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70 comments 01-10-2018 / 09:10:16

A Check for SEO, For Your Recently Updated Website.


Changing a trusted website for a business is a crucial task as it may affect the site’s traffic. An updated business website may have induced broken URLs, Page Not Found error or wrongly crawled pages by search engine. All these and many other factors may upset the sync between your website rank and daily business, which in turn may result in losing a significant amount of sales. A checklist about what may go wrong, can be helpful in preserving the website’s SEO and usability.

The business owner’s decision of changing its business website may be prompt or sales-driven. They might have solid grounds to make the modifications, but there are chances that the earlier efforts of making a search engine optimized site, get hampered. This may result in dropping off the site’s organic traffic, search engine ranking and hence, the sales numbers.

There are many technical and content-related aspects to manage before an updated website goes live on the Internet. One needs to verify the following:

Check #1: Website directory structure and sitemap

The configurational information of the webpages along with its content is specified as a sitemap and the complete website is arranged in a directory, containing folders and sub-folders. The web crawlers read this sitemapto index your webpages and rank them on the search engine. As you may have guessed it, this is crucial for SEO. The sitemap is maintained as an HTML or XML file. Before a site is up for modifications, the directory structure must be noted down and must be matched for changes in the structure after an update is made. It is unfavourable to largely modify an optimized sitemap and directory structure.

Check #2: Functioning of internal links

The internal linking between the webpages of a website helps the search engines to understand what content of your site is related and the overall value of that content. Each internal link is given a value by the search engine (homepage links have the greatest value since they have the more number of backlinks). When the changes in the content of the website are made, you must ensure all the internal links are functioning (it means no broken links or PAGE NOT FOUND error or wrong URL error).

Check #3: URL for authoritative webpages

Authoritative webpages are the ones from your existing website that have larger page ranking. The URL for these webpages holds an extra importance. Even a slight change in the URLs of these webpages (for instance, the URL “grey-coloured-tank-top” changed to “dark-grey-coloured-tank-top”) made the search engines to treat those authoritative webpages as brand new. You would then have to wait for them to be indexed and rated again, and you can only hope for the same winning webpage ranks.

Check #4: Non-hyperlinked webpages

It has happened quite a number of times that a webpage is added to the website but there isn’t any hyperlink on the website that would take the user to that webpage. Cross-verify that all the newly added webpages have their link text on the menu or footer or side-bars or in-between the page’s content.

Check #5: Responsiveness

Statistics have shown that 60% of online searches are done on mobile phones, rather than on a PC. This trend has added a new requirement for the optimized websites i.e. design responsiveness. This means the content and links of the website remain equally accessible in terms of visibility and functionality when it is opened on the mobile phone. Include the website responsive feature in your redesigned website, if it doesn’t already exist.

Check #6: URL redirection

When the link(s) on your website is made to take the user to new URL instead of the earlier one, it is called URL redirection. This is usually done in cases, like:

• To shorten the URL.
• To prevent broken links in case web pages are moved.
• When there is more than one domain, belonging to the same owner and each of them refers to the same site.
• For privacy protection
• To ensure every external link spread over the internet now gets directed to the newly assigned URL.

If the links are not redirected properly, the search engine may consider the website’s content as duplicate, thinking there are two different websites with the same content. And hence, the redirected URLs will be poorly indexed. Website redesigning is aimed for enhancing user experience and converting website visits into sales;the SEO helps in achieving them. A scrutiny for the aforementioned can keep your website’s reputation intact and so do your trusted visitors.


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