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This reference guide will provide information to assist in the creation and maintenance of IEEE redirects. In order to secure IEEE's future as a trusted domain, the following steps must be taken. These guidelines will not only ensure the best result from search engines, but will also improve visitor retention and overall engagement with the content.
The objectives of these guidelines are to:
Try to make both the redirect and the destination URL as short and simple as possible. Short URLs are clicked more often in search results. Specifically, a MarketingSherpa study showed that short URLs are clicked on from Google search results over twice as often as long URLs. Applying a “301 Moved Permanently” redirect to a long URL defeats the purpose in terms of findability because Google will show the long destination URL in the search listing rather than the redirect URL
Good redirect example:
Bad redirect example:
If goals can be achieved without a redirect, that is preferable, because redirects do not transfer 100% of PageRank to the destination URL.
An annual event, like a conference, should have a stable URL that doesn’t change from year to year. This is true of both the redirect URL and the destination URL. When the current edition is to be retired and replaced with a new edition, assign a new URL to the archived edition. Do not redirect to the archived edition. Instead let the PageRank accumulate year-after-year to the stable, evergreen URL. Otherwise, PageRank earned over time is not carried over to future years’ editions. For example, ieeeabc.org can leverage PageRank from links to past years’ ABC conferences, whereas ieeeabc2011.org cannot.