Mar 14, 2007 114 reads by Navneet Kaushal

An article on Wall Street Journal explains how a simple change in a site can cause it go missing from Search engines.This is what happened with Chief executive Rich Skrenta. The news site “paid a Canadian company $1 million for the Web address in January. Mr. Skrenta intends to switch his site over to the more popular .com Web address from .net soon to help eliminate confusion and increase credibility with consumers.” This simple change has caused this site to disappear from the top search results in Google search.

“Even if traffic to Topix, which gets about 10 million visitors a month, dropped just 10%, that would essentially be a 10% loss in ad revenue,” Mr. Skrenta says. "Because of this little mechanical issue, it could be a catastrophe for us," he adds.

The article states:
"Google, of Mountain View, Calif., says it offers online tools for companies to get the best, most consistent, treatment from its search engine. It also counsels that sites shouldn't become overly reliant on traffic from searches and should find other ways to get visitors, such as by setting up user forums. "We have to keep improving our algorithms and giving the best search results," says Google software engineer Matt Cutts. "We can't promise that if you're No. 1 today, you'll be No. 1 tomorrow."

Matt Cutts says the search engine should ultimately understand what is going on when a site changes its web address. He says the best strategy is to move one section of the site to the new address and see what happens before switching the whole thing.

The Internet company is open to providing businesses with online tools to explicitly signal such a change, but in the meantime, he says, posting in a Google support forum and hoping for a Google engineer to take sympathy, as Topix was counseled, is more reliable than it sounds."

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Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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