3 things that will Save SEO Efforts During a Website Redesign - Investing Platforms

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3 things that will Save SEO Efforts During a Website Redesign

3 things that will Save SEO Efforts During a Website Redesign


The look and feel of a website have an important role in its quality of a website. Great content or a strong brand image alone will not make a site popular if it lacks visual appeal. Hence the website owners should refresh the website every few years with a new design and the redesign process also should involve SEO (Search engine optimization). A change in design would also mean a rigorous SEO (Search engine optimization) campaign to gain first place in search engine results. Read more in this SEO (Search engine optimization) tutorial on the essential factors involved in a website redesign.

The three following steps would help you save SEO (Search engine optimization) efforts during a site redesign.

1. Utilize 301 redirects.

A website redesign is an ideal time to clean up the components that might not be working properly. If there are any long URLs or strings of letters or digits that do not relate to the content of the page, these should be updated. Redesigning phase is a good time to focus on improving the user-friendliness of the site and setting up a proper URL structure.

However, it is recommended to retain the old URL as it enjoys search engine trust, which you do not want to lose. To ensure this, the old URL needs to be 301 redirected to the new and corresponding URL. Make sure to maintain a spreadsheet with a listing of all the existing URLs on the site so that you do not risk missing out on any old URLs of the site.

2. Examine new content

During a website redesign, you can change the content too to make it more SEO (Search engine optimization) compliant by including all the relevant keywords. Flip through the Google Analytics report to see the most popular keywords that were bringing in the visitors and make sure to include these keywords in the page content and within the meta-information. If the page content has been changed, fresh keyword research would be necessary to arrive at the premium keywords that are related to the content of the page and are most popular among users in their search.

3. Password protect the testing site

While the redesign process is on, there will be two website versions including a live site and a testing site. The new site in the testing phase should be password protected so that the search engines do not crawl and index these pages lest both the versions could appear on a search engine results page.
The redesigned site should be in accordance with the latest algorithm updates of Google, including DMCA, which keeps on changing to ensure maximum user satisfaction. These updates penalize and come down heavily on sites that are involved in copyright infringement. Websites that straight away copy the content from other sites will suffer negative listings in search engine results. Stress should be on unique and authentic web content, which will add up to the value and authority of the site on that particular topic.

DMCA is the acronym for the Digital Millennium Copyrights Act of the year 1998, which criminalizes the production and dissemination of copyrighted works. In a bid to check piracy, Google is taking quite seriously any DMCA requests filed against any website that breaks copyright laws. These websites will be ranked lower than other websites and can therefore suffer serious losses.

Google gets requests from copyright owners to remove search results involving pirated content that break the copyrights act.

How to be safe from being Penalized?

The simplest and only way to avoid being penalized is to create unique and value-added content that could be of use to web users. If you have to copy any material under any circumstances, then make sure to give credit to the original author and seek permission to reproduce content or images.

However, it is comparatively easy to reposition CSS or Javascript advert blocks without being noticed by the algorithm.

Placing the ads above the fold helps website owners monetize online content. This algorithmic change will not have any negative impact on sites that place ads above the fold to a normal degree. However, excessive use of advertisements, which will make it difficult for the user to find the real content of the page, will be penalized by search engines. Sites, where the original content is pushed down by large blocks of ads, will have a negative impact because of the algorithmic updates. The best approach for the site owners to avoid downgrades is to place all their adverts at the bottom of the page and use CSS3 animations or JavaScript to rearrange the content.

However, there are quite a lot of ambiguities in these algorithmic updates, which often makes it difficult for web owners to incorporate them in the strictest sense. Banners or third-party scripts are not the only adverts that Google considers. The term above the fold ads has no standard specification and can change from device to device. It is not clear how Google will know whether an advert is above the fold when it is easy to place ads with CSS or JavaScript, without being noticed by the algorithm.

How does Google rank pages which use responsive design and repositioning?

However, it is paradoxical that Google AdWords recommends advert positions above the fold and you may lose revenue if you fail to use the maximum number of slots. The website owners do doubt whether Google is setting up a paradigm to ensure better-performing sites or breaching the creative freedom of the site designers. And a clear and concise answer seems nowhere in sight!