What to change
The original address may be only an entry point to another page. Diagnose the resource that actually returns the content, then decide whether the old route is behaving correctly as a redirect. Ask for the incoming address, each intermediate destination and the final response in one short record. This prevents repeated work on metadata that visitors and search engines no longer receive from the old address.
A worked example
Illustrative example
Illustrative test: Follow an old bookmarked guide and compare the landing address with its preferred-address setting. A manager might inspect a link copied from an old newsletter and see a search warning. Following it reveals that it now opens a differently named guide. The supplier records the old address and final destination, then investigates the page actually supplying the answer. Your team updates current newsletter templates to the final address while retaining a suitable route for copies already distributed to readers.
What this means for your practice
An old address may automatically send visitors to a newer page. That automatic move is a redirect. If a report examines only the old address, the team may spend time investigating a page that no longer serves the article. Ask your supplier to show the complete journey from the address people use to the final page they read. Then separate two questions: does the old link take visitors somewhere appropriate, and is the final guide working as intended? Your own check can be simple: follow a real bookmark or shared link and compare the landing page with what was promised. The supplier should provide the technical search checks for that final address.
How to check the result
The report identifies the final page and treats the redirect as a separate finding.
A mistake to avoid
Changing the old address metadata cannot fix the destination response.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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