Our Operations Director (and veteran technical SEO) Chris Smith shares his advice on the topic of de-risking major website changes in the following video:
How to de-risk major website changes
We share our essential tips for de-risking major changes to your website, so that your organic search performance is not affected.
Posted by Custard Online Marketing on Monday, 29 January 2018
Nobody wants to see a visibility plot like the one below. Making any major change to your website carries with it a risk, and if you don’t proceed with care there is a significant potential for damaging your site’s organic search performance.
It is essential to take necessary precautions, both prior to and during such changes, so that you don’t become the victim of unforeseen adverse effects.
What could be classed as a major website change?
A major on-site change could be anything from rolling out a site-wide update such as a new design or transitioning to a responsive setup, a content migration involving the revision of your URL structure, a change of domain or even a seemingly simple switch to https://.
Any of these activities might seem simple on the face of it, but there are various pitfalls in each use case which need to be considered and avoided at all costs.
Proving our methodology works
To demonstrate why these techniques are important, read on to discover how we helped one of our retail clients through a major website change and the impact this had.
The challenge: The client had experienced a year on year drop in organic visibility and was seeing no noticeable improvements with their organic strategy.
Our approach: A fresh approach, focusing primarily on on-site content optimisation, which involved implementing a new site architecture in conjunction with off-site link building.
The results: Following a 12-month campaign, these were the results on the client’s organic search performance:
- Searchmetrics organic visibility score increased by 300% from the start of our campaign
- Organic traffic up 95% year on year
- Online orders up 70% year on year
- Moz DA (Domain Authority) increased from 19 to 26
Need further help with your technical SEO?
If you want to find out more about how exactly we helped this client, or want to see other examples of our SEO expertise in action, please contact our friendly team who will be happy to help.