Sometimes, with all the pretty effects and shiny buttons websites throw out to their viewers, the world of a website can seem almost physical. Anyone dealing with the behind-the-scenes action, however, cannot forget that, when it comes down to it, a website is a series of related chunks of code.

The way you implement your code has a huge impact on your SEO. This is true in all areas of your website, but server response code is one of the areas in which you can most easily trip yourself up. An incredible number of websites endanger their search engine rankings with clumsy implementation of server codes, often leaving the wrong codes in place for months or years. The saddest aspect of this is how easily the situation could be remedied with the appropriate awareness.

Server codes are exchanged every time a web page is contacted by a search engine spider or a viewer. Usually, the code is a simple 200-OK code, indicating that the request was completed successfully and, basically, everything is working okay. Not as often, but still fairly frequently, another code is returned, indicating that pages have moved, are offline or don’t exist any more. These codes aren’t automatic. Your choice of code for a particular situation can clear up a misunderstanding, create a seamless interface and even help with your search engine optimisation campaign.

One example of code that can be used to further the aims of your website is the creation of custom 404 pages. A 404 error page appears whenever a server cannot find a page at a requested URL. Early on, companies discovered that these error pages could be customised to present a friendlier front to the viewer, containing slightly more helpful information and even pushing some of the aims of the site.

This is one area which can get companies into trouble. A customised 404 error page might seem like a great opportunity to further your optimisation. In truth, bad handling of customised 404 error pages can lead to the wrong codes being applied, leading to the low-value page being indexed and causing all sorts of issues. Search engines have some say over how a 404 page is treated, and can file them under 200-OK code. This usually happens when the custom 404 page contains blatant attempts to improve a site’s ranking. Indexed customised 404 error pages can give the appearance of duplicate content and adversely affect your SEO Rankings.

Another common mistake is using a 302 temporary redirect code for a redirect that becomes permanent. Using a 301 permanent redirect can fix this problem, but redirects are difficult areas for search engines at the best of times and can take time to smooth over. Search engines will take a while to recognise a 301 permanent redirect and properly index the redirected pages and it’s a good idea to consult a professional to ensure that these don’t affect your ranking.

These are just a couple of examples where bad placement of server code can lead your site into trouble. If you are in any doubt, talk to our experts at SEO Consult. Appropriate use of code is a complex matter and getting expert help from the start can save you a lot of trouble in the long run.

Related posts:

1. Common codes for SEO
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2. Getting Your 302s Sorted for SEO
   Your site’s code can have a very big effect on your relationship with the search engines. Server codes in particular can steer search engine spiders...
3. A guide to customising your 404s
   The 404 error code is one that will unavoidably appear on your site from time to time. It happens to the best of us, whether...
4. Using Redirects On Your Website
   A site redesign is often well complemented with good redirects. A redirect not only redirects human visitors but also the search engine spiders. It isn’t...
5. Redirects For Search Engine Optimisation
   Optimising error pages can provide large websites with an excellent return for comparatively little effort, but the first step in this process should be minimising...

Tags: content, Search Engine Optimisation, seo, SEO Rankings

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This entry was posted on Wednesday, November 4th, 2009 at 12:00 pm and is filed under SEO Tips. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.