URL Changes for Google Search Can Take a Long Time

URL structure plays a significant role in search engine optimization (SEO), but making changes to it is not a simple task. Recently, Google’s Search Advocate, John Mueller, released a video discussing the impact of URL changes on SEO and how long it can take for Google to process them. According to Mueller, the entire process can take months, and it must be done properly to avoid damaging your website’s ranking. In this article, we’ll explore why URL changes can be complicated, what factors to consider when changing your URL, and how you can make the process smoother. Here’s the video released by Google: https://youtu.be/FHjVmi1tkEw

Why URL Changes are Complicated

Google stores each URL as a unique address in its index on a per-page basis. When you change your URL structure, all the data, signals, and links that Google has for the original URL need to be forwarded to the new URL. This process is time-consuming and can lead to a loss in traffic and rankings if not done properly.

Things to Consider When Changing Your URL

Before you start changing your URL structure, there are several things you need to consider.

Google's Site Move Documentation

Google has detailed documentation on how to move your site, which includes essential information to keep in mind when considering URL changes. John Mueller summarized the key points of this documentation:

1. Do your research before initiating the migration.
2. Go for the update when you can afford to have a dip in your site traffic.
3. List down all the old and new URLs for mapping purposes.
4. Make use of 301 redirects and internal site updates, such as navigation and XML sitemaps, to implement the migration.
5. Keep a close eye on the migration through analytics and Google Search Console.

The Timing of the Migration

Google states that while completing the URL change process can take months, the search engine will process the “more important” pages faster. The less important URLs, on the other hand, will require more time to be processed.

The Redirects

Google recommends that the redirects used during migration, the 301 redirects, are left in place for at least a year. This allows enough time for Google to process the changes and update its index accordingly.

How to Make the Process Smoother

Changing your URL structure can be a daunting task, but there are ways to make it smoother. Here are some tips to help you through the process:

Plan Ahead

Before you start making any changes, plan your migration carefully. Create a list of all the old and new URLs for mapping purposes, and make use of 301 redirects to redirect users and search engines to the new URLs.

Monitor Your Progress

Keep a close eye on the migration through analytics and Google Search Console. This will help you catch any errors and make necessary adjustments along the way.

Be Patient

Remember that changing your URL structure is a time-consuming process that can take months to complete. Be patient and don’t expect to see immediate results. The key is to keep monitoring your progress and making necessary adjustments.

Final Takeaway

URL changes can be a scary prospect for SEOs, site owners, webmasters, and publishers. However, by following Google’s guidelines and best practices, you can make the process smoother and minimize the impact on your site’s ranking. Remember to plan ahead, monitor your progress, and be patient, and you’ll be well on your way to a successful URL migration.