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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?

Thanks Shaun, I appreciate your response. I'll go ahead and submit this to the Feature Requests Forum.

Ben Krull
SEO & Analytics Manager
DomainTools, LLC

I'm trying to judge how much incremental value we'd see from 301'ing an old domain vs. revitalizing the old domain's content. My gut feeling is that most of the links to the two sites are from the same set of websites so it wouldn't add much value to 301 the old domain. I've seen the opposite of this done with Competitive Link Analysis (e.g  show links that you don't have that your competitor does have).

Is there a tool available that can take 2 or more sites and tell me for instance - 72% of the inbound links or linking root domains are the same?