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How to change homepage without losing ranking?

Discussion in 'White Hat SEO' started by lolseo, Jan 18, 2016.

  1. lolseo

    lolseo Power Member

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    Hey guys,Long story short. My website "cheap nike trainers" (example) has expanded beyond its initial scope, and is now covering all types of trainers.I have pages for each brand, adidas, DC, Puma, Reebok etc.The homepage is geared completely on "cheap nike trainers" only - and ranks well.The problem is, from a UX and expansion point of view, the site is limited.The homepage should be "cheap trainers" and the current homepage (cheap nike trainers) should be a brand page like the others.The homepage ranks on page one for the term "cheap nike trainers", but to fully expand the site, and increase ranking across the others, I feel the homepage should be "cheap trainers" with a list of all the brands, linking to their respective pages.I don't want to lose the ranking of the homepage, so my question is - what do i do?Would it be worthwhile setting up a new domain, new site, with different content (and i'll try and pad it out more) for each brand.Redirect the current site to the new one, or would i still lose rankings compared to keeping the current domain?
     
  2. lolseo

    lolseo Power Member

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    Any thoughts on this one please guys?
     
  3. lolseo

    lolseo Power Member

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    Hey guys, any thoughts on this please?
     
  4. IMpossible

    IMpossible Supreme Member

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    It seems like you made a mistake in keyword choice from the beginning.
    Now it's up to you.
     
  5. ThopHayt

    ThopHayt Jr. VIP Jr. VIP Premium Member

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    The same way you make love to a porcupine... very carefully.

    I'd say small changes little by little and see how it effects you. Gradually.
     
  6. Zwielicht

    Zwielicht Moderator Staff Member Moderator Jr. VIP

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    As IMpossible said, you made a mistake with that keyword. The problem now is that if you target "cheap Nike trainers" on a brand page as well as the homepage, you'll run into a keyword cannibalisation issue, and if you target a different primary keyword or alter the page too much, you run the risk of losing your rankings.

    What I would do in your situation is list the other brands on the homepage (slowly, like ThopHayt said) and then leave "Nike trainer" as the primary keyword and brand.

    If you went the redirection route, you would have to 301 redirect your current homepage to your Nike brand page, but even then you run the risk of losing your rankings
     
  7. Lamuks

    Lamuks Junior Member

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    A mistake with they keyword huh. You could try the new website method I suppose. In the end you are the one who will make the decision.
     
  8. nickstaz

    nickstaz Newbie

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    Yes make a new website homepage and redirect it to your old one.
    This is the best simple way to go without losing any thing.

    Goodluck.
     
  9. Rich77ard

    Rich77ard Registered Member Premium Member

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    Forget about the 301 option, the results would be completely unpredictable. In my opinion the easiest way to test it is to see if Google deems it to be an entirely separate keyword. Cheap Nike Trainers vs Cheap Adidas Trainers.


    In my opinion, just because the homepage is geared towards Cheap Nike Trainers doesn't mean the site is limited. If people found your site in the results for the keyword 'Cheap Adidas Trainers', then they'd land on the category page for 'Cheap Adidas Trainers' (no problem there).


    I do agree that a branded home page is best etc., but in your situation, you may just want to ride out the rankings while they last. If you could get all of your individual category pages to rank for 'Cheap Adidas Trainers - Cheap Puma Trainers' etc., then the only real keyword your missing is 'Cheap Trainers', and I think that keyword has way less buyer intent than someone searching for 'Cheap Brand-name Trainers'.


    If you can rank a single category page for another keyword like 'Cheap Puma Trainers', then I would just replicate that across all of your brand name trainer keywords. I think the brand modifier in the middle of the keyword 'Cheap Trainers' is being seen as a completely different keyword.


    Yes, I did notice a brand site ranking for both brand keywords using the same page... But also, consider that your category landing page would be a better-targeted match for the visitor as it's all about 'Cheap Puma Trainers', whereas the other brand site has other brands on the landing page to distract the user.


    If you tried to rank another category page for 'Cheap Adidas Trainers', then you could roll out and test slowly against keyword cannibalisation, and if you managed to rank successfully, then you could just replicate that for all of your other brand keywords. In a way, your rankings would also be a lot safer as there diversified across multiple pages, rather than expecting your homepage to rank for multiple keywords.
     
    Last edited: Jan 20, 2016
  10. accelerator_dd

    accelerator_dd Jr. VIP Jr. VIP

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    The only way I can think of is if you get a new domain for a new site with all kinds of trainers, and either have subdomains or inner category folders (recommended) and redirect the old domain to the nike category/subdomain.

    In theory it should work, but it is still somewhat risky.