Does changing a page URL affect SEO?

Luke Meredith

When you’re updating your website, changing a page URL might seem like a small adjustment. Perhaps the address is too long, contains an old service name or no longer fits the structure of your site.

However, if that page already attracts visitors through Google, changing its address needs some thought. How you manage this change matters can affect your search engine optimisation (SEO).

Google’s algorithm needs to discover the new URL and understand that it replaces the previous one. During this process, rankings can fluctuate while the change is processed. This doesn’t automatically mean you’ve lost the progress that page has made. However, you shouldn’t assume everything will carry on without interruption.

The most important step is setting up a permanent redirect. This is typically called a 301 redirect. This sends visitors from the old address to the new one and signals to Google that the page has permanently moved. For example, if you change the address of a service page, someone following an older link should still reach that service, without having to find it again.

Without a redirect, web users searching for the original address will likely reach a “page not found” error. For a potential customer who was ready to enquire, that creates an unnecessary obstacle and gives them a reason to look elsewhere.

As well as adding the redirect, update links within your website so they point directly to the new address. Your XML sitemap and the page’s canonical tag, which identifies its preferred URL, should also reflect the change. These details help Google understand which address you want it to use.

Before making the change, consider what it will achieve. If a page already performs well and its address still makes sense, making it look slightly neater may offer little practical benefit. Changing the wording on a page doesn’t necessarily require changing its URL.

If the change is needed, plan it properly, test the redirect and monitor the page through Google Search Console afterwards.

At Engage Web, we can help you assess changes to your website and manage the SEO considerations involved. Speak to our team before changing page URLs so we can help you avoid preventable problems.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.

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