Marketing & search · Website help · Crawl and link discovery

A renamed directory leaves stale inbound links

The new directory works, but guide sidebars and service pages still point to its old address. Visitors take unnecessary detours on every visit.

What to change

A directory rename has two audiences: links the organisation can update and references outside its control. Ask the supplier for a list of owned pages still using the old address, then update those references at their shared source. Keep an appropriate compatibility route for external visitors. Test both a corrected internal link and an old saved address, because they should reach the same useful place through different mechanisms.

A worked example

Illustrative example

Illustrative test: Follow the same guide sidebar before and after the link correction.

How to check the result

Owned links land directly on the approved directory and old external links retain an appropriate route.

A mistake to avoid

Deleting the redirect immediately can strand bookmarks outside your control.

Your action checklist

Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.

Decisions to record

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Healthcare marketing planning with an editorial calendar, audience question and campaign brief.
Start with the audience question and a clear content brief.
Healthcare marketing enquiry journey connecting a service page, message and appointment calendar.
Connect the public promise to a supported next step.
Healthcare marketing measurement illustrated by a dashboard, comparison bars and inspection lens.
Check the evidence and definitions behind the report.

Further reading

These primary sources provide additional context for the project decisions above.

Related decisions

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