SEO How-to, Part 10: Redesigns, Migrations, URL Changes

Changes in content, linking, and URL structure can dramatically impact organic search performance. Thus it’s critical to understand the search engine risks and rewards from a new design before you start developing it.

This is the 10th installment in my “SEO How-to” series. Previous installments are:

Search engines crawl sites to determine the relevance and authority of each page: what the content is about and how it is linked. Changes to content, links, structure, URLs, and more impact how search engines crawl a page and then assign the relevance and authority to determine its organic ranking.

Thus redesigns and replatforms carry an organic search risk — and an opportunity.

Original Article Here

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