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Yigg-Relaunch

A lot has been written after Yigg's long-winded relaunch in the last few days: too orange, error prone, a step back. All this has passed me by nearly completely, the reason being that even though I was quite interested in Yigg in its first months, the development took a turn that did not give me a reason to visit the site regularly or contribute anymore. While, in the beginning, you could, from time to time, find “Internet-jewels” reminiscent of the Bluephot-style. Now there is only a dumping ground for “SMO”-trash and the front page is dominated by a handful of people who, sadly, have nothing to communicate. Enough with the lamenting, a relaunch is always a possibility to show how it should not be done.

Yigg lives off Google. The sites operators do not want to believe this and point to their core audience maybe hundred, continuously aktive users. Still, most of new users to the platform come from Google. This comes as no surprise thanks to the web2.0 which has led nearly everyone, including large newspapers and similar sites with a high Google-trust, to put a Mister-Wong- and Yigg-button on their sites – there is no quicker way to make the leap from web0.5 to web2.0. One consequence of this is that Yigg.de is one of the best linked sites in the German Googleindex. For all intends and purposes this should not be a position where much can go wrong.

At least if you do not entertain the idea of taking the site offline for a few days for the relaunch, just to feed your visitors and searchengines a bunch of codetrash. This leads to annoyance in both parties, which can be viewed beautifully through the number of indexed sites in the Googleindex:


Add to that the migration of old URLs being broken for a few days after the relaunch, leading visitors to completely different articles which probably did not lift the mood within the googlecrawlers either. The beautiful (and annoying) thing about user-generated-content-projects such as Yigg.de is that you also marry an array of typos and spelling errors. Users do not only search for Tchibo but also for Tschibo, they look at nude pictures and place calls with Simyou. As a representative for this kind of keywords we can take the positioning of yigg.de for a search for “jahoo”:



Yigg.de has, for the old URL (yigg.de/558702_Goggle_Jahoo_Suchmaschienen__So...), continually been at position 2 or 3 for the article until last week. From this week on, with the new URL(yigg.de/branchennews/goggle-jahoo-suchmaschienen-so…), they only get to position 10. Everyone who has a rough idea of how click-distribution in comparison to position counts for traffic, knows how much lost traffic such a shift encompasses – especially if a large number of keywords are concerned.