Here are two techniques for prioritizing the cleanup of error pages on an enterprise site, with their pros and cons outlined to help you choose the best one for you.
One of the more challenging aspects of SEO is the screening and correction of error pages across an enterprise site. There are multiple divisions involved in the constant evolution of a site and things seem to be in a constant state of flux. As a result, it can seem like the identification, management, and correction of error pages can be a continuing battle. The question becomes, "Is there a best practice to prioritizing the correction of these pages?" Like so much of SEO the answer is a resounding, "It depends!"
Let's look at two ways organizations can approach the situation and weigh the merits and weaknesses of each technique.
Timeliness Approach: Some companies may be inclined to track error messages via their Google Webmaster Tools account, fixing the errors in a chronological fashion. It's very easy to download a report, sort the errors by date (most recent to oldest) with a secondary sort alphabetically by URL, and in a matter of moments you have a very clear list of the areas of your site that have challenges that need to be corrected.
Incomplete Picture: There are two ways that this technique creates an incomplete picture of the error page situation:
You might be able to see patterns, in directories that need attention, but perhaps won't see all the challenges within any given area of the site. This may make correcting the errors an iterative process where you have to touch certain regions of the site more than once. That may not prove to be the most effective use of resources.
Landscape Approach: Another way to think about and prioritize error pages is to consider "What's the bigger external impact of those error pages?" Specifically, "How many broken links are associated with each of those error pages?" If you establish how many broken links (both internal and external) are associated with every error page (every URL that shows up as other than a 200 code) on your site, then you can establish a priority of work that will not only improve the engines' perception of your site by reducing error messages and improving crawlability, but will also improve the overall SEO landscape by recovering mass quantities of lost links. You will be improving the user experience by reconnecting broken links that may be out there on the Internet as well as channeling link equity back to the targeted URL of your own choosing. With an enterprise site, the number of recoverable links could prove to be massive!
For example, what if you saw results like this:
If you could recover more than 15,500 existing links to your website simply by initiating 301 redirects to three URLs, doesn't that seem like a good idea and an effective use of available resources? How long and how much time, money, and resources would it take to replace the equivalent number with new links?
So there you have it, two unique techniques to prioritizing the cleanup of error pages on an enterprise site. Do you have a technique that you use? Would love to hear how you prioritize this work.
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Crispin Sheridan is the Senior Director, Global Search at SAP. As part of the digital team, he established and leads the search and testing practices at SAP. Crispin is responsible for paid, natural, and mobile search and all online testing. Search and testing at SAP are fully centralized and globally funded and run under a hybrid in-house and agency model.
Crispin has proven that search learnings and keyword insights work hand in hand with social media marketing and together can effectively drive B2B lead generation. Furthermore, the development of the SAP.com Test Lab has contributed significant success to SAP's digital marketing efforts.
A frequent guest speaker at conferences, including SES New York, San Francisco, Toronto, London, Delhi, Shanghai, and Hong Kong, Crispin was appointed to the SES Advisory Board in December 2009. He has also been a guest speaker at the e-Metrics Summit and ad:Tech, and is a member of Google's B2B Technology Council. You can follow him on Twitter at @crispinsheridan and read his monthly SEO column on ClickZ.
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