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You’ve decided it’s time to update your website design. Good for you. There’s just one problem. You’ve achieved some pretty high search engine rankings over the years and you don’t want to lose them. What should you do?

Think about these three considerations before you do anything:

  1. Keyword Research – At the heart of your SEO are keywords. You’ll need to analyze each page on your website for keyword usage. Are you ranking for keywords that aren’t searched for any more? If so, your SEO could be outdated. Or perhaps you have pages that still get great traffic for keywords that are still being searched for. Make a list of all the keywords you are ranking for and how much traffic those pages are getting. Also make a note of any relevant keywords you are not ranking for.
  2. Conversions – Traffic is great, but conversions are better. If you have web pages that get a load of traffic, especially from search, but no conversions, then maybe you just need to rewrite the content. Compare your conversions to your search engine rankings and traffic.
  3. Content Anomalies – This is a broad category of content problems that could include duplicate content or low-value content. Perhaps you have a large number of pages with little content on them that could be beefed up a bit. They’re targeting good keywords but just don’t have enough content. Make a list of your web pages that might have some version of a content anomaly and determine what you can do to improve them.

It’s important that you improve web pages that have content problems in your redesign, but it’s also important not to significantly change the content of web pages that are ranking well and converting well. So make your lists and analyze your content before you commit to the redesign.

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