Why 301 Redirection? How doesn it benefit SEO? | Digital Marketing Agency India

Why 301 Redirection? How doesn it benefit SEO?

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Why 301 Redirection?

A 301 redirection tells search engines and users that your site or URL has permanently moved.

There are 2 aspects of URL:
1. Users coming to that page: They are redirected to new URL which contains the required information. About us page should go to new About us page, not to homepage for great user experience.
2. SEO strength:
a. Content: If old content is change, then the page will have to contest on the basis of new content. In case if the old content is not changed, ensure that all the old content for the page is shifted to the new page including comments, reference to other pages etc. (Literally, all the old content should reflect on new URL)
b. Page Design Structure change like Heading tags etc: This should be done in such a way that it is best for search engine ranking.
c. Links: This is the most important part of redirection. Passing the old popularly, authority, and topical strength to new page by passing the Links strength to new URL. We need to ensure that all the pages that are getting external and internal links should be redirected to proper new pages.

A page-to-page redirect will help preserve your site’s ranking in Google while providing a consistent and transparent experience for your users. Even though there may not be a 1:1 match between pages on your old site and your new site, we try to make sure that every page on your old site is at least redirected to a new page with similar content.
What else needs to be addressed?
In case of a new domain, we check both external and internal links to pages on your site. Ideally, we should contact the webmaster of each site that links to yours and ask them to update the links to point to the new page. However, if this isn’t practical, we make sure that all pages with incoming links are redirected to the new URL. We should also check internal links within the site and ensure that they are pointing to the correct URL pattern. Once the content is in place , use a link checker like Xenu to make sure you don’t have broken links on your site. This is especially important if your original content included absolute links (like www.example.com/cooking/recipes/chocolatecake.html) instead of relative links (like ../recipes/chocolatecake.html).
 We also recommend that you create and submit a Sitemap listing the URLs on your new site (also informing Google of new domain shift through Google webmaster). Submitting a Sitemap is a way to tell Google about new pages on your site.
Once you’ve completed all these steps, you can use your Webmaster Tools data to check that everything is working correctly. While it can be some time before Google crawls your old and new URLs, and all these changes take effect, here are a few ways to check that the process is working correctly:
Check the web crawl errors, to make sure that the 301 redirects from the old URLs  are working properly, and not showing any 404 errors.
If you’ve submitted a Sitemap for your new site, the Sitemap Details page lets you see how many URLs in your Sitemap we’ve crawled and indexed.
Finally, “Do I loose Rankings in the process?”
While redirecting pages, one of the most pertinent queries inquired by business owners is
“If I shift to new domain, will I lose all my traffic and ranking?”
“I am ranking for some good keywords from where I get good traffic … am I going to loose that traffic?”

Yes, even if the 301 redirection is executed in a proper manner, you may loose your existing rankings for sometime… say 2 or 4 weeks tentatively. But don’t worry, as we abide by the Google guidelines for 301 redirection, the rankings come back on SERP soon as Google passes the value of the old URLs entirely to their new counterparts.

Plan for exampledomain.com
In case of the website Exampledomain.com, we have two versions of URLs
http://www.exampledomain.com/  (Old version)
http://www2.exampledomain.com/  (New Version)
Task #1: Selecting 1 domain name
However we suggest maintaining only one domain of the website and in this case http://www.exampledomain.com/  should be ideally considered to be the preferred version. It is a common convention for users to look for www version of URLs in contrast to www2 version (Considering long term for business).
The domain we should consider as final version is: www.exampledomain.com  with the new URL structure and design.
Task #2: Backup for old site for cross checks
Take a backup of old website and put it on www3.exampledomain.com as it will act as backup to cross check all the old urls
Task #3: Great URL structure for new website (Optional but recommended)
To ensure that the new domain has good URL structure. Since we are doing a change, we should get it right the first time. http://www2.exampledomain.com/page/index/home/fr  is not a good URL structure, it is good but not great. Good is energy of great. We suggest going for better URL. Our team can suggest better URLs and then development team can fix it. It needs more time. (Fully optional but high recommended, it has huge long term implication on USERs and SEARCH ENGINE Rankings, requesting you to get it right first time).
Task #4:  Get all old URLs and respective new URLs
Get all the URLs that existed in Old version (even the dead ones using Google webmaster and MajesticSEO) and map it with the new. For instance consider a case where we have a URL http://www.exampledomain.com/oldpageurl.html  and for www2 version we have http://www2.exampledomain.com/newpageurl.html , we keep a record for all the old URLs that should be redirected to new URLs.
1. Need access to Google analytics (if there)
2. Need access to Google webmaster (a must), in case if this is not there, we need to create it and wait for 1 week to get all the data, this is MUST.
3. Will get access to majesticSEO using a file for the domain (a must)
Task #5: Check for SEO factors in new design, if missing, will lose ranking (Need to check carefully)
Checking the design and content changes for each type of pages in the new version. In case if there are major issues with SEO factors like heading tags etc. Then the new version should be changed else you will lose ranking (no matter how we redirect). Design and content should be kept highly optimized, else you will lose ranking for sure.
Task #6: Final Check from SEO perspective before redirecting
Task #7: Preparing a .htaccess or a way to redirect like (index.php based redirect, 404 based redirect etc) (checking it properly before implementing)
Task #8: Finally doing the redirect. Old URLs dies to new URLs and there is a redirect happening.
Task #9: Cross check the headers
Task #10: Getting Google crawl the old URLs and going to new URLs, keep a watch for traffic or ranking drop using Google webmaster.
Task #11: In case of any drop, take corrective actions like design structure or content change to get it back.

Note: Also there can be some coincidence that Google updated their Algo at the same time (nothing to do with new URL or redirection) and it pushes the website UP or DOWN in ranking.
As a company we have done redirection for many big companies and successfully done it but there is always a risk factor with new changes. We can work alongside to help you get the best from both the worlds. Hope to make it another success story for 301 redirection.

Another example:
Requirement:We need to do 301 redirection from the 2nd link to the 1st one
1. www.exampledomain.com (New)
2. old.exampledomain.com (Copy of the old website)
3. www.exampledomain.com (Old)
4. www2.exampledomain.com (As some pages are cached, this is another version of the website, should be redirected as well)
What we need is:
We need to redirect (3) to (1) … All the old URLs of (3) to the new URLs of (1), example we may to redirect www.exampledomain.com/aboutus   (URL for (3)) to www.exampledomain.com/about  (URL of (1))
FTP for (1)
FTP for (2)
Protect (2) with HTACCESS PASSWORD and also add a robots.txt to stop the crawl
Get registered with Google webmaster, MajesticSEO for (1) .. Use the FTP
Get the Google analytics used for (3) if exists
(Excel) List of URLs that we can get for (3), (4), (2) …. These are all old URLs
Use Google webmaster
Use Google analytics
Use majestic SEO
(Excel) List of new URLs from (1)
Get it from Xenu
(Excel) Map it
Now we do the redirection, that’s all.
 

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TechShu Consultancy Pvt. Ltd
22-05-2013
5/5 stars
Techshu is doing very good work for me. I am continuing to use them for this ongoing project