Sometimes all you need is a good article title to let you know what your problem is.

Far too often, a developer comes in to “modernize” a site—and ends up wrecking a thriving online business by ruining its SEO.

Setting up 301 redirects is hardly the hardest task an average WordPress user or developer has before them, but it’s a very important one for SEO reasons. When you move a page—especially one that Google has shown an affinity for—it’s really good to make sure that your new page gets that old one’s racked-up affinity.