Google London office interior
Tuesday, 16, Mar 2010 01:14
Google software engineer Matt Cutts has revealed that implementing 301 redirects could have a detrimental impact on search engine optimisation (SEO).
Speaking to Eric Enge of Stone Temple Consulting, Mr Cutts said 301 page redirects can result in 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 also revealed that the number of pages Google crawls on any given website is dependent on PageRank.
The engineer went on to stress that SEO executives should refrain from indulging in the practice of PageRank sculpting - where website owners try to influence exactly where their PageRank goes - and instead concentrate on improving their site architecture.
"If you can get site architecture straight first, then you'll have less to do, or no need to even think about PageRank sculpting," he commented, adding: "In my experience, PageRank sculpting has not been the best use of people's time."
Mr Cutts made this same point in a blog post last year, when he said it is better to let PageRank flow freely throughout a site and to focus on developing good content that will attract links.
Interested in having a DirectNews news feed on your website?
Follow me on Twitter
Subscribe to newsletter
SMS this article 