Extensive 101 of SEO considerations in a web site redesign. Includes both technical, creative, and organizational considerations required to get the job done. Over 60 slides.
Tuning Up Site Search - IA Summit 2007Chris Farnum
Site search for portals, intranets, e-commerce, and e-service sites often fails to deliver the results that users expect. If your search system isn’t delivering on these high expectations, an important question to ask is what (if anything) has been done to configure and optimize your site search tool. Given the fact that many organizations have already made a big investment in purchasing a search engine, it makes sense to explore ways to tune up your search engine before sending it to the digital scrap heap.
If you are new to the area of site search and facing the challenge of how to rescue your site’s users from a frustrating search experience, this presentation will provide you with effective strategies, starting points and examples. It will also include opportunities for incorporating user testing and search analytics into the process of improving search. The strategies covered will range from the low-hanging fruit (taking better advantage of existing features) to the more robust solutions, which are possible when you have the option of customizing your search engine.
Ed Tankersley, principal of Eight Trails LLC online marketing and a Google AdWords Qualified Individual, shows how to set up your AdWords account the right way the first time, and how to get the most out of AdWords. The special focus for this presentation is on Bed and Breakfasts, but the information is applicable to all businesses.
Tuning Up Site Search - IA Summit 2007Chris Farnum
Site search for portals, intranets, e-commerce, and e-service sites often fails to deliver the results that users expect. If your search system isn’t delivering on these high expectations, an important question to ask is what (if anything) has been done to configure and optimize your site search tool. Given the fact that many organizations have already made a big investment in purchasing a search engine, it makes sense to explore ways to tune up your search engine before sending it to the digital scrap heap.
If you are new to the area of site search and facing the challenge of how to rescue your site’s users from a frustrating search experience, this presentation will provide you with effective strategies, starting points and examples. It will also include opportunities for incorporating user testing and search analytics into the process of improving search. The strategies covered will range from the low-hanging fruit (taking better advantage of existing features) to the more robust solutions, which are possible when you have the option of customizing your search engine.
Ed Tankersley, principal of Eight Trails LLC online marketing and a Google AdWords Qualified Individual, shows how to set up your AdWords account the right way the first time, and how to get the most out of AdWords. The special focus for this presentation is on Bed and Breakfasts, but the information is applicable to all businesses.
Tips and tools for effective SEO and brand recognition - eCommerce Expo Melbo...Bespoke Agency
My presentation from the 2014 eCommerce conference and expo in Melbourne. In it i highlight a low cost scale able data driven content marketing technique for eCommerce sites. I call out tools you can use and how this fits into your wider SEO and content efforts. enjoy.
Being proficient at SEO fundamentals is essential to ranking high on Search Engine Results Pages, however, most businesses don't follow best practices for technical, content, off-page, and keyword optimization for SEO performance
And Then Google Declared: "Only Those Who Put in the Hard Work Will Show Up in Search Results"
Optimizing your website for search used to be a task for web developers. But SEO has come a long way in its brief history. All the tricks that once fooled Google will now most likely get you dropped completely off the results pages. The good news is that the tactics that actually work today are things anyone can do. SEO is no longer a mystery—it’s just hard work.
Learn how to do the right work by tuning in to this free archived webinar. Aptera’s Director of Digital Marketing Services Ron Mattocks will share what steps you can take to bring in more traffic than any of your competitors are getting. You’ll learn:
- Why the marketing team should be driving your SEO efforts instead of developers
- The single most important consideration that will influence your SEO performance for better or worse
- Why the steps for building an effective SEO strategy are super easy but no one wants to follow them
- How searching for the SEO silver bullet will only shoot you in the foot
Introduce the concepts and value of the content inventory and audit and get practical,
tactical tools and experience in conducting an audit, extracting insights, and
presenting the findings.
Tune Up Your Site for Search Engines provides a detailed survey of the best search engine optimization techniques a website owner can use to improve their search rankings.
In House SEO & Leadership - Dave Lloyd, Adobe - Pubcon 2014Dave Lloyd
Pubcon 2014 slides by Dave Lloyd of Adobe on how to take your Enterprise SEO performance to the next level through a strategic, integrated, and comprehensive approach. Deck focuses on 5 concepts and related case studies.
The world of search engine optimization is changing faster than ever, thanks to artificial intelligence, and marketers are clamoring for new updates to websites to meet these changes.
What changes are most important to the website and how do you manage these? What should you be proactive about, and how do you stay on track with an ever-evolving discipline?
Learning Objectives & Outcomes:
In this session, attendees will learn the key points behind the biggest changes in search, and the common requests they'll hear from their marketing teams. Attendees will leave equipped to speak to these requests and prioritize according to their capacity and impact on site performance.
The Art to the Start of Content OptimisationGrant Merriel
All the research that should be undertaken before pen is put to paper for writing any SEO web content, which will ensure that your main pages of content will get the highest ranking, best exposure and greatest success
Designing Websites for Visibility, Rob Garner at the Association of National ...Rob Garner
Presentation covering the search-informed website redesign process, along with a case study for CombinedInsurance.com. Presented at the Association of National Advertisers conference in Houston, Texas, January, 2010 by Rob Garner.
iCrossing: Designing For Visibility - ANA Digital Marketing And Social Media...iCrossing
"Findability and Usability: How Designing for Visibility Paid Off for Combined Insurance"
As presented by Rob Garner, Director, Strategy for iCrossing on Wednesday, January 27, 2010 at the ANA Digital Marketing and Social Media Day in Houston, TX.
Tips and tools for effective SEO and brand recognition - eCommerce Expo Melbo...Bespoke Agency
My presentation from the 2014 eCommerce conference and expo in Melbourne. In it i highlight a low cost scale able data driven content marketing technique for eCommerce sites. I call out tools you can use and how this fits into your wider SEO and content efforts. enjoy.
Being proficient at SEO fundamentals is essential to ranking high on Search Engine Results Pages, however, most businesses don't follow best practices for technical, content, off-page, and keyword optimization for SEO performance
And Then Google Declared: "Only Those Who Put in the Hard Work Will Show Up in Search Results"
Optimizing your website for search used to be a task for web developers. But SEO has come a long way in its brief history. All the tricks that once fooled Google will now most likely get you dropped completely off the results pages. The good news is that the tactics that actually work today are things anyone can do. SEO is no longer a mystery—it’s just hard work.
Learn how to do the right work by tuning in to this free archived webinar. Aptera’s Director of Digital Marketing Services Ron Mattocks will share what steps you can take to bring in more traffic than any of your competitors are getting. You’ll learn:
- Why the marketing team should be driving your SEO efforts instead of developers
- The single most important consideration that will influence your SEO performance for better or worse
- Why the steps for building an effective SEO strategy are super easy but no one wants to follow them
- How searching for the SEO silver bullet will only shoot you in the foot
Introduce the concepts and value of the content inventory and audit and get practical,
tactical tools and experience in conducting an audit, extracting insights, and
presenting the findings.
Tune Up Your Site for Search Engines provides a detailed survey of the best search engine optimization techniques a website owner can use to improve their search rankings.
In House SEO & Leadership - Dave Lloyd, Adobe - Pubcon 2014Dave Lloyd
Pubcon 2014 slides by Dave Lloyd of Adobe on how to take your Enterprise SEO performance to the next level through a strategic, integrated, and comprehensive approach. Deck focuses on 5 concepts and related case studies.
The world of search engine optimization is changing faster than ever, thanks to artificial intelligence, and marketers are clamoring for new updates to websites to meet these changes.
What changes are most important to the website and how do you manage these? What should you be proactive about, and how do you stay on track with an ever-evolving discipline?
Learning Objectives & Outcomes:
In this session, attendees will learn the key points behind the biggest changes in search, and the common requests they'll hear from their marketing teams. Attendees will leave equipped to speak to these requests and prioritize according to their capacity and impact on site performance.
The Art to the Start of Content OptimisationGrant Merriel
All the research that should be undertaken before pen is put to paper for writing any SEO web content, which will ensure that your main pages of content will get the highest ranking, best exposure and greatest success
Designing Websites for Visibility, Rob Garner at the Association of National ...Rob Garner
Presentation covering the search-informed website redesign process, along with a case study for CombinedInsurance.com. Presented at the Association of National Advertisers conference in Houston, Texas, January, 2010 by Rob Garner.
iCrossing: Designing For Visibility - ANA Digital Marketing And Social Media...iCrossing
"Findability and Usability: How Designing for Visibility Paid Off for Combined Insurance"
As presented by Rob Garner, Director, Strategy for iCrossing on Wednesday, January 27, 2010 at the ANA Digital Marketing and Social Media Day in Houston, TX.
[DevDay 2017] Using analytics, focusing on SEO and unability - Keys to develo...DevDay.org
Competition for customers time and money is high and growing, especially in local and regional markets. Developers need to do more than just deliver functionality and good code. They must work with others on their teams to develop sites and apps with an eye on actual user data from Analytics, SEO research, and usability. We will talk about how a developer or a team can get into such a mindset.
http://www.pointit.com - This presentation gives an overview of SEO fundamentals. You'll learn the definition of SEO, crucial factors in SEO, and where to start your SEO project.
Innovations of Digital Marketing in Engineering & Technologyiicecollege
Innovations of Digital Marketing in Engineering & Technology
objective:
To study the Traditional Marketing Methodology
To study the Innovations in Digital Marketing
To find the future potential of Digital Marketing in Engineering & Technology
for more details please visit
www.iicecollege.com
Simple, Clean PPT for social media marketing and search engine optimization. You can also send it to your client for online marketing Quote Proposal just add price page in to PPT.
For more update on proposal PPT follow me .. !!!
RTCM in a Connected World of Search and SocialRob Garner
Updated version of my real time content marketing (RTCM) presentation, with additional slides and information. Most material is excerpted from my book, "Search and Social: The Definitive Guide to Real-Time Content Marketing."
The SEO Impact of New ICANN Top Level Domains (TLDs) SES Chicago - Rob Garner...Rob Garner
My presentation on the search engine optimization impact of new generic top level domains. Includes a discussion on the birth of the search optimized TLD, and also considerations for site migration to a new TLD, among many other considerations.
My presentation on the Social Signals on Search panel, with Joe Hall, and Kris Jones. Covers how the search and social landscape has changed, search and social, and real-time marketing.
Real-Time Marketing in a world of Search and SocialRob Garner
Presentation at Pubcon 2011 on the Navigating Social panel. Covers the changing landscape of real-time, search, and social, Google+, and what it means to means to real-time publishing and business.
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst CompanyRob Garner
This is a document and concept written and developed by myself and other strategists at iCrossing. It focuses on the big shift in digital publishing, and the marketing imperative of brands becoming publishers to better connect in a highly interactive society.
Maintaining SEO Equity through URLs in a Website Redesign, by Rob Garner of i...Rob Garner
White paper on how to manage transitions for URLs through a website redesign, in order to retain built-up SEO values. Includes information of the importance of maintaining URL structures, URL rewriting, redirection best practices, and importance considerations in the redesign process, so you don't mess up your hard earned search engine equity.
A white paper discussing the impact of search and social media on enterprise marketing. Focuses on the crossover points of both, and how marketers can begin to address it. Co-authored by Gabe Dennsion of Pluck, and Rob Garner of iCrossing.
Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...Rob Garner
Search and social media 101 level presentation, covering the current social media landscape, recent marketing statistics and research, how to engage, categories of social engagement, how search and social work together, social relevancy, and other topics. Presented by Rob Garner.
Transforming Enterprise Organizations into Brand Publishing Machines, by Rob ...Rob Garner
Presented by Rob Garner at Search Insider Summit, May 2011, Captiva Island, Florida. Showcases an example of how a top marketing executive from a major Fortune 500 company transformed his organization into a real time marketing machine.
Rob Garner, Search Marketing Now: Real time marketing on the socially connect...Rob Garner
Rob Garner's presentation for Search Engine Land's "Search Marketing Now" webinar series, cover the recent innovations in social networks, search engines, and the speed of information dissemination, and the impact on marketing. Features basics on real time search and real time marketing, including recency, social relevancy, content propagation, social effects on search, and more.
Rob Garner on Google Personalization, SMX Toronto March 2010Rob Garner
iCrossing VP of digital strategy Rob Garner's presentation at the Search Marketing Expo in Toronto, Canada, covering the nuances of Google personalization, and what it means to marketers.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Empowering NextGen Mobility via Large Action Model Infrastructure (LAMI): pav...
Designing Web Sites for SEO Visibility, by iCrossing's Rob Garner for SEMPO
1. SEMPO’s Sponsors & Donors Search Engine Marketing Professional Organization
2. Search Engine Marketing Professional Organization Designing for Visibility Presented by: Rob Garner, Senior Director, Strategy, iCrossing and SEMPO Board Member
9. A few planning considerations Start with search at the beginning of planning and process … search is not an afterthought Planning Development Launch
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11. A few planning considerations Include search as both a business and technical requirement … Building business cases may be critical at this stage Planning Development Launch
12. A few planning considerations Remind your teams and developers that not considering SEO throughout the process could come at the expense of existing search equity … Maintaining the search equity that you already have through a redesign should be the primary goal Planning Development Launch
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18. Industry vs. consumer language Industry Language Oral care Oral health Locate dental professional Good oral hygiene Oral hygiene Good Oral hygiene Whitening Battery-powered toothbrush Kid’s toothbrush Professional whitening system 148 5,232 10 190 5,155 190 5,075 145 592 670 17,407 Search Volume per month Consumer Language Dental care Dental health Find a dentist Dental hygiene Dental hygiene Personal hygiene Tooth whitening Electric toothbrush Child toothbrush Tooth whitening system 188,818 74,588 29,525 24,558 24,558 17,670 146,212 16,522 835 6,205 529,491 Planning Development Launch Search Volume per month
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28. Ensure that Ajax is both crawlable and indexable Factor: AJAX, or Asynchronous JavaScript and XML, is a Web development technique used to load content from a server without changing pages AJAX relies heavily on JavaScript to display and swap content Implications: Search engine spiders generally cannot read AJAX content Implementation could block content visibility to spiders Best practice/Action required: Use AJAX selectively, primarily for supplemental content associated with low search volumes Alternative Practices: Create a static, spider friendly version of your site that includes content from within your JavaScript Planning Development Launch
29. Source On-Page JavaScript & CSS to External Files Factor: JavaScript and style elements that reside in the webpage code increase loads, and requiring more processing to parse. Impact: Can impede search engine crawling and indexing performance, and also page load time. Best Practices: Keep JavaScript off the webpage by putting it into an external file and calling this file from the webpage. Additionally, using external JavaScript files will increase the flexibility of the code, enabling fast, easy updates and JavaScript maintenance. JavaScript that cannot be called from an external file without sacrificing the functionality is acceptable. Planning Development Launch
30. Manage Threshold of Duplicate Content Factor: Duplicate content exists when two or more pages within a website, or on different domains, share identical content. Different domain names do not create distinct content. Implications: Major search engines consider duplicate content to be of less value to searchers, and the ratio of duplicate to unique content on a site can greatly impede or improve performance Best practice/Action required: Avoid duplicate content issues by using unique copy and other content on each page of a website, whenever possible. Duplicate content may also be given a robots.txt or meta robots directive to not index or follow pages with wholly duplicated content. Planning Development Launch
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45. Planning Develop User Experience Strategy Brief SEO Planning Gather business, brand, user insights, and search data Development Create site framework, design and development, page build Launch QA testing, deployment
46. Development Establish hosting environment Develop visual design Create site map and wireframes Develop creative concept Baseline search metrics SEO Create copy deck Planning Gather business, brand, user insights, and search data Development Create site framework, design and development, page build Launch QA testing, deployment Develop test strategy
47. Launch Ongoing measurement and optimization SEO Planning Gather business, brand, user insights, and search data Development Create site framework, design and development, page build Launch QA testing, deployment Deploy Analytics Deploy new site Execute QA tests
49. After Search Engine Marketing Professional Organization A creative solution that considers a wider user-experience
50. A creative solution that considers a wider user-experience Where search intention is met with relevant answers: High ranking pages get straight to the heart of what searchers are seeking Findability is a usability issue: Both new visitors and existing customers can find what they are looking for, faster Delivering on the search “promise”: Multiple points of entry create a relevant and engaging experience
56. Questions and Answers Join SEMPO today at www.SEMPO.org SEMPO, Inc. 401 Edgewater Place, Suite 600 Wakefield, Massachusetts 01880 +1 781.876.8866 [email_address]
57. Thank you Rob Garner Senior Strategy Director, iCrossing SEMPO Board of Directors [email_address] 214.676.2089 Twitter @RobGarner Facebook.com/Garner Greatfinds.icrossing.com Linkedin.com/in/robgarner Media Post Search Insider blog
Editor's Notes
you need to know where you were to find out where you went.
Inform your personas through interviews, and ask subjects to talk about how they search; or, better yet, observe how they search online Map keyword learnings into more complex scenarios for the process of finding. This comes from understanding who your audiences are; what their needs and desires are; and what linguistic cues play into various stages of their connected search and digital journey. Leverage learnings from paid search early on. If the right analytics are in place, then this is proven data that can help validate or inform other data on the front end of research processes. Keep in mind that sometimes the real gold mine in all of market research is finding that one word -- the one linguistic cue that could be a seed concept to a much greater universe of language and intent. Get out of the habit of making assumptions based on what you think your target audience will search for. Go ask them directly, and free your initiatives of your own biases. Look to social networks for linguistic cues - search and social both provide open windows into how audiences speak, and what they seek. And many enterprise businesses have gotten even smarter and are leveraging them both for major initiatives. Use internal searches to help inform campaigns and future designs, and follow up on this data in early customer research. If consumers are getting all the way to your site and typing particular terms, this could be a strong indicator of a particular intention, or may identify something that is currently lacking in the existing design, content, or architecture. Consider the various types of digital assets, and how your target audience searches for them. This insight works on a redesign, or for ongoing content strategies. This ultimately helps you engage more with your target audience, and also extends reach into universal search and social networks.
Develop your target user's search persona, and use search to develop a picture of your user's journey both in-search, and on-site. When some sites receive 25% to 45% of traffic from search engines, a huge area of research is being ignored by not finding out how those same users seek out content in engines, both linguistically, and from an engagement standpoint.
For the most part, search engines are still very literal, and truly effective semantic intelligence still lies far ahead. Position content and language that reflects the way users search, in order to rank for those terms. The path to understanding this language is through linguistic and keyword research, and also by studying and knowing your target. Language and keywords impact and guide information architecture and content strategies, among other aspects.
Search has expanded well beyond Web pages and 10 blue links to offer video images, news and social streams, among many other vertical asset types. Many industries tend to have assets that are more relevant than others (images, maps, and video tend to fit more for travel-related sites, for instance). Ensuring that there is a search strategy and place for these optimized assets is critical in the planning and design stages.
Rich Internet technologies that are implemented without search engines in mind can instantly render a once-thriving natural search program into total obscurity. Flash and Ajax are key tools in the design and development toolbox, but considerations must be made for search upfront.
When you change phone numbers, the phone company will leave a recorded message telling the new number to the person who called your old number. This is the effect a 301 permanent redirect has on a search engine -- it applies the old URL and backlinks to the new URL; the search engine is happy, and your site is happy. A canonicalization problem occurs when 302 redirects are pointed to permanently moved pages. I have seen instances where clients have gone through four or five redesigns using 302s, and a string of six-to-eight redirects points to a single page, each with its own set of inbound links. This basically makes it difficult for engines to determine the "real URL" to show in results and apply backlinks to. How do you fix it? See the next point.
you need to know where you were to find out where you went.