I have a question about what happens when you remove a 301 redirect from a website ... specifically, what will happen in the search results. I am selling wooden widgets. Existing Site: Wally's Widgets New Site: Widget World There is an existing site selling wooden widgets called Wally's Widgets that has a ton of links and authority. For specific reasons, I will not be able to work on the Wally's Widgets website and will therefore need to create a new website called Widget World. I will however be able to 301 redirect the traffic from Wally's Widgets to Widget World. From my understanding, by 301 redirecting the authoritative Wally's Widgets to Widget World ... Widget World will benefit greatly from the passed links and authority from Wally's Widgets. This is where I'm confused though ... what happens to the Widget World if/when I remove the 301 redirect in 2, 3, 4 , or 10 years down the line? Will Widget World continue to rank well or would Wally's Widgets (that would no longer have the 301 in place) take it over and become more powerful? I am assuming that if in 5 years, I were to remove the redirect, the Widget World rankings wouldn't change but the Wally's Widgets site would have to kind of start from scratch. Can anybody shed some light on what would happen in this scenario please?