I have a question regarding 301 redirects that has caused me some confusion.
I understand it's best practice to only 301 redirect a page once, and avoid creating a 301 redirect chain.
However, for examples sake, let's say a business develops a new site that includes a new and optimised URL for an existing page, and this business 301 redirects the old URL to the new URL.
Old URL: www.example.com/seo-digital-marketing
New URL: www.example.com/seo-marketing
What then happens if in another year they want to change the pages URL to www.example.com/seo
How would you transfer link juice to the most updated version of the URL without creating a 301 redirect chain?