subject: The Hidden Dangers of a Site Redesign [print this page] Author: absem ltd Author: absem ltd
Redesigning a site is often for the better. You can update the look and feel of a site, improve the site structure, and add new features. However, if people involved in a design are not careful, they might inadvertently leave out one of the most important components of every website: using the old URLs. In a redesign, one must make sure that old URLs are 301 redirected or integrated into the new site. Unfortunately, old URLs often overlooked in a redesign and it is a mistake that can carry terrible consequences in terms of organic traffic and monetization. I like to use the following anecdote to explain the importance of old URLs with regards to site redesigns. Imagine you are Google, you have spent a lot of time crawling, indexing and evaluating every URL in a site; lets say example.com you decided that a page like seo consultant has a lot history and a value associated with it. Because of its value, you have granted the site a top rank for the keyword seo service, a highly profitable term. But on one day, which happens to be the day of the redesign launch, your crawlers can no longer find the page absem.com/services. As Google, you decided to remove it from index and example.com site loses it keyword ranking. The situation above is something that any webmaster would like to avoid. A site can easily lose the rankings of valuable keywords if old URLs are not well integrated into the new site. This problem can manifest in a variety of ways. Developers might erroneously believe that creating new pages to replace the old ones will not affect search engine rankings. Or web designers might neglect to add a clear link path to the old URLs on the new redesign. These are mistakes that need to be avoided. 4 Important SEO Tips to remember when redesigning a page: If possible use all valuable URLs on the website redesign. Old URLs that are not going to be used should be 301 redirected to the most relevant new URLs. Take the time to map out where old pages are going to be. Ensure that old pages have a proper link path so users and crawlers can reach them. About the Author:
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