A new guide, Best Practices for Website Redesign & Migration, describes comprehensive best practices in applying search engine optimization (SEO) for a website redesign.
It includes a list of comprehensive tips aimed at educating website owners on common barriers to redesign, website structure related to SEO, retention of domain and URL equity, keyword research, and more.
This article outlines some of the core SEO migration elements included in the manual, with a focus on helping companies avoid costly mistakes linked to website redesign and domain or network migration.
Content created in collaboration with Investis Digital.
Common SEO barriers to website redesign and migration
The emergence of web design frameworks and software has made it easier for enterprises to achieve a website upgrade in record time than ever before.
Though, many of these systems are not entirely compatible with older machines, slower connection rates, and pose obstacles for search engine spiders.
The Investis Virtual SEO Guide mentions 12 of the most popular challenges and provides tips to avoid them. Here are a couple of examples:
Dynamic URLs that don’t include keywords
Dynamic URLs depend on variable parameters given by the web server and are not readily indexed by search engines because they alter based on user request data. Interactive URLs usually involve character strings and keywords. Investis Digital advises the revision of complex URLs to include appropriate keywords.
Investis Digital recommends stopping all redirects that are not permanent. In other words, only permanent 301 server-side redirects should be included in your website refresh. This means avoiding the redirects of 302, Html, or meta update.
Because the text is the basis of how search engines assess the importance of keywords, the Investis Digital Guide recommends that some appropriate material be included on all websites. Ideally, there should be at least one short paragraph of the special text on each section. If this is not feasible, otherwise tier-one or tier-two pages should include text-based, keyword-rich headers.
Three of the twelve hurdles found in the Investis Online SEO Guide
Six key features of the SEO-focused overhaul
The Investis Digital Guide lays out a comprehensive list of the components that businesses must integrate into their redesign approach, from website layout to keyword analysis, and from meta-information to internal page connections. The document serves as a roadmap for companies so that they can minimize the impact of the update on organic search engine ratings and traffic. Here’s a brief summary of each element:
- Website structure
Directory layout, web page directory names, and keyword-rich content also play a role in the optimum design of the website. “The decisions you make regarding naming conventions for your directories and documents, and the way you refer to specific pages on your website, can have a significant impact on overall traffic and revenue,” says Investis Digital.
- Keyword research
Keyword analysis should be the starting point of redesigning the website so that you can integrate appropriate, high-volume keywords across the whole page structure. Investis Digital discusses keyword recommendations such as how many different terms to seek and what keyword research tools to use when collecting information.
- Meta information
Metaknowledge — also referred to as metadata — is the material that exists in the search engine results page of organic listings. SEO meta data includes a number of keywords, such as < title > and < meta-description>. The Guide offers checklists to help businesses thoroughly automate each of these main marks.
- Body content
Body content is important for good search engine rankings as well as overall website usability. The Investis Digital guidelines cover the specifics of creating high quality, SEO-friendly content attributes that will contribute to search ranking such as keyword choice, frequency, placement, spacing, and titles.
- Internal site linking
External ties are an important element in successful SEO development because they decide how search engines interpret the importance of different keywords. Investis Digital includes best practices for building internal connections, such as using succinct text-based links in key navigation, limiting the number of links on a site, and more.
- URL equity
URL equity is “the sum of several important values related to URL structure.” Variable and static URLs, as mentioned above, play a role in URL equity as do internal URL connections to the page, domain date, and more.
The value of the SEO optimization approach
A major pain point for any overhaul is the lack of organic search traffic which happens once defined domain capital is depleted. The Investis Digital Guide offers information to help companies avoid the negative impact that large-scale overhaul can have on search exposure and web traffic.
With a strong focus on retaining URL value, a sample process to assist with scheduling, and a list of potential obstacles, companies can use this guide to build a detailed SEO strategy for their website redesign and transition system.
contact INNOVINS for more information on how to build an SEO plan for website redesign and migration.
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