You may have noticed that we recently updated Practical Ecommerce with a fresh, new design. Behind the scenes, a lot of things changed as we moved to a new platform, but the primary URLs stayed exactly the same. And that has made all the difference for organic search-referred traffic.
URL changes are a common byproduct of redesigns, especially when a platform change is included. Unfortunately, the importance of these changes to SEO is often overlooked in the process.
URLs and navigation form the road map that search engines use to crawl and index a site. When URLs change, organic search performance changes — often for the worse.
Originally posted on Web PieRat.