Help! My developer won't implement / wants to remove / objects to my redirects.

A client recently asked me to chip in on a debate they were having with an internal tech team about retir­ing old 301 redir­ects. Concerns had been raised about ageing and legacy CMS func­tion­al­ity which needed to be replaced, and as part of this process the IT folks pushed to remove (and not replace) the thou­sands of redir­ects which the system was power­ing. The only hint as to why they’d think this would be a good/​necessary idea was a quote from the proponents stat­ing that as Google had seen, visited and clearly indexed the destin­a­tion URLs for some time, the redir­ects were no longer neces­sary, and their removal should­n’t cause any harm. At best, they’d concede that the SEO guys needed to main­tain a smal­ler list of redir­ects which were specific­ally set up ‘for SEO purposes’ (such as forcing http/​s and lower­case, and a hand­ful of specific page-​level redir­ects), but that other­wise they’d need to ‘trim the fat’.

Of course, this instantly set alarms bells ringing – the busi­ness domin­ates their market, largely because of the perform­ance of the destin­a­tion URLs for the redir­ects in ques­tion, and so any negat­ive impact what­so­ever on the equity flow­ing to those pages could have huge real-​world, commer­cial implic­a­tions.

This is a type of scen­ario which I see frequently. There’s always huge reluct­ance from the IT/​developer community to imple­ment, support or main­tain ‘bulky’ redir­ect lists either on a day-​to-​day basis or as part of website launches or signi­fic­ant over­hauls, and it’s invari­ably a pain­ful exper­i­ence fight­ing to justify why “let’s just redir­ect the top 100 most visited URLs on the website” isn’t a viable option. Because it’s hard to quantify the tangible oppor­tun­ity cost of fail­ing to imple­ment redir­ects, it’s an incred­ibly chal­len­ging argu­ment to have, and often resorts to plead­ing for people to take leaps of faith.

Given how many times I’ve fought this corner in my own exper­i­ence, I thought I’d go all out, and attempt to construct­ive a compre­hens­ive argu­ment which weighed indis­put­ably in favour of main­tain­ing legacy redir­ects. Here’s the (slightly edited to preserve anonym­ity) tran­script.

Don’t ever remove redir­ects. There’s no reason to, and no bene­fit in doing so. The perform­ance gloom and doom your developers preach is nonsense.

Don’t ever remove redir­ects. URLs still get hit/​crawled/​found/​requested years after they’re gone. This might impact equity flow, qual­ity, and crawl stuff.

Don’t ever remove redir­ects. It gives a bad user exper­i­ence, which impacts the bottom line.

There are a few core consid­er­a­tions from my perspect­ive (from my agency exper­i­ence, tech­nical SEO know­ledge, and Linkdex exper­i­ence):

  • Tech teams are always highly skep­tical of redir­ects, as I’m sure you’re well-​aware. They’re often hesit­ant to imple­ment even found­a­tional numbers of global redir­ects (such as case-​forcing, http/​s, etc) due to either:
    • A lack of understanding/​consideration of the user exper­i­ence and/​or the way in which Google discov­ers, crawls and indexes (and the way in which equity flows in this process)
    • Concern over server perform­ance result­ing from high levels of redir­ect look­ups on each request
    • A desire to ‘trim the fat’ as a part of general house­keep­ing because it’s good prac­tice to do that kind of thing in other scen­arios and dev processes
  • In each of these cases, I’ve found that focus­ing on the user exper­i­ence compon­ent is a good solu­tion, where setting an expect­a­tion that any scen­ario in which a user hits a 404 error page has a negat­ive commer­cial impact on the busi­ness removes a lot of the ‘SEO polit­ics’ from the equa­tion. You can even go so far as to quantify this through survey­ing (e.g., “would seeing an error page on our site affect how much you trust the brand?”) and ascribe a £loss value to each result­ant 404 per hit, based on estim­ated impact on conver­sion rates, aver­age order values, etc. This gives you lots of ammuni­tion to justify the contin­ued exist­ence of the redir­ects in a context which they can under­stand and buy into.
  • This also goes some way to resolv­ing the perform­ance concerns; any small invest­ment made into optim­ising the impact of large volumes of redir­ects (which is always marginal at most, and vastly less than they anti­cip­ate). I should note that I’ve person­ally handled and argued for implementing/​retaining large redir­ect sets on a number of huge site launches/​relaunches, and in each case exper­i­enced these kinds of reac­tions; I’ve never once seen any actual perform­ance impact follow­ing the success­ful deploy­ment of redir­ects number­ing in the low to mid thou­sands (formed of mixes of static and pattern match­ing /​regex rules). London Stock Exchange were partic­u­larly hesit­ant to imple­ment ~1k redir­ects as part of a large site relaunch, but were surprised to see no meas­ur­able perform­ance impact follow­ing their imple­ment­a­tion.
  • If perform­ance concerns are still a barrier, I typic­ally resort to identi­fy­ing equi­val­ent perform­ance oppor­tun­it­ies, load speed improve­ments and tech­nical optim­isa­tions which can offset the perceived cost; and there’s never any short­age of oppor­tun­it­ies for simple things like improved resource cach­ing, client-​side render­ing effi­cien­cies, etc. If it’s help­ful, I can assist/​support on reel­ing off some sugges­tions in this arena, from hard­core back-​end stuff to softer front-​end stuff. If they can quantify the ‘damage’, it’s easy enough to offset.
  • It’s also worth consid­er­ing that almost all of the major CMS plat­forms oper­ate by look­ing up the reques­ted URL against a data­base to find a pattern matched result; as such, depend­ing on the approach to imple­ment­a­tion, having a large list of redir­ects to check against need­n’t neces­sar­ily repres­ent an extra lookup, process, or perform­ance hit. If your team are partic­u­larly soph­ist­ic­ated, emulat­ing the load-​balancer style approach with layers of high-​level cach­ing can further mitig­ate perform­ance concerns.

In an ideal scen­ario, you’d have a solu­tion in place which monit­ors how many times a redir­ect has been hit, and the last time/​date at which this occurred; I use a system like this on a number of my own sites, and peri­od­ic­ally review for and retire redir­ects which have been stale for over 6 months, and have a low over­all hit count [I use the Redirection plugin for WordPress, it’s one of my favour­ite tools].

What I’ve found inter­est­ing from running this system for a number of years over multiple sites is that:

  • Any URLs which used to have any real levels of equity, links and/​or perform­ance keep getting hit for years.
  • Redirects which have been removed and return a 404 keep getting hit by search engines, indef­in­itely
  • I run ~4k redir­ects on one of my own sites at present, with no meas­ur­able perform­ance hit for turn­ing them all on/​off
  • Removing redir­ects in these scen­arios has a defin­ite impact on SEO, even if this is only indir­ect, due to the impact being on the reduced discov­ery, craw­lab­il­ity, and crawl equity distri­bu­tion result­ing from a bot enter­ing the site at a dead URL
  • People still link to dead content; much of the web is stale. We also know that urls which used to be linked to still main­tain some degree of equity, so removal of any of these is liable to negat­ively impact the destin­a­tion page’s equity.
  • Any marginal perform­ance over­head for running this kind of system (the perform­ance fears resur­face here in the context of main­tain­ing these kinds of logs) is vastly offset by the value reten­tion and improved user exper­i­ence

I think that crawl quota is a partic­u­larly relev­ant point for you guys; with a site of your size and scale, any activ­ity which is likely to result in Google alloc­at­ing lower crawl resource is liable to have enorm­ous consequences to index­a­tion levels and speed, which is obvi­ously to be avoided at all costs.

I’d expect a site of your scale to want to main­tain as many of these legacy redir­ects as possible, for as long as possible, until the impact of them is meas­ur­ably and demon­strably detri­mental and this cannot be offset else­where. Upwards of 6,000 sounds a lot, but I think that it’s a reas­on­able and real­istic volume given your site, legacy, etc. Having said that, I’d defin­itely want to be putting processes in place in the future to minim­ise the like­li­hood of URL struc­tures expir­ing, and plan­ning for more future-​proof’d pattern­ing (obvi­ously easier said than done!). Good prac­tice suggests that no URL should ever change or die, which is a card you might be able to play, but I suspect that may lead to blame games around who-​chose/​designed-​which-​legacy-​URL-​structure, which may cause more harm than good at this stage!

If there’s contin­ued pres­sure to ‘trim the fat’, I’d person­ally want to invest­ig­ate, query and quantify every single rule which is proposed for dele­tion to under­stand whether there’s still anything link­ing to it, whether the URL has/​had any social shares, and whether server-​logs indic­ate that it’s been hit recently. This is some­thing Linkdex could defin­itely help with, however, it’s likely to be a resource-​intensive process and may not provide any value – even if the vast major­ity of URLs turn out to be ‘duds’, all of the above rationale around user exper­i­ence and equity manage­ment still apply.

I wonder – as part of the migra­tion process, is there any oppor­tun­ity to combine any of the redir­ects into pattern match­ing rules? E.g., if there are 100 URLs with a shared folder root, it may be prudent to craft a single rule based on match­ing that pattern. This should reduce quant­it­ies signi­fic­antly.

From a completely altern­ate perspect­ive, if dele­tion is to proceed, I’d poten­tially consider return­ing a 410 rather than 404 status on the URLs in ques­tion. This may help in send­ing a stronger signal that, rather than a large section of your website having broken/​vanished (and the negat­ive connota­tions asso­ci­ated with this), that a delib­er­ate decision has been made to remove those pages. I’m not convinced that this would make any real­istic differ­ence, but it feels like a low risk/​effort which may help out.

In summary…

Hopefully some of this can help bolster your argu­ments.

As a predom­in­antly tech­nical person, I’ve often argued in favour of redir­ects from an equity-​preservation perspect­ive; it’s only in writ­ing the email that I real­ised that the two biggest points here are the tangible impact on user exper­i­ence, and the expec­ted (and some­what meas­ur­able) impact on crawl quotas. I think that next time I run into this scen­ario, I might not talk about ‘link juice’ or the differ­ence between differ­ent HTTP status codes at all, and just focus on these elements. Who’d have thought?

Notify of

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Newest Most Voted
Inline Feedbacks
View all comments

You’re miss­ing the easy sell, which is case stud­ies with lines going down. Sure, there are a ton of factors that can cause a drop in visib­ilty follow­ing a site migration/​launch, but an incomplete/​compromised redir­ect solu­tion will be a LARGE part of it. You’ll also be able to keep the discus­sion in topline/​sitewide terms, which will further mitig­ate having to do indi­vidual URL level value risk assess­ments. Historically though, even if the Deployment Day scream­ing matches have been had with devs, they’ve all been caused by fail­ures in project manage­ment (agency and /​or client side) in the months lead­ing up to it, and /​or… Read more »


I’ve seen compan­ies not only get rid of the redir­ects.. but also let the domains drop. They must be unknow­ingly making these decisions? It can’t be over the savings of having a server spun up and regis­tra­tion costs.

Would love your thoughts, please comment.x