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One of the most challenging things that the owner of a well optimized web site can face is a redesign. Rob Garner tackles this issue in a great article over at MediaPost Publications titled "Natural-Born Search Killers." Garner explores some of the common trip-ups that can cause a well ranking site to drop into oblivion including the seemingly innocent idea of restructuring your URLs. Since recent surveys show that site redesigns will lead the way in web related spending next year, this is an important issue for both large and small business owners to consider.
From the article:
Any number of different project factors can wipe out the search presence of a Web site that is performing well. A few of the more commonly known natural born search killers include Flash, hidden content and non-search-friendly content management systems.
Most of these issues are well known among the SEO world, but it does emphasize the importance in having a firm grasp on search related issues before redesigning a site. That doesn't necessarily mean that you should hire an SEO to do your redesign, but it does serve as a reminder that it's often worthwhile to retain an SEO as a consultant during the design process.
Garner goes on to point out one of the key mistakes that gets made during a redesign...
One element of redesign that has a major impact on search investments is the treatment of URL equity, which is the sum of several important values tied into URL structure. Changing domains or renaming existing deep URL structures without a solid strategy can wipe out years of gains in links, traffic, sales and conversions, and prior natural search investments.
Over the last few years I have observed that client indifference to URL strategy has consistently been a major threat to a search presence. Being indifferent about URLs means that a single variable implemented in the development or planning process has the potential to erase years of positive gains. Rather than taking recommended preventive and transitional measures, most clients go into reactive mode and attempt to patch up issues than cannot be fully repaired. The impact is felt in years of lost links, lost search engine traffic, dramatic loss of indexed pages, lost sales and conversions, and lost search investments.
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