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September 19, 2007
Redirecting webpages and websites for SEO
More than ever companies are now implementing systems and applications in their websites that require scripting languages to operate (.asp, .php, .aspx, etc.). Since most of the websites on the internet use simple hypertext markup language (html) for their pages there is a need to update the file extensions to allow scripting. Even if the exact same page is resaved and uploaded to a webserver with no modifications except the file extension it will be treated as a brand new page by the search engines. This represents a negative outcome for the website since all the work and optimization that has been previously invested is erased and the work begins all over again. In cases where the changing of extensions is unavoidable, we suggest performing redirection at the page level or server level to make this a smooth transition, and most importantly to let the engines know that the pages have changed and the new page should carry the ranking that it previously had.

The redirection of pages is important for SEO. The proper procedure is as follows:

• Create new website using scripting language extensions (php, asp, aspx, etc)
• Do not delete old htm or html pages
• Do not change the extension for the home page
• The home page should be modified (visually speaking) to look like the new pages and link to the new pages; however, this page should not be changed in extension until second level page ranking is achieved.
• Sitemap page should not change its extension either. These two pages are favored by the search engines so we treat them very carefully.
• If your home page and/or sitemap have already changed their extensions, don't worry. Although this is not the best procedure it still works, it just takes longer.
• If possible (folder changes, scripting language page changes), create a 301 redirect (search engine friendly) to notify the engines of the new pages.
• If possible and/or necessary, edit or create a .htaccess file to activate the redirect. The Apache function mod_rewrite can be used to accomplish this goal.
• The redirect should be done immediately or at the latest within two weeks of launching the new website.
• Since the old pages were not deleted (non-script) the menus should be modify to point to the new pages. This will allow for faster indexing with search engines as they hold an index of those pages. When a spider bot enters through an old page they will "follow" the links to the new pages.
• Notify link partners of changes and if possible create a balance of links (some to new pages, and some to the root (home page)).
• Once new ranking is achieved for second level pages (off the web root) you can modify the home page.