How to
SEO advice
Categories: Bad reviews, How to, Internet. Tags: , ,

Delia Smith relaunch gets worse …

July 2, 2009 One Comment

I recently pointed out that the Delia Online relaunch was a right cock up. They've now made things  worse ... has vanished - so broken links and no SEO benefit. has vanished - so links from external sites are broken and give no SEO benefit.

One of my criticisms was they had left the old site up at (with no real warning that it was defunct) as well as the new one at (in some good news, they've finally redirected the non-www version to the www one).

What they've done

They've now turned off ... and haven't put any redirects in place to the new site. What does this mean?

  • Google results useless Any results that appear in Google for don't go anywhere - you just get "The server at is taking too long to respond".
  • Links broken Any links to no longer work - you get the same message.
  • SEO benefit thrown away. And they've thrown away the SEO benefit of the 330 links that Yahoo site explorer reports to, such as the one pictured above from Maldon Salt.

What they should have done

The correct thing to do is identify which pages have inbound links and redirect them to relevant new pages on Then redirect every other old page to the new site's homepage.

If you can't be bothered to do that, just redirect every page to the new homepage.

But don't just switch off your old domain ...

You might also like
  1. Delia Online relaunch goes sour
  2. Delia Online relaunch slices her traffic in half
  3. The importance of a 404 status code on your 404 page
  4. ABCe: please sort out your terrible website (again)
  5. Has Google redesigned the header of its results page (for the worse)?

Share this post

Follow me on Facebook or Twitter

One Comment »

Leave a comment!

Add your comment below, or trackback from your own site. You can also subscribe to these comments via RSS.

Be nice. Keep it clean. Stay on topic. No spam.

You can use these tags:
<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

This is a Gravatar-enabled weblog. To get your own globally-recognized-avatar, please register at Gravatar.