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Say there are two companies operating in the same industry: www.companya.com and www.companyb.com. Company A has acquired some backlinks over time.

Company B acquires company A and decides to only use its URL. It forwards properly all links from www.companya.com to www.companyb.com.

Will company B benefit from the backlinks of www.companya.com through the redirection? Is it worth the effort from a backlink perspective only?

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up vote 3 down vote accepted

If 301 redirects are made, the www.companyb.com website benefits from the backlinks of www.companya.com. However, you lose a little bit PageRank (so a little bit benefit) through the 301 redirect.

And indeed, from backlinks perspective, it's worth your while to implement 301 redirects. It's even recommended for backlinks and users.

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