Deleting a page from your website might seem like no big deal. But that small action can have a bigger impact than you realise. One click can hurt your reputation, turn potential clients away, and reduce your visibility on Google. So, before you hit delete, here’s what’s really at stake, and what to do instead.
It’s not just your website that changes
Deleting a page sets off a chain reaction, and unless you’re prepared, it can have broad negative consequences. Consider these situations:
- What if a prospective client has that page saved as a bookmark on their phone?
- What if another website references your page in a glowing article about your services?
- What if you have other pages on your website, linking to that page?
Deleting a page is only 50% of the action plan. Before we get to the other half, it’s also important to understand the negative impact this action will have on your Google visibility. Did you know that every page on your website builds a type score over time? New pages start at zero, but over time, as people interact with them, they begin to develop a digital reputation with Google. Google begins to trust that page, and is more likely to suggest it in search results, connecting you with more clients.
Delete the page (or change its URL) and you delete its score.
The correct way to handle unnecessary pages
1. Reuse the page
If it’s an expired page, like an annual event, can you update it for next year instead of deleting it and creating a new page? Ideally, you’d plan for this from the start, so instead of /sunshine-coast-seo-event-2025/ you’d use /sunshine-coast-seo-event/ and simply update the content to reflect the year. If reusing the page isn’t an option, move on to the next step.
2. Check internal links
Find and update any links on your website pointing to that page by either removing the link or changing the link to point elsewhere.
3. Check external links
Pop your URL into Ahrefs Backlink Checker, and it will tell you if any other websites are linking to that page. If you have a substantial number of links to this page, think carefully before deleting, as these links send positive signals to Google that you don’t want to lose.
4. Create a 301 redirect
If you can’t avoid deleting the page, set up a 301 redirect, so that Google knows your page was removed intentionally. If anyone has a reference to the old page, when they visit it, they’ll be sent to the other page you specify. Make sure it’s a helpful redirect, don’t just send people to your homepage.
Why should you fix links even with a redirect?
You might be wondering: if I’m setting up a redirect, why bother updating the links on my own website? Good question. While a redirect will send visitors to the right place, it’s better to fix links at the source.
Each redirect adds a tiny bit of extra “friction,” and having multiple links pointing to a redirect can slow down your site’s performance and dilute your search engine optimisation (SEO) value. Updating the links directly keeps your site clean, fast, and ensures Google knows exactly where to send visitors.
How to set up a 301 redirect in WordPress
In WordPress, 301 redirects are typically handled via a plugin, or directly in your server configuration.
While several plugins manage redirects, we’d caution against installing one without guidance – plugins need to be kept up to date, monitored for conflicts, and managed carefully to avoid slowing your site down or creating security vulnerabilities. This is especially true if your website is already running a healthy set of plugins.
If you’re a Phancybox client, this is something we handle for you as part of your website management. If you’re managing your own WordPress site, get in touch before adding anything new – we can either set the redirect up for you, or point you in the right direction without adding unnecessary weight to your site.
Keep your URLs for as long as you can
Ideally, you’ll keep your URLs as is, so they can gradually build more visibility on Google over time. But when you can’t avoid changing a URL or deleting a page, take a moment to consider how the page is linked internally, how others may reference it, and the impact the change will have on your Google ranking.
Doing this will help your business maintain momentum, gradually increasing online visibility, and preserving the positive perception people have of your brand.
If you’re unsure about deleting a page, changing a URL, or managing redirects, our team of Sunshine Coast SEO experts can help you make the right decisions and keep your website performing at its best. Please get in touch.