?
Solved

Implications about SEO and how to update a website

Posted on 2012-03-19
1
Medium Priority
?
289 Views
Last Modified: 2013-11-18
HI

We have a very old website that we need to update and this site has a very good ranking in google, we are concerned what will happen after update it, we thought that may be keeping the same text and pages but different design would be a good idea but that will avoid some important changes to the structure.

any ideas?
Regards.
0
Comment
Question by:dimensionav
1 Comment
 
LVL 12

Accepted Solution

by:
freshcontent earned 2000 total points
ID: 37739266
My comments about your proposed update are:

If you don't HAVE to update your website in a major way, don't do it.

Most people end up having issues with drops in their Google/Bing rankings and number of referrals after updating their website because they mistakenly change something that "worked" and make it so that search engines can't crawl their website correctly or another big mistake.

That being said, Google is now rewarding fresher content for websites, especially where there is a fair amount of competition.  Read about Google's freshness update here in an article I've written -

http://www.experts-exchange.com/Web_Development/Internet_Marketing/A_8651-Google's-Latest-Algorithm-Updates-Not-Just-Panda.html

Or here at SearchEngineLand -

http://searchengineland.com/google-search-algorithm-change-for-freshness-to-impact-35-of-searches-99856 

If you feel like you need to do an update to your website, remember the following items -

1. DON'T change your URL structure.
If you have  
www.domainnamehere.com/Microsoft/goodcontent.html 
 that ranks highly with search engines, don't change the URL structure to:
www.domainnamehere.com/Microsoft/Windows7/FAQ/goodcontent.html or
www.domainnamehere.com/Microsoft/FAQ_458932873.html

One reason not to change your URL structure is that over time, you have likely built up links from other websites to your site and pages within your site, and if you change those URLs you will lose the referrals from those websites and the uptick in "link juice" from the search engines.
Search engines like Google/Bing will tell you that you can do a 301 redirect pointing your old URL to your new URL, but you will lose some of the "link juice" and likely some traffic, at least for some period of months.

2. Be cautious about changing the user flow.
If your website is popular with users coming from search engines, there is likely a reason why they are navigating the website the way that they currently are.  Make sure that you test some of your ideas with users (on a beta version of the newly designed website would be preferrable) to make sure that they navigate in the same ways.  Google is now looking at time on site and bounce rate (how quickly or IF a user "bounces" back to the Google results page from your website) as a proxy for user satisfaction and liking a search result/website.

3. Make sure not to hide your website links/features behind a good looking Flash site.  Many people have redesign websites and create complex graphics/pictures/movies using Flash or another non-HTML technology.  Try to stick to HTML for most of your website, especially navigation, and if you do have videos, make sure to have good HTML descriptions and content before and after that describe your video content.

Let me know of more specific questions.
0

Featured Post

Concerto's Cloud Advisory Services

Want to avoid the missteps to gaining all the benefits of the cloud? Learn more about the different assessment options from our Cloud Advisory team.

Question has a verified solution.

If you are experiencing a similar issue, please ask a related question

Starting your own business is always a daunting process, and for most people it is brand new experience. Avoid the common pitfalls by following these tips to start on the road to success.
The burden of debt that average person carries today has not only increased, but it keeps on growing. It is quite common nowadays that people find it extremely difficult to make ends meet in the face of millions of competing priorities that they hav…
The viewer will learn the benefit of using external CSS files and the relationship between class and ID selectors. Create your external css file by saving it as style.css then set up your style tags: (CODE) Reference the nav tag and set your prop…
The viewer will the learn the benefit of plain text editors and code an HTML5 based template for use in further tutorials.
Suggested Courses

755 members asked questions and received personalized solutions in the past 7 days.

Join the community of 500,000 technology professionals and ask your questions.

Join & Ask a Question