Slides of Christoph C. Cemper presenting at #SMX East New York on Sept 28 2016. Rewriting URLS and redirecting search engine crawlers to the new location of web assets is like doing surgery on a website: Done properly, health is maintained and restored. Do it wrong, and the results can be disastrous and can lead to dramatic drops in both volume and quality of traffic. This session covers hard data on the difference between using 301, 302 and other forms of redirects. You'll learn how quickly Google reacts to redirects, how soon pages are indexed and how much link weight is passed from an old URL to a new URL. Whether you're doing a full-scale site migration or just using shortened URLs for marketing and sales, this session will give you confidence that you are not leaving any redirect behind. The call to action: Be critical. Prepare for Change. Question those 140 character "tips" from Google and test things your self. SEO is an explorative art and does mean NOT following the general thoughts or advice from Google sometimes.

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Everything You Need To Know About
Redirects
@cemper

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About Christoph C. Cemper
SEO & Marketing since 2003
Founder & CEO of
@cemper

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Orange Jacket and SEO
#SMX #24A1 @cemper

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The web is
Content and
Links
1

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YOU CAN NOT
NOT SEE IT.
Or “switch off”.

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Links still No#1 Ranking Factor
March 2016
Andrey Lipattsev – Search Quality Senior Strategist at Google’s March 2016
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Not All
Redirects
are equal
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http://www.linkresearchtools.com/case-studies/double-manual-google-penalty-
success-302-redirects-harmful/
August 1, 2014

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We want to push rankings
with Links und Redirects
and not „Pass Page Rank“
That’s been the case forever

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Different anchor text passing
power via
links from pages
powered by redirects
3

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Links from pages powered by ONLY a 301 , 302 and
307
Start 3.2.2016
Measure „anchor text passing power“ of outgoing links
Target page on authority domain
Anchor text passing power
of links
powered by Redirects

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301 power lost WAY too
soon
Blue = 301 powered source page
March21-April 18 no rankings passed
Orange curve = the target domain!

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302 powered ranking
pretty consistent
Blue = 302 powered source page
Orange = the target page

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307 powered ranking…
…oh my!
Blue = 307 powered source page
Orange = the target page

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So how much
Anchor Text Pushing Power
should your Redirects have?
Can you spot my favorite?

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Summary „Anchor Text
Passing“ from redirect
powered pages
• Only 302 passes pretty consistent
• Site migrations via 301 might „die slowly“

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Summary „Anchor Text
Passing“
from redirect powered pages
• Only 302 „survived“ switch of target domain from HTTP =>
HTTPS in July
• Only 302 „survived“ switch of target page to a new product
page (via 301) in August!

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Summary „Anchor Text Passing“
from redirect powered pages
• Looks like links „stop working“ if powered by 301 +
307
• Don‘t believe it. Test it yourself
• Get my „Test Kit“.

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http://lrt.li/seotests
Get the Test kit and test it yourself
SEO DIY Test Kit

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Different anchor text passing
power via
links to redirects out
4

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„Anchor Text Passing“
via outbound link redirects
• Test 301 , 302 und 307 Links
• Start 22.6.
• 3 target top authority domains
• 2 outbound links via redirects 301/302/307

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MY TEST PAGE
Anchor 1
Anchor 2
Anchor 3
Anchor 4
Anchor 5
Anchor 6

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MY TEST PAGE
Anchor 1
Anchor 2
Anchor 3
Anchor 4
Anchor 5
Anchor 6
DOMAIN 1 DOMAIN 2 DOMAIN 3

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„Anchor Text Passing“
via 301 Redirect
• Link#1 / Anchor#1
• ON Jun 23 (Ranking #1)-27 (4 days!)
• OFF (NOT ranking at all) Jun 28
• ON/OFF Jul 12-Jul15
• ON/OFF Jul 22-Jul 26
• ON/OFF Aug 2-Aug 13
• Link#2 / Anchor#2 – only OFF
• „Only first link counts“-idea

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301 passing partial and fluctuates
Blue = the linking source page
Yellow on #1 = it ranks, otherwise NOT ranking

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301 passing partial and fluctuates
Yellow on #1 = it ranks, otherwise NOT ranking

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„Anchor Text Passing“
via 302 Redirect
• Link#1 / Anchor#1
• ON Jun 22 (Ranking #1, same day!)
• OFF not yet, Aug 30 still #1
• Link#2 / Anchor#2
• ON Jun 23 (Ranking #1, next Day)
• OFF gar nicht, Aug 13 noch #1
• WOW.

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302 kicks in fast and stable
Blue = the linking source page
Orange = the linking target page

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Ahhh – that‘s the way Iike it!
Thumbs Up to 302!

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„Anchor Text Passing“
via 307 Redirects
• Link#1 / Anchor#1
• ON Aug 7 (Ranking #1, 6,5 weeks delay)
• Until Aug 13
• OFF Aug 17 ( “Rel-Canonicaled to a 301” )
• Link#2 / Anchor#2
• OFF

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307 takes LOOOONG
1st link ONLY
Blue = the linking source page
Purple on #1 = target page ranks, otherwise NOT

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Summary „Anchor Text
Passing“ via 301, 302, 307
ONLY the 302 is fast and helpful

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Thoughts on Redirects
What does this all mean?

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Google tells us „Don‘t
Worry“?
Google says: all redirect PASS PAGE
RANK
Google NOT says: all redirects are equal!

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So it DOES MATTER
Which Redirect you Use!
Hell yeah. It always mattered.

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BTW regarding
Page Rank
Can you guess the next slide?

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Page Rank is DEAD
Don‘t measure Links via PR
5

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What to use instead.

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LRT
Power*Trust
A lot more than a
PageRank replacement!

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How to read Power*Trust

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Redirects pass on penalties
6
Since 2013!

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Penalty via Redirect – “How it works”

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HOME2
4
http://www.linkresearchtools.com/case-studies/penguin-2-0-penalty-home24-de/
2.0

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HOME24
2.0

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307 Redirects
are NOT a „LIE“
7
It’s only a Chrome bug

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https://plus.google.com/+JohnMueller/posts/E4PqAhRJB2V

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He means this

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Why does John Muller
„forget“server side 307?
Ignoring real server 307

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303 + RELCAN Loop?
Why not says LinkedIn
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Google: Show BOTH or NONE?

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Links and Redirects
from a REL-Canonicaled Page
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Do they work?

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PAGE A Rel-canonical
PAGE
ME
Count?
Not count?
How much?
PAGE
THEM
Links

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Or TWO REL-Canonicals
10
Double? Half? Not?

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PAGE A PAGE BRel-canonicalRel-canonical
PAGE
THEM
PAGE
ME
Who ranks
here?
Links

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BROWSER
EXTENSIONS
Link RedirectTrace LRT Power*Trust LRT SEO
Toolbar

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Link Redirect Trace
Understand all your redirects in all detail
Improve User-Experience - Find and fix slow
redirects using redirect timings
Spot On-page SEO issues
Analyze and reduce redirect hops
Track links from advertising & affiliate networks
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LRT Power*Trust
See the Power and Trust of a domain
See the Power and Trust of a page
Discover great places to get links from
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Link Research SEO
ToolbarSee the Power and Trust of a domain or page
Discover great places to get links from
See how successful a page is on social media
Understand user engagement
See the strongest pages by Keyword Ranking
Spot drastic changes in the number of links
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ASK ME ANYTHING
@cemper