How to manage SEO when redesigning your website?
When it comes to redesigning a website there are many important things involved with IT team, aligning goals with sales, customer service and other departments. There are many of these activities which are not included when there is initial designing of website.
There are many concessions which can be made but SEO of the website cannot be compromised with. Without considering all the aspects of how the redesigning will affect the search engine rankings will hurt the site’s traffic.
If the site once designed isn’t revamped as the time passes then there are chances that a site would loose its current position in rankings as traffic because the site appears behind times and so the site might loose its position to it’s competitor who is on the top of their game and have an updated site.
Below mentioned are the challenges faced by SEO in redesigning which should be considered by all SEO firms according to SEO India.
Changing URLS/ Navigation/ Site Architecture
In many cases of redesigning the backend platform or CMS would be changing. If this happens then the URL for all webpages will change. For SEO this means that search engines will have completely new URLs to index and the old ones will no longer be valid. And even if the URLs are not changed still the changes in navigation scheme and architecture is necessary. All these too can end up changing the URLs.
There are ways of overcoming effects of all these changes from SEO view point. If only the URL extension is changed then the basic name of the page can be kept same and a 301-redirect can be included in the old URL for the new one. However if the URLs are completely changed by the new backend platform then one need to manually redirect each URL to its equivalent counterpart. This can be done for few of the URLs.
When developers plan for updating the site they generally add flash content on the site making the site better and attractive. There are special things to take care of SEO department when flash content is added on the site.
Google has made great strides in crawling and indexing the websites and claim that it’s crawlers can index the flash sites efficiently too. However just because of this one should not risk and make the whole site a giant Flash presentation if you really care for search engine traffic.
Changing / adding content and Tags
Chances are high that the old site was not optimized for search engine users. Then the redesigning phase is the best chance to change this. One can perform a full-out on-page SEO campaign by including keyword based tags and content on the site.
However there things one should take care of when optimizing the site for search engines. The old optimized content should not be removed from the site just for other perks. Same is the case with the title tags. Make sure that the previously optimized Title tags are intact because many a times the new CMS doesn’t allow customized title tags. If your existing content is getting your desired traffic then better not to change it.
When it comes to redesigning, SEO of the site should be taken into proper consideration so that the current traffic and ranking of the site is not lost instead there is improvement in both these.