Making drastic changes to one’s website can affect the Search Engine Optimization (SEO). A major factor determining the traffic a website receives through search engines is the inbound links. People link to websites based on the content, appearance and so on. If there are changes made in the website then the question will arise as to whether those who had linked to the website earlier would still want to do so. It is not a matter that the search engine can resolve. However, it can decrease the effective value of such links for a while until it is established clearly as to whether people are continuing with the links. The following are a few of the significant changes made in a website that can affect the SEO.
Often websites are completely redesigned without changing the content. Despite that search engines take a while to realize this. Due to the fact that the relationships between the different pages in the website have been restructured, the search engine may take several weeks or even months to understand the new website’s structure and content.
Change of the domain of a website is a massive change from the perspective of search engines. There can be various reasons behind such a change. For instance a website might have initially had a “.com: domain and later obtain the “.net” variant of the same domain and the website publishers may wish to switch domains.
Changes in themes can be of many kinds. One kind can be when a website makes additions to the theme. For instance a website on auto insurance can add a section on home insurance. In such a case the new sections will take time to generate traffic and the older sections too can be devalued for a period.
Change in the content of a website will definitely make the search engine treat the website differently. The basic factor behind this is the question whether those who had linked to the page earlier would continue to do so when the content of the website has changed.
A change in the Whois of a website is another example. This is because such a change can represent change in ownership of the website. A simple change of e-mail address may not be seen as a significant change. However change in the name and address of the registrant will be regarded as such.
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