensures that crucial navigation elements are accurate.
Consider the User Experience
As you update internal links, consider the user experience. Ensure that navigation remains intuitive and that users can easily find what they're looking for.
Long-term SEO Considerations
Once you've successfully changed your permalinks, there are a few long-term SEO considerations to keep in mind.
Monitor Your Performance
Regularly monitor your site's performance in search engines. Use tools like Google Analytics and Search Console to track keyword rankings, traffic, and user engagement.
Stay Informed on SEO Trends
SEO is an ever-changing field, and staying informed about trends and algorithm updates can help you maintain and improve your rankings over time.
Final Thoughts
In summary, changing permalinks can be a beneficial move for your website, whether you're optimizing for SEO, improving user experience, or rebranding. With careful planning and execution, you can make these changes without sacrificing your SEO traffic.
And if you're looking for expert help in navigating this process, consider working with Pattern. We specialize in helping ecommerce brands and SaaS startups grow by driving more traffic from Google and turning that traffic into paying customers. Unlike most SEO agencies that focus only on rankings, we care about results — not just traffic for traffic's sake.
At Pattern, we create programmatic landing pages that target hundreds (or even thousands) of search terms, helping your brand get found by more people who are ready to buy. We also craft conversion-focused content that doesn't just attract visitors but turns them into paying customers. And we don't believe SEO should take 12 months to show results. We've been in-house growth leaders ourselves, so we know how SEO fits into a broader performance marketing system. We look at SEO through a performance marketing lens, making sure every dollar you invest delivers real ROI. In short, we don't make SEO a guessing game — we make it a growth channel that drives sales and lowers your customer acquisition costs.