Any number of different project factors can wipe out the search presence of a Web site that is performing well. A few of the more commonly known natural born search killers include Flash, hidden content and non-search-friendly content management systems.

One element of redesign that has a major impact on search investments is the treatment of URL equity, which is the sum of several important values tied into URL structure. Changing domains or renaming existing deep URL structures without a solid strategy can wipe out years of gains in links, traffic, sales and conversions, and prior natural search investments.

Over the last few years I have observed that client indifference to URL strategy has consistently been a major threat to a search presence. Being indifferent about URLs means that a single variable implemented in the development or planning process has the potential to erase years of positive gains. Rather than taking recommended preventive and transitional measures, most clients go into reactive mode and attempt to patch up issues than cannot be fully repaired. The impact is felt in years of lost links, lost search engine traffic, dramatic loss of indexed pages, lost sales and conversions, and lost search investments.