It can be fairly daunting to contemplate all the SEO ramifications when you first set up a website. Your brand new Website needs to be absolutely perfect, and you don't want to spare any expense in getting it the exposure it merits in the search engines. But a fair chunk of what SEO is all about is keeping a reasonable ranking on Google and the continuous feeding of relevant content into your Website on a regular basis. And that is where the vast majority of interest begins to fade when creating a website. It is hard enough to continually add new material; bearing in mind the SEO impact of each and every word you use, can be more than most Webmaster's can handle. A lot of the time, people become aware of after the fact how most of the SEO equity that they already have from the time they first outlined their Website on sound advice, is just about lost after a round of content refreshing. The no.1 rule when undertaking the operation of SEO content overhaul is, not to forget to secure whatever standing you already have within the search engines to begin with.
When having a site refresh a decent attitude to have is to ensure that you firstly obtain a rank report on all the new links and URLs that you propose to add to your updated website. This will be something that will help form all of your content strategy for the future, and it is imperative that you think this through. You will need to first gain a genuine picture of the sort of job your Website is currently doing – which keywords appear to be working, which links are bringing in all the search traffic, and so on. Using these types of techniques you'll be able to find your most important URLs and make sure no one alters those. How your content is formed right now could be the exact reason you possess a decent ranking on Google already. You need to take a step back and assess what parts you have to leave unaltered. Any alteration to the top draw URLs, and you may see a significant drop in your search engine rankings, and as a consequence in your site traffic.
There may also be Webpages that are no longer applicable – for instance, pages for products that are being discontinued? Removing unrelated information without question is important, as preserving pages with out of date information makes your Website look neglected. But you need to remember – just because you undertake the updating of your website yourself, it doesn't mean that the search engines do also. When people search for the discontinued product they will still see the results for it on Google, and attempt to steer to that now deleted page. The setting up of a proper 301 redirect on that deleted product page is what needs to be done.
In a nutshell, an SEO specialist needs to be a part of each and every proposed change for your Website. Even when it comes to deciding on what new content would be good for your business you want their ideas and input.
SOKP Media are a web design and development company, based in Swindon, Wiltshire who can assist you in the understanding, planning and implementation of your search engine optimisation on your existing website or on a new project build.