What is Redirect management?

Redirect management is the systematic process of routing visitors and search engines from an old URL to a new, relevant URL. When a food or beverage brand updates its website, discontinues a product, or changes its domain, the original web addresses may no longer exist. Without proper redirects, users and search engine crawlers encounter error pages, which can disrupt the browsing experience and cause search engines to drop the pages from their index. By implementing permanent (301) or temporary (302) redirects, operators ensure that anyone trying to access the old page is automatically sent to the correct new location, preserving the site's structural integrity.

Why Redirect management matters

For CPG operators, a seamless online experience is critical for maintaining brand trust and driving sales. Effective redirect management ensures that potential customers clicking on outdated links from social media, email campaigns, or search results still find the products or information they need, preventing lost revenue and frustration.

Practical next steps

1. Audit your website regularly to identify any outdated or removed pages that require redirection.
2. Implement 301 redirects for permanent changes, such as when a product line is permanently discontinued or a page is moved.
3. Avoid creating redirect chains, where one redirect leads to another, as this can slow down page loading times and confuse search engines.

What to keep in mind