A few years ago, SEO experts had difficulty implementing redirections. This was not because redirections proved to be a daunting task; it was because redirections were known to ruin SEO rankings if done the wrong way completely. And because Google had a perspective that a growing site had its merits and demerits, redirections became a sensitive matter. It posed many problems because, for every redirected page, Google would need to crawl the new changes on the site, therefore, re-indexing the redirected pages. This process, however, proved difficult for SEO experts because redirecting domains meant high bounce rate, making the redirected pages to rank lower than the original pages.
Of course, the introduction of 301 redirects made things easier. By redirecting domains, you could breathe new life into your website’s setup, improve users’ experience by fixing outdated content, and at the same time keep your site’s up in the ranks. But, all these depended on whether you redirected your domains the right way. A proper redirect simply means changing your address; that is, you are only moving your page’s content to a new URL. However, Google cracks down hard on redirecting a site to domains with unrelated content. The moment you drift away from related or relevant content, you lose ranking and link equity.
For example, you can imagine you have a website about ‘furniture.’ You would want to refer that particular site to something similar, something within that field. A site about ‘upholstery’ would do just fine, or another about ‘settees.” But, a site about ‘Phones’ or ‘Animals’ would be incoherent to the original site about ‘furniture.’ Like I said earlier, Google does not enjoy unrelated redirected domains, and your website would experience a high bounce rate, and you will most definitely end up ranking lower on search engines.
If you want to retain your top ranking on search engines, be sure to have a relevant mapping from the old URL. Redirects to unrelated pages make Google see the new destination as irrelevant, hence making the website rank lower. This will get you to lose traffic to your website too.
To be safe, try to redirect to pages that rank well, drive traffic and also have built authority links. Redirection is paid little mind, but it is a crucial part of SEO. It deserves your full attention.
— Strata Company (@goStrata) 28 de septiembre de 2016