SEO: sitemap, redirects and the 404 page

What works on its own

• Sitemap. Every published site has /sitemap.xml: the home page and all pages except those hidden from search. You can submit it to Google Search Console.
• robots.txt points search engines to the sitemap.
• One address per page. Links with UTM tags and ad tags don't create copies of the page for search.
• Your own 404 page for addresses that don't exist on the site. More in “Pages, ‘Thank you’ and popups”.

Title and description

On the “SEO and ads” tab, set the title and description for search and the image for social networks. Empty fields are taken from the headline, the subheadline and the main photo. Other expert mode pages have their own title and description.

Redirects

A redirect sends a visitor from an old address to a new one. You need it when you renamed a page, moved to another address or closed a promotion.

1. Open the site in the editor, tab “SEO and ads”, block “Redirects”.
2. On the left, enter the old address on this site, for example /old-promo.
3. On the right, enter where to send people: a page of this site (/thanks) or another site (https://…).
4. Choose 301 if the address moved for good (search engines carry its rankings over), or 302 if it's temporary.
5. Click “Save redirects”. They work right away; there's no need to publish.

An asterisk at the end takes everything under the address: /blog/* → /news/*. The visitor's UTM tags carry over to the new address.