E-commerce websites are dynamic. Products go out of stock or are discontinued, new product lines are added, brands change, information is updated, and sometimes businesses completely re-platform to a different e-commerce engine.
All these changes can result in the URLs of website pages changing, being removed, or altered completely. This is where redirects come in—guiding users and search engines from old URLs to new or more appropriate ones.
Efficient redirect management is critical for maintaining SEO rankings, enhancing user experience, and preventing lost sales. teclan ensures that e-commerce websites handle URL changes seamlessly by following a structured process.
1. Identifying Pages That Need Redirects
A combination of tools and reports is used to detect pages that require redirects:
- Google Search Console – Helps identify 404 errors and indexing issues.
- E-commerce CMS Reports – Platforms such as Shopify, WooCommerce, Magento, and BigCommerce provide insights into deleted or outdated product pages.
2. Choosing the Right Redirect Type
The correct redirect strategy is applied depending on the context:
- 301 Redirects (Permanent) – Used when a product, category, or page has been permanently moved or removed.
- 302 Redirects (Temporary) – Ideal for out-of-stock products or pages that may return.
- Wildcard Redirects – Useful for large-scale changes, such as restructuring an entire category.
3. Implementing Redirects Based on Platform
Redirect implementation varies across platforms, so the approach is tailored to suit each one:
- Aero Commerce – Includes a bespoke “Missing Pages” and “Redirects” section.
- Shopify – Has a built-in URL Redirects tool.
- WooCommerce (WordPress) – Uses plugins like Redirection or Yoast SEO Premium.
- Magento – Utilises the URL Rewrite Management section in the admin panel.
- BigCommerce – Implements 301 redirects through its built-in Redirect Manager.
- Custom E-Commerce Sites – This may require server-level configuration for redirects
4. Best Practices for Effective Redirects
- Redirect to Relevant Pages – Avoid redirecting users to the homepage unless absolutely necessary.
- Use 301 Redirects for SEO – Ensures link equity is preserved.
- Avoid Redirect Chains – Redirect users directly to the new page rather than through multiple steps.
- Monitor Redirects Regularly – Proactively identify and fix any issues.
- Update Internal Links – Rather than relying solely on redirects, teclan ensures all internal links point directly to the correct pages.
5. Ongoing Monitoring & Optimisation
- Regular SEO Audits – Identify broken links or unnecessary redirects.
- Google Search Console Monitoring – Highlights any redirect issues.
- Analytics Tracking – Measures the impact of redirects on traffic and user behaviour.
Conclusion
Redirect management isn’t just a technical necessity—it’s a crucial part of maintaining a high-performing e-commerce site. Poorly handled URL changes can damage SEO performance, frustrate users, and result in lost sales. At teclan, we take a proactive, platform-specific approach to redirect strategy, ensuring every change supports a seamless customer journey and strong search visibility.
By staying on top of redirects and aligning them with best practices, we help e-commerce businesses protect hard-earned rankings, retain valuable traffic, and unlock greater revenue potential—even through periods of change and growth. Whether it’s a small update or a full replatform, having the right redirect strategy in place makes all the difference.
