Lee Odden

Don’t mess with the SEO

Lee Odden     Online Marketing

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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About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.