Prevent Link Rot
Next time you redesign your site,use URLs that you won’t need to change—
. Put some serious
thought into file-naming conventions that will grow and expand with your website.Here are some
rules of thumb:
Don’t name files with words like
, or any other status markers in
the filename.This status will surely change as “new”files become “old”and “draft”files
become “final.”(It’s a common problem! Last we checked,there were 581 listings in Google
containing the preposterous filename
—and 456 listings for
Name nested folders by year, and possibly month, for press releases or other dated materials
Try to put files in their final location as soon as they are launched rather than starting them
out in the “current”folder and moving them later.
Leave out any information that may change in the future.For example,you don’t want to
include the name of a current copywriter in the filename.This URL will feel outdated and
awkward three years from now when that individual no longer works at the company. Names
of servers, the city where you’re headquartered, or any other contemporary information
should also be left off of filenames.
Follow these guidelines, and your search engine presence may survive the next site redesign with-
out a hitch!
Tuesday: Copywriting to Improve Your Search Results Snippets
In Chapter 7 you learned that searchers choose which result to click in a matter of sec-
onds. Of course you want your site to have the best possible representation in the
search results—and that means you need a snippet that’s on your side!
For example, which of the following search results would you be more likely to
click? This one?
Choose from the “new site, new problems” tasks listed in this section, and get started on the one
that most applies to you.
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