It’s not easy maintaining SEO rankings when you redesign a website. There are a lot of considerations you should think about before you go through with the redesign. One of those is search engine optimization.
What are the dangers?
First, you could lose search engine rankings if you significantly change your content. Secondly, you could lose traffic. And thirdly, you could decrease conversions. If these metrics are high for your website, you should think about your redesign long and hard before implementing it. You don’t want to lose the effectiveness of those key metrics.
However, you do want your website to look like it meets the design standards of 2013, not 2005. So updating the design of your website is a good idea while you guard against the dangers.
Before you get too invested in your website redesign, do these three things and design your website with these tips in mind:
- Make a list of keywords – This should include current keywords you rank for and any new relevant keywords getting searched for a lot that you are not currently targeting or ranking for. On your spreadsheet, note which pages of your website currently rank for your relevant keywords.
- Rank your pages according to conversion rates – Which pages convert better and for which keywords are they converting? This is very important. You don’t want to make significant changes to pages that convert well for the right keywords. You’ll have to decide if you want to create new pages to seize upon new opportunities or revamp your content on certain pages to convert better for the targeted keywords.
- Traffic rates for content – You probably don’t want to rewrite every page on your website during your redesign. What you do want to do is find those pages that aren’t getting a lot of traffic and rewrite those. Identify your low traffic, low converting pages and rewrite the content. Also, if you have pages that include duplicate content, then rewrite those pages.
When you redesign your website, pay careful attention to SEO issues. You don’t want to ruin any good search engine rankings you have.