SEO & redesign of site: how not to lose anything of its achievements? [Exclusive Guide]
site redesign, as its name suggests, aims to give a brand new look to its web site while answering various problems of use: it comes in response to an aesthetic need and modernism, and often adding features in order to meet the expectations of Internet users. Whatever the reason, the redesign of site is a tedious job, and who, if she is not well orchestrated from start to finish, going to lose to the site positioning and traffic. How to be sure to ensure a SEO maintenance to its new site the former, without any loss of ranking?
the steps to follow to avoid losing in SEO during my redesign of site
a SEO audit prior
before any redesign of site, it is important to perform an SEO audit, to understand the needs that the new site will have to meet, and to make the tour of the recommendations – in terms of technical content, netlinking, ergonomics, mobile approach, social networks… What to change, and on the contrary, should we keep: these are the questions to ask SEO strategy well before the redesign of site to develop a well-crafted.
the internal structure of the new site is very important, to allow search engines to navigate more easily and find the information you need. So, think to work well semantic tags, in the order (h1, h2, h3), as well as the internal mesh by creating links between different pages of the site. Reading the HTML and the structure must be able to realize in a way as fluid as possible by search engines if you want to improve your positioning.
build a list of keywords on which to position itself
it is essential to analyze the keywords on which the old site is positioned, and those on which it is necessary to be. Using tools like Semrush, Google Keyword Planner, Ubbersuggest or do Google Search Console, it is important to make a selection of keywords relevant to the activity, taking into account research users and positioning of competitors – in order to then define the priority.
design & optimization mobile / user
a somewhat outdated design and a willingness to be more in line with the image that wants to give the brand is often the reason for a site redesign. This is an opportunity therefore to optimize my site to the user track, including adapting to mobile navigation – not mobile-friendly sites are penalized by Google in its ranking, as well as the use of pop-ups considered too invasive on mobile. Not only the site must be aesthetic in keeping with the image of the brand, but also for to prove ergonomic and optimized for the user experience.
in order to maximize my chances to increase its positioning in the SERPs – particularly on long tail searches – it is important to have on the pages of its site the content of at least 300 words , containing keywords on which you want to position themselves to help search engines in their SEO (the more you better). In addition to varied and relevant content, must adopt a ‘SEO Friendly’ writing, with not only the targeted keywords but also by optimizing titles (Hn tags), internal links, case-sensitive words, synonyms, image Alt attribute…
optimize meta tags and manage 301 redirections
search engines will begin their analysis by the meta tags and title of your pages, tags that appear in search results. Therefore, facilitate their work by writing tags Title and Description, optimized for the SERPs.
in agreement with these tags, it is advisable to rework the URLs associated with if they were not optimized, and especially to perform a 301 redirect for each of the pages to new URLs of the site! Don’t redirect all your old URLs to the landing page, redirect the old pages to the new pages that best match. If Google is officially not lose linkjuice with these redirects as long as each redirect redirects to an equivalent page on the new site! So be sure to check all of your redirects before you put the new site online.
optimize the crawl
optimize the crawl is to optimize the discovery of pages by robots that crawlent and index sites in their respective search engines. It is recommended to create a sitemap, or site map often found at the bottom of the sites or in the robots.txt. The sitemap will consolidate all URLs for all pages of the site in question and will facilitate the work of the crawlers. Furthermore, it is possible to prohibit access to certain pages, such as those containing and receiving information secure, inserting them in the same robots.txt file.
security & switching to HTTPS
the redesign of its site can also be an opportunity to switch to HTTPS, secure protocol recommended by Google, and also recently promoted in its rankings. This passage is recommended, whether or not one redo my website, and then needs to perform on all of its pages 301 redirects for each HTTPS.
the number of results to secure in the SERPs sites keeps increasing since Google said foster them (Source Mozcast)
the redesign of a site requires a lot of work but can be highly beneficial on its future, particularly in terms of traffic… long orchestrate it to lose nothing of my SEO knowledge! Furthermore, the influence is certainly less, but an active presence on the network play for better SEO.
article written by Julia Robillard of the Agency Powertrafic