If you work in the SEO business long enough, it’s inevitable that one or more of your clients will get the bright idea to implement a site re-design or install a new CMS system which throws your previous search engine optimization efforts for a loop. There’s a good article from corporate SEO PJ Fusco on this at ClickZ called, the Law of Unintended Consequence.
Common, and AVOIDABLE issues we often see include:
- Changing the url syntax of the site causing 404 not found errors when old page listings are clicked in search engine results
- Solution: Plan to keep the same urls or implement 301 permanent redirects from the old pages to the new
- Publishing a completely new design, sans any of the content optimization previously employed
- Solution: Implementing a brand new web design is like undertaking a new SEO project. Consult with your SEO during the web design phase to avoid losing everything previously accomplished
Communication is key with any vendor / client relationship. If you don’t communicate, don’t be surprised by unexpected results.
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