“We are quite careful when adjusting taxonomies since even a small change can have ripple events throughout a large website,” explains Jordan Silton of Apartments.com.

“As a site scales, changing a name on only one or a handful of categories can impact thousands or millions of pages on a site. Keeping URLs the same should help to minimize disruption, particularly if the name change is close. For example, we have a filter on our site for low-income housing, which is also known as affordable housing or income-restricted housing. These terms are all synonyms and we changed the way we labeled the filter to help renters find the appropriate housing options. Even though we made changes, we kept the URL consistent. This helped us capitalize on the name changes by labeling the page appropriately while also keeping things consistent for search engines without a bunch of redirects or a whole new set of pages.”

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