Hi Jill

I really enjoy reading your newsletters and would appreciate your advice on launching a new web site.

Our web site has been around for many years and we are switching over to a content management system coded in JSP, but with extensions ending in .do as opposed to what we currently have, .asp.

We have hundreds of pages dynamically code-driven from our database in .asp and I’m worried that when we switch over to the .do extension we will lose placement in the search engines. We will be redirecting the .asp pages to the appropriate .do page but will it affect our long-term rankings of those .asp pages that live throughout the SE’s if we 301-redirect? I’m just not sure how well the search engines pick up the .do extension. Are there steps to ensure better success through this transition?

Thanks so much. Keep up the great work!


Jill’s Response

Hi Skip,

The .do extension in and of itself shouldn’t be a problem, as the search engines index any and all extensions just fine. But the changing of all the site URLs from .asp to .do will definitely cause you some temporary pain in the search engines, even with the 301-redirects. Unfortunately, it can often take a few months for the search engines to remove all your old URLs and index the new ones. And even once they do, your new URLs may or may not be given the same “trusted” weight as the old ones, simply by the fact that they are new.

You’re doing all you can do by putting up the 301-permanent redirects, but do expect some loss of traffic during the transition and possibly for a few months following it. It might help to add a Google Sitemap when you go live with the new site, but make sure the site is squeaky-clean of search engine spam if you do this.

I’d recommend not making the changes during your busy season, if you have one (and if you can help it).

Good luck!


Discuss this article in the Small Business Ideas forum.

January 9, 2007

CEO and founder of High Rankings®, Jill Whalen has been performing search engine optimization since 1995 and is the host of the free High Rankings Advisor search engine marketing newsletter, author of "The Nitty-gritty of Writing for the Search Engines" and founder/administrator of the popular High Rankings Search Engine Optimization Forum. In 2006, Jill co-founded SEMNE, a local search engine marketing networking organization for people and companies in New England.

High Rankings is an internationally recognized search engine optimization firm located in Framingham, MA specializing in search engine optimization, SEO consultations, in-house training, site audit reports, search marketing seminars and workshops. High Rankings has a 100% success rate for substantially improving client rankings and targeted traffic.

Jill speaks at national and international conferences and has been writing about SEO and search marketing since 2000. She's been quoted in such publications as The Wall Street Journal, U.S. News & World Report and The Washington Post. Her articles have appeared in numerous print magazines and online websites including CIO Magazine, CMS Focus, The Internet Marketing Report, ClickZ, WorkZ, Inc.com, Entrepreneur, Lycos Small Business, WebProNews, SiteProNews and others. Jill has also appeared on many online and offline radio programs such as Entrepreneur Magazine's E-Biz Radio Show, SearchEngineRadio and the eMarketing Talkshow.

Search Engine Guide > Jill Whalen > New CMS Changing File Extensions