Let’s face the facts: Most web designers don’t know a thing about SEO. Many companies don’t understand that a total re-design of their website by a web designer unskilled in the SEO industry most likely will result in a tanking of rankings. Re-designs do not have to equal a ranking tank if you keep your bones in place.
- CSS is the way to go. Anyone that is getting their website re-built should not do so without CSS being the base of their design. This will cut out tons of back code and will allow the search engines to crawl through the site. Yes, flash may look pretty, but the search engines have no interest in an all flash website. It’s not Marti Gras, so keep your flashing to a minimum.
- Keep your current bones in tact if at all possible. Creating the re-design off of the old navigational structure will help hold your rankings steady. This only applies if you are re-designing an html site to an html site. Cookies needn’t apply.
- Any changes in navigational structure should be 301 re-directed to the new page. Don’t let search engines lose sight of your content and site’s structure.
- Keep your content, keep your headers, keep your meta’s, and keep your anchor text. If your website is ranking for top terms and you are doing a re-design, these are all vital (especially if they have been optimized previously). If you would like to change any of the above, I suggest revisions opposed to a full revamp. If you have content you do not want to share anymore,
- Send out a press release and include your top terms which in turn link back to your website. The press release can be about why you did the re-design and what your new site provides online users.
With these steps, you should not have a problem keeping your site out of Google’s gutter. Made unaware, you will definitely tank. Having your SEO consultant speak to your web designer prior to the re-build is the best tactic, but will not re-assure they will listen. Having the same company that does your SEO to do your design is your best bet.
