I’ve recently been working with an SEO firm to improve our “keyword
density”, structure and several other things on our public website. In
their long list of recommendations was the task of producing nice pretty
urls with relevant keywords, dashes instead of underscores, and so on,
easily said, not so easily executed or so I thought. Our architecture in
a nutshell is Apache web servers, fronting
WebSphere
application servers, running a Struts-based
web application. Now if you know Struts, 9 times out of 10 your url’s
are ugly, because a bunch of programmers didn’t care at all when they
developed your application about the impact the urls would have on
natural search and the framework developers pretty much left you with a
bunch of “do.do”. Very quickly the SEO firm was recommending 70+ rewrite
rules on the Apache server to resolve to the
urls in the application and then custom work for each individual url to
rewrite it to the friendly url, so that when Googlebot crawls the site
it would traverse these friendly urls. I cringed at the thought of this
suggestion, not only is this not maintainable, but when I run a local
server I can’t use the rewritten urls, as my development environment
doesn’t have a full blown http server with rewrite capabilities. I knew
there had to be a better solution, I just wasn’t sure what it was.
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