Reasonable Risks in SEO: Take that Leap for SEO Gains


Optimizing your site online almost always comes with risks.

For example you want to improve your brand’s image online by rolling out a new website design and revamping its URL. Doing so puts your current rankings at risk as they will either plummet or plateau. Whatever the outcome, you’ll have to carefully consider how to implement your plans before taking such a risk.

It might be worth the opportunity to maximize online optimization gains, though, especially if your organic rankings have been dipping lately.

Here at Third Stage Marketing, we recommend weighing your options before you take a risk. Check the risks against the rewards first. If the benefits are worth the try, it’s time to figure out the different tactics for implementation.

Changing the URL Structure

E-commerce retailers make the common mistake of reusing old platforms with poor site structures and navigation. Unlike keyword-rich URLs, this outdated custom cart solution uses weaker site architecture.

So, while optimizing URLs might seem like a complex process, simplifying the navigation system and making the site more keyword-friendly offer numerous benefits like higher rankings. It also makes it easier for searchers to know what the page is about.

If you decide to change the URL’s structure, refrain from implementing site-wide changes. After all, changing your URLs will affect organic rankings. Changing them one at a time, however, will not. So, optimize a few pages, instead; twenty is a good number. Don’t forget to measure results after implementation, too.

Assuming you encounter positive results, continue changing all your URLs one by one.

Improve User Experience

User experience matters always — even Google knows that. The search engine site considers this aspect one of the most important ranking factors.

Optimizing for user experience and constantly monitoring your metrics (e.g., bounce rate, time on page, and site duration) is essential in moving your strategy forward in a highly competitive Google landscape.

User experience remains a gray area since its definition remains unclear. While there is no perfect template for improving this ranking factor, however, a few strategies still work:

  • Adding explanatory content on category web pages
  • Reviews on product pages
  • Adding video content to the product and category pages

High-Quality Backlink Acquisition

Some websites still hesitate to build backlinks because of the risk of incurring Google penalties. These links have a high correlation to earning better ranks on the search engine giant, however. Google is more likely to reward than penalize you for acquiring them. If your current strategy isn’t working, then it might be because Google’s not giving your links credit.

Do not let the challenge of acquiring good backlinks discourage you from implementing this system; focus on gaining quality links and everything else should fall into place.

Good Website Design

Overhauling the site might seem like a tedious task with no guarantees of success. New site creations always come with risks, however. In some situations, businesses even experience drastic drops in conversion rates.

Over time, however, the right design and strategy help a business grow by improving organic rankings and usability metrics.

Before you decide on a website design, think of external factors, such as market demand levels and new competitors, first. Doing so will help you determine how the new site design will correct the faults in previous usability metrics.

Becoming complacent with your current SEO strategy is riskier than taking a gamble on a web design overhaul. As the competition continues to improve their strategy, so should you. Seize the opportunity by upgrading key elements in your optimization strategy.

Third Stage Marketing can help you with that. Establish your own digital identity and win more clients by putting your faith in us. Request a free audit today.

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