Websites Melbourne » Web-design-and-development » Redesign Equals Death

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Redesign Equals Death

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You need to realize that your site is what it is. What I mean by that is your entire site is ranked from what is online, not from some other fictional ideal of your existence. It is ONLY ranked by what the search engines see online. If you redesign your site you are apt to lose all of your listings, especially if you remove pages that have links pointing at them.

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Consider your site as a whole, all code, all content, all links, inbound and outbound, all everything... as your site.

If you have been working at your site for a while you should have some good listings. Whatever they are, even if they are not top listings, are how your site is ranked. What I mean is... it's how all your content, all your code, the links, the entire site is indexed. Ideally you will work at this over time till you are ranked well for your most important keywords.

So the picture I'm trying to portray is this. Your site, and where it is listed in the ranks, is what your site is, how it is and what makes it up. Exactly, as it is right now. The keyword density you have right now, the code to content ratio you have right now, the links to interior pages, your home page, as it is right now. All of your site is why, and how, you are ranked at this moment in time.

Now, let's say you decide you need a flashier site and look for a designer to create a new site for you. What is going to happen to the pages you currently have listed in the results pages? Well, chances are nearly 100% that they will disappear. Think about this. How can a page that is ranked by it's content, keyword density, code to content ratio... all of over 100 items that Google uses to rank sites... be changed and still be ranked well?

I'm writing about this because I have seen it so many times that it's actually a bit unnerving. I can't believe how foolish people can be. I lost a client a while back because they lost all their listings. They emailed me and were quite upset that they dropped off the map. I had them up in the top listings for a bunch of keywords. I had worked with them for a few years. But they redesigned the site and removed every single page that I had listed for them. The redesign was complete, not just a change in appearance for a complete rewrite and redesign. They lost every single listing they had. After a while of working to get things back, they got tired of waiting, I guess, and were sold by another company that must of claimed they can fix the problems. Well, this company did yet another complete redesign, albeit, with no javascript navigation, and they did manage to get some good listings for them.

This has happened, to differing degrees, to several of my client sites over the years. Once in a while a client will have the insight to ask me about doing a redesign. Quite a few have simply hired some designer to do the work and never even consulted me.

Here is a huge misperception about SEO. Business owners need to understand that the rankings you have are from the pages that you have online. Any change to a page will change the ranking of that page. Of course, deleting that page entirely will result in that listing being completely lost.

Please understand that your site, just because it exists, isn't why it ranks well... it ranks well because of the pages themselves, and what is on them. That effort is what gets you the listings. It is not your domain name or company name. You won't get good listings because your company is named XYZ Inc. (or whatever). The engines don't rank you by anything beyond what your site is all about.

The bottom line here is... if you change your site, expect that to change your listings as well. Consult with your SEO people before you redesign.

Article Source: Websites Melbourne

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