Redesigning your website isn’t all about flashiness and fascination. Fundamentally to give your website a new-fangled look, you will have a chance to improve your website's performance on search engines in order to drive huge traffic. Beautiful websites that are responsive and on trend are great to have, however, what matters more is giving your visitors useful and helpful information. As they can turn into leads or even customers. Basically, people who come to your website are looking for information and trying to resolve their problem – and they need answers.
With all of the evolving elements that go into a website redesign, it's possible for you to miss out SEO best practices. Although the way SEO is approaching with constant changes, it is going to remains as an essential part of enticing customers to your business. After all, your company’s website might supersede your competitors in the market, but if nobody is able to find your website, it doesn’t make sense.
As per HubSpot, there are some of the cardinal mistakes that people make with reference to SEO when redesigning a website:
Not implementing SEO ideas from the start
SEO should be at the top of your list when you plan to redesign your website and it shouldn’t come to mind as a second thought once the majority of your site is designed. Once the site is almost done, then including SEO tactics will cost you a lot more in terms of coding, design and more. Hence, it sensible to think of SEO right from the commencement.
Not conducting audit for your existing website
Instead of trashing the whole website to build a new one from scratch, first take out some time to evaluate the performance of your present pages. Make sure you assess the page with best page-rank, the keywords that drive traffic and conversions and the pages that have inward links, for instance. Such good assets should be conserved and saved in the new design as losing these would cost you extremely.
Not using proper number of keywords appropriately
These days, content cannot just be saturated with keywords to rank higher in search rankings. The content has to read well, sound natural and take in the right number of pertinent keywords; then, search engines, as well as searchers themselves, will be able to find their way organically to your site.
Not setting up 301 redirects
If you in recent times relaunched a site and have no clue what 301 redirects are, you might be abandoning your well-merited SEO history. 301 redirects are lasting redirects from one URL to another. If you have reconfigured URLs as part of your redesign and have not put into practice the proper redirects, accessible inbound links from other sites will be gone or possibly reroute to very irksome 404 error pages. This can crash down your rankings and traffic both.
Failing to plan your URL structure
Google considers dashes (-) as separators for URLs, creating more chances for your pages to be revealed. This is NOT the scenario with underscores (_). And just as people who browse the web, search engines favor URLs that make it simple to recognize what a page is about. Thus, it's recommended to create URLs, use dashes, keyword-rich language, and descriptive for excellent results.
Leaving dubious backlinks in place
Backlinks from exceedingly trafficked, highly regarded sites can greatly improve your website’s search rankings as well as traffic. However, links to your site from suspicious, disputed sources have the power to do ruin your website's performance. Luckily, Google’s Webmaster Tools provide the facility to analyze and weed out backlinks.
Not using responsive design
Responsive web designs automatically fine-tune the styling of content for the platform and screen size of browsing on mobile devices. Since April 21, 2015, a day termed as, "Mobilegeddon," Google has made it complex for non-responsive sites to rank on top on searches through mobile devices both on phones and tablets. With web traffic progressively more going to mobile, it has become indispensable that sites adopt responsive design.
Forgetting to obstruct search engines from crawling your site
It is not an unusual practice for developers to block search engines from finding your site while it is under construction. This is a perfect exercise since you don’t want to divert traffic to a fragmentary product. Although, once you are all set to go live, it is necessary to double-check that crawlers are given way to crawl and index your site.
Ignoring to add analytics tracking to your site
From the time your site goes live, you should be gathering data on the performance of each interaction visitors have with your site. Fortunately, a lot of platforms available on the market now have analytics inbuilt, but others will have to be connected to third party systems like Google Analytics. With no analytics tracking, there is no alternative for you to track the comparative success of your fresh site.
Not thinking like humans do
While it is imperative for you to stay updated about the SEO considerations, but you should not forget that your end-users are human beings. Your main responsibility should be to create useful content that adds value. This is the content people are most impressed with and are most likely to share. Google’s algorithms updates don't want to deliver you more ‘results’ anymore, instead, they want to deliver answers. Hence, the best answers come from websites that are created keeping their visitors – human beings – in mind.
The final say
Don’t be that company that kills time until after they launch their new website to find out they have big issues. This should be a procedure that takes place in their website redesign and development phases. If you wait to appropriately carry out SEO of the website until after the launch, the harm has already taken place.
If you are planning to redesign OR you have had a redesign and lost your organic rankings and want help, hire the best web design company that also specializes in SEO.