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Reader Question: I just came across your article in WebProNews on keyword registration and found it very helpful. The article also stated that you might answer other SEO questions, so here goes: We are a stock illustration agency and our site is programmed in a Mac environment and served on a WebStar server. Because of our heavy lasso coding, we must use the tag ".lasso" on most of our pages. Does this negatively affect our search engine rankings, and so, is there way to work more effectively with the situation? Any input would be most appreciated.

Answer: This is a great question because it deals with and aspect of search engine marketing (SEM) that few companies address well: URL structure and file extensions. Plus, it's nice to know that I'm not the only designer who creates Web sites primarily on a Mac. There are many misconceptions about search engine optimization and URL structure.

File extensions

The extension of files (.lasso, .cfm, .asp, .php, .htm, .html, etc.) does not make any difference on the ranking whatsoever, according to a software engineer at Google. Though I have to admit that some of my colleagues disagreed with him at a recent Search Engine Strategies conference.

My colleagues felt that Web page with a file extension of .htm or .html is more likely to be crawled than a Web page with a different file extension. My personal experience? In the past, this observation appeared to be true. Even I noticed that pages with a Cold Fusion extension (.cfm) appeared to be crawled more easily than pages with an Active Server Page (.asp) extension. But search engines have evolved considerably over the years. I now side with the software engineer at Google. I don't believe the file extension makes a difference on whether a page ranks or not.






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