Keep the same URLs whenever the page is still relevant and has search value. Changing URLs creates migration risk because search engines need to process the new structure and users may still find old links. If a URL must change, use a 301 redirect to send the old page to the most relevant new page.
Keep the same URLs during a website rebuild whenever the page is still relevant and has search value. Keeping a stable URL reduces migration risk because search engines and users do not need to rediscover where the content moved.
Changing URLs is sometimes necessary, especially when the old structure is confusing or the content strategy has changed. When a URL changes, the old page should be mapped to the most relevant new page with a 301 redirect.
The decision should be made page by page. Preserve what has value, improve what needs work, and avoid changing URLs casually.
