What search engines will be used for my PPC advertisements?
Your website is search engine optimized and this whole industry boom has helped you get word out to your target audience that you exist. You're doing great and you are gaining customers…at least until you notice that sales are dropping and fewer people are crossing your internet threshold. What on earth is going on? You've made sure that every SEO component and SEO tip has been put into place on your sight. What could the problem be?
The problem could very well be expired pages. This is actually one of the largest and most common issues that plague optimized websites. These pages exist on the internet but they have expired and do not lead back to your site like they should. And unfortunately it is one of the things many people overlook when they are trying to determine why their Google organic search page rankings are not where they once were. Google crawls through web pages and expired pages make this task long and drawn out, causing the program to waste time looking for what it wants.
Imagine you're a customer and you come across an expired page that has outdated content or no content. You would get a bit upset about this and move on, possibly going to a competitor for what you want. These pages have to be rectified in some way in order to keep from losing customer after customer. Here is how you can take care of the problem.
Use a 301 Redirect
A 301 redirect literally redirects the link from the old, expired page to the proper one. You should redirect your links to a similar dynamic page to keep your traffic flowing without interruption. If this is not possible, go ahead and leave your visitor a suitable message explaining the situation and directing them to your website with the right link.
Consider a 404 Page
To make sure your SEO plan is not affected lay it on Google to your traffic back to you. Set up a system where expired pages display a 404 response code. This will help Google identify expired pages and skip them during the crawl.
Expired web pages are something that has to stay on your list of SEO priorities. All of your links must be in good working order in order to secure the page rankings you desire. When they are not you stand to lose more than just your internet search engine ranking. You also stand to lose your business.
