In an article for Search Engine Watch, Guillaume Bouchard explained that failure to do this can result in the loss of "years of effort" within a short space of time.
He warned that making significant IT changes or rebranding the organisation can have an impact on SEO if not carefully managed.
"Any site relaunch (global or local) that lacks proper SEO guidance (such as proper redirects)" could also negatively effect a company's efforts to boost their ranking on search engine results pages.
This comes after forensic SEO consultant Alan Bleiweiss said in an article for Search Engine Journal that firms should research keywords before launching a website to ensure their optimisation efforts are properly targeted.
He noted that even if content written for an online portal is relevant, it might lack focus if the correct keywords are not used.
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