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I have a client that sells services. Each service offered currently has a URL structure like this: www.companyname.com/product/asp$view-id-page3022-item-24 These pages are pretty old, and I would love to have a more user-friendly URL like this: www.companyname.com/product/purple-swatch-watch If I rename the URL and do a 301 redirect, what impact will that have on search? Ideally, this page will be optimized for "purple swatch watch", but the current URL structure is so... well, you know. My apologies if this has been answered before. I tried looking through archived of 301 issues, but lost hope after my first 10 or so attempts at answered didn't help this specific issue.