You always want to improve your site, but you should be aware that some changes can impact your ratings and be careful.
So, what exactly will impact your website if you start making changes to site content, or structure? Well, making changes in the site’s structure, or changing around the content of the site too often, can and will impact the site’s ranking, since every change you make prompts Google to reassess your ranking.
When you are building your site and first getting it indexed, this is a good thing. Google stores a copy of your website on its server; and whenever there is a change in the structure, content or any other aspect of the site, Google will swiftly detect the change.
Once the change is popping up on their radar, Google will recalculate your ranking based on the new pages it has indexed. If they like the changes, your ranking might go up; if they feel you diminished the value of your site, it might go down. Expecting nothing at all to happen is naive, though- there will usually be some ramification, Your job is to ensure all changes make a positive difference, since the probability that your ranking will be completely unaffected is low.
If you change the structure of your website sand significantly reduce the amount of content, or switch to flash pages so there is very little text content left, you may be in trouble.
Likewise, if you have added more content that is not optimized, you have effectiveness dragged down the overall keyword density of your content. This will often adversely effect your ranking. In the same vein, if you tamper with you web design, frequently make changes and shift around the structure of your links on a regular basis, you you cull also harm your web rankings.
Of course, not all change is negative! If you have made changes to the text and structure of your web page that improves them, you should see a corresponding improvement in your site ranking.
Also, when you make a change to your website, remember that Google indexing happens regularly Depending on the spacing of your improvements, changes can reflect quickly or slowly. If your site is indexed once a month, you should try to make changes in batches, so the changes all fall before the indexing and will be reflected in a fell swoop.
If you keep making changes in fist and starts, it will make your site look erratic and will end up harming your ranking more than anything else. Attempt to keep original content and site structure intact. Even popular news sites have a set pattern of displaying data; you’ll notice that only their content changes on a daily basis. They know to control variables.
When revamping your site, keep in mind – plan ahead to get all changes done before the next indexing, and ensure that all changes come off as genuine improvements to get better rankings