When changes are made to your website – changes to structure, renaming and deleting of subpages, etc. – redirects are necessary. Redirects, as their names suggest, redirect traffic from obsolete URLs to their new, accurate web addresses, much like mail-forwarding ensures you receive your mail after a move. Without this, visitors to your website may end up with an error message when entering an old URL on a subpage. This is not only very frustrating for users, but can also lead to lower search engine rankings. Therefore, it is vitally important that all old website addresses are redirected to their updated URLs.