How to Redesign Your Business’ Website Without Damaging Its SEO

How to Redesign Your Business’ Website Without Damaging Its SEO

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Within the early days of the web, companies had been sluggish to acknowledge how essential a advertising and gross sales device it could someday turn into. 

However as soon as the bulk noticed the potential, enterprise web sites had been out of the blue a mission-critical a part of each firm’s arsenal.

However small companies, particularly, had been sluggish to leap on the bandwagon. They had been hesitant to speculate valuable advertising {dollars} into an unproven medium. Additionally they did not have the technical know-how in-house to assist keep an internet site as soon as it was constructed. Consequently, 36% of small companies nonetheless haven’t got an internet site in any respect.

And people who do are proving very immune to the concept of redesigning their enterprise web sites. That is as a result of after spending a lot on the unique construct, repairs, and spherical after spherical of Search engine marketing optimization, they worry that redesigning means beginning the method from sq. one.

In fact, although, a contemporary web site redesign does not should spoil years of hard-won Search engine marketing advantages. If the method is dealt with in simply the appropriate means, any enterprise can convey their web site as much as fashionable requirements with out taking any injury to their search engine rankings, site visitors, or visibility. Here is every part it’s worthwhile to find out about easy methods to do it.

Why do you have to redesign a working web site?

It’s possible you’ll be questioning why a enterprise would possibly select to desert a superbly purposeful web site to embark on a redesign course of. In any case, if it is not damaged, it should not must be fastened, proper? Properly, the web’s not a static place, and what was state-of-the-art yesterday is outdated right this moment.

For that motive, it’s a necessity to reevaluate your enterprise web site occasionally to verify it is in step with fashionable design and know-how requirements. For instance, right this moment, the vast majority of net customers entry the web from a smartphone or different cellular machine. Older web sites aren’t all the time designed to accommodate small screens and mobile information connections, and subsequently do not present an excellent person expertise on these platforms.

And that is an even bigger deal than you would possibly assume.

Not solely will your guests endure, however your search rankings will too. That is as a result of ever since 2015, Google has given desire in search outcomes to web sites with mobile-friendly designs. If yours is not one among them – you are lacking out on a search rating bonus.

And that is simply one of many causes you would possibly wish to replace a enterprise web site. There’s additionally the probability that you simply’re utilizing a design that is old-fashioned and that is making your enterprise look like it is behind the instances. For that motive alone, the common digital-forward enterprise goes by means of a website redesign each three years or so. And even when you do not wish to sustain that form of tempo – you should not wait too lengthy or your model would possibly endure the implications.

Is an Search engine marketing-neutral website redesign potential?

The excellent news is that redesigning your enterprise web site does not should hurt your Search engine marketing. If you happen to comply with the appropriate steps, you need to endure no adversarial results and find yourself with a brand new website that each you and your prospects will love. However to get there, it takes some cautious planning, some technical know-how, and a few well-timed execution.

In fact, you do not have to go it alone if you resolve to revamp your enterprise web site. There are many corporations with experience in performing Search engine marketing migrations that you would be able to outsource the work to. However even when you resolve to place your redesign within the arms of an knowledgeable, it does not harm to be accustomed to the most important components of the method beforehand. That means, you may deal with among the work your self and avoid wasting cash, or at the least be educated sufficient to know what your net design agency is doing and what precisely you are paying for.

The place to begin along with your web site redesign

Earlier than you get began with the method of an internet site redesign, you will have to know what you are getting your self into. Fortuitously, the method is extra easy than you would possibly anticipate, given the complexity of the duty. As a information, listed here are the most important steps you will should undertake.

Conduct an current website evaluation

Step one within the course of is to determine precisely the place your current website stands when it comes to efficiency and Search engine marketing objectives. If you aren’t getting this step proper, you will not have any method to gauge how properly or poorly your new web site is performing. Normally, you will wish to gather information about your current web site on the next metrics:

  • Search rankings for essential model key phrases
  • Area authority
  • Time on website
  • Bounce price
  • Distinctive guests (By week and by month)
  • Conversion price information

After gathering that data, it is also a good suggestion to carry out a backlink audit earlier than shifting ahead. It will let you determine any hyperlinks to your website that might be harming your search efficiency. Imagine it or not, a competitor can attempt to sabotage your enterprise’s web site by linking to your website from questionable locations or utilizing vulgar or spammy anchor textual content.

If you happen to come throughout something like that, don’t be concerned. Google has taken this tactic under consideration and can let you disavow your affiliation with these hyperlinks so they will not hurt your Search engine marketing.

disavow links


Hopefully, although, the info you gather ought to mirror the efficiency of a thriving current web site. And if it does, you will see instantly how value it the method of defending that efficiency shall be as you redesign the location.

In case your current website’s efficiency is not assembly expectations, although, do not let it trouble you. There shall be ample time and alternative to make some corrections to assist the scenario. In actual fact, that is the ultimate step of the method in any case. Even when you’re glad along with your present outcomes – there’s all the time room for enchancment.

Establish high-performing content material

The subsequent step is among the most essential components of the entire course of. It is to undergo your current website’s analytics information to determine which pages have probably the most worth. On this case, worth is outlined as any pages which have a excessive share price, have numerous inbound hyperlinks, or that generate vital web page views and time on website.

The pages that you simply determine should be preserved in any respect prices as a result of they’re the engine of your website’s Search engine marketing efficiency. If you happen to had been to make any of them inaccessible or in any other case modify their content material, you could possibly see a pointy decline in key phrase efficiency and inbound site visitors. Since that is what you are attempting to stop, take your time with this step and depart no stone unturned.

Optimize content material within the pre-redesign stage

Though you are most likely excited to maneuver on to creating your new enterprise web site, you are not fairly there but. You continue to have to make some further changes to your current website to make it possible for the components you will be reusing are value conserving.

To do that, you need to go over every web page and provides them an on-page Search engine marketing overhaul. The general thought is to make it possible for each web page in your website targets one or two key phrases that you simply’re hoping to rank properly for in search. You will most likely discover that the pages that do not do that aren’t those you have recognized within the earlier step.

The dearth of this type of optimization could have been hindering the remainder of your web site from reaching its full potential. So, now’s the time to be sure you’ve gotten all of the fundamentals proper from high to backside. Then, you can retain even low-performing pages (if it’s worthwhile to) and provides them an opportunity to serve a brand new goal in your redesigned website.

Keep in mind that on-page Search engine marketing is not a fast course of. If you happen to’re fortunate, you will get by means of between 5 and ten pages per week. So, in case your current web site is very massive or elaborate, be sure that to plan for sufficient time to finish the entire course of accurately earlier than shifting on.

Prune and redirect content material

When you’re sure that you’ve got every part in your current website cataloged and optimized, it is time to determine which pages shall be making the transition to the brand new website and which you intend to take away. Keep in mind, the pages you are not conserving nonetheless added some worth to your current website. For that motive, you will not be capable of simply delete what you don’t need and transfer ahead.

As a substitute, you will wish to make a listing of the pages you intend to get rid of so you may redirect any incoming site visitors destined for them to different components of your web site. Internet servers have a built-in system to perform this, known as a 301 redirect.

301 redirect


A 301 redirect will mechanically load no matter web page you need to make use of as a substitute when somebody tries to go to an eradicated web page. And it additionally instructs engines like google like Google that you’ve got modified the construction of your web site. And because it prevents your customers from seeing a web page not discovered error, it will not hurt your search rankings by sending customers to ineffective pages.

However you may’t cease there. Wherever vital, you must also take away inside hyperlinks in your website to the pages you are eradicating – except it is sensible with the web page you are redirecting to. The underside line is that you do not wish to ship guests to pages they did not intend to see when you may help it. When you do not, your bounce price will go up and your website’s efficiency will endure.

Replace sitemaps and structure

After getting your website construction all set (together with any pages you plan so as to add through the redesign), the subsequent step is to map out the ultimate construction that your redesigned web site will take. This is not going to solely allow you to to make it possible for no pages get missed through the redesign, in addition to forestall you from overlooking any useless hyperlinks created by the earlier step.

site architecture and seo


On the similar time, you must also go about updating your web site’s sitemap. The excellent news is that you would be able to accomplish each duties on the similar time. You will simply have to decide on an applicable device for the job relying on the specifics of your web site.

It is crucial, from an Search engine marketing perspective, to maintain your sitemap up to date and proper always. That is as a result of Google’s net crawler makes use of it as its first possibility to search out pages in your web site to index. Meaning conserving the sitemap up to date makes it simpler for Google to correctly show and rank your useful content material.

In fact, there is a good probability Google will discover your pages anyway – they’re fairly good at what they do. However, since there is no means to make sure, your sitemap is the very best device you’ve gotten in your arsenal. Plus, it makes for a helpful means so that you can monitor what’s altering on your enterprise web site over time. And since Search engine marketing is not a once-and-done course of, it is best to take care of as a lot in-depth visibility as potential so you may preserve making changes for higher and higher Search engine marketing efficiency.

Make further enhancements

At this level, you are as much as the nice half. That’s, redesigning the location’s graphical components and pages. However you should not simply replace the feel and appear of your web site. You must also exit of your method to make as many Search engine marketing enhancements as you may when you do it. Relying on the age of your current web site, there could also be quite a lot of issues you could possibly do to enhance Search engine marketing that merely did not exist if you constructed your unique website.

For instance, there’s structured information. You’ll have observed that Google’s search outcomes pages have an entire lot extra data on them than they used to. They’ve every kind of wealthy outcomes like video clips, person opinions, recipes, and different very particular information. If you happen to’ve ever puzzled the place all of it comes from, structured information is your reply.

Including structured information to your web site entails together with some information tags that allow Google know what your web page contents are to allow them to be displayed in search accurately. And Google desires web site homeowners to do that, so they provide preferential placement to websites that ship such wealthy outcomes.

Better of all, Google even offers a quite simple device that can allow you to to mark up your web site’s pages appropriately. It is known as the structured information markup helper, and it is a visible system that makes it simple for anybody to categorise the varieties of information on their web site in a means that Google can perceive and use.

And structured information’s not the one factor to think about. Because you’re redesigning your web site, you will additionally wish to select a responsive design that may adapt to the wants of no matter machine is accessing it. It is an effective way to verify your new website is cellular pleasant in addition to a bit future-proof as know-how continues to develop.

And that is the one certainty right here. Expertise goes to proceed to develop, and you may wish to attempt to keep on high of it. When you think about that Twitter did not even exist 15 years in the past, and right this moment corporations are trademarking hashtags as a result of they’ve such super advertising worth, that ought to offer you some thought of how rapidly issues change. So, you are going to wish to preserve revisiting your new web site’s Search engine marketing techniques periodically – even after it is completed.


As a recap, you need to now know the fundamentals of the method of redesigning your enterprise web site with out damaging its useful Search engine marketing traits. You have discovered easy methods to go about measuring your current website’s efficiency, easy methods to discover out what its Most worthy pages are, and easy methods to keep away from damaging the success you have already had.

However even higher, you additionally know why redesigning your web site occasionally is a good suggestion that can assist your enterprise’s backside line. And when you want some outdoors help to get it executed, do not be afraid to ask questions utilizing the knowledge you have discovered right here. Any net design agency that is value what they’re charging shall be more than pleased to go over each step with you.

A very powerful takeaway of all is that you need to cease being afraid of the web site redesign course of and embrace it as an essential method to keep peak efficiency from what ought to be your enterprise’s most essential advertising asset. As now you can see, it is potential to have the very best of each worlds – an internet site that is lovely, purposeful, and fashionable whereas safeguarding all your hard-won progress within the unending battle for search supremacy.

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