Reuse an old juicy URL or create a new with the best practices?

[Tiedemann_Anselm]

I'm optimizing a site with all new URL`s, categories, titles, descriptions. All URL's will change but I've old URLs with a lot of backlinks, SEO juice. What is better for SEO with them:

1 - Change those URLs and 301 redirect traffic to the new page.
2 - Keep the URL and work just on new title, description, etc.

In option 1 I understand that I'll lose some SEO juice because of the redirect, but the new URL will be correct. In option 2 everything will be strong except from the URL that will make less sense than with option 1. It will not exactly match the product name, title. It`s a reuse of a strong URL.

[Jacobsheehan]

Hi Aviad,

It depends.

I recently managed a full eCommerce re-platform where URLS changed due to a new site structure. I mapped thousands of old urls to new (your option 1) and had minimal ranking fluctuations. Be aware that there will be fluctuations, however if you're meticulous they should be minimal.

In the day to day running of the eCommerce store I actively keep old, well ranking URLs alive, rather than unpublishing them when items sell out (your option 2). When similiar items come into stock I can simply change the image, title etc etc and leave the URL. The slight discrepancies in URL to page content has not been an issue for usability at all.

So depending on your situation both options could work. Send through some more information and the community will be better placed to recommend the best way forward.

Jake

[Alick300]

Hi Aviad,

I would like to vote for option 1.

Thanks