DNS Redirect to a Subdomain
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Honestly, the best thing to do if you have an website with any value that you want to redirect to your new site is to do a 301 redirect.
Create an .htaccess file and upload it to your server if you haven't already. Then put the following in your .htaccess file:
Redirect 301 / http://www.new-site.com/
This will pass your SEO "juice" to the new site and give it a lot of the credibility of the old one without looking like a spammer. FYI, once you do it, don't change it... 301s are permanent in the eyes of a search engine.
Changing it in the DNS zone editor via the CNAME will leave duplicate content and will actually hurt your rankings. Go with a 301 redirect.
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Thanks for the help Steve!
Just to be clear, the site we are running is a marketplace site, so we have thousands of vendors selling their products on our site. Each vendor has a Profile page and we are soon to launch a premium store-front that is white label. Many of these vendors will want to point a custom url to their premium store-front and we are trying to get an understanding of how we should instruct them point the url in a way that will give the main marketplace site the seo juice.
Thanks!