SEO Tips When Redesigning a Website

Justine Wouters February 8, 2021

Is your site a brochure or a revenue tool? If your site isn’t well optimized, it probably falls in the former category. And while it’s nice to have a pretty site, your site isn’t meant to just be pretty. It’s supposed to support your business. And if your site isn’t optimized, it’s not doing its job.

SEO Tips When Redesigning a Website

If you’re like many a website owner who realized it’s time for a website overhaul, here are three essential tips to keep in mind before redesigning a website. They could make the difference between an okay redesign and a flourishing website.

Analyze Your Performance and Goals

Before redesigning a website, you have to know where you are and where you’re headed. Otherwise, you won’t know what qualifies as a successful redesign. When analyzing your current performance, you can look at pretty much any SEO performance metric you like. But for the best results, the best metrics are the ones that help you understand how users engage with your site.

For example, analyze your user traffic. Then analyze how visitors use your site by tracking their journey through your site and what they do at each point. A heatmap is the best tool for this.

From there, you can analyze your site goals. Do you want to:

  • Increase traffic?
  • Increase time spent on the site?
  • Increase keyword rankings?
  • Increase the number of user sessions?
  • Increase conversions from organic traffic?

Each of these goals requires a different strategy, so it pays to ask what you want to prioritize before you go any further.

Run a Content Audit

From there, you’re ready to turn your attention to your most important SEO asset: your content.

You have two goals on this front. First, you need to assess your weakest content, i.e. the content that’s draining your crawl budget. Those pages aren’t worth updating and should be removed or redirected to more valuable pages. A content audit will help you identify which pages to scrap.

It will also help you identify your most valuable pages, which brings us to the second step: optimizing your content. By identifying your most valuable content, you can identify what makes it the most valuable. Then you can apply the same methodology to other pages. This step is especially important for those who want to improve keyword performance.

Update Your Website Structure

Once your content is in order, you can turn to the technical side of things. We’re talking about your site structure, which is more important to SEO than many website owners realize. Site structure is what makes your site navigable for users. It helps users understand the relationships between pages, and proper structure will give users a pleasant, cohesive experience. In translation: better structure means more time spent on your site.

To do this, map out your site structure hierarchically. Then, take a look at the hierarchy to see how you can make it more logical and intuitive. If you have a lot of main categories, cut them down–aim for between two and seven main categories for a streamlined experience. And when you add subcategories, try to evenly distribute subcategories among the main categories.

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If you’re redesigning a website, SEO should be at the heart of everything you do. Ready to take a smarter approach to your SEO? Click here to let us know how we can help.

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