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11 points to be aware of with SEO for site renewal

There are many points to worry about when renewing the site

“Did you overlook something serious?”

“What to do if the site performance drops after renewal…”

I think that there are many people who get mad.

The timing of renewal varies depending on the customer, but there are few customers who want to attract users from search and have never renewed it from a site created 10 years ago.

We in has published many blog posts about renewal, but noticed that there is no article in which they collectively can confirm, the very person in the renewal work now, those who are thinking of renewal in the last for, renewal Here are some points to keep in mind when using SEO.

Even though the Web staff / SEO staff think it is important, the development staff and the production company have judged that it may not be so important, so the implementation omission occurs, resulting in a great deal of damage. What happens is that there is a renewal . Disseminating this information to all members involved in the renewal is one of the important tasks of Web staff and SEO staff.

For each item, a link to a page with detailed explanations will also be posted, so please check that as well.

Points to watch out for in general renewal

  • Has the content (text) been reduced too much?
  • Has the number of internal links been reduced too much?
  • Are you rejecting crawlers with robots.txt?
  • Is the title, description, and heading set correctly?
  • Does the non-existing page or the deleted page return 404?
  • Whether an XML sitemap is set
  • Is the URL for smartphones compatible with the URL for PCs?
  • Whether the search engine has specifications that make it difficult to read the page contents

Points to pay particular attention to when renewing URLs and domains

  • Whether the old URL and the new URL are redirected
  • Is Google Search Console telling you about the domain change
  • Whether the URL of the link on the site has been changed to the new URL

I will explain it as classified above.

(* This is an advertisement, but if you are reading and feel that you are bothered and anxious about renewal and SEO, please contact Nile Co., Ltd.)

◆ Points to pay attention to in general renewal

1.Has the content (text) been reduced too much?

Examples of cases where this happens:

  • Embrace creative and innovative designs
  • Think mobile with UI

Be careful when making changes that delete text content from the site before the renewal, such as reducing the text because there is too much, or converting the text into an image.

Content (text) is an important evaluation item in SEO. Unnecessary text may be deleted, but if the main content of each page is reduced, the evaluation may be lowered regardless of the renewal.

Details are also described in the following article.

SEO as risk avoidance. What is the timing to “be aware of SEO”?

If you want to reduce the text for design reasons, we recommend that you hide it with a tab or accordion.

In addition, although it is a little old article, it is an article that wrote our thoughts on the content on the SEO website.

Content required for websites and SEO

2.Has the number of internal links been reduced too much?

Examples of cases where this happens:

  • The idea of ​​“Have a hamburger menu?”
  • Think of UI on mobile first

Internal links have two major roles on SEO.

  • Have the search engine crawler find the page
  • Tell search engines where important pages are

If a large number of internal links are inadvertently deleted during renewal, there is a risk of negative effects on SEO.

If you want to renew it, we recommend that you review the design of the internal link, considering “Which page is the internal link going to be useful for the user?”

The importance of internal links is detailed in the following article, so if you are interested, please have a look.

“Wasteful” internal link design that you really see in SEO

Examples of cases where this happens:

  • I did not make a checklist for publishing
  • The division of roles in charge of development is not completed

In conjunction with the renewal, I think that while you are doing the renewal work, you are disallowing search engine crawlers with disallow in robots.txt, or that you have made the site private in the test environment.

If something happens to be unindexed by a search engine for some reason after publication, you may have forgotten to remove robots.txt.

Make sure that robots.txt is off when you publish your site.

Four. Is the title, description, and heading set correctly?

Examples of cases where this happens:

  • Introduce a CMS or system where meta elements cannot be set individually for each page

I think that elements such as title, description, and h1 may change with the renewal.

At that time, if you delete a keyword that has been included in the title, etc., there is a risk that the evaluation with that keyword will drop.

In addition, if it becomes the following specifications, it will become difficult to change keywords such as adding keywords to the title while being aware of SEO, and SEO measures will be limited.

  • Changing one title changes the title of the page in the same directory
  • title and h1 are forced to be the same
  • The title cannot be changed individually

Since meta elements such as title are important elements in SEO, we recommend that you make specifications that allow both “change individually” and “change all at once with template”.

Five. Does the non-existing page or the deleted page return 404?

Examples of cases where this happens:

  • Members with SEO knowledge are not assigned to the renewal project

If you look through the site during the renewal work, you may find a page that is empty or distorted due to some problem.

In that case, it is not good for SEO to redirect 301 to the top page.

Since it is desirable to redirect to a page with the same content basically, please resolve the problem and leave it as a page, or delete the page and respond 404.

What is 301 redirect?

6.Whether an XML sitemap is set

Examples of cases where this happens:

  • Members with SEO knowledge are not assigned to the renewal project

An XML sitemap is as follows:

“Meaning: What is an XML sitemap?

XML sitemap (sitemap.xml) refers to an xml format file that describes the URL in the website. Setting up an XML sitemap will help improve crawling because search engines will help you collect URLs on your site. ”

After the renewal, the search engine needs to be crawled. Creating an XML sitemap increases crawlability, so setting it makes it easier to communicate changes to the page to search engines quickly.

It is recommended that you set it up with priority, especially for customers with large sites.

7.Is the URL for smartphones compatible with the URL for PCs?

Examples of cases where this happens:

  • Does not introduce responsive web design or dynamic serving
  • Members with SEO knowledge are not assigned to the renewal project
  • The URL structure is not used by deciding rules

If the URL for PC users and the URL for smartphone users are separated, describe canonical / alternate that “this URL and that URL are pages that are supported by PC and SP” for the search engine Then you need to tell.

* Customers who are responsible for responsive web design and user agents with the same URL should not worry about it.

The detailed correspondence method is described in the following URL, so I hope you can refer to it.

8.Whether the search engine has specifications that make it difficult to read the page contents

Examples of cases where this happens:

  • Build sites with emerging programming languages
  • Introducing technologies such as SPA
  • Images and videos are the main content sites

Web design and programming languages ​​continue to advance every day.

New technologies that were unimaginable a year ago have been born, and more and more dynamic and creative websites are being viewed.

However, search engine robots are a little late in responding to these technologies.

As of March 2018, crawler rendering is based on the chrome41 version.

Elements that cannot be displayed in the above versions cannot be read by search engines.

When using a new technology, we recommend using the tools below to check your rendering to make sure your search engine is correctly recognizing.

・ Fetch as Google

About Fetch as Google

・ Rich result test tool

Rich results test

・ Mobile friendly test tool

Mobile friendly test

◆ Points to pay particular attention to when renewing URLs and domains

9.Whether the old URL and the new URL are redirected

Examples of cases where this happens:

  • The idea of ​​redirecting to the TOP page for the time being
  • The correspondence table of old and new URL is not made
  • The URL structure is not used by deciding rules

The most frequent mistakes made during renewal are mistakes that have the most negative impact on SEO, so be absolutely careful .

From March to April 2018, when the NTA site was renewed, if you access the old URL, it will be redirected to the NTA top page, and some people remember that it was taken up on the news site I think.

NTA website, confused by changing all URLs Searching in the site is not useful, and it is in an “infinite loop”

When changing the URL or domain, it is necessary to perform a 301 redirect from the old URL to the new URL.

* Currently, there are some theories that the search engine 301 and 302 are treated the same, but if it is renewed, I think that there is no problem with 301

The content of the old site that is used in the site after the renewal will be 301 redirected to the corresponding new URL.

A common mistake is to redirect all top pages.

If you do that, it will be very negative for SEO. For details, please refer to the following article and take the correct action.

Ten. Is Google Search Console telling you about the domain change

Examples of cases where this happens:

  • Google Search Console is not installed (I have installed but I don’t have much knowledge)

If you change your domain, you ’ll need to reconfigure it if you ’ve implemented tools such as Google Search Console or Google Analytics on your site.

In particular, in Google Search Console, if you notify that the domain has been changed from Google Search Console, the transition to the current position can be minimized.

The detailed procedure is described in Google’s Google Search Console help page, so please refer to it.

11.Whether the URL of the internal link in the site has been changed to the new URL

Examples of cases where this happens:

  • The URL is put in HTML in the page.
  • The idea of ​​“it ’s okay because it ’s redirected”

When the domain changes or the URL in the site changes, the URL of the internal link described in HTML must be rewritten with a new URL.

If the redirect settings are done perfectly, there is no big problem, but there is a concern that the page movement time will be a little longer by inserting the redirect once.

As the user experience is as short as possible, it is better to rewrite the internal links that have the old URL in the site links to the new URL.

This is a summary of the points to be aware of during the renewal.

There are many requests for SEO checks during renewal. However, when we actually confirmed the site after renewal, there were no cases where there were no problems .

* Some companies that have SEO knowledge that can be confirmed by their own company may not ask us …

The purpose of the renewal is to improve the performance of the site (and thus increase sales and conversions), so it is indispensable to carefully check that the renewal did not succeed due to a minor SEO mistake … .

If you are unsure and uneasy about the SEO check during the renewal, please feel free to contact us.

I have compiled the items again, so I hope you can use them as a checklist.

Renewal SEO checklist

□ Is the content (text) reduced too much?

□ Has the internal link been reduced too much?

□ Is crawler rejected by robots.txt?

□ Is the title, description, and heading set correctly?

□ Is 404 or non-existent page returned 404?

□ Is an XML sitemap set?

□ Are smartphone URLs and PC URLs supported?

□ Is the search engine hard to read the page contents?

・ Points to pay particular attention to when renewing URLs and domains

□ Is the old URL and the new URL corresponding to redirect?

□ Is Google Search Console reporting the domain change?

□ Is the URL of the link on the site changed to a new URL?

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