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November 20, 2019Why Your Site Redesign Will Fail

Site re-designs are a great thing. It’s generally a sign that a brand has progressed, and is now ready for a new image, that better reflects who the brand is, and what the brand is. After all, a website is one of the most important consumer facing assets a company has.

Unfortunately, more times than not, we see this fail. Not because of poor coding(though we have seen that be an issue as well!), but simply because there was a disconnect between your designers and your SEO company.

The #1 reason why most website re-designs campaigns fail to generate the success that was anticipated is simply due to the fact, after the new site goes live, the organic SEO traffic goes off a cliff. Often, there’s a lot of gripe, a lot of blame, and a lot of angry emails. The reason for all of this? Designers ignored SEO guidelines, and SEO experts were sidelined during the design process. That’s not to say that your SEO expert should command the entire process. By no means should you allow your SEO expert to create a website designed for robots exclusively – but to ignore the robots all together, or to minimize their importance, would be a mistake on it’s own! All too common – we see this scenario though, where the importance of the robots is ignored.

The solution?

Well, the optimal solution is to centralize SEO + design under one roof. That way the designer is never too far from the SEO, and they can create a coherent website that satisfies the “ask” from both a design and SEO perspective.

Often, we see a website re-design fail, and then “jerry rigs,” be put in place to improve the SEO-ability of the website after it’s launched.

With the new style of parallax design, we see many brands opt for minimalistic websites. Often, there may be only 50-60 word on the entire website! For anyone whose followed web design style, you’ll know that traditionally websites had at least 500-600 words minimum. With the new style of parallax design, brands are forgetting ALL about SEO requirements, such as minimum word requirements.

In 2012,  a study was done by SERPIQ, which correlated which websites were ranking in position 1,2,3,4,5,6,7,8,9,10 of Google – and how much content in terms of word count they had.

The result? The amount of content correlated with higher search engine rankings.

With new minimalistic styles, – it seems that SEO is being ignored, and principles that were the pillars of design, are now being forgotten, or simply displaced, for the purpose of artistic endeavors!


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