New Riders Press, 2006) and Don??™t Make Me Think: A Common Sense Approach to Web Usability(Steve
Krug. New Riders Press, 2005), is highly recommended as well; they will help you understand the fine balance
between search engine optimization, accessibility, and usability.
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C H A P T E R 7
Optimizing TShirtShop
So what can be improved in TShirtShop to make it more search engine friendly? Well, it may
come as a surprise to you to hear this, since TShirtShop is so small and young, but there??™s a lot
to improve about it already! Fortunately, we??™ve designed its structure in such a way that adding
the new features will be painless, and the newly created structure will be there to last.
In this chapter, we will
??? Implement keyword-rich URLs through URL rewriting and the mod_rewrite Apache
module. This way, instead of requesting index.php using various query string parameters,
our site will support URLs that look better both to humans and to search engines,
such as http://www.example.com/mickey-mouse-t-shirt.html. At this step, the web site
must be updated to use the new links internally.
??? Properly redirect old URLs or mistyped URLs to the correct URLs. This is particularly
important if your old URLs have been online for a while, and they have pages linking to
them. This step will help to ensure that you don??™t lose any rankings that the pages on
your old site may have already gained (their link equity) or incur penalties for false
duplicate pages on your new site.
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