We are in the final stages of switching on a website for a client, and (as always) having lots of last minute things to do. One of the most important activities when we do this, though, is one that the client never really sees, and in some cases doesn’t know we do! What could be so arcane, you ask? Well…
When your website is in place on the internet it attracts links from other sites, from news releases, from visitors who “vote” for your content through social media bookmarks or references. All of these pieces of information are pointing to a page that – in many cases – is not directly replaced on your new site. If this doesn’t sound like a problem to you, think about what happens to your website when all of a sudden it is gone, and looks (to the search engines) like al lot of elements of the site are broken… it will not change your searc hresults in a positive way!!
What do we do to avoid “throwing away” your online credibility? It’s really fairly simple – we create a cross-reference between your exisitng pages and the equivalent (or at least related!) pages on your new site – or blog, or lens, or forum, or Facebook page, …. – in order to ensure that an accurate record of the transfer of credibility takes place. The cross-reference needs to be properly structured and put in the right place, but will be effective at keeping your audience wit hyou during the transition.
Make sure you do this – and keep your most important web asset, your audience!
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