Since launching our brand in May, the web address we’ve promoted and printed on things has been coop.co.uk. For those of you paying close attention you’ll have noticed coop.co.uk just redirected to co-operative.coop – but not anymore.
All 11,647 co-operative.coop pages and pdf links now use our new web address.
We need to acknowledge how our members refer to us and search for us. Most people call us the Co-op and search for us without the hyphen (83% of users). You can find out more in Nick’s post ‘Why we’ve moved to coop.co.uk’.
No lost links
Changing your web address is very similar to moving house. To make sure people continue to visit, you need to tell them you’ve moved.
Google and Bing are the most important people to tell. If we didn’t do this correctly our site would be a lot harder to find.
We also made sure our old URL co-operative.coop and our even older URL co-op.co.uk 301 redirected to our new web address.
So if you typed:
It would go to coop.co.uk/about-us
Was it a success?
Making any change to your URL is risky and will normally see a drop in visitors coming to your site via search. We predicted our website would take up to two months to recover.
It’s still too early to tell how successful the change has been and we’ll continue to monitor, but a good indication is how quickly Google and Bing has recognised the change. This can take several weeks but only took a week.
More changes to come
We’re building a new version of coop.co.uk which you can take a look at.
We’ve also started to change all our other website addresses to be subdomains of coop.co.uk. Subdomains let us add a word before our URL. For example our jobs site is now jobs.coop.co.uk. Any link we promote in TV, print and so on will start coop.co.uk. So for the jobs site we would promote it as coop.co.uk/jobs.
I’ll be explaining more about URL strategy soon but if you have any questions or comments let me know.
Digital Channels Manager