This costs the business leads and, ultimately, revenue.įortunately, with a modern content platform and composable architecture, it’s possible, and straightforward, to create a simple and intuitive URL redirect management experience that is accessible to every day content editors (without asking them to learn HTML and PHP). The team spends a huge amount of time doing their best to untangle that web, but, without fail, the days, and sometimes weeks, after launch are plagued with the SEO nightmare of hundreds of 404ing URLs and a steadily declining pagerank.
I’ve seen this most often when an organization managing their URL redirects within a single application wants to do something as simple as a rebrand, consolidate a subdomain and old domain into a new site, or implement an information architecture refresh on their public website.Īs navigation structure changes, pages are combined to reflect new offerings and old content is archived, the team quickly realizes that all of the routing information is tangled up in a chaotic mess of CMS backend, frontend templates and server-level directives. When a monolithic application is handling all of your URL redirects, it may not feel like a problematic dependency in the short term, but it will almost always create issues at some point.
Each scenario, and plenty of others like them, create a dependency on developers and makes replatforming substantially more difficult in the future.
#DIRECT URL TO NEW WINDOW SOFTWARE#
URL redirect management can happen server-side (using software like Apache), at the application level, or even client-side using Javascript redirects. With composable redirects, we can easily put the ability to create vanity URLs and manage redirects in the hands of the marketers responsible for the outcomes associated with that content.
#DIRECT URL TO NEW WINDOW UPDATE#
That update can be extremely detrimental to a website’s SEO if the redirects aren’t handled properly and high-ranking content starts directing users to a generic homepage or, even worse, returning 404 errors. On top of that, content creators with a huge amount of content undergoing frequent updates will likely be updating the URLs used to access individual pages as their content changes. In the case of a landing page serving as the conversion point for a campaign with multiple entry points, content creators will need the ability to easily create multiple trackable, channel-specific vanity URLs, which may even include a query parameter or two. Update content as frequently as you likeĪ URL redirect is a key part of the toolbox for any modern marketer looking to build a complex campaign or manage a large repository of content that is subject to frequent updates. Composable URL redirects to the rescueīefore we dig into the specifics of the solution, let’s take a look at two instances where a modern, composable URL redirect architecture can make an organization more agile and create faster time to value. However, given the impact they can have on an organization’s ability to convert leads from organic search and paid marketing, URL redirects should be simple and straightforward to manage for non-technical users.īy integrating Contentful with a redirect management tool, content creators get a streamlined management experience, alongside a redirect solution that can scale independent of any specific application that is displaying web content. Oftentimes, a URL redirect may be considered a web-specific delivery concern that should be handled by an application and kept out of the reach of content editors. The URL redirect as an integrated microserviceĬomposable architecture enables an organization to build a tech stack that is perfectly suited to its needs by integrating microservices, rather than trying to modify business practices to work within the constraints of a single, monolithic application.
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