So after working at my new job for a few days I’ve been thinking of a couple of ways I could help improve their conversion rates and ultimately earn the company more money. After having a look at how the website is structured in the search engine rankings I noticed that a few of the pages that were ranking very highly and giving the site traffic weren’t product pages and visitors would have to click on that and then click through to a product page before any actual conversion could take place. My main goal would be figuring out a way I could combat this and effectively increase revenues.
My initial thoughts were that using 301 redirects would solve our problems, so I decided to do a bit of research into it and make sure I was making the right choice before implementing it.
301 Redirects – What are they?
Redirection is the process of forwarding one URL to a different URL and there are currently 3 types of redirection. 301, 302 and meta refresh.
301 Redirects are away of sending both search engines and users to a permanent new URL. These pass roughly 90-99% of the ranking power back to the redirected page.
302 Redirects are the temporary version and don’t pass any of the ranking juice back to the redirected web page.
How Can They Help Us?
301 redirections pass 90-99% of the link juice from the old page to the redirected page and as a result they are a perfect way for webmasters to point new visitors away from old deprecated content and towards fresh new content. In the past, I’ve used 301 redirects to redirect people away from my old headset reviews towards new headset reviews and seen good results.
Redirecting Low-Conversion Content to High-Conversion Content
Whilst inspecting my current employers website in the rankings I noticed that the search engines were ranking low-value content such as small-text news posts were ranking higher than actual product sales pages. In an ideal world the product sales page would be ranking higher than the news page or even instead of the news page.
This would be the ideal situation to use the 301 redirects to redirect visitors instantly from the news page straight to the product page. Having less content to wade through before finding an actual product page should in theory result in higher product conversion rates and thus more revenue for the company.
External Resources – Source (moz.com)
- How to create 301 Redirects in Various Programming Languages
An article filled with examples of how to implement 301 redirects.
- HTTP Status Codes
W3’s official documentation for HTTP Status codes.
- 301 Redirects from Google
Google’s official documentation of 301 redirects.