There comes a time when your website design needs a complete overhaul. After all keeping up with the web design trends is one of the key aspects for higher conversions.
While redesigning your website is a great thing worth every effort and time, there are some crucial things that you must bear in mind. Like, retaining the SEO-friendliness of the page.
Chances are that, you might make some inadvertent SEO mistakes that can hurt your website’s ranking. Now that is a situation that none of us want to have.
If you are on the works to redesign your website or have plans of doing in the near future, here is a little something for you. A quick list of SEO mistakes that you must steer clear of.
Not having the end in mind
What do you want to achieve once you are done with your website redesigning? You want your top-ranking pages to retain their pole positions, right? You want all your pages to get organic link juice from their respective sources, right? As well as have a clean sitemap that search engine bots can easily crawl through?
If none of these things are in your priority list, there is a fat chance that your website will crash in ranking once the redesigning is complete.
Wrong updation of meta titles & descriptions
Meta titles and descriptions give search engine bots a heads up about what a page is all about. In fact, it is the meta title and description that is usually shown when the page ranks in SERPs. So, a wrong updation of meta titles and descriptions is a surefire recipe for disaster.
Wrong updation or totally missing out to update meta titles and descriptions can push your website’s ranking down the pages. As a precaution, ensure that all pages in the website have the right meta title and description updated before launching the redesigned website.
Missing to give alt text for images
Here is the thing about search engine bots. They can read, but can’t see. They can crawl through text and spot keywords and content, but can’t see an image or what it represents. Alt text help search engine bots to understand what an image is about. They are like image descriptions that the bot can use to understand what the image is for and how it should be ranked. Images with the right alt text can help your page rank higher in image searches.
Failing to set the right 301 redirects
When a website redesigning happens, you will come across several web pages that are either redundant or need to moved to a new directory. Either of the actions require you to set up 301 redirects. A 301 redirect is a permanent redirect that helps transfer 90 to 99% of the website’s link juice to the redirected page. This helps retain the ranking of your existing pages even if you have moved it to a new destination.
The point worth noting is here is to use the right URL. If you have secured your website using RapidSSL Certiifcates or any other encryption mechanism, you must set the redirect to the HTTPS url. The HTTP url would be redundant by now. Otherwise, the redirect will not be effective and the link juice cannot be transferred. Needless to say, it will have a detrimental effect on your SEO ranking.
Ignoring responsive design
This is a no-brainer. Your website can no longer be a static one. It should be mobile-responsive to allow majority of the users to access your website. But, amidst all the chaos of website redesigning you might miss to ensure that all the pages are responsive. The end result? Your SEO ranking will take a plunge into the lowest folds.
To ensure that your website is mobile-friendly and can fit snugly into any screen size, you can use Google’s mobile-friendly test tool. The tool will give you insights about gaps in content, pages that are falling short on mobile-friendliness and so on. Fixing those errors will help you retain your page ranking as well as to boost website ranking.
Interlinking is a healthy habit. It helps increase the user’s time spent on the website. Additionally, it also a serves a SEO purpose. But, what is the purpose of inserting links if you do not know how each of them is performing.
What result does it yield if you do not know which link is bringing you maximum traffic, leads or referrals. UTM parameters help you assign specific codes to your links that will help measure their performance with Google Analytics. To make it easier to create UTM links, you can use Google’s campaign URL builder. You can assign the website URL, specify the campaign source, medium, name, term and also the campaign content.
Ignoring the human aspect
Well, you can optimize your website for SEO-friendliness as much as you want. But, if you are going to ignore the fact that it should be friendly for humans too, all your efforts will go down the drain. End of the day, it is your users who are visiting your website and consuming information posted on it. It is necessary that you treat the website redesign as an opportunity to treat them better. Don’t overdo SEO by plugging in keywords everywhere. Make the copy readable and human-friendly. If that is taken care of, a little bit of SEO push is all that is needed to increase conversions.
A website design revamp is an excellent opportunity to fix the mistakes your website had earlier. From fixing the design gaps to upping the ante in SEO-friendliness, you can use the revamp to make search marketing work in your favor.
Like I said before, if you are in the works of a website redesign or are planning to do one in the coming days, checking for these SEO mistakes would save a lot of trouble. After all, traffic once lost is difficult to reclaim. It is better to fix things beforehand so that you move forward in the right direction.
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