Start New Site or Re-work Old One?

[textex]

Been writing new copy for the last few months. Wondering whether will we have better luck adding the copy to a 10 year old site or starting a new site. The 10 year old site has not been touched in 5+ years. No link campaigns. Hovering in the 50-100s for desired terms.

[tedster]

I think it all depends on whether you have an approach that people will respond well to. Have you considered putting together a business plan before deciding where to invest your resources?

[textex]

I've got the business plan. Is there any benefit to a 10 year old domain with 10 year old copy? And if I do go the route of using the old domain b/c of a benefit, will completely redoing the homepage and structure of the site run the risk of setting off red flags with Google as a result of the Rank Modification patent?

[armondhammer]

Two cases are possible.

New site. Put up content, build links, and watch rankings grow slowly. Fight the newness of the domain, with the possible advantage of a more relevant, modern name. Still have to hustle and work the domain.

Use "old" site with new content. Watch rankings fluctuate as new site structure gets understood. Don't freak if things go down and stay the course. Settle in at some natural point in the future. Still have to hustle and work the domain.

The tradeoff, to me, is between the value of an aged domain as a trust factor, versus a potentially relevant fresh domain. Trust factors are gaining importance, but I doubt it trumps relevance. A secondary consideration would be the link structure of the old domain. Weak or strong could have still evolved without any "campaigns"

That said, it would appear that the old domain does already have some relevance. I'd factor that in. The big key is sticking to the plan even if rankings slip for a short time. I've rarely seen a major change to a site not result in a temporary loss of rank, especially recently.

[textex]

Those have been my thoughts up until reading the Rank Modification patent. I am concerned that if we make major changes to the old domain that will equate to us trying to fool Google and set of Rank Modification alarms. Am I viewing this at the right angle?

[TypicalSurfer]

I'd do both.

[armondhammer]

My view on the Rank Modification patent is simple. Don't watch rank for a bit right after a change. If it goes up or down short term take no credit, but push on with the plan. While we don't know the duration of the "fake rank", we do know that the issue would only spawn if you REACT to the rank changes aggressively.

It's a feint. If you flinch, and revert changes, then watch out.

[textex]

Got it... Thanks guys!