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SEO France- Tricks About Page Redirection Strategies
A lot of website owners apply page redirection techniques. You rename a page on your website, for whatever motivation. Possibly you decided to revamp your entire naming convention, maybe you decided to restructure your page and need to move pages into different folders, or you just realized that you are missing valuable keywords.
Let’s elaborate a bit on the keywords concern, since it is part of your search engine ranking success.
Let’s say the page in question is about customized clothing and you named it page1.htm. Then you read some Web optimization articles and you found out that some search engines apply words in the actual file name as search keywords. Next time you do a Google search, take a look at the results, most will have words in the actual file name (in the URL section) bolded, denoting a keyword match. Now that you renamed your page, you just created a symphony of issues for yourself, for your users and for your position in search engine results.
You will must point every link on your site to the new page name. If your page is small, it should not be a big deal, but if your page is large, you will inevitably make mistakes, mainly forgetting a link or two. This will result in visitors getting the dreaded “404 page not found” error when clicking on your links, robots (also know as crawlers or spiders) avoiding you, etc. Also, if you are heavily relying on visitors from search engines, then again, people will get a “404 page not found error”.
Let’s utilize the previous example, for a long time your page1.htm was indexed by major search engines. If someone types “custom usb drives” in a search engine box, your page shows up on the first search results screen. That is fantastic, only if someone clicks on the link, they will be pointed to page1.htm, not to custom_usb_drives.htm, because the first page is the one in the search engine’s index. It will take time, sometimes months, before the search engines update their indexes with your new page name.
Google developed a proprietary algorithm that assigns a Page Rank (PR) to every page on the web. PR is a number from 1 to 10 (10 being the ideal) and is intended to be a representation of how useful and popular a given page is. PR is influenced by many factors, one of the crucial ones being Link Popularity. Link Popularity is a representation of how many “quality” or “relevant” sites link to your page.
When you rename a page and discard the old page, you also discard the PR of the page. Your renamed page will be seen as a totally new page, with 0 PR. I will start by enumerating some of the strategies used by the non-initiated.
If you do not have access to the server, ask your host to point you into the right direction. In conclusion, the best and the most transparent way (to both human and robotic users) to rename and move files on your web site, while preserving your search engine ranks is the 301 redirect.
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At SEO France we have been helping clients to achieve great results in their link building and PPC campaigns.
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