BrightonSEO: Advanced SEO techniques with .htaccess

3. 27% source: w3techs.com source: Google Webmaster Conf
4. Before we start…
6. # for shared hosting # less capabilities # slower .htaccess # requires higher server access # more capabilities # very performant (in memory) httpd.conf
7. RewriteEngine On # With RewriteRule RewriteRule ^old-page$ /new-page [L,R=301] # With RedirectMatch RedirectMatch 301 ^/old-page$ /new-page # Redirecting URL patterns RewriteRule ^shop/(.*)$ /products/$1 [R=301,L] .htaccess print("the basics");
8. RewriteEngine On # With RewriteRule RewriteRule ^old-page$ /new-page [L,R=301] # With RedirectMatch RedirectMatch 301 ^/old-page$ /new-page # Redirecting URL patterns RewriteRule ^shop/(.*)$ /products/$1 [R=301,L] .htaccess print("the basics");
9. Always test your code! #1
10. Private environments A great hook with:
11. # If private domain RewriteCond %{HTTP_HOST} private\.website\.com [NC] RewriteRule .* - [E=NOINDEX:1] # Then set the "noindex“ header Header set X-Robots-Tag "noindex,nofollow" env=NOINDEX .htaccess
12. # If private domain RewriteCond %{HTTP_HOST} private\.website.* [NC] RewriteRule .* - [E=NOINDEX:1] # Then set the "noindex“ header Header set X-Robots-Tag "noindex,nofollow" env=NOINDEX .htaccess # Devs ultimately proposed this: <If "%{HTTP_HOST} =~ /^.*(private.website)*$/"> Header set X-Robots-Tag "noindex,nofollow" </If> .htaccess
14. 4 hours after release every page on www.domain.com:
15. So I casually check that website 4 hours after release every page: <If "%{HTTP_HOST} =~ /^.*(staging.website)*$/"> Header set X-Robots-Tag "noindex,nofollow" </If> .htaccess
16. So I casually check that website 4 hours after release every page: .htaccess <If "%{HTTP_HOST} =~ /^.*(staging.website).*$/"> Header set X-Robots-Tag "noindex,nofollow" </If>
17. How?
18. Testing your redirects before go-live 2 1 hosts
19. Set up a local server, eg. xampp
20. Map the domain in your hosts file # This is the “hosts” file # It’s like a local DNS server # Your PC will now point these domains to your local server for testing # Domains for migration 127.0.0.1 mywebsite.com C:\Windows\System32\drivers\etc\hosts
21. Ask the devs for an export of the PROD .htaccess Existing lines var\www\.htaccess
22. Add your code below RewriteEngine On # existing code … # new code <If "%{HTTP_HOST} =~ /^.*(staging.website)*$/"> Header set X-Robots-Tag "noindex,nofollow" </If> C:\xampp\htdocs\.htaccess Now you can test this locally
23. Preparing a website migration
24. No staging environment (access) “Can’t test but it’ll work.” Strict deadline
25. Add your redirects in xampp RewriteEngine On # Redirects go here RewriteRule ^home$ / [R=301,L] RewriteRule ^about$ /about-us [R=301,L] RewriteRule ^contact$ /contact-us [R=301,L] RewriteRule ^blog$ /news/blog [R=301,L] RewriteRule ^stores$ /find-a-dealer [R=301,L] … C:\xampp\htdocs\.htaccess Test them in the , verify, send updated code to devs.
26. Migrating multiple sites
27. Our client: Golden Ltd
28. Did 4 acquisitions: migration time
29. 301 301 301 301 What we as SEOs see
30. What the client sees € 600-1.800/yr
31. €150 / yr Potential saving: €1650 / yr 1 SERVER
32. Preparations
33. # This is the “hosts” file # It’s like a local DNS server # Your PC will now point these domains to your local server for testing # Domains for migration 127.0.0.1 blue.com 127.0.0.1 green.com 127.0.0.1 red.com 127.0.0.1 purple.com C:\Windows\System32\drivers\etc\hosts
34. RewriteEngine On # Redirects for blue.com RewriteCond %{HTTP_HOST} ^blue\.com$ [NC] RewriteRule ^home$ https://golden.com/brands/blue [R=301,L] RewriteRule ^london$ https://golden.com/store/blue-london [R=301,L] RewriteRule ^products$ https://golden.com/shop/dresses [R=301,L] # Redirects for green.com RewriteCond %{HTTP_HOST} ^green\.com$ [NC] RewriteRule ^home$ https://golden.com/brands/green [R=301,L] RewriteRule ^london$ https://golden.com/store/green-london [R=301,L] RewriteRule ^products$ https://golden.com/shop/womens-shoes [R=301,L] Redirects per domain? Let’s ask ChatGPT
35. This is what ChatGPT will propose: RewriteEngine On # Redirects for blue.com RewriteCond %{HTTP_HOST} ^blue\.com$ [NC] RewriteRule ^home$ https://golden.com/brands/blue [R=301,L] RewriteRule ^london$ https://golden.com/store/blue-london [R=301,L] RewriteRule ^products$ https://golden.com/shop/dresses [R=301,L] # Redirects for green.com RewriteCond %{HTTP_HOST} ^green\.com$ [NC] RewriteRule ^home$ https://golden.com/brands/green [R=301,L] RewriteRule ^london$ https://golden.com/store/green-london [R=301,L] RewriteRule ^products$ https://golden.com/shop/womens-shoes [R=301,L] WRONG
36. Don’t believe me? Let’s ask the
37. RewriteCond applies only to the first RewriteRule that follows it. RewriteEngine On # Redirects for blue.com RewriteCond %{HTTP_HOST} ^blue\.com$ [NC] RewriteRule ^home$ https://golden.com/brands/blue [R=301,L] RewriteRule ^london$ https://golden.com/store/blue-london [R=301,L] RewriteRule ^products$ https://golden.com/shop/dresses [R=301,L] # Redirects for green.com RewriteCond %{HTTP_HOST} ^green\.com$ [NC] RewriteRule ^home$ https://golden.com/brands/green [R=301,L] RewriteRule ^london$ https://golden.com/store/green-london [R=301,L] RewriteRule ^products$ https://golden.com/shop/womens-shoes [R=301,L]
38. So… then how?
39. Some do it like this… .htaccess # Blue.com domain RewriteCond %{HTTP_HOST} blue\.com$ [NC] RewriteRule ^home$ https://golden.com/brands/blue [R=301,L] RewriteCond %{HTTP_HOST} blue\.com$ [NC] RewriteRule ^london$ https://golden.com/store/blue-london [R=301,L] RewriteCond %{HTTP_HOST} blue\.com$ [NC] RewriteRule ^products$ https://golden.com/shop/dresses [R=301,L] # and 97*2 more lines … # Green.com domain RewriteCond %{HTTP_HOST} green\.com$ [NC] RewriteRule ^home$ https://golden.com/brands/green [R=301,L] RewriteCond %{HTTP_HOST} green\.com$ [NC] RewriteRule ^london$ https://golden.com/store/green-london [R=301,L]
40. Some do it like this… .htaccess # Blue.com domain RewriteCond %{HTTP_HOST} blue\.com$ [NC] RewriteRule ^home$ https://golden.com/brands/blue [R=301,L] RewriteCond %{HTTP_HOST} blue\.com$ [NC] RewriteRule ^london$ https://golden.com/store/blue-london [R=301,L] RewriteCond %{HTTP_HOST} blue\.com$ [NC] RewriteRule ^products$ https://golden.com/shop/dresses [R=301,L] # and 97*2 more lines … # Green.com domain RewriteCond %{HTTP_HOST} green\.com$ [NC] RewriteRule ^home$ https://golden.com/brands/green [R=301,L] RewriteCond %{HTTP_HOST} green\.com$ [NC] RewriteRule ^london$ https://golden.com/store/green-london [R=301,L] RewriteCond %{HTTP_HOST} green\.com$ [NC] RewriteRule ^products$ https://golden.com/shop/womens-shoes [R=301,L] # and 97*2 more lines …
41. <If> + RedirectMatch RedirectMatch advised RewriteRule is buggy <If "%{HTTP_HOST} =~ /blue\.com/"> RedirectMatch 301 ^/home$ https://golden.com/brands/blue RedirectMatch 301 ^/london$ https://golden.com/store/london-blue RedirectMatch 301 ^/products$ https://golden.com/shop/dresses </If> <If "%{HTTP_HOST} =~ /green\.com/"> RedirectMatch 301 ^/home$ https://golden.com/brands/green RedirectMatch 301 ^/london$ https://golden.com/store/london-green RedirectMatch 301 ^/products$ https://golden.com/shop/womens-shoes </If> # And so on for the other domains .htaccess
42. Large redirect lists
43. Very large migration: eg. 200K redirects 5ms TTFB
44. before adding 200K redirects /oldpage (301 redirect) Total TTFB: 5 ms /newpage # Default lines # ---------------------------------------------------------------------- # A few redirects # ---------------------------------------------------------------------- RewriteRule ^5p4mkfhe$ /r/lp1jy37g [R=301,L] RewriteRule ^23f7muoo$ /r/u85h4z9k [R=301,L] RewriteRule ^stazvw05$ /r/4mq4nu7e [R=301,L] RewriteRule ^mgs1ehq2$ /r/q49xifr6 [R=301,L] RewriteRule ^52zh8wfw$ /r/vs05vc0c [R=301,L] .htaccess ⤷
45. Very large migration: eg. 200K redirects 5ms TTFB
46. after adding 200K redirects (in .htaccess) # Default lines # ---------------------------------------------------------------------- # 200K redirects # ---------------------------------------------------------------------- RewriteRule ^5p4mkfhe$ /r/lp1jy37g [R=301,L] RewriteRule ^23f7muoo$ /r/u85h4z9k [R=301,L] RewriteRule ^stazvw05$ /r/4mq4nu7e [R=301,L] RewriteRule ^mgs1ehq2$ /r/q49xifr6 [R=301,L] RewriteRule ^52zh8wfw$ /r/vs05vc0c [R=301,L] RewriteRule ^1sdzhryy$ /r/htqgbxo9 [R=301,L] RewriteRule ^cqa1hh86$ /r/r4nep9nm [R=301,L] RewriteRule ^2uox3b9v$ /r/v4q34o49 [R=301,L] RewriteRule ^jhavpy16$ /r/vmq7qthw [R=301,L] RewriteRule ^ctd7hdkj$ /r/jtkanyzu [R=301,L] RewriteRule ^f80qhmu0$ /r/u3jnq3zv [R=301,L] RewriteRule ^pwihx1tq$ /r/rpvicikt [R=301,L] RewriteRule ^7k1w55v8$ /r/wgpxonx2 [R=301,L] # And 199K more lines .htaccess /oldpage (301 redirect) Total TTFB: 500 ms ⤷ 260 ms 240 ms /newpage
47. Very large migration: eg. 200K redirects 5ms TTFB 500ms
48. Very large migration: eg. 200K redirects 150ms 5ms TTFB 500ms Move to httpd.conf or <VirtualHost>
49. Move to httpd.conf or <VirtualHost> /oldpage (301 redirect) Total TTFB: 150 ms ⤷ 10-70 ms 70-80 ms /newpage
50. Very large migration: eg. 200K redirects 150ms 5ms TTFB 500ms 80ms RewriteMap with a text file
51. RewriteMap with a text file /oldpage (301 redirect) Total TTFB: ~80 ms ⤷ 3-40 ms 30-40 ms /newpage
52. Very large migration: eg. 200K redirects 10ms 150ms 5ms TTFB 500ms 80ms RewriteMap with a database file
53. RewriteMap with a database file Total TTFB: RewriteEngine On RewriteMap redirectlist "dbm:/folder/urls.dbm" RewriteCond ${redirectlist:$1} !="" RewriteRule ^/(.*)$ ${redirectlist:$1} [R=301,L] httpd.conf ~10 ms
54. Redirect URL patterns efficiently
55. Most sites do this # HTTP to HTTPS RewriteCond %{HTTPS} !=on RewriteRule ^(.*)$ https://%{HTTP_HOST}%{REQUEST_URI} [R=301,L] # non-WWW to WWW RewriteCond %{HTTP_HOST} !^www\..+$ [NC] RewriteRule ^ https://www.%{HTTP_HOST}%{REQUEST_URI} [R=301,L] # trailing to non-trailing slash RewriteCond %{REQUEST_URI} /$ [NC] RewriteRule ^(.*)/$ https://%{HTTP_HOST}/$1 [R=301,L] .htaccess
56. .htaccess Why not 1 redirect? # Force HTTPS + WWW + no trailing slash with 1 redirect RewriteCond %{HTTPS} !=on [OR] RewriteCond %{HTTP_HOST} !^www\. RewriteRule ^(.*?)/?$ https://www.%{HTTP_HOST}/$1 [R=301,L] # Also remove trailing slash on HTTPS + WWW RewriteCond %{HTTP_HOST} ^www\. RewriteRule ^(.*)/$ https://%{HTTP_HOST}/$1 [R=301,L] I spent 2 hours writing this
57. Canonical tags for query params Not saying you should, but you could
58. Auto canonical tags for query params RewriteEngine On RewriteCond %{QUERY_STRING} .+ RewriteCond %{THE_REQUEST} \s([^\s]+)\? RewriteRule (.*) - [E=CAN_URL:https://%{HTTP_HOST}%1,NE] Header set Link "<%{CAN_URL}e>; rel=\"canonical\"" env=CAN_URL .htaccess I spent 3 hours writing 4 lines pro tip: preserve pagination params eg. page=, p=
59. Non-SEO things
60. Block chinese spam for free
61. Block chinese spam for free Referrer
62. Block chinese spam for free
63. Block chinese spam for free
64. Block chinese spam for free # ---------------------------------------------------------------------- # Block Chinese spammers via the referrer # ---------------------------------------------------------------------- RewriteEngine On <If "%{HTTP_COOKIE} =~ /(^|; )blockcookie\s*=\s*true(;|$)/> RewriteCond "%{REQUEST_URI}" !.*(leave).* RewriteRule ^ https://website.com/leave.php [R=301,L] </If> <If "%{REQUEST_URI} =~ /leave/> RewriteCond %{HTTP_COOKIE} !^.*blockcookie.*$ [NC] RewriteRule ^(.*)$ - [CO=blockcookie:true:%{HTTP_HOST}:600:/] </If> RewriteCond "%{HTTP_REFERER}" "baidu\.com" [OR] RewriteCond "%{HTTP_REFERER}" "cn\.bing\.com" [OR] RewriteCond "%{HTTP_REFERER}" "crm.xiaoman.cn" [OR] RewriteCond "%{HTTP_REFERER}" "waimaosou.com" RewriteRule ^ https://website.com/leave.php [CO=blockcookie:true:%{HTTP_HOST},R=301,L] .htaccess
65. Blocking various user-agents (that ignore robots.txt) # ---------------------------------------------------------------------- # Block specific user agents # ---------------------------------------------------------------------- RewriteCond %{HTTP_USER_AGENT} Barkrowler [OR,NC] RewriteCond %{HTTP_USER_AGENT} Timpibot [OR,NC] RewriteCond %{HTTP_USER_AGENT} Ahrefsbot [OR,NC] RewriteCond %{HTTP_USER_AGENT} SeznamBot [OR,NC] RewriteCond %{HTTP_USER_AGENT} Baiduspider [OR,NC] RewriteCond %{HTTP_USER_AGENT} PetalBot [OR,NC] RewriteCond %{HTTP_USER_AGENT} SentiBot [OR,NC] RewriteCond %{HTTP_USER_AGENT} MJ12Bot [OR,NC] RewriteCond %{HTTP_USER_AGENT} linkfluence RewriteRule .* - [F,L] .htaccess
66. Back-up tracking cookies
67. Took me 10 lines of code
69. Backing up the _ga cookie # BEGIN create bcga cookie backup RewriteEngine On # Check if _ga cookie exists and bcga does NOT exist RewriteCond %{HTTP_COOKIE} _ga=([^;]+) [NC] RewriteCond %{HTTP_COOKIE} !bcga= [NC] RewriteRule .* - [E=GA_VALUE:%1] Header set Set-Cookie "bcga=%{GA_VALUE}e; Path=/; SameSite=None; Secure; HttpOnly; Max- Age=15552000" env=GA_VALUE # BEGIN create or modify _ga cookie # Check if bcga cookie exists and capture its value RewriteCond %{HTTP_COOKIE} bcga=([^;]+) [NC] # Either _ga does NOT exist OR its value does not match bcga RewriteCond %{HTTP_COOKIE} !_ga= [OR] RewriteCond %{HTTP_COOKIE} !_ga=(%1) [NC] # Store bcga value in GA_SYNC variable RewriteRule .* - [E=GA_SYNC:%1] # Set the _ga cookie to match bcga Header always set Set-Cookie "_ga=%{GA_SYNC}e; Domain=.caerels.be; Path=/; SameSite=None; Secure; Max-Age=15552000" env=GA_SYNC .htaccess
70. Wrapping it up ✓ Always test your .htaccess code ✓ Large migration: Use RewriteMap ✓ RewriteCond applies only to the next RewriteRule ✓ Redirect efficiently ✓ Know what’s possible
71. Thank you