Internet Marketing - Matt Bailey [161]
Although both Google and Yahoo! are now accepting an undelayed metarefresh as a form of 301 permanent redirect, the server-based 301 redirect is still the preferred method of redirect. The metarefresh is a script that is coded into the metadata of the page, rather than managed by a server. Because there is no server management of the redirect, no information about the new URL or the change to the new URL is communicated to the search engine. On more visible note, a meta-refresh code will disable the Back button for your visitor. That breaks a strict rule of usability, because the Back button is one of the more valuable tools for browsing online.
JavaScript
JavaScript is another method of redirecting, but it is also the least recommended. Many times, website managers use alternate means of redirection, because their hosting company or technical staff has informed them that server-based redirects are not possible. It is best to research the cause for the inability to have a server-based redirect rather than implement less secure or less desirable methods of redirection.
The JavaScript redirect is rarely used or recommended, because JavaScript requires the visitor’s browser to execute the script. Not all browsers have JavaScript enabled or support JavaScript, and many operating systems will not execute scripts for various security reasons. In addition, search engine crawlers do not execute JavaScript either, which will inhibit the ability to redirect the old URL to the new URL and maintain the value.
Setting Up a Redirect
Using an Apache server, access the .htaccess file, usually by FTP. Ensure that you are able to see hidden files, which will enable the .htaccess file to be seen. Open the file using a text editor, such as Notepad, and add a line with the following instruction:
RedirectPermanent /oldpageURL.php http://www.domain.com/newpageURL.php
This will redirect a file (or page) to a new file (or page). The structure of the line is the command, the old URL location, and the new URL location.
The location of the old URL location is a relative path, meaning you do not need the http:// part of the address. The new URL requires the absolute URL, or the full address, as shown in the previous example. In the redirect command, either RedirectPermanent or Redirect301 can be used for the command.
Using Windows Server, this is managed in the Internet Service Manager. Through the server administration, navigate to Programs > Administrative Tools > Internet Services Manager. Of the hosted sites on the server, right-click the domain that has the page you want to forward, and choose Properties. Select A Redirection To A URL from the radio buttons at the top. Type in the new URL. For a 301 or permanent redirect, select the A Permanent Redirection For This Resource option.
Uses for Redirects
After reading some of this information and all of the warnings on misplaced redirects, some marketers get gun-shy and feel as though redirects are dangerous. Not so! Redirects are the heavy machinery of website management, especially in terms of SEO. You shouldn’t operate it if you don’t know how, but you should be able to know when it is necessary.
Redirects are most effective when a site redesign project is in the works. If you have a website that is ranking well and has a lot of incoming links, then maintaining the traffic and links will be a critical part of the redesign, and that is when redirects are your best friend in the business.
Save Rankings after a Redesign
Redesigning or redeveloping