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Everything You Need to Know About Redirects By Christoph Cemper

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Everything You Need to Know About Redirects. PRESENTATION: Everything You Need to Know About Redirects - Given by Christoph Cemper, @cemper - LinkResearchTools, Founder & CEO. #SMX #23A1

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Everything You Need to Know About Redirects By Christoph Cemper

  1. 1. #SMX #23A1 @cemper Christoph C. Cemper, Founder & CEO of LinkResearchTools Everything You Need To Know About Redirects
  2. 2. #SMX #23A1 @cemper About Christoph C. Cemper SEO & Marketing since 2003 Founder & CEO of @cemper
  3. 3. #SMX #23A1 @cemper Orange Jacket and SEO #SMX #24A1 @cemper
  4. 4. #SMX #23A1 @cemper#SMX #24A1 @cemper
  5. 5. #SMX #23A1 @cemper#SMX #24A1 @cemper
  6. 6. #SMX #23A1 @cemper#SMX #24A1 @cemper
  7. 7. #SMX #23A1 @cemper The web is Content and Links 1
  8. 8. #SMX #23A1 @cemper YOU CAN NOT NOT SEE IT. Or “switch off”.
  9. 9. #SMX #23A1 @cemper Links still No#1 Ranking Factor March 2016 Andrey Lipattsev – Search Quality Senior Strategist at Google’s March 2016 #SMX #24A1 @cemper#SMX #24A1 @cemper
  10. 10. #SMX #23A1 @cemper Not All Redirects are equal 2
  11. 11. #SMX #23A1 @cemper#SMX #24A1 @cemper
  12. 12. #SMX #23A1 @cemper
  13. 13. #SMX #23A1 @cemper http://www.linkresearchtools.com/case-studies/double-manual-google-penalty- success-302-redirects-harmful/ August 1, 2014
  14. 14. #SMX #23A1 @cemper
  15. 15. #SMX #23A1 @cemper
  16. 16. #SMX #23A1 @cemper We want to push rankings with Links und Redirects and not „Pass Page Rank“ That’s been the case forever
  17. 17. #SMX #23A1 @cemper Different anchor text passing power via links from pages powered by redirects 3
  18. 18. #SMX #23A1 @cemper 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
  19. 19. #SMX #23A1 @cemper 301 power lost WAY too soon Blue = 301 powered source page March21-April 18 no rankings passed Orange curve = the target domain!
  20. 20. #SMX #23A1 @cemper 302 powered ranking pretty consistent Blue = 302 powered source page Orange = the target page
  21. 21. #SMX #23A1 @cemper 307 powered ranking… …oh my! Blue = 307 powered source page Orange = the target page
  22. 22. #SMX #23A1 @cemper So how much Anchor Text Pushing Power should your Redirects have? Can you spot my favorite?
  23. 23. #SMX #23A1 @cemper
  24. 24. #SMX #23A1 @cemper Summary „Anchor Text Passing“ from redirect powered pages •  Only 302 passes pretty consistent •  Site migrations via 301 might „die slowly“
  25. 25. #SMX #23A1 @cemper 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!
  26. 26. #SMX #23A1 @cemper 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“.
  27. 27. #SMX #23A1 @cemper http://lrt.li/seotests Get the Test kit and test it yourself SEO DIY Test Kit
  28. 28. #SMX #23A1 @cemper Different anchor text passing power via links to redirects out 4
  29. 29. #SMX #23A1 @cemper „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
  30. 30. #SMX #23A1 @cemper MY TEST PAGE Anchor 1 Anchor 2 Anchor 3 Anchor 4 Anchor 5 Anchor 6
  31. 31. #SMX #23A1 @cemper MY TEST PAGE Anchor 1 Anchor 2 Anchor 3 Anchor 4 Anchor 5 Anchor 6 DOMAIN 1 30 1 30 1 DOMAIN 2 30 7 30 7 DOMAIN 3 30 2 30 2
  32. 32. #SMX #23A1 @cemper „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
  33. 33. #SMX #23A1 @cemper 301 passing partial and fluctuates Blue = the linking source page Yellow on #1 = it ranks, otherwise NOT ranking
  34. 34. #SMX #23A1 @cemper 301 passing partial and fluctuates Yellow on #1 = it ranks, otherwise NOT ranking
  35. 35. #SMX #23A1 @cemper „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.
  36. 36. #SMX #23A1 @cemper 302 kicks in fast and stable Blue = the linking source page Orange = the linking target page
  37. 37. #SMX #23A1 @cemper Ahhh – that‘s the way Iike it! Thumbs up to 302!
  38. 38. #SMX #23A1 @cemper „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
  39. 39. #SMX #23A1 @cemper 307 takes LOOOONG 1st link ONLY Blue = the linking source page Purple on #1 = target page ranks, otherwise NOT
  40. 40. #SMX #23A1 @cemper Summary „Anchor Text Passing“ via 301, 302, 307 ONLY the 302 is fast and helpful
  41. 41. #SMX #23A1 @cemper Thoughts on Redirects What does this all mean?
  42. 42. #SMX #23A1 @cemper Google tells us „Don‘t Worry“? Google says: all redirect PASS PAGE RANK Google NOT says: all redirects are equal!
  43. 43. #SMX #23A1 @cemper So it DOES MATTER Which Redirect You Use! Hell yeah. It always mattered.
  44. 44. #SMX #23A1 @cemper BTW regarding Page Rank Can you guess the next slide?
  45. 45. #SMX #23A1 @cemper Page Rank is DEAD Don‘t measure Links via PR 5
  46. 46. #SMX #23A1 @cemper#SMX #24A1 @cemper
  47. 47. #SMX #23A1 @cemper
  48. 48. #SMX #23A1 @cemper What to use instead.
  49. 49. #SMX #23A1 @cemper LRT Power*Trust A lot more than a PageRank replacement!
  50. 50. #SMX #23A1 @cemper How to read Power*Trust
  51. 51. #SMX #23A1 @cemper Redirects pass on penalties 6 Since 2013!
  52. 52. #SMX #23A1 @cemper Penalty via Redirect – “How it works”
  53. 53. #SMX #23A1 @cemper HOME24 http://www.linkresearchtools.com/case-studies/penguin-2-0-penalty-home24-de/ 2.0
  54. 54. #SMX #23A1 @cemper HOME24 2.0
  55. 55. #SMX #23A1 @cemper
  56. 56. #SMX #23A1 @cemper
  57. 57. #SMX #23A1 @cemper
  58. 58. #SMX #23A1 @cemper
  59. 59. #SMX #23A1 @cemper
  60. 60. #SMX #23A1 @cemper 307 Redirects are NOT a „LIE“ 7 It’s only a Chrome bug
  61. 61. #SMX #23A1 @cemper https://plus.google.com/+JohnMueller/posts/E4PqAhRJB2V
  62. 62. #SMX #23A1 @cemper He means this
  63. 63. #SMX #23A1 @cemper Why does John Muller „forget“server side 307? Ignoring real server 307
  64. 64. #SMX #23A1 @cemper
  65. 65. #SMX #23A1 @cemper 303 + RELCAN Loop? Why not says LinkedIn 8 Google: Show BOTH or NONE?
  66. 66. #SMX #23A1 @cemper
  67. 67. #SMX #23A1 @cemper 303 #SMX #24A1 @cemper
  68. 68. #SMX #23A1 @cemper Links and Redirects from a REL-Canonicaled Page 9 Do they work?
  69. 69. #SMX #23A1 @cemper PAGE A Rel-canonical PAGE ME Count? Not count? How much? PAGE THEM Links
  70. 70. #SMX #23A1 @cemper Or TWO REL-Canonicals 10 Double? Half? Not?
  71. 71. #SMX #23A1 @cemper PAGE A PAGE B Rel-canonical Rel-canonical PAGE THEM PAGE ME Who ranks here? Links
  72. 72. #SMX #23A1 @cemper ASK ME ANYTHING @cemper
  73. 73. #SMX #23A1 @cemper SEE YOU AT THE NEXT #SMX! THANK YOU!

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