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In looking at the previous example of different URLs that take users to the same location, this is how to implement a 301 redirect: you first need to select one of those URLs as “your preferred (canonical) destination, and use 301 redirects to send traffic from the other URLs to your preferred URL” [27]; in order to apply the 301 redirect, you have to configure the .htaccess file. This is a distributed configuration file for websites that are hosted on servers running Apache that provides “a way to make configuration changes on a per-directory basis” [28]. Moreover, this file may contain one or more configuration directives and must be placed in the server’s root directory. Figure 4.35 shows how the .htaccess file has been configured to force the use of www.example.com instead of example.com. In other words, this configuration sends users and search engines from example.com to www.example.com. Figure 4.35: Sample configuration of the .htaccess file. Just to clarify, Google will not penalize your site if your site does not follow search engine friendly URL practices. Google is “good at crawling all types of URL structures, even if they’re quite complex, but spending the time to make your URLs as simple as possible for both users and search engines can help” [19], which can also help in your SEO rankings. For the experimental site, I made sure all the URLs were search engine friendly and that it each URL described what the web page content was about. In Figure 4.36 you can see the structure of the optimized URL (on the experimental site); notice how the target keyword (beneficios del alpiste) was embedded into the URL. Figure 4.36: Optimized URL for the keyword beneficios del alpiste. To summarize URL optimization, here are few key points to consider when structuring the URLs of your web site: 79PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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