Recently one of our long term clients redesigned and launched their new website without giving us the slightest heads up that this was occurring. We had worked for over 6 years to achieve stable and highly visible ranking results which contributed to a steady stream of leads for their Sale’s department.
Within the first week of their new website going live we receive panicked emails from the company saying their traffic had dropped by over 75%!
They were no longer ranked for their most important and high converting keyword phrases.
The sales department was complaining because their phone stopped ringing and the company’s key leaders wanted an explanation as to what was happening from their Marketing team.
This is the Norm Not the Exception
Unfortunately, this story is not unique.
During our 15 years in the SEO business, we have witnessed this same situation countless times, where clients failed to inform us that their website had been redesigned and we have to jump in to help with damage control after the new site launch. Unless the client warns us ahead of time, we typically find out that the site has changed while working the site, in reviewing site performance or when our client calls us to say their rankings, traffic, leads and sales have significantly dropped.
What clients fail to understand is that any SEO work that has been done on their website supports their rankings.
When you change URLs, rewrite content, remove content, don’t link properly, switch your server, set up improper header responses, inevitably your rankings will change for the worse. These are all the components supporting your rankings!
It is like an orthodontist giving you braces and then you ripping all the brackets off when you get home. Of course your teeth won’t stay straight without the braces.