I can get penalty because changed my content?

Question

I have this page in my site:

www.mysite.com/companies/first-company

I show the data of "First Company"

My "First Company", change your name for "Second Company", so your new url is:

www.mysite.com/companies/second-company

So, url

www.mysite.com/companies/first-company

will redirect(301) to

www.mysite.com/companies/second-company

But, a new company register in my site and wants the first url. I can set first url for new company and notify google for update through send a sitemap file. This update take a time(hour,days..)

While updated in google index is not executed, users can see data of first company in google results, but when click, user will see data of second company.

I have a problem? my ranking can be affected?

Answer 1

I have a problem?

From a pure technical standpoint, no. Sometimes URLs have to change and sometimes you have to recycle one so a 301 won't work. From a semantics standpoint, if you have to do this then something about your model/workflow is flawed. Company names should be reasonable unique and so should the URLs. To have to recycle an old URL like you describe is not optimal so I would urge you to reconsider your naming conventions to get more uniqueness in there and avoid having to recycle a URL and lose the 301.

my ranking can be affected?

Absolutely. If I see a snippet for company B in the SERPS and click through only to get company A information, I'm bouncing out of your site as soon as I can and I will be less likely to click on any of your links in the future. Depending on my medication levels at that time, I may be sufficiently paranoid to report you as a phishing or scam site too.

At best, you'll see your Bounce Rates going up and that alone will start to suppress you. If this is a one-time thing once every few years, the impact may not be that noticeable. If you are doing it over and over again, see above re: your workflow is flawed.