URL Link Redirection, Identifying Link Redirects and Putting Them Right
(URL) or Link Redirection is a technique used to redirect your domain’s visitors to a different URL. You can forward your domain name to any website, webpage, etc. which is available online.
They offer a solution within CMS systems to quickly redirect one resource to another via the use of updating a permalink or URL alias. There is however a downside of adopting this technique since despite until recently Google was penalising sites that were using redirects in terms of SEO there is another problem of loss of link juice.
How Does Link Juice Work?
Link juice, link authority, and backlink authority are all different words that mean essentially the same thing. Google analyzes the links (internal & external) that point to a particular webpage to determine what ranking position the webpage should be placed in their search results for a particular keyword query.
If Page one links to Page two, then link juice “flows” from page 1 to page 2 and that generally helps page 2 rank higher on Google. The more pages that links to page 2, the more link juice page 2 has built and the higher it will tend to rank on Google.
In conclusion to the question of why internal links should not lead to a redirect, by adopting a redirect this SEO collateral is lost resulting in a lost opportunity for better ranking.
This can be put right by scanning websites for these redirects and ensuring all internal URL’s within the content and navigation are pointing to the final resource.
How Is Link Juice, Generally Built?
The best practice techniques for attracting external links to a website
- Create authoritative, useful and trustworthy content
- Improve the strength and popularity of the brand
- Continually advertise, promote and get PR
- Promote good website content and be sure it gets in front of the right audience
Other common practices that businesses use to improve their own link juice include:
- Contributing content to other websites
- Blogger outreach
- Expert quotes or brand mentions
- Product reviews on blogs
- Getting listed in industry-relevant directories