A couple of weeks ago Setanta relaunched their website with a new web-design. This meant the site had a new URL structure, unfortunately they forgot about doing anything with the old URL’s!
These are all now 404 error pages instead:
So now if you search for Setanta in Google; 4 of the 5 sitelinks displayed are now 404 errors. Their offline-printed activation instructions also reference old URL’s which no longer work, as I found out while desperately trying to subscribe for the Liverpool vs West Ham game at the last minute a couple of weeks ago (in hindsight I could have picked a more interesting game!). The search engines are slowly removing old URL’s from it’s index, but this obviously means any ranking history/link weight will be lost rather than redirected and assigned to the new page instead.
Looking at the website they actually seem to have forgotten about even the most basic SEO too, for example, using very brief title tags and no headings for key content. Hardly long-tail keyword targeting there, definitely room for improvement!
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Setanta creates SEO headache by relaunching website
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