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In most websites, if a user searches for a page that doesn t exist (they clicked on a broken link or they mistyped a URL), they usually get a default page that says 404 Error: Page Not Found. These are called 404-pages (say four-oh-four pages). When users see this, they think the site is broken and they often leave. When a search engine gets this result, the link is considered broken and the search engine leaves the site. To fix this problem, your site should have a custom 404-page. This page is shown whenever a 404 error occurs. The custom 404-page shows a list of links, a link to the sitemap, and a search box. Thus, the visitor can stay on the site. The page also gives the search engine a link to follow back into the site, so the search engine stays in the site. Google s Webmaster Tools will tell you if there are 404 errors at your site. Select Diagnostics | Web Crawl. This shows a list of pages not found at your website. You can fix the links, create the missing pages, or add redirects for those errors. For an FAQ on 404-pages, see Insider-SEM.com.
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If you ve moved or replaced a page, you need a way to point the old links to your new page. You can do this with a 301-redirect (say three-oh-one redirect). For the purposes of SEO, a 301-redirect tells the search engines to go to the new page and drop the old one. This also helps your visitors. If they are at another website and click on a link to your site but you ve changed the URL, they get a page not found error message. By using 301-redirects, you guide them to the right page. This lets you update your site without losing links from other sites.
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Be careful with 301-redirects. If you are using redirects within your site (if you delete a page and add a new page), that s okay. If you are using 301-redirects to point from one domain name to another, the search engines will look at this closely to see if the redirect is legitimate. If the topic of the old page and the new page are different, the redirect may be considered to be a trick and the new page may be ignored. You can get an FAQ on 301-redirects at our website Insider-SEM.com.
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Submit Your Website to the Search Engines
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If your site is already in the search engines, you don t need to submit new pages. The search engines will find your new pages. To submit a new page, use these links:
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http://google.com/addurl/ https://siteexplorer.search.yahoo.com/submit http://search.msn.com.sg/docs/submit.aspx
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If China is relevant to your website, add your site to Baidu.com, China s main search engine, at http://www.baidu.com/search/url_submit.html. There are other ways to add pages to the search engines:
Add the pages to your XML sitemap file. Use GoogleBase (http://base.google.com) to add a page into Google within hours. Add a link from your blog to the new page.
Keep the Search Engines Out
In some cases, you may not want a search engine to index your web page. Perhaps you have pages that are not for the public. You have two ways to keep search engines out of your site: the robots.txt file and the robots meta tag. The robots.txt file simply lists all files that should not be indexed by a search engine. Create a text file, add a list of pages, save the file as robots .txt, and place it in the main HTML directory where your index file resides. Search engines will look for this file. Here s an example:
User-agent: * Disallow: /images Disallow: /koi/private-sale.html
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In this example, the robots.txt file tells the search engines not to index the contents of the images folder and the private-sale.html page. You can also use the robots meta tag. This tag is placed in the HEAD tag of each web page to be excluded. Here s an example:
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