301 Redirect - Change & Results in SERPS

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?

you would lose any juice passed on.

mrpickles said:

you would lose any juice passed on.

Click to expand...

Thanks so much for the reply. So outside of losing existing juice, if I continued to build the new site up with links, would it just become it's own site when the redirect was removed and possibly maintain positioning?

yes, if you get good authoritative links you can rank well.

Yes this is correct answer.

You need to forget about the links built in the past. So, if you're removing redirects after 5 years, you will lose any juice passed on. I wonder why you'd want to do that?

bobby!!! said:

Thanks so much for the reply. So outside of losing existing juice, if I continued to build the new site up with links, would it just become it's own site when the redirect was removed and possibly maintain positioning?

Click to expand...

Existing Site: Wally's Widgets
New Site: Widget World
both of these are your website or just one of them? if both your site, it is your plan feasible, but only one is your site, it is very difficult to do that and you have to reg DCMA

Well, You will be getting benefits from the source website to your destination website you have redirected in a proper way. But once you remove the redirection you will be stopped to get the benefits as far as the links and traffic to the source website is concerned. But that point of time you would have got the benefits..

Thanks!