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Help! My New Website Design Killed My SEO

Author : Aniruddha Badola.

Submitted : 2012-02-20 14:58:51    Word Count : 663    Popularity:   7

Tags:   Web Design Company, SEO Company India, SEO consultants.Website Development India, SEO Services Company India. Software development New Delhi, Web Promotion India, Website Designing India, Offshore Outsourcing Services Firm, ASP.NET PHP Company India, Graph

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A couple of weeks back, I got a mail from a former SEO client. They had engaged us for their website’s SEO last year for few months. Now, we will go in to flashback mode for a while. We were doing a great job and enjoyed great synergy. After 4 months, the company got in to partnership with another real estate company and things began to slide down from there. The new partner demanded things to be changed. He brought in his web design team which he claimed can handle “any” website related work. So, soon I was out of the picture. Now, back to the present. I was little bit surprised with the mail. The former client, let’s name him “John”, informed to check out their new redesign website. I did check and replied that the new design is great. I didn’t tell him what all problems are there in the website. This was none of my business anymore plus he didn’t ask for my opinion. I was wrong. Immediately, I got another mail from him asking if we can chat on messenger. Soon, we were chatting and he poured his heart out to me.

The problem was that, they redesigned there website sometime back in Oct/Nov, 2011. Soon after that their traffic which was stable went in to free fall. Their “can-do-anything” web team failed miserably to stop the slide. John was desperate and asked me for some tips. Since, he was in trouble, I ventured to tell him few problem areas which were very obvious. Here are few the mistakes that hurt SEO:

Main keywords changed: When I checked the keywords, I found out that they had changed their main keywords. The keywords that we had compiled so meticulously were not used any longer. Four months of SEO and link building was wasted by the new design. On-page optimisation was done on the redesigned site using the new keywords. Title tags, content, image optimisation and everything were changed. No thought was given to the subsequent impact of these changes.

Old pages removed: The previous website had many authority pages which attracted quite a lot of traffic. They used to rank very well for the keywords. The new redesign process deemed them redundant and shut them down conveniently. With them gone, all the inbound links to them were also laid waste. The web designers hadn’t thought of using 301 redirects to salvage the rankings and traffic.

URLs changed: Many times, the new website use a different CMS. As it invariably happens with all disastrous redesigns, everything about the website changes. Thankfully, this website didn’t take that route. All inbound links are lost and along with them rankings and traffic

Inadequate content: The new website had lot of images. The designers thought that one picture is worth a thousand words and liberally used images, flash, JavaScript and left little scope for content. The problem was exacerbated because the top half of the page was filled with dominating banners which pushed useful content down and resulted in poor UX. No wonder, search engines noticed it and pushed down the rankings.

Longer Page download time: The new website took lot longer to download because of the heavy use of flash and images. With page load factor now an important factor in Google and other search engines ranking algorithm, this was a big mistake. The site now had a serious poor user experience issue.

Though, I did educate John about these aspects, the implementation was not under my control. But it was a good experience for me to know how drastic and ill-thought of changes can kill SEO.

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Enovabiz Solutions is a Web Design Company India offering Website Design services, Web Development, ASP.Net development, Cloud Computing, Multimedia, Brochure Design and Logo Design. Our SEO Company India also offers SEO Services Company India and online marketing at very affordable prices.

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