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When is it time to retire a URL?

Never. Don’t believe me? Check out Seth Godin’s latest.

OK, but what about IT’s argument – and you know they have one – that it increases overhead, management, blahdee, blah, blah, blah? They’re probably right. That’s where analytics come in. If your traffic has:

  1. Completely vanished; OR
  2. Results in zero revenue

Then, you can set up a 301 redirect to your home page or other suitable content. Perhaps a human-friendly 404 that leads to useful information. But, the URL itself should never vanish into a black hole. Trust, me, your IT team will get over it eventually.

Tim Peter is the founder and president of Tim Peter & Associates. You can learn more about our company's strategy and digital marketing consulting services here or about Tim here.

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