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This Week in the Local SEO Community…

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SEO Mad Scientist 🧪🥼🔬

Welcome everyone to an exciting Christmas SEO mad scientist update.

We have an exciting new test for you this week which is something that the industry has possibly overlooked over the years as the algorithm has developed and things have changed…

Redirects!

Now to be clear, this is for testing purposes only and is not to be taken as gospel for you to start changing up your entire SEO process. But of course, our findings are leading to more tests and the end goal is to utilize redirects in a positive way in our campaigns.

So the big question is, do redirects still work?

Obviously, the biggest problem with that question is that not all redirects are equal. The website history and backlink graph play a major role in how Google will perceive any redirect.

But what if we were to remove those variables by simply picking a domain that had a redirect, with stable rankings, and we simply remove the redirect?

Depending on the fluctuations and rankings it would tell us how that specific redirect was affecting that site which would allow us to reverse engineer what types of things Google could or could not be looking for in a redirect.

For this test, we took a XYZ domain that was registered as a 302 redirect back in 2017-2018…

This was not an expired domain or an old website but a brand new domain that was registered and immediately 302 redirected that then had links built to it.

In this update we’re not going to go into the exact link building process, we can dig into that more in future updates and tests. Just know that there was a few months of general backlink building until the 302 finally indexed in Google for the redirect site URL…

 

We also cannot reveal the URL because it’s currently being utilized in another test which will make more sense in a moment…

We recently removed the 302 redirect on December 10th…

Very quickly we saw this result…

The 302 redirect was clearly providing relevance or authority to the website, increasing its keyword rankings in search.

This tells us that the 302 redirect was in fact a contributing factor to the rankings of the site.

On top of that, we had seen the biggest decrease in rankings for the most optimized keyword in the .xys backlink graph…

It is important to note that the domain we were testing on was not a brand new website that was just put up but was in fact a somewhat aged website with previous SEO being done to it and its own relevance and trust signals.

It’s our belief that in the event you were to have registered a brand new domain and repeated this test you would not see the same result as the redirect may not have been trusted.

This is exactly why we are continuing our tests with our redirects…

If redirects are this powerful and are in fact trusted in this way there is possibly many applications allowing us to develop the perfect backlink graph for our rankings, and being able to add or remove it on the fly.

This is also why digging into the signals of our current redirects is so vital because at the end of the day as we mentioned not all redirects are created equal. And so if we’re going to crack the redirect code we’re going to have to dig deeper than the redirect itself.

Have a Merry Christmas and a happy holiday and be sure to join us next week for our end of your special update of the SEO mad scientist.

Until then, Happy testing!

 

 

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