If your website has lost ranking or isn’t performing the way you want it to, it is tempting to call your web development team and initiate an overhaul. There are several ways to go about this – work to improve your existing site or scrap it all together.
Before making your decision to redesign it is important to consider your current SEO and how it is impacting your organic marketing. For example, if you are getting a lot of organic traffic, which pages and keywords are performing well to generate it?
This is a critical question because if you don’t understand what aspects of your website are attracting users conducting a local search or web query, you can’t create an SEO plan for how to effectively redesign your website.
Changing to a Responsive Design
As a small business, it is important to have a website that is responsive so that users can retrieve the information they need while on the go. We recommend switching to a responsive site and talk about it on a regular basis.
The challenge is that if your current website is attracting users through organic marketing, you must be careful when planning your redesign to ensure that you don’t eliminate or reduce this traffic. Doing so requires a skilled hand that understands how to preserve the volume you get from local search while positioning you to receive more.
Preserving Internal Links
When starting a web development project of this nature, we will start by looking at the architecture of your site. As the site is redesigned, the internal links must be preserved so that pages don’t lose their ranking. For example, if you have an events page that has ten other pages linking to it, if you remove those links, the page will no longer rank as well.
Unfortunately, this is a common mistake that people make when redesigning their website – they simply forget to put the links back in.
Preserving On-Page Keywords
Simultaneously, a thorough review of your websites content must be done from the viewpoint of keywords and what the page is ranking for. Rather than completely scrapping the existing content, it can be helpful to make subtle changes then add more content in order to provide the information you want to convey while ranking for additional keywords.
This may sound like a simple idea, but a lot of people lose ranking because when rewriting their content, they do not incorporate the keywords that the page was initially ranking for. An example would be if a law firm was ranking for “lawyer Los Angeles” and changed their content to say “attorney Los Angeles” because someone in the firm likes “attorney” better. The page would, unfortunately, lose it’s ranking for an important keyword. These types of mistakes are incredibly common when trying to handle a redesign without the help of a web development team that also understands SEO.
In the event that you have completed your redesign and lost organic marketing traffic, you may want to consider putting the old site back up. If you were ranking well for keywords in a local search, it could be better to put the old site back up and make subtle changes to improve your SEO. This way you can preserve and build upon your current traffic.
We can conduct an analysis of your site and make recommendations as to which route is likely to bring the most success.