Imagine going for a job interview just down the road, and being given the job. You turn up to work each day no problem, and then one day you find the building’s gone. It would be a bit off putting and a little confusing. Imagine turning round and heading home only to find your house has been moved three blocks further away. Oh, and your bank’s changed your card number, and you’re now officially called Amadeus Xavier Cromwell.
This may sound a little farfetched, but imagine being an SEO company working furiously hard to boost the websites of its clients only to discover one day that the website you’ve been working very hard to promote has suddenly changed. It’s no longer HTML driven, but PHP driven, and its category pages are now SQL query strings. The old links no longer work, and no 301 redirects have been put in place. Basically, not only has everything changed, but everything achieved so far by the SEO company has become irrelevant. It happens a lot!!
In fact, worse than that. By changing the structure of a site and causing problems with links, the vast number of dead backlinks are now likely to count against the site, demoting its position in the search results pages.
If you hire an SEO company, make sure you talk to them, and discuss any changes you intend to make to the site. That way there won’t be any unpleasant surprises, such as your SEO specialist calling himself Amadeus Xavier Cromwell and emigrating.