Gary Illyes, Google’s analyst, has recently shared some insights on how website redesign can affect search engine optimization. While addressing the questions Gary received through direct messages on LinkedIn, the analyst decided to share the responses publicly to guide others as well.
Any advice coming straight from Google employees is valued by everyone. Gary is not very active on social media sites, unlike other employees, including John Mueller and Martin Splitt.
While sharing the impact of website redesigns on SEO, Gary posted that such changes can affect the ranking of websites on Google searches. He explained that the impact is due to the use of HTML by Google to understand what the website has to offer in order to decide which category it should go in.
If the website developer makes adjustments to the basic HTML frame, like splitting paragraphs, replacing H tags with CSS, or using breaking tags where they are not required, the overall ranking of the website will be affected. To prevent ranking from going down, Gary advised sticking with the HTML framework while remodeling the website and excluding breaking tags from unnecessary places. In short, Gary suggests that if users decide to completely change the website, they should at least try to keep the base similar.
PixemWeb owner Joel Rivera, while answering a question on Quora, said that redesigning can have three kinds of impacts on website ranking. The first is the undesirable effect, in which the ranking will...
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