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In this article I will discuss page redirection techniques, what works and what to avoid.

 

What is page redirection and why would you want to use it?

 

Let’s say you rename a page on your website, for whatever reason. Perhaps you chose to revamp your entire naming caucus, perhaps you chose to restructure your site and need to go pages into different folders, or you just realized that you are missing valuable keywords.

 

Let’s elaborate a bit on the keywords issue, since it is part of your search engine ranking success.

 

Let’s say the page in question is about customized USB drives and you named it page1.htm. Then you read some SEO (Search Engine Optimization) articles and you found out that some search engines use 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. Your USB drives page will certainly benefit if named a touch like custom_usb_drives.htm instead.

 

Now that you renamed your page, you just produced a symphony of issues for yourself, for your users and for your spot in search engine results.

 

Between issues:

 

You will have to point every link on your site to the new page name. If your site is small, it should not be a huge deal, but if your site 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 use the previous example, for a long time your page1.htm was indexed by major search engines. If a name types “custom usb drives” in a search engine box, your page shows up on the first search results screen. That is fantastic, only if a name 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, previous to the search engines update their indexes with your new page name.

 

Lost Page Rank (PR) issues:

 

Google urban 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 ultimate) and is intended to be a representation of how useful and standard 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 “feature” or “relevant” sites link to your page. Without getting into too much detail, it is increasingly hard and time consuming to achieve a high PR for your pages, especially if you don’t have a really unique website with exceptional and highly required after content. If you are merely operating a commercial site, in a competitive market (such as selling custom branded USB drives, as in our example), then it takes a lot of time and hard work to build a excellent page PR.

 

When you rename a page and discard the ancient page, you also discard the PR of the page. Your renamed page will be seen as a perfectly new page, with 0 PR.

 

What is the solution?

 

I will start by enumerating some of the methods used by the non-initiated.

 

Not recommended solution 1: Duplicate content.

 

First thing that probably comes in you mind is: well, why can’t you just duplicate the page and let nature take its course. In other words, you will have two identical pages, one named page1.htm and one custom_usb_drives.htm. This gives you time to update all links and the search engines will ultimately index the new page.

 

This solution is not viable because search engines will penalize you reasonably terribly, ‘thinking’ that you are trying to scam them by using the ‘duplicate content’ practice.

 

Not recommended solution 2: Custom error message.

 

You could make a custom error page. But, you will lose rankings on the next search engine update as the file will appear to be non-surviving. As discussed above, it could be some time previous to the page with the new name will be indexed and will appear in people’s searches. Also, your web site visitors will be frustrated by the fact that they now have to dig through your site to find the desired information.

 

Not recommended solution 3: An HTML Meta redirect.

 

You could implement a so called Meta refresh in a blank or customized page that has the name of the ancient page (in our example, page1.htm) that points to the new page. The redirect can be instant, or delayed by a predetermine amount of time. The delayed redirect has the advantage that you can place an extra message, such as “please be aware that the page you are looking for changed place….. etc., etc…. you will be redirected involuntarily to the new place”

 

In the past, this was probably the most used practice.

 

Without getting into the mechanics of the Meta redirect, which is in the end a META tag statement you ad to your HEADER section, know that there are also JavaScript techniques that achieve similar results.

 

What is terrible about this is that this is a practice evenly used by spammers to trick search engines and it should be avoided, unless the page is in a section of your site that isn’t indexed (also known as spidered or crawled). Search engine spammers make a page that is optimized for certain keywords and phrases – it usually has no real content. The page is then picked up by some search engines, but when a visitor clicks on the search engine entry, they are redirected to a further site, evenly unrelated. Most search engines have filters to notice this. Using this form of search engine deception will see a site ultimately banned or penalized by major players such as Google.

 

The recommended redirect strategy  – 301 Redirect

 

A 301 redirect is the most well-organized, visitor friendly, robot (spider, crawler) friendly and search engine friendly solution around for web sites that are hosted on servers running Apache. If you are not sure, check with your hosting provider.

 

A 301 redirect is just a set of commands you type into your .htaccess file.

 

When a visitor (whether human or robotic) requests a web page via any means, your web server checks for a .htaccess file. The .htaccess file contains specific instructions for certain requests, including security, redirection issues and how to handle certain errors.

 

The code “301″ is interpreted as “went permanently”. After the code, the URL of the missing or renamed page is noted, followed by a space, then followed by the new place or file name.

 

First of all, you’ll need to find the .htaccess file in the root directory of where all your web pages are stored. If there is no .htaccess file there, you can make one with Notepad or a similar application. Make sure when you name the file that you remember to place the “.” at the beginning of the file name. This file has no tail extension.

 

Some hosting providers place forward redirect air force through their “control panels”, so you don’t have to perform low amount changes on the .htaccess file itself. Instead, they provide a user friendly interface for this. Check with your hosting provider to see what the optimal way to perform a 301 redirect is in your case. I will take up again the article with the barebones solution.

 

If there is a .htaccess file by now in existence with lines of code present, be very careful not to exchange any existing line unless you are familiar with the functions of the file.

 

Scroll down past all the existing code, leave a line space, then make a new line that follows this example:

 

redirect 301 /folder/page1.htm http://www.you.com/folder/custom_usb_drives.htm

 

It’s as simple as that. Save the file, upload it back into your web and test it out by typing in the ancient address to the page you’ve changed. You should be instantly and seamlessly transported to the new place.

 

Notes: Be sure not to add “http://www” to the first part of the statement – just place the path from the top amount of your site to the page. Also ensure that you leave a single space between these elements:

 

redirect 301 (the education that the page has went)

 

/folder/page1.htm (the original folder path and file name)

 

http://www.you.com/folder/custom_usb_drives.htm (new path and file name)

 

The same format applies not only to renamed files, but also to files went to a different place.

 

The 301 redirect is the safest way to preserve your rankings. On the next indexing (crawling, spidering), the search engine robot will obey the rule indicated in your .htaccess file and index the new page name every time a link or its internal database tries to access the ancient page. In the next update (again, this could take months), the ancient file name and path will be dropped and replaced with the new one. Sometimes you may see alternating ancient/new file names during the transition period, along with some possible fluctuations in rankings as things descend. Don’t panic, this is habitual.

 

What if your site is hosted on a Microsoft IIS server instead?

 

If you have access to the server, do this: In internet air force manager, right click on the file or folder you wish to redirect. Select the radio titled “a redirection to a URL”. Penetrate the redirection page, check “The exact url entered above” and the “A stable redirection for this resource”. Click “Apply”.

 

If you do not have access to the server, question your host to point you into the right management.

 

In close, the best and the most transparent way (to both human and robotic users) to rename and go files on your web site, while preserving your search engine ranks is the 301 redirect.