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:
- “Part 1: Why Use It?“;
- “Part 2: Understanding Search Engines“;
- “Part 3: Staffing and Planning for SEO“;
- “Part 4: Keyword Research Concepts,”
- “Part 5: Analyzing Keyword Data,”
- “Part 6: Optimizing On-page Elements“;
- “Part 7: Mapping Keywords to Content“;
- “Part 8: Architecture and Internal Linking.”
- “Part 9: Diagnosing Crawler Issues.”
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.