Website redesign, is it an opportunity to improve SEO or an invitation for disaster – especially after you have worked so hard to build up an SEO equity over the years. Don’t get me wrong, a new design for your website is refreshing for your customers, but it is also essential that you ensure that you take the right steps to retain and improve the existing Search Engine Optimization for rankings and traffic.
It is essential that you stay on top of things and understand what works and what does not work currently in SEO. Make a list of keywords and the topics that rank. Also analyse your site for the pages that bring the most organic traffic. Knowing all this will tell you exactly what intelligence needs to be fed to the new site that you are designing.
There are a number of issues that may come to light during a redesign. There may be content that you remove, or content that may be placed differently. Some of the URLs may change. New features or new sections may be added to the site. Well, sometimes even domain name or sub domains may change. All of these issues need to be accounted for as they directly impact your rankings and organic traffic. For example, if the content as well as the design changes, it gets harder later on to diagnose the root cause of some of the SEO issues.
It is hence essential to make a list of all the anticipated changes that will be required during redesign. Your ultimate goal should be to preserve the SEO rankings and traffic as well as try to improve it.
Identify the areas of the site that you can actually make improvements to during the redesign. With a little planning, you can definitely avoid a redesign disaster!
Website redesign should be taken as an opportunity to improve SEO and organic traffic. Plan your redesign accordingly.
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