Relaunching old site - Will it regain former link equity?
-
We've got an older site with significant link equity. It 301 redirects to our current website, passing all traffic, link value, etc. The 301 redirects have been in place for several years. Since the original redirects were setup, the current website has acquired massive link equity above and beyond the redirects.
I am considering removing all the 301 redirects and bringing the old site back to life (same URLs, content, design as before). I would also keep the current website live as is. The goal is to capture more SERP visibility by having 2 website "brands" in the same market.
Will the old site regain it's former link equity or will we effectively be starting from scratch?
In other words, does Google consider how long 301 redirects have been in place?
-
Hi Ben, if you remove the 301 redirect on the old site it should start picking up the old link equity again, but there's a couple of things to think about.
1. I'm guessing that there are likely to be no new links to the old site so the site's rankings may suffer with regards to freshness. If there are no fresh links to this site for a while then this could be a sign that it's no longer relevant/considered an authoritative site. You may want to think about regularly publishing and promoting fresh content over a few months to bring the site "back to life"
2. Do the old links still exist? Has there been any change in the authority of the linking domains? Make sire you check the links that are pointing to your old site. You may find that some have been removed or "decayed" and/or sites have been updated to link to your new site. Make sure the link equity you think the old site has still exists.
3. Are you certain that removing the 301 isn't going to significantly damage your current sites standings? How close is it ranking with regard to the competition? (Even a small drop in link equity can cause significant drops)
4. Some things to watch out for regarding the brand - be careful about confusing your target audience. Make sure that your two sites don't compete with each other. Make sure that they have unique value propositions/appeals. Make sure that you know exactly who you are targeting with on each site. Do they address different problems.
5. Consider the ROI! You'll be splitting your time between two sites. Can you commit to the necessary work required to build/promote both or will trying to run two sites reduce the time and attention you're giving to your old site? Instead of creating new content on two sites - can't you create new content/offerings on the one site?
Hope this helps!
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Weird Site is linking to our site and links appears to be broken
I have got a lot of weird links indexed from this page: http://kzs.uere.info/files/images/dining-table-and-2-upholstered-chairs.html When clicking the link it shows 404. Also, the spam score is huge. What do you guys suggest to do with this?
Intermediate & Advanced SEO | | Miniorek
Could it be done by somebody to get our rankings down or domain penalized? Best Regards
Mike & Alex0 -
Worthwhile for SEO to buy a website with great links which is inactive for 30days and revive it with all its content and after a while transfer it to my core site?
When moving the content after a while to a subdirectory of my core website I would copy the full content and later further improve it. Would the external links that I redirect via 301 be counting similar to links I had earned in the first place? I understand that 301 redirect normally just implies minimal loss of link power. Topic of the site I consider to acquire is loosely related to my core site.
Intermediate & Advanced SEO | | lcourse0 -
How long will this Site be punished? (place your bets!)
Got hit with a manual penalty in Feb2014. Got it removed in 6 months (before the Penguin refresh). Whole site got deindexed at one point including BRAND searches. (Brand searches has since come back) Disavowed over 20k domains (yea spam was bad). But still have a good amount of authority links such as huff post, edu, wiki, apple apps, reddit etc. About 97% of our links are on page 2 or beyond. Cant get past that spot 11 'Wall'. The suppression machine is not kind. We even had a very popular article get tons of shares, media pick up, and the original article would not rank on the first page for its title. Our 'brand + keyword' gets about 2k searches a month. Just 'keyword' gets nothing, which i find amusing. So whats the prognosis doc? Another year, 3 or never? Anyone else in same boat? Wait for the next penguin refresh and hope for the best? Cheers eXfPjzX.png
Intermediate & Advanced SEO | | IsHot0 -
Site wide footer links vs. single link for websites we design
I’ve been running a web design business for the past 5 years, 90% or more of the websites we build have a “web design by” link in the footer which links back to us using just our brand name or the full “web design by brand name” anchor text. I’m fully aware that site-wide footer links arent doing me much good in terms of SEO, but what Im curious to know is could they be hurting me? More specifically I’m wondering if I should do anything about the existing links or change my ways for all new projects, currently we’re still rolling them out with the site-wide footer links. I know that all other things being equal (1 link from 10 domains > 10 links from 1 domain) but is (1 link from 10 domains > 100 links from 10 domains)? I’ve got a lot of branded anchor text, which balances out my exact match and partial match keyword anchors from other link building nicely. Another thing to consider is that we host many of our clients which means there are quite a few on the same server with a shared IP. Should I? 1.) Go back into as many of the sites as I can and remove the link from all pages except the home page or a decent PA sub page- keeping a single link from the domain. 2.) Leave all the old stuff alone but start using the single link method on new sites. 3.) Scratch the site credit and just insert an exact-match anchor link in the body of the home page and hide with with CSS like my top competitor seems to be doing quite successfully. (kidding of course.... but my competitor really is doing this.)
Intermediate & Advanced SEO | | nbeske0 -
Transfer link juice from old to new site
Hi seomozzers, The design team is building a new website for one of our clients. My role is to make sure all the link juice is kept. My first question is, should I just make 301s or is there another technique to preserve all the link juice from the old to new site that I should be focusing on? Second Question is that ok to transfer link juice using dev urls like www.dev2.example.com (new site) or 182.3456.2333? or should I wait the creation of real urls to do link juice transfer? Thank you 🙂
Intermediate & Advanced SEO | | Ideas-Money-Art0 -
Site #2 beats site #1 in every aspect?
Hey guys, loving SEOMoz so far and will definitely continue my subscription after the free trial. I have a question however, which I am really confused about. When researching my primary keyword, I have found that the second ranked site beats the top site in every single aspect, apart from domain age, which is almost 6 years for the top one and 6 months for the second. When I say every single aspect, I mean everything. More authority for the page and domain, more links, more anchor text links, more authoritive links, more social signals, more relevant links, better domain (although second ranked site is a .net), better MozRank, better MozTrust etc.... I have noticed though, that in the UK SERPs, those sites are switched, so #2 is actually #1. Could it be that the US SERPs just haven't updated yet, or am I missing something completely different.
Intermediate & Advanced SEO | | darrenspeed1 -
Purchased new site with good SERP ranks, do I operate and build links or redirect the TLD?
I recently purchased a blog within my product category - it has many first page rankings for difficult keywords within my niche. I am wondering if it makes more sense for for me to continue to operate this blog and build links to my site and blog (blog is in wordpress) or to export the XML feed and upload the content to my blog (new site also in wordpress), at which point I would do a 301 at the Top-Level domain. Any thoughts, ideas, or personal experiences would be greatly appreciated. Thanks!
Intermediate & Advanced SEO | | NickEubanks0 -
Increasing Internal Links But Avoiding a Link Farm
I'm looking to create a page about Widgets and all of the more specific names for Widgets we sell: ABC Brand Widgets, XYZ Brand Widgets, Big Widgets, Small Widgets, Green Widgets, Blue Widgets, etc. I'd like my Widget page to give a brief explanation about each kind of Widget with a link deeper into my site that gives more detail and allows you to purchase. The problem is I have a lot of Widgets and this could get messy: ABC Green Widgets, Small XYZ Widgets, many combinations. I can see my Widget page teetering on being a link farm if I start throwing in all of these combos. So where should I stop? How much do I do? I've read more than 100 links on a page being considered a link farm, is that a hardline number or a general guideline?
Intermediate & Advanced SEO | | rball10