Link building while changing your website

Firstly link building can be broken into two sides, domain links which refers to links pointed directly to your www.domain.com and deep linking which is about links to inner pages of your website.

When carrying out links it is useful to think of the anchor text being used and what keywords you are focusing to which pages.

So what effect does this have if you are changing your website page names?

Your domain links will not be effected as your actual domain name will not be changing, the concern is the “deep links” because if your pages are going to redirect (301) to their new equivalent in the near future, then Google and the other search engines will pass this power over but it doesn’t happen instantly.

By holding off your “deep links” until your page names have changed and the redirects are in place you can then start the “deep links” to the new pages which will help get the pages back to their original status quicker and minimise loss of traffic.

If you carry out links to the old page names then the power or status from these links has to go through the process of being recognised by Google and then the status has to pass over from each link to be associated to the new page, this is not effective linking.

Neil Walker
Head of SEO

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