Change is a natural part of a business, particularly when it comes to your digital presence.
The need to rebrand, switch up the CMS (content management system), consolidate your resources or revamp the architecture and user journey of your website, is ultimately inevitable. And whatever the goal may be, it is not uncommon for all major initiatives to fall under the umbrella of a contemporary digital marketer.
How does Google feel about changes
One thing to keep in mind, however, is Google’s tendency to be less than accommodating towards major website changes, especially URL changes. And who can blame them? Whilst Google’s algorithm may be able to detect semantic differences between websites, it’s somewhat unrealistic to expect it to also realize that the similarities between store.hmv.com and hmv.com mean they’re both the same brand.
Therefore, without acknowledging this, many domain changes result in staggering losses of traffic and rankings, and suddenly the most well-known brand in an industry becomes non-existent within Google’s universe. It is therefore imperative to ensure the changes you’re making can be correctly comprehended by Google.
How to understand Google
Expecting a lonesome digital marketer to be a jack of all channels is quite unrealistic. But luckily
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