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You can rotate them either way, I don't think it matters to much. But for maxium effect the guy I buy my tires from recommends alternating between crossover and up and back, which is what I do and have never had any problems.
I agree with slc10844. The reason I do this particular rotation is the front tires will tend to feather on the outside edges. This is usually caused by the front tires only seeing braking. The rear tires see both acceleration and braking. Therefore, when you criss cross the front to the back, you will tend to level out the feathering to extend tread life. I move the even wear rears straight to the front. Even if the rear is not completely even, the tire is now backwards rotation than last time it was on the front, so it will still tend to level the wear.
I have a dually with the aluminum wheels, so my tires don't get rotated. The last set I just replaced after 61k. On our car it has directional tires (2005 Mustang) so you basically have to just go front to rear, same side.
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