My team and I are working on a website migration (from Magento to Magento 2). We have taken this opportunity to renew the website architecture since currently it's not SEO friendly at all. My question is about a blog post that drives 40% of the total organic traffic. The URL looks like
https://example.com/new51. For the migration, I'd like to move it into the blog directory and change the URL to a more descriptive one, with keywords in it. But the client wants us to keep it the way it is right now so organic traffic doesn't drop. From my point of view, we have different options, keeping in mind that we have a lot of pressure coming from the client:
- Completely changing the URL and moving it to the blog directory with the rest of the blogposts. I expect the traffic to drop because of the migration but to progressively increase after a few days/weeks, but I'm afraid that the URL and directory changes are too big and that it will make rankings for this landing page keywords drop.
- An SEO colleague told me she once had the same problem, and her solution was: she had the content with a non-friendly URL (A) that she duplicated (URL B) changing the URL to a most SEO friendly one. She picked URL B as the canonical version for both. After some time, URL B started gaining more traffic than A and then she did a redirect 301 from A to B.
- Keeping the URL as it is, but I'm afraid that after the migration, traffic will drop because the whole site architecture will have changed except for this one blogpost.
Which one do you think is the best option not to lose traffic in a mid/long term? Or maybe you have a better option?