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Fundamentals of Search Engine Marketing |
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Page 5 of 7 Using Page RedirectsThere are times a marketer must change the file location of a webpage. This can occur for several reasons including: - Domain Name Change – The marketer’s website domain has been changed often as the result of a corporate reorganization, such as a merger between two companies or the consolidation of several domains under a single domain.
- URL Renaming – The marketer may decide to rename a file in order to gain search engine advantages (to be discuss in a later tutorial).
- Page Replacement – The marketer has removed a webpage and would now like visitors to see something different (e.g., old product page to new product page).
In instances of URL or file name changes, or page removals, where the material is still to be viewed (i.e., not deleted), web marketers must direct search engines to the new location otherwise risk not having the webpage found by search engine robots. Depending on the server platform on which the website is hosted, the process requires manual entry to instruct the web server to direct request to the new location. For instance, for web servers operating in the Apache web server environment, instructions to automatically redirect a URL request is handled in a file called “.htaccess”. For users and search engines, the result of the redirect is transparent.
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