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What's best practice regarding changing URLs for SEO?

If the page contains great information around a particular term but the URL is not reflective of this and thus the page isn't ranking should the URL be changed? Or is it always a hard and fast no?

It would seem to make sense to me if the page didn't have any backlinks already and Organic clicks were minimal.

Sam

We had a bunch of domains which no longer have sites tied to them but many have decent links pointing to them.

In most cases we have other relevant content on live sites we can redirect these URL's to.

We have been given the choice of redirection through the load balancer or direct as a cname on our CDN.

I only have experience of 301's - What would be the preferred choice from an SEO perspective?

Thanks,

Sam