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Hello Brian, There would be two issues at play here, your original thought to update the link would be a good idea for the new website. A link on an established website with domain and trust authority is a great link. The issue of hurting your existing website is also a factor. Depending on how many links the existing website has, if it were to lose one of its best back links, that could affect the existing website. If its only 1 out of hundreds or thousands I would not worry too much. I would do a complete review of the back links to the existing website to determine if I would request the change.  Based on number of links from high PA web pages. In the eyes of Google, I would think that if you updated an old link to a new more relevant link - that would be seen as a good thing not bad in any way. Hope that helps, Happy Holidays - Joe

Just to echo what has been said above. My opinion - Focussing on the term lights is probably not the best idea - very vague and there is no intent in the search request so it could mean anything.  Cheap lights (you are 6th - 480 searches PM) or cheap lighting (5 + 6th @ 1000 searches per month) are more worthwhile.  Looks like you are ranking for 180+ related terms so focus on them instead of generic words such as 'lights' and you should get better ROI anyway. From a competition standpoint you are up against the big names such as Tesco and Argos so you need to think a little differently to get past them. Chasing one single tough keyword can be ten times the effort of going after several with less competition but still give the same results anyway.

So yes, Google is starting to factor in mobile user experience as one of it's many ranking factors. It is still a bit unknown how this works -- machine learning or human review? -- and exactly how much you're going to get dinged. But if you can't get the budget, then that's a different issue. You need to be making a solid business case for spending the budget to get a mobile site. You need to dive into your analytics and figure out the user experience for someone coming in on mobile. Figure out how much money you're losing because of this experience. Figure out how much potential traffic you'll get. Figure out how best to tackle the project. (Depending on your site, you might not be able to make everything mobile right away. Example, Moz's site is terrible for mobile, which we're planning on fixing. However, the blog and Moz.com marketing/resource pages are the priority. Putting our software into a mobile experience is a different project.) Best of luck!