How to improve your search engine placement by revising your website
Have you decided to revise your website and give it a modern look with great usability? It’s great – not just for your visitors. Google also lists websites that are kept up-to-date and are popular with visitors particularly high. Nevertheless, you should note a few points so that the relaunch does not endanger the placement of your website, but even improve it:
First: Rate your current website
Is your current website already listed in the search engines? What are its strengths and weaknesses? Before you start the revision, first check your current status:
Make a list of all subpages of your website so that you have a very precise overview of the structure.
Check whether the individual pages have room for improvement: Are there missing page titles or descriptions,
for example – Should content be rewritten?
Decide which pages you no longer need and which are particularly important. It is best to use Google Analytics. This gives you a precise overview of which pages have a particularly large number of visitors and should therefore never be removed.
❗ If you take a page offline, redirect it to the new page via 301 redirects so that your visitors and search engines do not receive any error messages.
Once you’ve analyzed your website, you can start redesigning it.
Keep the URL structure as much as possible
Ideally, you can take your URL structure from the current page, because that makes the redesign much easier for you.
If you make changes, you should definitely inform the search engines. If you don’t do this, your ranking could drop – and with it your visitor numbers, sales and income.
So create a 301 redirect plan so your visitors are always directed to the right page; and so the search engines know that and where the page has been permanently moved. If you even change the URL of your page, you have to redirect the entire website so that the old pages redirect to the appropriate new pages.
Instructions for redirecting websites can be found here:
Keep and expand your keywords
Of course, a website redesign also includes aligning the texts with the new design. But that doesn’t mean that you have to delete your previous keywords and the optimization work. Check which of your keywords and keyword phrases are already working well and adopt them.
But: It is not only the keywords alone that are important, but rather that you emphasize the focal points of the individual pages. Each of your pages should have a very special focus with a very specific goal. Instead of concentrating on a search term, you should try to include a whole series of keywords in your texts.
For example: work as a personal trainer, do not just optimize on the keyword “personal trainer”. You can also use similar search terms such as “Certified fitness instructor”, “Trainer in India”, “Fitness coach”, “Training programs” etc. If you also offer nutrition plans, present them on a separate page ( landing page ). Since this is a different topic, your keyword set should also be different.
Most importantly, you should align your content with Google’s quality guidelines. That means: no excessive use of keywords or loading of irrelevant search terms. Deceiving search engines and visitors in this way does exactly the opposite of the desired effect: they lose the trust of the users and risk being punished by Google.
Here are tips on how to write content for your visitors that is also well received in search engines:‘
Link the pages sensibly
Internal links are important for search engines to understand what the most important pages of your website are and how they are related.
If you change your URLs, be very careful not to miss a link between the pages. If a page is not linked to the rest of your website, it can be reached by search engines, but your visitors will not find it.
Particularly important: usability and mobile optimization
If ease of use (UX) is your top priority, your visitors are not the only ones who will appreciate it, but Google too.
So, when redesigning your website, take the needs of your users into account. And make sure that your page is displayed correctly on every device, is intuitive and inviting.
Here you will find detailed information about the great impact that user-friendliness has on search engines and what you can do to improve your website further:
Do not bridge the time of the redesign with a site
Do not completely remove your website from the network during the redesign or switch a construction site page in the time, because that way you would only lose your placement.
Simply create the new page while the old one is still online and then switch to the new page when finished.
If you analyze your website with all its strengths and weaknesses before redesigning it, you can make it user-friendly and search engine-friendly from the ground up and ultimately attract more visitors who like to stay.