Online Content - Tips and TricksEveryone knows that websites need to be updated from time to time, and often completely restructured, and the problems caused by this type of rebuild making links extinct can be solved by 301 redirects. This will enable all of your existing links to point to the same content in the new location, without upsetting either your potential visitor or your search engine rankings.

But, how often do you follow a link from a search engine or a blog to find that the exact item you are looking for is lost in a page of multiple blog posts? Or worse, a page full of summaries of blog posts!

When writing your blog posts, always ensure that you give a permalink to each post. This is an individual link to a specific post and should always include keywords. The majority of blogging engines use the title of your post to create this permalink, so think about your blog titles when creating them.

By creating a permalink, any links to that post from other sites will always lead to that post, rather than to the summary page.

Find out more about how good website housekeeping can improve your search engine rankings in our SEO book.

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About the author:

A practising internet marketing consultant since 1996, Lindsey Annison helps companies improve their website marketing, online PR and information architecture. Lindsey is also a qualified adult education lecturer and author. As co-founder of the Access to Broadband Campaign, she has been instrumental in the provision of high-speed internet access to rural areas in the UK. Lindsey is also a past winner of's Outstanding Contribution to UK Technology