As most of you know, I consider myself primarily a PPC professional. That said, I’m also responsible for the SEO efforts at Fluency Media, and I firmly believe that SEO and PPC should go hand in hand.
If you’ve worked with websites at all, you know that the time will come when a site needs a redesign. Whether it’s a minor refresh of a few pages or an all-out scrap-and-redo, redesigns are part of any website’s life cycle. One of the issues I’ve run into from time to time is clients wanting to put SEO on hold during the redesign process.
Don’t fall into this trap!
Don’t get me wrong: I do understand the thought behind holding off on SEO during a site redesign. Why put time, effort, and money into site updates that in all likelihood will go away when the redesign launches?
Well, there are a few reasons why it makes sense to keep up at least a basic SEO effort during a redesign.
Redesigns take time.
How many site owners do you know that were able to complete even a small refresh in less than a month? Yeah, I don’t know many either. The fact of the matter is that these things take time – sometimes as long as a year – to complete. Web design teams are frequently understaffed and over-committed, and Murphy’s Law usually applies to a redesign as well.
In the meantime, the existing site is still live, crawled by search engine spiders every day. Theoretically, the site’s purpose still exists during a redesign: whether it be generating sales, leads, or whatever. The world doesn’t stop during a redesign – and neither should SEO efforts.
Optimized content is design-neutral.
Unless you’re changing your entire business model, it’s a good bet that the actual content of your website will remain relatively unchanged. While things might look different on the page, and locations of some information may change, the content itself likely will stay the same. And it’s likely that the keywords people use to find your business won’t change much either.
That’s another reason why it’s a good idea to continue SEO efforts during a redesign. Really astute clients will even provide new site access, or at least content, to their SEO professional to optimize before the site launches. This way, it’ll take the spiders less time to find your new content and realize that you haven’t gone away. A good SEO can also help you set up the proper redirects for any pages that may be moving on the new site, which also helps the spiders find their way on your new site’s roadmap.
SEO is a long-term investment.
Anybody with a 401K or retirement account has probably been advised to keep investing no matter what is happening in the market. Even if your account is losing money in the short term, you need to keep putting money in! And even if you’ve fallen on hard economic times, it’s really best to put even a small amount of money away for the future.
SEO is no different. Even if your website is as volatile as the market, you need to keep investing in optimization. Like a retirement account, SEO is a long-term investment – and you need to invest in it continually for best results.
And like a retirement account, a small investment is better than no investment at all. It’s not a horrible thing to temporarily reduce your SEO investment while you’re in the middle of a redesign, so you can focus your time and resources on the redesign itself. Keeping a minimum level of SEO going, though, will make things much smoother when the new site launches and prevent ranking & traffic setbacks.
In short, putting SEO on hold not only loses visitors while the redesign is happening, it makes it take longer for you to get found once the new site launches. Smart site owners will keep investing in SEO, because they know it pays off in the long run.