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Using 301 is that standard way of proceeding if you need to change the structure of your site. If done properly, there is no impact on your rankings (always make sure to update your internal links - avoid 301's on internal links). As a rule of thumb, don't change your url's too often, because the redirects can get quite messy after a few years. For the ranking question, I wouldn't know how long it takes, I mainly track traffic, not really page authority, so can't help you on that one. Unrelated to your question, but could have an impact on your SEO: I was a bit surprised by your choice of Magento for a smaller shop. Magento is known for being quite hungry for resources, and normally requires a dedicated server to run on. I sometimes had difficulty accessing the pages. When I did a speed check the final result was ok, but 'time to first byte' was quite long, which could indicate that your server is not really up to its task. Another strange finding was that a very large part of the content that is downloaded are javascriptfiles (65% of total weight of the page) and css files (20%) - you should try to regroup these files & minify them. Also try to tune your caching settings - a lot of static resources could be cached. Full details can be found here: http://www.webpagetest.org/result/150204_1H_1A91/ - you should also check the Page Speed Insights tool from Google: https://developers.google.com/speed/pagespeed/insights/?url=http%3A%2F%2Fhippemamashop.nl%2F&tab=desktop. On your productpages, some of the descriptions are quite short, and maybe not 100% optimised for search (and for your target audience). Additional info is not always correct 'Materiaal: Nee' (Lief sokjes). Try to find a unique tone of voice for your site - you are trying to attract young fashionable mothers - so you probably should adapt your descriptions to that target audience rgds, Dirk