March 17th, 2010 by Geoff
It has been revealed by Google software engineer, Matt Cutts, that implementing 301 redirects possibly will have a damaging impact on search engine optimisation (SEO) due to 301 page redirects potentially causing a loss of PageRank.
This is the first time Google has confirmed that this happens, although many online marketing executives have previously believed this to be the case, says Barry Schwartz of Search Engine Land:
Mr Cutts made this same point in a blog post last year, when he said it is better to let PageRank flow generously throughout a site and to focus on developing high-quality content that will be a focus for links.
It has also revealed that the number of pages Google crawls on any given website is reliant on PageRank.
It is a rare incident for those in the industry to find out that their understanding of the way the world’s most popular search engine works is actually on the money.
It is thought that about ten per cent of power can be lost in the 301 changeover, so this needs to be made up through link generation. This is why organic optimisation is an ever changing marketplace and can require more investment than paid search.
At the end of the day, SEO practices need pursue best practices to achieve the best results as seen by Google’s algorithm and any indication from the search giant that ethical optimisation strategies are working helps professionals to keep their customers ahead of competitors reasonably. The information exposed by the Head of Google’s Webspam Team, Matt Cutts is a welcome addition to the many resources accessible to SEOs.
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