Transforming a site without losing rankings?

catcat · 05-08-2011, 10:21 AM

Hi Warriors,

I have been asked by a client to revamp their website and make it more "2011". Right now their site is flash but is on the first page of Google in Google places for 6 major keywords.

Hate to touch this site with the high rankings but they want a new one.

My question is - If I build them a new site that is in wordpress and seo monitized is there a chance that their rankings will drop? The idea is to build a new site without creating any havoc to their rankings.

Any input would be appreciated.

Thanks!

Cathy

webhostingrvw · 05-08-2011, 10:59 AM

i guess ranking will improve.

App Developers · 05-08-2011, 11:07 AM

I have the exact same task at hand! I imagine we should be able to rank better and easier but I am preparing for a small dip at first, just in case. I am taking care to maintain the same word density and so on. It should go smooth...... but sometimes you just never know! I plan to just get it up and running and quickly indexed, maintaining the same url structure.

Abledragon · 05-08-2011, 04:55 PM

One of the most important things to manage is the change of the URL structure. Almost certainly it will change from whatever structure the site uses currently to the WordPress permalink format. That means you'll need to make sure each page is redirected to the new page with a 301 redirect.

There is a way you can write a line of code for the .htaccess file that will redirect all the existing URLs to the new pages (just google for .htaccess 301 redirect code).

Regardless, taking care of this problem will be the biggest contributor to retaining the site's rankings.

This article covers some other areas to think about:

Migrate an HTML Website to WordPress | WealthyDragon

Cheers,

Martin.

JustaWizard · 05-08-2011, 05:07 PM

I work in an SEM (Search Engine Marketing) Agency as the lead SEO and Web Marketing Program Manager, and I do site redesigns like you're talking about week in and week out.

Abledragon is correct, one of the main things you'll want to look at is the URL structure (technically, it's the URIs we're talking about here, everything after the TLD [.com for example] and the slash /) - it's quite useful to keep those URIs (page names) identical which abledragon pointed out and gave some tips on.

Your question is, would you lose rankings, and really the answer is "maybe". I typically don't see a loss of rankings for sites we redesign, but then most of the time I leave the URI structure in place, and look to strengthen the off-page authority (backlink profile) concurrently with the redesign so any loss is usually only temporary.

Hope that helps!
David

coolspot · 05-08-2011, 05:17 PM

i have redesigned 2 personal sites from flat html to joomla. both have lost major traffic, one by about 1/3 and the other by 50%. sorry if that scares you, but if i were in ur position i would reconsider after my past experiences

NastyBlast · 05-08-2011, 05:50 PM

Quote:

Originally Posted by Abledragon

One of the most important things to manage is the change of the URL structure.

Yes, preserving link structure and titles is key. you also want to consider inbound links that may get broken when you change a URL. by making this move your committing to permanent maintenance of 301s which can be a hassle. Also, It has been argued if 301s truly pass all factors to their destinations such as inbound link juice.

You might want to consider launching a second site rather than making such a radical move on a site that is already successful in the search ranks.

Regardless of what you decide you always want to keep an eye on the future and how the site can grow in the future so at times like this it will not be so challenging to grow without disturbing the existing link structures. Many people choose WordPress in the beginning because it is easy to deal with. But in the long run you can find your self boxed in and in the same dilemma you are in now.

wallytr1 · 05-08-2011, 05:59 PM

You may also want to consider communicating with the client about all of this before you do anything permanent, rather than face client wrath over losing his 1st place ranking in Google. Make sure he or she understands the potential consequences. If I were taking on this client, the very first thing I would do is purchase Jason Fladlien's WP-Twin cloner script and clone the original site. Then make the changes to the clone site, first, before rebuilding the original.

Zaxx · 05-30-2011, 02:16 PM

Let me start by saying that those who pointed out the importance of the URI are 100% correct. I do not completely agree when it comes to page titels though. If you are changing the content (which you obviously are) then the titles need to be appropriate for the new content, not just stay the same. I think it is also very important to consider what is making them rank so well now since it is a Flash site. I am guessing that they have some large contributing factors that are not related to content such as a legacy domain (over 10 years), a lot of quality inbound links, high PR, etc... and I am guessing that they are not in a very competitive category (or at least their competitors are not good at SEO).

I, personally, would not avoid updating a site due to fear of losing Google ranking. At the end of the day, the site is about conversion in most cases and, while you must get visitors there to convert, I cannot imagine that Google would favor a Flash site over a more Google-readable site (all other factors being equal). Just remember the first point - DO NOT LET GOOGLE GET A 404 when indexing your site!

05-08-2011, 10:21 AM	#1
catcat The Reason I Do This War Room Member Join Date: Jun 2005 Location: Canada. Posts: 213 Thanks: 49 Thanked 15 Times in 13 Posts Contact Info	Transforming a site without losing rankings? Hi Warriors, I have been asked by a client to revamp their website and make it more "2011". Right now their site is flash but is on the first page of Google in Google places for 6 major keywords. Hate to touch this site with the high rankings but they want a new one. My question is - If I build them a new site that is in wordpress and seo monitized is there a chance that their rankings will drop? The idea is to build a new site without creating any havoc to their rankings. Any input would be appreciated. Thanks! Cathy
	Going for bigger and better things!

05-08-2011, 10:59 AM	#2
webhostingrvw Active Warrior Join Date: Feb 2011 Posts: 89 Thanks: 11 Thanked 5 Times in 5 Posts	Re: Transforming a site without losing rankings? i guess ranking will improve.
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05-08-2011, 11:07 AM	#3
App Developers HyperActive Warrior Join Date: Feb 2011 Location: San Antonio, Texas Posts: 446 Thanks: 71 Thanked 16 Times in 16 Posts	Re: Transforming a site without losing rankings? I have the exact same task at hand! I imagine we should be able to rank better and easier but I am preparing for a small dip at first, just in case. I am taking care to maintain the same word density and so on. It should go smooth...... but sometimes you just never know! I plan to just get it up and running and quickly indexed, maintaining the same url structure.
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05-08-2011, 04:55 PM	#4
Abledragon Advanced Warrior Join Date: May 2007 Location: Hong Kong. Posts: 982 Thanks: 3 Thanked 181 Times in 159 Posts Social Networking Contact Info	Re: Transforming a site without losing rankings? One of the most important things to manage is the change of the URL structure. Almost certainly it will change from whatever structure the site uses currently to the WordPress permalink format. That means you'll need to make sure each page is redirected to the new page with a 301 redirect. There is a way you can write a line of code for the .htaccess file that will redirect all the existing URLs to the new pages (just google for .htaccess 301 redirect code). Regardless, taking care of this problem will be the biggest contributor to retaining the site's rankings. This article covers some other areas to think about: Migrate an HTML Website to WordPress \| WealthyDragon Cheers, Martin.
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05-08-2011, 05:07 PM	#5
JustaWizard SEO Expert & Author War Room Member Join Date: Feb 2007 Location: Vancouver, WA USA Posts: 489 Thanks: 201 Thanked 57 Times in 31 Posts Social Networking	Re: Transforming a site without losing rankings? I work in an SEM (Search Engine Marketing) Agency as the lead SEO and Web Marketing Program Manager, and I do site redesigns like you're talking about week in and week out. Abledragon is correct, one of the main things you'll want to look at is the URL structure (technically, it's the URIs we're talking about here, everything after the TLD [.com for example] and the slash /) - it's quite useful to keep those URIs (page names) identical which abledragon pointed out and gave some tips on. Your question is, would you lose rankings, and really the answer is "maybe". I typically don't see a loss of rankings for sites we redesign, but then most of the time I leave the URI structure in place, and look to strengthen the off-page authority (backlink profile) concurrently with the redesign so any loss is usually only temporary. Hope that helps! David
	--> FREE SEO WEBSITE REVIEW! <-- No strings, no catches, no kidding... I'll make a screen-cast video of your SEO website review for you - click here to get yours!

05-08-2011, 05:17 PM	#6
coolspot Active Warrior Join Date: Jan 2011 Posts: 81 Thanks: 2 Thanked 0 Times in 0 Posts	Re: Transforming a site without losing rankings? i have redesigned 2 personal sites from flat html to joomla. both have lost major traffic, one by about 1/3 and the other by 50%. sorry if that scares you, but if i were in ur position i would reconsider after my past experiences
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05-08-2011, 05:59 PM	#8
wallytr1 Active Warrior War Room Member Join Date: Feb 2011 Location: Boise, Idaho Posts: 32 Blog Entries: 2 Thanks: 0 Thanked 6 Times in 5 Posts Social Networking Contact Info	Re: Transforming a site without losing rankings? You may also want to consider communicating with the client about all of this before you do anything permanent, rather than face client wrath over losing his 1st place ranking in Google. Make sure he or she understands the potential consequences. If I were taking on this client, the very first thing I would do is purchase Jason Fladlien's WP-Twin cloner script and clone the original site. Then make the changes to the clone site, first, before rebuilding the original.
	Tim R Walls GetRidofChestFat.com

05-30-2011, 02:16 PM	#9
Zaxx Warrior Member Join Date: Aug 2010 Posts: 9 Thanks: 0 Thanked 1 Time in 1 Post	Re: Transforming a site without losing rankings? Let me start by saying that those who pointed out the importance of the URI are 100% correct. I do not completely agree when it comes to page titels though. If you are changing the content (which you obviously are) then the titles need to be appropriate for the new content, not just stay the same. I think it is also very important to consider what is making them rank so well now since it is a Flash site. I am guessing that they have some large contributing factors that are not related to content such as a legacy domain (over 10 years), a lot of quality inbound links, high PR, etc... and I am guessing that they are not in a very competitive category (or at least their competitors are not good at SEO). I, personally, would not avoid updating a site due to fear of losing Google ranking. At the end of the day, the site is about conversion in most cases and, while you must get visitors there to convert, I cannot imagine that Google would favor a Flash site over a more Google-readable site (all other factors being equal). Just remember the first point - DO NOT LET GOOGLE GET A 404 when indexing your site!