Updating inbound links vs. 301 redirecting the page they link to

[Liggins]

Hi everyone,

I'm preparing myself for a website redesign and finding conflicting information about inbound links and 301 redirects.

If I have a URL (we'll say website.com/website) that is linked to by outside sources, should I get those outside sources to update their links when I change the URL to website.com/webpage? Or is it just as effective from a link juice perspective to simply 301 redirect the old page to the new page? Are there any other implications to this choice that I may want to consider?

Thanks!

[AlanMosley]

I agree, never redirect when you can fix the link.

[Liggins]

Thanks Richard and Irving!

[irvingw]

The general consensus of my SEO peers is that approximate 15% of link juice is lost in the redirect and I second what Richard has recommended.

[TheeDigital]

Quick fix = do the redirects.

Best practice = do the redirects and try to get the inbound links changed as well.

It is best if you can get the links changed, but always be sure to do redirects as well as there may be other links that you are not aware of.