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This article is intended for PHP web developers who create template systems for consistently presenting website content. PHP designers who create their own template systems should be concerned about how their choices affect the website s position in search engines. Below is a discussion of three types of systems their impact on search ranking and a recommendation for the best approach. Webpage as a CGI Argument In this architecture one PHP script contains the entire template and plugs in content from a file it reads in - getting the file name from a CGI parameter.

There are two other detrimental SEO effects this type of system has. The first is that each unique page is viewed as an aspect of the template script rather than as a unique standalone page. This can result in search engines lowering the importance of individual content pages relative to the template script - which is often not the desired result. The other weakness of this approach is that having individual pages set up as CGI arguments makes site metrics harder to track as statistics often show a visit to a specific page as a visit to the general template script.

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The top and bottom portions of the template are stored in separate files that are included (using include_once() ) by each content file. This technique increases the importance of the page with search engines as each page is its own standalone page rather than a CGI argument. This type of template system also makes it simple to track page views through regular website statistics software. On the other hand this type of template system still has the weakness of having one title and one set of meta-tags for the entire site. This is again because the header portion of templates has to include everything from the opening of the tag to the end of the code for the header portion of the template.

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