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There may be instances when a web site owner decides to rename his page, resulting in the change of the page url or address. The next time the search engine crawls your website, it will not find the original web page. You may have some links pointing to your old page. All the link juice that your page was enjoying will be lost. To avoid this, you can do a 301 redirect whereby your redirecting the search engines visiting the old URL to the new URL.
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