I am working on the SEO of a site. Its a social networking platform where each individual has a unique URL eg. www.example.com/location/firstname.lastname. I am trying to understand the implications of giving an individual a URL when they signup and then down the line if their first name / last name / location changes and we allow them to change their URL to reflect the changes - what are the SEO implications for their profile page? Facebook sort of did something similar in allowing people the option of creating vanity URLs. Did the URL change negatively impact on the pagerank of the individuals profile landing page? My question is........ What are the real SEO implications of allowing your users to change their URL - will their pages lose the page rank they have built up, will the page go down in the rankings in the search engines etc ? Just how imporant is the change in the url? The new keywords in the URL will be relfected in the content of the page. HELP!!!