In a major site redesign a couple years ago, we dropped 3/4 of our old URLs, and saw a big improvement in SEO metrics.
I know it doesn’t make sense and that Google says it is not necessary. But it clearly worked for us.
I think a fundamental truth about Google Search is that no one understands how it actually works anymore, including Google. They announce search algorithm updates with specific goals… and then silently roll out tweaks, more updates, etc. when the predicted effect doesn’t show up.
I think the idea that Google is in control and all the SEOs are just guessing, is wrong. I think it’s become a complex enough ML system that now all anyone can do is observe and adjust, including Google.
I know it doesn’t make sense and that Google says it is not necessary. But it clearly worked for us.
I think a fundamental truth about Google Search is that no one understands how it actually works anymore, including Google. They announce search algorithm updates with specific goals… and then silently roll out tweaks, more updates, etc. when the predicted effect doesn’t show up.
I think the idea that Google is in control and all the SEOs are just guessing, is wrong. I think it’s become a complex enough ML system that now all anyone can do is observe and adjust, including Google.