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how htaccess impacts SEO

Your .htaccess is kind of like the front door in your home or the directory you see once entering an office building.  It helps you find the right path to the room you’re looking for, a direct route to the person you are visiting, or to navigate to the nearest restroom if you have to go.  However, in many cases when it comes to SEO, .htaccess is more like the attic.

It’s where you store items you use once a year like holiday decor, things you don’t want to throw out, and all the junk which could land you a runner-up position on the show hoarders.  When you have to open your .htaccess (much like an attic), you remember all of the things you’re supposed to do, but you put it off and let the clutter continue to pile up.  That is where you run into a lot of SEO issues that can prevent your rankings from growing.

By not having a clean and direct .htaccess, you make search engines have to work to find the right pages and versions of your website.  Think about showing up to an interview and being 10 minutes late because the directory was wrong, and the security desk kept giving you wrong instructions to find the HR team, then the administrative assistant sent you back downstairs to start over again.  Now that you know what the .htaccess does for SEO, here is how we used this to increase a client’s positions from the lower part of page 1 in Google to the upper.

Our team is working with a client on SEO, and they have tons of content and backlinks, but their positions had plateaued and they couldn’t figure out why.  It turned out to be a tech SEO issue with one of the big fixes being .htaccess.

During the first round of cleanup, we reduced the file by more than 1,100 redirects and instructions.  We also reset other directives to properly point to the correct pages, or versions of the pages.  From there we reduced redirect chains by stripping them out, and reset the options that needed to remain.  This was only round one.

After this round of cleaning, the results helped the client to remove the stagnant positions, and get them to climb higher on page one.  Often times your SEO will say you need content or backlinks, but that often isn’t true when you already have them, and the content is good.

In the screenshots below you’ll see current ranking positions in the columns (Google, Yahoo, Bing), and then the search volume for the keyword phrases.  I pulled the report on 7/29/2019 with a comparison to the previous 30 days because I want to show the climb that happened once the pages and files were reindexed.  The green number next to the ranking position is the amount of spaces it moved up.  I used this tool to track, just like I do all clients.  If you’re wondering why there are some with 0’s across, we haven’t launched those sections or the content yet.  I add the tracking first so we can watch as it appears and properly monitor.

The niche is fairly competitive with lots of big money players.  The goal was to move from the lower part of the first page to the upper, and this is the way we started the progress.  Keep reading below to learn more about how .htaccess impacts SEO (without all of the other things it does).  BTW, if you’re a programmer and yelling about the explanation above, don’t continue down.  This post isn’t for you.  It is for people like me in marketing, so I changed it to be non-techie for marketing teams.

how htaccess impacts seo results

seo gains from htaccess cleaning

How .htaccess Impacts SEO

Your .htaccess file is going to be big, scary, and complex.  This is especially true for older sites which have had numerous designs, URL structures, and developers working on it.  Knowing how to properly implement, test, and then retest is an art form rather than a science.

.htaccess files require a lot of patience and frustration, so if you’re going through a clean up, get ready.  Here are some of the things that the programmer will be doing, looking at, and trying to fix. [Read more…] about SEO Case Study – How Your .htaccess Can Increase SEO Rankings