SEO Considerations When Revamping Site

I work for an interactive agency whose work involves extensive revamp of multilingual web sites. In most cases, administrators were unaware of optimizing pages during the last construction of their sites. We introduce search engine optimization (SEO) and thorough analysis of web analytics reports they provide.

Through these reports, we glance over what is going on, like doctors performing diagnosis of a patient or a mechanic trying to figure out why a car’s fuel is spent inefficiently. Websites would like to have a smooth transition from the old to the new design. In the past, it was a mere switching of target URLs and domain mapping. Now, it has become a little more complicated process which is aimed to keep the website at a status where it remains visible on search engine results. In the past it was deemed alright to let it stay for a while; now it is crucial to get it right. Otherwise, site authoritativeness and link popularity built over precious time is lost.

Which is why I appreciate an updated the post at SER providing details on suggestions to how do web site relaunches the right way. Initiated by Cre8aSite, these updated steps are important as search engines constantly tinker over their algorithm in its effort to provide results that are of highest quality while getting rid of those undesirables. Issues like site structure, file naming, choice of database or content management system becomes an essential topic of discussion.

Website revamp not only brings aesthetic changes. It also provides opportunities of change. With web analytics data, the performance of a web site is evaluated according to Bill Slawski:

  1. What keyword phrases are bringing you traffic.
  2. What sites are sending you visitors.
  3. What audiences are being targeted on which pages.
  4. Which important pages on other sites are linking to which of your pages.
  5. What affiliates/partners/friends/advertisers are bringing you traffic.
  6. What directory listings might you be able to change.
  7. What directory listings might you be able to add.

What keyword phrases are bringing you traffic.
This may be a little deceiving because you only receive traffic from keywords that your site ranks well. But even for keywords that are more prominently placed within your pages but are ultra competitive, you’ll probably be left out if your site can’t cope up with the big boys. In any way, keyword referrals are great hints that provide idea what people are looking for.

What sites are sending you visitors.
This metric is seen as more universal than the first item. You get to know which sites are sending visitors over. The site may contain an article page, a directory or a search engine.

What affiliates/partners/friends/advertisers are bringing you traffic.
Determining which sites deliver traffic, quality traffic will allow you to focus on overachieving campaigns, eliminate ones that underperform.

If I may add, I’d like to see:

What pages keep visitors staying longer than the others.
These are the pages that keep visitors staying within the site longer. It could be the long, interesting text content, a link bait or a StumbleUpon material. Provision of interesting content has always been the key.

Determine the “scary pages” — ones that cause visitors to leave the site.
These are also known as the “exit pages” whose content appears like telling the visitor to go away: misspelled words, wrong grammar or outright useless page that prompted the visitor to scamper for safety. Get rid of these pages, or better yet improve its content quality.

As mentioned, revamping site is not just about cutting new graphics, fresher content and attractive layouts. It’s also about analyzing visitor behavior and enabling a better user experience. Fix those that aren’t working but don’t fix it if it ain’t broken.