SEO has changed a lot in recent years. Among the changes were a number of new Google updates like Panda, Penguin and Hummingbird. This can make it hard to keep up with what is outdated and what is still important. Here are some common mistakes to avoid when undertaking a website redesign:
More Links and Not Enough Content
Building links is still important for SEO success just as it has always been; however, you now need to handle it differently. With Google's focus on content quality, it is important to have solid content that is linking to relevant pages.
Not Having an HTTPS Encrypted Site
Google has announced that it will be using HTTPS encryption as a factor when ranking websites. This indicates that they want everyone to switch to this more secure protocol.
Too Much Focus on Ranking
While users do favor the top three results, they favor the top results on subsequent pages as well. Ranking also does not indicate success as increases in traffic do not guarantee additional revenue.
Not Optimizing Your URL
Your URL should be easy for both search engines and human readers to understand. Avoid jumbles of letters and numerals.
Engaging in a Manipulative Link Scheme
Attempting to manipulate search ranking can result in your website being made even less visible due to penalties from the search engines.
Keywords are still important; however, keyword frequency is not. Stuffing keywords into your content will not help you to rank higher; in fact, Google's Panda update could cause them to plummet, as they are seen as “spammy.”
Bad content is another factor that could have negative effects on your ranking. Poor content can be described as any content that is not helpful or repeated from another site.
Believing That You Have to Submit Your Site to Google
The notion that it is necessary to submit a site to Google to show up in the search rankings is a myth. Google's crawlers will find your site eventually.
Believing that Keywords Need to be Exact Matches
Keywords do not need to be used verbatim throughout your content. Simply include it in your headline as a way to inform both your audience and the search engines about the content.
When migrating during your website redesign, pay attention to SEO factors involved and 301 redirects to keep current rankings. Update your sitemap and meta data. Failing to do this could result in you losing the value of your existing inbound links.