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Changing the Content on Established Site

by chris_87
4 replies
  • SEO
    • |
Out of curiosity, what would happen if you took a website that was already established with content and ranking well for its on page target keywords.

And then completely changed the site, keeping the page urls the same, but changing the content on the all of the pages to rank for new keywords. Would google start ranking you for the new keywords, assuming backlinks are still there? (Not accounting for other factors such as how more or less competitive the new keywords you are attempting to rank for are)
#changing #content #established #site
  • Profile picture of the author DPM70
    It's a decision based on what you'd gain long term versus what you rank for now. It's a risky game but you'll only find out by doing it.
    If you say that terms are ranking well now then you can leave it at that and build on that by adding new content to target the new terms. That's what I'd do if I felt certain terms that I valued were already at their near optimum ranking position. I'd first try reinforcing them with attendant content to strengthen their SERPS, without changing the actual post or page that they were ranking for. If that didn't work, I'd have a go at gradually changing aspects of the post or page until the SERP improved.

    Another option is to simply attack the same keywords with another site - do what you did before but do it better. There's nothing wrong with having multiple sites dominating the SERPs for every term you are after - in fact, everything about that is right.

    Edit: If you don't want to screw up your current rankings then wholesale on-page reorganisation that you are talking about will probably screw your current rankings.
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  • Profile picture of the author trade4861
    If your keeping the URL’s the same then I suppose the content will be related to the old content?

    Never done what your saying (change all the content for the whole site), but I’ve done individual pages (that were in the same niche) and the pages still ranked in the same position. BUT, those pages were linked to heavily. If your going to change the content on pages that were not linked to then you’ll likely dive in rankings if you don’t change the page title to match the new content. Thats coming from experience.
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  • Profile picture of the author InitialEffort
    It will still rank provided that your new content is valuable to the users and to Google. Also, keeping the backlinks that had helped rank your site is a big factor in ranking your site again with a different content. Established websites are visited frequently by Google and new content could be indexed quickly.
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