6 Common Website Redesign Mistakes That Negatively Affect SEO
We are all aware of the popular saying. “Change is the only constant”. Similar to how we focus on improving the quality of our lives every day, changes in a website is imperative for the growth of a company and the quality of the website. In today’s world where several aspects of a business and technology are evolving rapidly, it is essential to adapt to these changes to be a competitive force in the industry.
User preference, consumer behavior, user experience, user interface, consumer trends, and several other factors keep changing from time to time. Hence, it is vital for companies to not only refresh their operations and other internal processes according to these changes but also reflect the same in their website. At present in this digital world, a website is probably the first point of contact or you could say is the face of your company. Thus, it is important to concentrate your efforts on the development of your company’s website.
Now that you have established the need to revamp or upgrade your website, it is important to do so in a manner which does not affect the nature of Search Engine Optimization (SEO) of your website. Whether you make changes to your own website or a client’s website, it is integral to keep in mind the effect it will have on the website’s ranking or position in the different search engines.
This blow will throw light on some of the most common mistakes web developers make while redesigning a website that could potentially affect the SEO negatively. Technooyster offers a wide range of digital marketing services including, web designing, SEO, social media optimization, content marketing, and graphic designing solutions.
Website redesign mistakes that affect SEO
1. Pages that have “Click Here to Enter”
Several pages on a website have a welcome page or a “splash” page – which means that the search engines could lead a user to those pages instead of the other pages that have relevant content. Hence, if you observe closely, a lot of multiples have gotten rid of the concept of “Welcome Page” and replaced it with a “Click Here to Enter” script.
A high number of pop-up ads in your website will automatically lower your website’s ranking as far as SEO is concerned. In addition, search engines are also likely to completely ignore you from the result if your website has an overwhelmingly high number of banner ads and pop-ups.
3. Less number of links
It is important to understand that search engines prefer sites that have internal linking – links to sites within a post that redirects a user to other pages of the website. Moreover, search engines also encourage back-linking to sites that are high-ranking. Hence, if your website does not have enough links, you are not doing any favors for the overall SEO of your website and this could eventually lead to decrease in the number of visitors to your website.
4. Scrolling content
The onset of social media has in some way or the other made “endless scrolling websites” popular. However, as a web designer you need to understand that although scrolling works for social media sites, they do not do well in search engines that are in constant lookout for keywords.
5. Change of image names on high-ranking pages
This may not always be a problem, but if a particular web page is ranking well, changing the name of an image on the page could mean that the ranking of that page could take a toll. This is more or less a situation that arises when the web designer has little idea of what they are doing. In the process of redesigning the website, the older images are replaced with larger images with different names which eventually decreases the SEO value of that page. The vital aspects of a page that search engines consider are taken away leaving behind a fresh page with very little impact on a search engine.
6. Deleting pages without redirecting
It is true that when you are in the process of redesigning a website, there are several pages you may not deem important. Web designing is not simply making changes to a website. It is a process of understanding the overall dynamics of a website keeping in mind how the changes are likely to affect the SEO.
A web development company or a designer with little experience will simply delete the pages that are not required and move or rename the others which means the URL is changed. Several new designers change the URL and think the task is completed. However, what they do not understand or lack knowledge of is that if the page already ranks well, the inbound points for that page may be good or many users might have bookmarked the same for the future. Hence, when the pages are deleted, the SEO value is lost which creates a huge impact on the ranking.
Moreover, it is also crucial to understand that Google also takes into account the user experience as a factor to rank a website. Hence, a page that has been deleted or the URL has been changed will show a ‘404 page not found’ message which drastically affects the user experience as it does not offer any value to the user.
The best way to delete a page is by redirecting the pages to the relevant pages that already exist. As far as the new pages are concerned in which the URL has changed, it is crucial to redirect the older URL to the one you have created. In both of the aforementioned processes, 301 redirects should be used.
SEO, digital marketing, web designing are some of the key aspects a company needs to focus on in this digital age. It is crucial for the growth, branding, and gaining a competitive edge over competitors. Moreover, one of the main advantages of having a keen eye on web designing is the effect it has on your business. Web development should not be solely about making a website presentable; SEO should also be an important factor a web designer needs to keep in mind at all times.