6 Ways To Harm Your Business When Updating Your Website

Updating and redeveloping an organisation’s website is almost an inevitability these days. Whether the aim is to add new content sections, comply with legislation, provide a new ‘look & feel’ or because of business changes (such as merger & acquisitions)… a web presence is likely to go through some form of significant change or two in its lifetime.

But the way in which you upgrade and rebuild your site can have a big effect on your business, and more specifically how your rank organically in the major search engines. Organic traffic for most sites makes up between 30% to 50% of all visits and applying changes that affects this traffic means you get less visits, leads or conversions.

So here are 6 of the biggest ways to harm your online search traffic and therefore your key online business metrics in the process:

1. Change the domain
   Your organisation’s domain is a brand asset and changing it means losing all the search engine reputation it may have built-up over time. On the flip-side, if your domain has been significantly tainted by bad (black hat) SEO practices in the past, it may be best to start from scratch again with a fresh URL. 
2. Change the user experience
   A change in the site design, the navigation, the directory structure you use and many other factors can influence how your site ranks. 
3. Change the content
   Not all online content is created equal. The way your copy is written can have a major influence on how your site is indexed and then ranked online.. from its relevance to the search term(s) to the way the text is structured. However, a new web presence is an opportunity to review all of your content (including your images and the meta content behind the scenes). 
4. Change the hosting platform
   Migrating from one website host to another may seem like a simple task. But where and how you host your website can have an effect on how you rank in Google, Yahoo, etc. especially if the hosting is slow or not located in the country / region where your customers (and target search engines) are. 
5. Ignore web standards
   It takes hard work and determined effort to deliver a new website, especially if you have tight timescales to deliver to. And the area that can get compromised include: the quality of the code, the compliance to accessibility, the use of ‘alt’ tags for image alternatives, etc. In other words, a failure to follow web standards can have a negative impact on your site’s rankings in search engines.
6. Re-launch it incorrectly
   Sites fail to launch properly in all sorts of ways, from failing to cut-over all content correctly through to not getting the new site indexed in Google as quickly as possible… you are never going to get a second chance to make a first impression on the main search engines.

The limits of updating an eBook

This morning I received an email from Amazon, informing me that a recent book I have on my Kindle has an updated version. Apparently because the publication has had significant editorial changes made to it, I need to download a new version.

Fair enough, the ebook wasn't expensive (in fact it was free) and dipping back into my Kindle account doesn't take too long. But there is one issue... because the ebook has undergone significant changes, any bookmarks, notes, or highlights I have made will not transfer across to the new version. Now this wouldn't be so bad if this was a novel or other piece of fiction. However the book in question is actually the Amazon's Elastic Compute Cloud (EC2) User Guide.

This irony wasn't wasted on me and neither was the obvious point that I had two options:
1. Download the updated version of the electronic book and lose my page notes and tips
2. Stay using the old version of the digital guide and live with the discrepancies that predicated the major editorial changes in the first place.

This situation therefore begs the question....Why isn't there a clever way to retain the notes I've made on my Amazon Kindle, even if there are editorial changes?
It was after all one of the reasons I got the thing in the first place! Even if my comments were retained and presented back at the end of the paragraph or chapter... That would still be of some benefit to me.

Note:
Yes, I know that with a paper version of the publication I would have to purchase another updated copy of the book and would not be given the option to simply upgrade it at my own leisure... but that misses the point. We now have a number of ebook systems in use and to ignore my ability to make notes in the margin (as I used to do with a lot of my printed reference material) limits their flexibility and eventual use.

Presumably as more books are digitised and placed online, this situation will become a growing issue. I therefore hope that the vendors such as Amazon eventually find an elegant and workable solution to this problem.