Is change good or bad?

Is change good or bad for a site in terms of SEO? There is no straight forward or direct yes or no answer for this question. It totally depends on the nature of changes and the extent to which these changes are made. We have always heard that fresh content attracts search engine spiders and that it is good for a site; but it is good for a site only when it is done in the right way. Let us take the example of adding more content to a page as part of our efforts to keep the page’s content fresh. When we do so we need to make sure that the additional content we add to a page does not reduce the keyword density of the page. We need to retain the same keyword density or have better keyword density. On the other hand when don’t pay attention to the keyword density when we add new content to the page then the overall effect of change to your website will be bad.

Often in a website’s life cycle there may be situations we may have to modify the structure of the website or add or delete new pages to the site. These changes also have to be taken into consideration when we discuss about the effects of changes to one’s website. All the changes to our websites are bound to rock the boat. All the search engines will reassess the site every time its spiders visit your website whether you make changes to your site or not between the visits of the spiders. Moreover, the reassessment of your site will be done based on the latest search engine algorithm that is why we can see fluctuations in our websites rankings even without making any changes to our website. Moreover, the rankings are also affected by what is happening with the other websites. If your competitor has optimized his website better by fine tuning their efforts between the indexing cycles then you are likely to lose you position to your competitor.

That is why webmasters constantly make efforts to strengthen their sites SEO by increasing their back links, cleaning up the dead links etc so that they can always out do their competitors. However, changing the entire website’s architecture very often is not advisable as it may have negative impact on the ranking of the website. The initial planning of the site should also take into consideration possible site revamps at a later stage. Nevertheless, we may not be foreseeing all possible eventualities a certain amount of preplanning certainly helps great deal in retaining the basic site architecture. It is always advisable to consult with an experienced SEO company before any major architectural changes are made to your website. As part of the revamping process you must get latest SEO status report from your SEO company and make sure that your revamping effort will only work for the better. Any wrong moves in this area can be detrimental to your website’s ranking.

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