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OK, been trying to piece together what is best practice for someone I'm working with, so here goes; Website was redesigned, changed urls from url a to url b. 301's put in place. However, the new url structure is not optimal. It's an e-commerce store, and all products are put in the root folder now: www.website.com/product-name A better, more organized url structure would be: www.website.com/category/product-name I think we can all agree on that. However, I'm torn on whether it's worth changing everything again, and how to handle things in terms of redirects. The way I see things, it would result in a redirect chain, which is not great and would reduce link equity. Keeping the products in the root moving forward with a poor structure doesn't feel great either. What to do? Any thoughts on this would be much appreciated!