UNMATCHABLE MARKETING!

On the Web, each document has an address (URL).

In a perfect site, this address is single: it is not possible to present the same contents on two different pages (it is what is called “content duplicate”, and it is penalizing). The address in question can be of “static” type (http://example.com/this-page-is-static.html) or “dynamics” (http://example.com/this?page=dynamic).

One can have to move contents, for example when a site is restructured, or when domain name is changed, or of free shelterer. When a document is moved, it should be made sure that as well the visitor, as the engine, are informed.

How to make to properly inform an engine, and a visitor, of a change of address?

Only one valid method: redirection 301!

There exist several types of redirections: redirection Javascript, redirection by < meta-refresh> , redirection by the sending of a code of state, etc…

The JavaScript redirection is to be avoided: although it functions for the large majority of the visitors, it is not taken into account by the search engines. Who more is, this type of redirection having been strongly used to mislead the engines (because allowing to discriminate driving/visitor), it could be related with an unfair technique and prove penalizing (you are vis-a-vis a machine, avoid “taking risks”).

Redirection by < meta-refresh> is not better: she is not considered by the engines (or when it is the case… very badly).

There remain two methods to carry out a clean redirection: the sending of a code of state via a file .htaccess, or this same sending via the script on which your site is based (ColdFusion, ASP, PHP, etc…).

Permanent redirection: type “301, Moved Permanently”

When a document is moved definitively towards a new address. Redirection 301 will make disappear the old address with the profit from the news, while preserving the elements useful for referencing/positioning.

Redirection by .htaccess

To place a file named [.htaccess] at the root of the site, on the waiter, with the following code:
RedirectPermanent ancienne-adresse.html http://www.example.com/nouvelle-adresse.html

or via a rewriting of URL
RewriteEngine One
RewriteRule ^ancienne-adresse.html$ nouvelle-adresse.html [R=301]

NB: use the regular expressions if you know each other there on the matter, if not, list line after line the redirections to be made

Method ISAPI Rewrite: (addition with the judicious request for Supercureuil)
RewriteRule /ancienne-page.php
http://www.example.com/nouvelle-page.php [I, O, RP, L]

(to be informed in the file httpd.ini)

Redirection by heading HTTP returned by script

In PHP, send following information before any other echo of HTML (even a space):
header (” Status: 301 Moved Permanently” , false, 301);
header (” Hiring: http://www.example.com/nouvelle-adresse.html”);
exit ();

In ASP, use the following formulation:
< %
response.status = ” 301 moved permanently”
response.addheader ” location” , ” http://www.example.com/nouvelle-adresse.html”
response.end
%>

With ColdFusion, redirection 301 with syntax below:
< .cfheader statuscode=” 301″ statustext=” Moved permanently” >
< .cfheader name=” Location” value=” http://www.nouvelle-adresse.com”>

If you turn under RoR (Ruby one Rails):
def old_action
headers [” Status”] = ” 301 Moved Permanently”
redirect_to ” http://www.new-URL.com/”
end

Which are implications SEO of these redirections?

Redirection 301 is what is done of cleaner. While carrying out a redirection 301, you make the old address not-indexable (with the profit of the news), which eliminates any content risk of duplicate. Who more is, all the elements which made the positioning of the old address are transposed to the news (the established links to old become (in a few days) links established towards the new address.

One can consider, more or less, that the PageRank future of the new page will be equivalent to that of old (visible in Google Toolbar after 3 to 6 months).

Caution: even if the visitors and the engines are redirected, you must modify your internal bonds, so that they point towards the new address. Redirection 301 is not a method of navigation but well a safety. Also inform your possible partners.

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