SEO News and SEO Tips from SEO Blog Expert

With the arrival of the Bing search engine and the Microsoft-Yahoo search partnership, it’s been a hectic summer for search — not that you’ll see market leader Google sweating.

With a united front building against its cash cow search business, Google is playing it cool.

Google CEO Eric Schmidt said back in June about Bing: “I don’t think Bing’s arrival has changed what we’re doing. We are about search, we’re about making things enormously successful, by virtue of innovation.” For the most part Google is ignoring Bing, at least publicly. Google has not made any outward strategic moves that imply worry about Bing or the Microsoft-Yahoo partnership, other than to state that it’s bad for innovation and competition.

Indeed, the Microsoft-Yahoo partnership will face the scrutiny of antitrust regulators and some experts question whether the partnership will be approved.

But if the partnership does pass legal muster, the search wizards in Mountain View will have a legitimate threat on deck. Microsoft has the money ($100 million is being spent on Bing marketing) and Yahoo has the users (98 million Yahoo Mail users in the United States, four times as many as Gmail). Both companies have the technology.

Google’s plan, according to an upcoming Time magazine feature story, is to keep on innovating in search and let Microsoft mass market the heck out of Bing. But here are three reasons why quietly innovating may not be enough to keep the tenacious Microhoo at bay.

Microsoft Has Deep Pockets and Dogged Commitment to Search

Microsoft CEO Steve Ballmer has made it clear that Microsoft’s foray into search is not a flirtation, it’s a marriage. He said at Bing’s launch in late May: “Bing is an important first step forward in our long-term effort to deliver innovations in search.”

Microsoft has said that it plans to spend 5 to 10 percent of its operating income on search over the next five years, a number that works out to be roughly $10 billion per year.

From the outset, Microsoft pointed all its guns at Google with Bing, working to make its interface warm and colorful and structure its search results into categories, as opposed to Google’s minimalist interface and long list of links. The subsequent $100 million ad campaign for Bing has focused on how it is more organized and user-friendly than Google.

So far, Microsoft’s investment in Bing has paid off. In June and July, Bing’s market share increased nearly a full percentage point, from 8.0 percent to 8.9 percent.

In our previous post SEO Considerations When Redesigning a Website we touched on how to mitigate the ill effects of changing your website domain or file names by using 301 Permanent Redirects. Here we will give you instruction on how to set up this redirect on both Apache and Microsoft IIS web servers.

The “301 Permanent Redirect” is the most efficient and search engine friendly method for redirecting websites. Situations include:

• To redirect an old domain name to a new domain name – normally in the case of re-branding
• When you have several domain names pointing to one website but are only wishing to promote one domain name
• When access to your website is possible via multiple URLs such as http://domain.com/ or http://www.domain.com. It is preferable to select one and 301 redirect the others to the one you have chosen. This is referred to as Canonicalisation.
• Merging two websites together and want links to outdated URLs to be seamlessly redirected to the corresponding page on the new site.

Here is Google’s webmaster guideline on 301 redirects: http://www.google.com/support/webmasters/bin/answer.py?answer=93633

Apache Web Server
 
The Linux Operating system most commonly uses Apache web server. There are a number of methods of redirect available:

.htaccess Method

If you have sufficient access to the web server then the very best method of redirection is the creation and upload of an .htaccess file as this gives you the most flexibility and control:

Apache .htaccess Single Page Redirect
You will need to create a file named .htaccess (no extension), add the code below to the file using a text only editor and upload it to the root directory of your website:

RewriteEngine on
Redirect 301 /oldpage.html http://www.example.com/newpage.html

Apache .htaccess Canonical Redirect
Again you will need to create a file named .htaccess, add the code below to
the file using a text only editor and upload it to the root directory of your website. The code below will redirect all visitors accessing http://domain.com to http://www.domain.com:

RewriteEngine on
rewritecond %{http_host} ^domain.com [nc]
rewriterule ^(.*)$ http://www.domain.com/$1 [r=301,nc]  

Control Panel Method

If you have Administrator access to the cPanel then this is another method of redirection but you may find that you are limited with the types of redirects that you can do, for example the Plesk control panel does not allow for 301 redirects.

cPanel redirect

Log into your cPanel, and look for “Redirects” under Site Management
Put in the current directory into the first box
Put the new directory in the second box
Choose the type (temporary or permanent) temporary=302 and permanent=301
Click “Add” and you’re done

On Page Redirects

In instances where you are only wishing to redirect one or two files and perhaps don’t have the server correctly configured for an .htaccess file or where you do not have sufficient access to the web server such as in a shared hosting environment, you can use on-page redirects.

Read more info on both PHP and ASP redirects.

Microsoft IIS Web Server

IIS supports the requirement for 301 redirection and all necessary changes can be made directly through the Control Panel. 

Administrator Mode

If you can log into the Windows 2000 (or higher) server and access the desktop, then this is the best method to carry out redirects in a Windows environment. The example below is based on the IIS 6.0 platform.

• Choose Start / Setting / Control panel / Administrative Tools / Internet Information Services (IIS) Manager
• Click the cross that is next to the computer to drop down the list of the configured folders within IIS.
• Next you need to drop down the web sites folder; this will display all the website that have been configured in IIS.
• Locate the domain that you wish to setup the 301 redirect on. When you have located this domain right click on it and select properties.
• On the tabbed menu above click home directory. Once you are in the home directory pay close attention, you do not want to mess with any other settings this could result in your website not being displayed.
• Select ‘A redirection to a URL’
• In the redirect website box: Enter the website address that you want the site to direct to. Once you have done this, your website will forward but it still has not been set correctly, you must click a permanent redirection to; by checking this button you are telling the server that you want the redirection to be permanent.

On Page Redirects – See Below

On Page Redirects – More Information

PHP Single Page Redirect
In order to redirect a static page to a new address simply enter the code below inside the index.php file. This code must be located in a script that is executed on the server before the page content starts:

header(”HTTP/1.1 301 Moved Permanently”);
header(”Location: http://www.newdomain.com/page.html”);
exit();
?>

PHP Canonical Redirect
The code below will redirect all visitors accessing http://domain.com to http://www.domain.com. This code must be located in a script that is executed in every page on the server before the page content starts:

if (substr($_SERVER['HTTP_HOST'],0,3) != ‘www’) {
header(’HTTP/1.1 301 Moved Permanently’);
header(’Location: http://www.’.$_SERVER['HTTP_HOST']
.$_SERVER['REQUEST_URI']);
}
?>

ASP Single Page Redirect
This redirect method is used with the Active Server Pages platform. This code must be located in a script that is executed on the server before the page content starts:

<%
Response.Status=”301 Moved Permanently”
Response.AddHeader=’Location’,'http://www.new-url.com/’
%>

ASP Canonical Redirect
The code below will redirect all visitors accessing http://domain.com to http://www.domain.com. This code must be located in a script that is executed in every page on the server before the page content starts:

<%
If InStr(Request.ServerVariables(”SERVER_NAME”),”www”) = 0 Then
Response.Status=”301 Moved Permanently”
Response.AddHeader “Location”,”http://www.”
& Request.ServerVariables(”HTTP_HOST”)
& Request.ServerVariables(”SCRIPT_NAME”)
End if
%>

These are some of the methods available to ensure you preserve your Internet footprint when updating your site content.

Before the launch of Bing.com, Live.com received 98% of its traffic through MSN rather than direct navigation so it’s no surprise that Microsoft are investing between $80m to $100m on branding and marketing their new search engine (sorry, decision engine).

One thing that jumps to mind is how strangely familiar Bing looks. The look and feel is most certainly Googlish, but why reinvent the wheel right? To add to this familiarity, results themselves seem to be very similar to the late Live.com results, rousing speculation that Bing is merely a re-skin of Live.

According to Microsoft, it’s best to think of Bing not as a search engine, but a decision engine. Bing will focus on four verticals: making a purchase decision, planning a trip, researching a health condition, and finding a local business.

While at the first glance it may not seem as though Bing is bringing anything dratiscally different to the search table, there are a couple of features which may snag the interests of the Google dependants in this world. The related searches on the left hand side of results pages may encourage further refined long tail searches.

Additionally, where video results are integrated, users can hover over the video thumbnail to see part of the video before clicking though. Bing search result listings also have an extend area which lists a brief snippet of the content within the destination site as well as top links within the site.

Microsoft CEO, Steve Ballmer said in a statement about the launch: “Today, search engines do a decent job of helping people navigate the Web and find information, but they don’t do a very good job of enabling people to use the information they find. When we set out to build Bing, we grounded ourselves in a deep understanding of how people really want to use the Web. Bing is an important first step forward in our long-term effort to deliver innovations in search that enable people to find information quickly and use the information they’ve found to accomplish tasks and make smart decisions.”