Want to know why your business website ranking dropped after you revamped it?

New year. New Revamped Website. Drop in the SEO Ranking?

We see this too often when an organisation has created nicer looking web pages or even created a brand new appealing website. They then notice that their SEO ranking suddenly falls.

What is a Redirect in WordPress?

A redirect is a way for your website to send a quick message to your reader’s browser and tell them that the page they want to visit has been moved, so their browser can automatically point them to the new page of your choice.

There are various different types of redirects such as 301 redirect, 302 redirect, 307 redirect, etc.

However, to keep this article simple and useful, we will only cover 301 redirects as that’s the most important.

Let’s take a look at why it is important by understanding the use case.

When do you need a 301 redirect in WordPress?

The primary reason to use 301 redirects is when your site or a page on your site has been moved, and you want to point the user to a new page instead.

This article idea came to us when one of our readers asked us for a way to redirect users from an old post to a new post.

– You need to create a redirect when you are planning on deleting a post or page in favour of new content.

– You need to create a redirect when you are planning on changing the permalinks of your post or page.

Why? Because not creating a redirect will cause your users to see a 404 not found error. Which is not only bad for users, but it can also impact your site’s SEO and hurt your search engine rankings.

That’s when 301 redirects become very important.

It allows you to tell search engines and your user’s browser that the page they are trying to reach has been permanently moved to a new location.

This allows for all your old page’s traffic and backlink (SEO) strengths to be transferred on to the new page.

Now that we have covered the why and when of redirects, let’s take a look at how you can create 301 redirects in WordPress using the different methods that are available.

A 301 redirect sends the message to search engines that a website or page has been moved permanently.

When you use a 301, Google removes the old page from their index and most value (link equity) from that page is transferred to the new one.

That being said, it’s important to note that anytime you move a page from one URL to another, it will take search engines some time to notice the change and see any potential impact/change in rankings.

How to Create Redirects in WordPress (using Plugins)

An easier approach to create and manage 301 redirects is by using one of the many WordPress redirect plugins. This allows you to setup redirects without ever writing a single line of code.

Method 1: Setting up WordPress redirects using Redirection plugin

The simplest way to add and manage redirects in WordPress is by using the Redirection plugin. Install and activate the plugin. Once activated, visit Tools » Redirection to setup your redirects.

Redirection plugin not only allows you to setup redirects, it also helps you find out 404 errors on your WordPress site. You can then redirect those URLs to an appropriate destination. See this tutorial on how to track 404 pages and redirect them in WordPress.

Now while setting up 301 redirects using a WordPress plugin is easy, it has some minor performance setback. Based on your WordPress hosting provider, your WordPress redirects maybe a bit slower by some microseconds.

If you want to make your redirects faster, then you can do so by using the code method and .htaccess file.

Method 2: Setting Up 301 Redirects in WordPress using .htaccess

Using the web server configuration file .htaccess, WordPress users can set up 301 redirects that are fast.

Please keep in mind that a small mistake in your .htaccess code can make your WordPress site inaccessible, and it may start showing Internal Server Error.

That’s why it is important that you backup your .htaccess file before making any changes.

To edit your .htaccess file, you will need to connect to your website using an FTP client. The .htaccess file resides in your WordPress site’s root directory.

If you can’t see your .htaccess file there, then you need to force your FTP client to show hidden files. (See why you can’t find .htaccess file on your WordPress site.)

You can edit .htaccess file in any plain text editor like Notepad.

Here is a simple redirect, where we are trying to send a user visiting an old post to a new post.

 RewriteEngine On
Redirect 301 /a-very-old-post/ http://yoursite.com/a-very-new-post/
You can add the code above preferably at the end of your .htaccess file.

That’s all. We hope this guide to creating WordPress redirects helped you setup redirects on your site.

Feel free to get in touch with us if you have any questions. Direct your questions to contactus@thefusionbrand.com. If you need some assistance with then why not organise a FREE 45 Strategy call with us? Click here to book a time that suits you.

Ever wonder how you can use those UTM Parameters for Marketing Engagement?

I clicked on a link and I noticed that it took me to something that look like this:


I decided to investigate what all this meant and if someone was trying to get access to my credit card information by using these extra things on the end of my website address…

I discovered it was all kosher. Breaking this web address down, it appears you can append up to five different UTM parameters to your links:

  1. UTM source: Captures the source of your traffic and is usually the website on which you shared the link. Common examples of UTM source parameters include Google, LinkedIn, Twitter and Salesfusion.
  2. UTM medium: Covers the marketing medium, which typically depends on your source. For instance, if your source is Google, your medium might be AdWords. But if your source is LinkedIn, your medium will be social and if your source is Salesfusion, your medium might be email or landing page.
  3. UTM campaign: Highlights the campaign in which you shared the link. This field can be whatever you want it to be, such as “Prospect Newsletter,” “Persona 1 Nurture” or anything else.
  4. UTM term: Typically only used in paid advertising, the UTM term is an optional parameter that captures the term you bid on for sharing the link. For instance, if you ran an AdWords campaign in which you bid on the term “marketing automation” (per above), “marketing automation” would be your UTM term.
  5. UTM content: Another optional field usually used to determine which piece of content received engagement when multiple links point to the same destination. This parameter is most useful if you are A/B testing or running multiple versions of the same ad (in which case two links would be exactly the same and the UTM content parameter can help differentiate between them).

Why Should You Use UTM Parameters?

Once you share a link appended with UTM parameters, you can track all of those details through Google Analytics or other marketing systems that can capture these parameters, such as your marketing automation platform.

This tracking allows you to see how many visitors came from a certain source, medium (or source/medium combination) or campaign. If you use the optional parameters, you can also see how many people engage through certain keywords (UTM term) or with different versions of ads (UTM content).

In particular, there are three primary benefits that come from using UTM parameters:

  1. Tracking cross-channel traffic: Great news: Your latest blog post or landing page is on fire! Visits are piling up every day and your team continues to promote it across channels to build on that success. But which efforts are really paying off? What if all of that traffic is actually coming from just one channel? Wouldn’t you want to know that so you can double down on that channel? Of course, you would, and with UTM parameters, you can gain exactly that insight for both individual assets and long-term trends. By viewing the source and medium parameters for traffic, you can easily determine where traffic comes from. In turn, this view makes it simple to identify your most effective channels (where you definitely want to keep the status quo and potentially increase your efforts) and your least effective channels (where you may decide to discontinue your efforts or revamp your approach).
  2. Attributing traffic to different campaigns: You know you have eBook gold on your hands because that piece of content has steadily attracted traffic over the past eight months and prospects who read it usually become customers. As a result, you use that eBook everywhere. While identifying the channels that bring prospects to the eBook is a great first step, you also want to dive deeper because you’re currently using the eBook in four different email campaigns and two social campaigns. Or let’s say you want to take a long-term view and understand how each different email campaign contributes to overall engagement on your site. Once again, it’s UTM parameters to the rescue. All it takes to determine how effective one campaign is compared to another is tracking the UTM campaign details. From there, you can take what works well from one campaign and consider how you might bring that into lesser performing campaigns or retire those lesser performing campaigns to devote more resources elsewhere.
  3. Understanding the impact of A/B testing: Ah, A/B testing — if it’s your idea of a fun day on the job, you’re not alone. But it’s not all that fun if you can’t determine the winner of your tests. One of the simplest ways to do so is through UTM parameters. Let’s say you run an A/B test on the colour of a banner ad. Since both ads point to the same link, you need a way to differentiate traffic that comes from the yellow version versus the green version. Using the UTM content parameter, you can do just that. In this case, all of your parameters would be the same except for that last one, which might read “yellow” and “green.” Simple enough, right? With that difference noted, you can easily compare engagement with each of those links to determine whether your target audience responds better to the yellow banner or the green one.

I guess knowing the benefits of UTM parameters is all well and good, but how does one actually create those crazy-looking links?

It appears it’s not as hard as it might seem! In fact, you can use a simple URL builder to make the process quick and easy.

All you need to do is put in the original URL, add information for each parameter as needed and the tool will append the link with UTM parameters for you.

Wow! Now that is easy!

Armed with the knowledge of what UTM parameters are, why they’re important, there’s nothing left to do but to start adding them to your links so you can better understand engagement.

Everything about Google Analytics in one picture!


If you want someone else to do this for you then simply fill out the form below. Too easy!