Here are the main reasons why people redesign their websites:
Its typically not until launch is around the corner that folks start asking about SEO. Sometimes they have serious discussions about usability.
As youve undoubtedly read in recent years, Google cares about the quality of a website. Good looking doesnt have to be tossed out the window in order to incorporate SEO. You can find that perfect balance of good looking, usable, and search engine friendly.
Usability and SEO go hand-in-hand. Search engines want to rank websites that provide a quality user experience for the searcher. How that’s defined can be somewhat subjective (every website is unique and its target audience will also be unique).
So, rather than speak to usability, let’s look at common mistakes that can happen when you’re redesigning your website.
This happens to be a sensitive topic for me, at the moment, as my company has recently completed an SEO audit of a large, e-commerce website that was built on IBM Websphere Commerce. Mind you, they are on an earlier version of Websphere (and newer versions have addressed issues that weve identified), but this system isn’t (and the earlier version wasn’t) exactly cheap, yet it has created numerous challenges for their SEO initiatives.
Newer versions have addressed these issues, so I dont want the takeaway here to be IBM Websphere is not good for SEO. Thats not the point.
It is very important to understand the pros and cons of any platform you’re considering. Ive launched some very successful websites on WordPress and Magento (websites that do well with SEO), but you have to find the platform that is robust enough for your needs, while still having the ability of being SEO friendly.
Once youve moved past the selection of your platform, you must begin quality keyword research and competitive analysis. Many tools (both free and paid) are available for keyword research, including Google’s AdWords Tool. For more on keyword research, check out these posts:
Another great source for keyword research is your existing paid search campaigns. After all, you can see actual impressions and historical data on how these words have performed in terms of click-through rate (CTR), time on site, pages visited, and most importantly conversion rate.
Read the original here:
Website Redesign? Get Some SEO Consultation Before You Launch