Complications of rebuilding a high-ranking website

The time has come for a new website design. Your current site was built around five years ago and while great at that time, it does not incorporate the new technologies that are available today. Some of those new technologies are database driven and responsive websites.

Database driven websites pull their information from a database that is tired on the website’s server and is connected to the website through a CMS (Content Management System) such as WordPress. This allows data to be displayed on multiple pages without actual content being hard-coded on the page. This makes content management of large websites much easier than having to work with 500 separate websites pages (which are actually separate .html or .php files).

Another newer technology is responsive websites. These websites are built on responsive frameworks such as Twitter’s Bootstrap. They expand and contract, and stack and sort the navigation, text, photos, and graphics so everything is easily presented to the end-user. Responsive websites present their information on all current and future devices ranging from the iPhone 4 to the new iPhone 10, which hasn’t even been released yet. Once you have a responsive website, you will gain more conversions as non-responsive websites are heard to read and become annoying to the end-user.


Getting started on building your new database-driven responsive website design sounds like a no-brainer unless your website is ranking the first page of Google. The reason for this is because the last thing you want to do is have your rankings drop because that means you will no longer be found. Not being found equals a drop in traffic. A drop in traffic equals a drop in conversions. A drop in conversions equals a drop in sales.

What is actually happening behind the scenes of your website ranking is the file names I previously mentioned are actually ranking. Once those file names are changed, Google has to find new file names to rank. If Google cannot find those new file names to rank, your competitors will take the place of your first page rankings.

To complicate things further, links pointing to those pages from other websites are acting as endorsements of authority for your website. The more high quality links you have pointing from relevant websites to your ranking pages, the higher they will rank on Google and other search engines. If you change the file names and the authority does not pass through to the new website, those links are dead and your website’s authority drops.

Companies are going to need new websites for various reasons and that will continue in the future. If you are planning for a new website, I would highly advise finding a company that offers SEO (Search Engine Optimization) capabilities. By offering, I do not mean they say they “perform Search Engine Optimization” on the websites they build or outsource their SEO need to their “SEO Partner”. By offer, I mean they have it as one of their primary service offerings. They should be able to provide a list of live rankings of websites they designed, and ones they have not designed, with before and after results for each. They should be able to provide a list of testimonials about the rankings they have achieved for their customers and the results those clients received from those rankings.

If you are in need of a visually compelling website that performs on Google and other search engines, do your research and find a company that offers SEO in-house. Timmermann Group is one of those companies and we would love to hear about your website vision, goals, and the keywords you want to rank.