SEO PT. 11 SEO RiskHayley Smith
Like the rest of life, every decision we make has risk involved. The three biggest decisions in SEO that involve risk are changes to the content, changes in any links, and changes in technology. Reducing your risk is important to securing your natural performance rankings even when routine changes modify your webpage.
Something as simple as changing certain words on a webpage can have a significant positive or negative impact on your natural search performance. To reduce the risk and improve your content to continue improving performance, you will need to evaluate all pages that are ranking for the specific words and phrases that you are planning on optimizing. Then assign different variations in the theme based on keyword research. Each page should have a different variation since each page should have a different reason for existing.
Any changes in navigation, including any changes in linking structures should be handled with caution. The risk that comes with this change is going to be the amount of visits or sales that were in result of the linking. Every link being removed is essentially a piece of a completed puzzle being take out. Use any means to connect the rest of the puzzle or links, by flowing more link authority than before.
As with any technology we use today, we should not rely on it 100% because like anything else in life it is changing. It is important to stay informed about the technical changes and the impact they may have on your web sites. It is impossible to cover all the possibilities since technology changes in so many different ways that can impact SEO. Risk can come from any of these changes at any time.