301 Link Authority 100% Transfer

[TheDude]

Our web designer wants to change our pages from the .htm to .html extension.  Would 301 redirects transfer our link juice to rankings are not harmed?

[jenmcardle]

All redirects experience some decay of link authority. The amount of link juice loss with a 301 redirect is between 1 and 10%. You will retain 90-99% of the link juice.

Another note, I would strongly recommend removing the technology extensions altogether. Showing pages as .htm and .html offer no benefits to users. Also, next year your developer may want to change to .php or another technology whereby you will need to go through this process all over again.

Ask your developer to simply leave off the tech extension. Use www.mysite.com/example rather then www.mysite.com/example.html

[TheDude]

Excellent advice!  Thank you so much.