Why Redirect matters in B2B
B2B websites evolve as services, brands, and resources change. Useful redirects preserve a route for buyers who follow an old link and communicate a move to search systems. A poor destination can frustrate visitors even when the request technically succeeds.
How to use the concept
Map old pages to their closest useful replacement. Use a suitable permanent or temporary method for the actual situation, update internal links, and test the response and final destination. Avoid unnecessary chains that send a visitor through several intermediary URLs.
An illustrative B2B example
A consultancy moves a migration guide into a new resources section. The old URL redirects to the same guide’s new location, and relevant internal links are updated. A returning buyer still reaches the explanation they expected rather than a generic homepage.
What to watch for
Do not redirect every removed page to an unrelated sales page. A redirect cannot make mismatched content helpful. Check important legacy URLs, campaign links, and mobile destinations, and distinguish a deliberate content move from an accidental routing error.
Frequently asked questions
Is a redirect the same as a canonical signal?
No. A redirect sends the request elsewhere; a canonical annotation identifies a preferred representative.
Should internal links keep pointing through old redirects?
Where practical, update them to the intended destination directly.
Related glossary terms
Further reading
Put this into practice
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