How to Redesign Your Website Without Destroying SEO

How to Redesign Your Website Without Destroying SEO


(upbeat music) (rocket engine starting) (upbeat music) – Hey there, I am Levi. This is WebMechanix. Let’s talk some shop. Listen, a question that has come up quite a bit recently has been around new website designs and SEO. So I thought I would talk
a little bit about that, and some of the more
important things that you should be paying attention
to when this happens because the least, the
last thing you want really is for your rankings to go down
or for you to lose traffic. So, I thought I would cover
three or four really important key things that you
should pay attention to. Know that they’re not the only things, but with this list, it’ll get you 80 to 85% of the way there. If you want to know the rest of the list, you’re interested in how
we deal with these things here at WebMechanix, give me
a call, shoot me an e-mail, and I can talk through ’em in more detail. All right, so the first thing is to keep it all in context, okay? How much of your business
relies on organic traffic? Do the leads that you get
from your website come through organic or through something else, okay? It’s really important when
you’re having discussions with your design team
or with your developers around what you want to do with the site, that they think about it in that context. Hey Jimmy, this is really
important because 75% of the business that we get
comes through our website. So those changes that you want to make, do they improve that or do they hurt that? So share that context
with your team, okay? Make sure that they’re
working within the same frame of mind that you are. The second thing is your content
and keyword pairings, okay? Understand what the
important topics are that you rank well for and that are driving… Traffic and leads to your site, okay? Now once you have that, it’s
really important that you understand what groups of pages
pair up with those topics, because as I’m sure you are
doing if you’re interested in redesigning your
site and most people do, is one of the first things you talk about and you think about is how can we cut down all of that extraneous or outdated content and really streamline the UX of our site? Well, you wanna make
sure you don’t go too far because Google loves content,
because content proves that you’re an authority
on whatever it is you’re talking about. There are a couple of instances
that you will want to just cut content out, but… Whenever you do that make
sure that you’re replacing it with something that may
be timely or is relevant. So if you have a product that
you’re not offering anymore, you’re obviously not
gonna want to you know, A, rank for that product and
drive traffic to something that doesn’t exist anymore
or maybe your content around that is out of date. Maybe it’s a year or two old
and you just need to update it, so keep those things in mind, but most importantly, keep a close eye on the content topics you have
and the content that is driving traffic through those. You want to make sure that
you’re not cutting out important content that is
working hard for you now. The next thing I want to talk
about is mobile, all right? A lot of times, people don’t
pay close enough attention to the mobile UX in a redesign. They think it’s really cool
to put a new hamburger menu in place and to just do
something with the menu so that it fits in there
on the mobile site. Well, you may or may not know that Google is actually paying attention
to the mobile version of your site using a completely
different algorithm now. How you rank in mobile
may be very different from how you rank in desktop. So pay close attention
to that user experience, pay close attention to how
your, your content flows within the mobile version of your website, and ensure that you’re not
missing any major steps there or have any gaps that might
be filled on the other side but are missing for mobile. So, the last thing I want
to talk about is actually a few different things
all bunched into one, and that’s the technical side of SEO. Make sure that you’re
paying close attention to the load time. There are a lot of really cool,
if you’re doing WordPress, there are a lot of
really cool new templates that have a ton of stuff on
the back end that allow you to very easily plug and
play or drag and drop different components of your website. Well, those different
things can actually add a lot of code to the
back end of your site, and that can actually harm
how fast your pages load. That’s just one example. There are a lot of different
things, but pay close attention to load time and the
speed of your website. In addition to that, and
I think this is probably the most important thing
on the technical side. If you don’t need to change
your urls, please don’t. Leave them as they are. If you do need to change your urls, make sure that you use a tool, something like Screaming Frog, to get a full list of
all the urls you have, and any of those you’re
changing, you’re creating 301 redirects for. Now that’s gonna be done
a little bit differently depending on what system you’re using, what CMS you have in
place and where you’re going with that, so make sure you talk to your technical folks, your developers. Hey I need to get a list of 301s built. Can you help me do that? And they can probably point
you in the right direction. So just to recap, make
sure that you’re doing this in context of your business, ‘kay? How much of your business
relies on your organic traffic. Next, make sure that your
content and your keyword topics are paired and you
have a good understanding of what’s driving that
traffic and making sure that you’re not cutting
out content that is important to your business, ‘kay? After that, make sure that you’re paying close attention to mobile and
the user experience there, and not just having your mobile version be a bolted on version or
some sort of wonky add on. It’s actually something that’s
deliberately put in place just like your desktop. And finally the technical,
especially your 301 redirects, and your load time. With that, you should
be in pretty good shape, but like I said, there
are some other things to keep in mind potentially that… May not have been covered on this, and I think we may do another
video just on the content piece alone, ’cause that
can get kinda complex. But at any rate, if
you have any questions, feel free to reach out to me. My name is Levi Wardell. I’m one of the directors of strategy here. I’d be happy to answer
any questions you have.

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