Homepage Copy Impact: SEO and Navigation Redesign
Understanding the Importance of Homepage Quality
In today’s digital landscape, the homepage copy impact is crucial, with over 1.11 billion websites competing for attention online. With such a vast array of choices, how can your website stand out? While many focus on technical search engine optimisation (SEO) factors to enhance visibility, one critical aspect often overlooked is the quality of your homepage copy and navigation. The text displayed to visitors, coupled with its organisation, can significantly affect your website’s performance in search engine results pages (SERPs).
This article delves into the consequences of neglecting SEO best practices during the redesign of homepage copy and navigation. Furthermore, I will share a compelling case study from Byter that highlights the necessity of a data-driven approach in website optimisation.
What Constitutes Poor Homepage Copy and Navigation?
To evaluate your homepage copy impact and navigation effectively, consider three essential elements:
1. Search Engine Optimisation (SEO)
A homepage that lacks optimisation will struggle to rank well on SERPs. SEO encompasses various strategies, including keyword usage, meta tags, and overall content relevance. Neglecting these factors means your homepage may fail to attract potential visitors.
2. User Experience (UX)
A homepage that disregards user experience can lead to high exit rates and low engagement. Elements such as intrusive pop-ups, cluttered layouts, and poorly written copy can frustrate visitors. Therefore, prioritising a seamless and enjoyable browsing experience is vital for retaining users.
3. Accessibility
Compliance with the Web Content Accessibility Guidelines (WCAG) is essential for creating an inclusive online environment. A homepage that does not adhere to these guidelines can hinder navigation for users with disabilities, ultimately affecting user experience and SEO.
In summary, poor homepage copy and navigation can be defined as any approach that fails to account for one or more of the aforementioned elements.
Homepage Copy Impact: Byter’s Intervention for a Client
At Byter, our digital marketing agency collaborates with clients worldwide, helping them realise their full potential and accelerate growth. Our team often consults businesses when they are planning significant strategic changes.
The Client’s Situation
Recently, one of our clients decided to redesign their homepage copy and navigation. This decision, announced in early February 2023, prompted them to seek our expertise to assess the potential impact of these changes.
Initial Data Analysis
Before proceeding with the redesign, we analysed the client’s homepage keyword rankings. Our findings revealed that their keyword positions were trending positively. Consequently, we recommended a cautious approach, emphasising the need for a robust SEO strategy. However, our client decided to proceed with the redesign, leading to significant changes in their homepage copy and navigation.
Utilising tools such as Google Search Console and Semrush, we examined the metrics leading up to the redesign and the subsequent results. The findings illustrated the detrimental effects of disregarding SEO best practices during such a significant change.
Evaluating the Impact of the Redesign
Pre-Redesign Metrics
Prior to the redesign, our goal was to determine if the current homepage rankings were improving. From August 2022 to January 2023, the number of keywords ranking in positions one through three on SERPs rose from 154 to 205. Additionally, the total number of ranking keywords in positions one through twenty increased from 685 to 880.
Clicks and Impressions
A strong correlation exists between rankings and user engagement. Therefore, we assessed the Google Search Console results for non-branded queries during the same period:
- In August, the client was experiencing a seasonal lull.
- By January, clicks began to rise steadily, aligning with the increase in top-ranking keywords.
The trend was evident in the impressions for non-branded queries:
- The most significant gains in both clicks and impressions occurred between December and January.
- This spike was attributed to the addition of 30+ keywords moving into the top three positions during that timeframe.
Recommendations to the Client
Given the encouraging data, we advised the client to implement gradual changes to their homepage, rather than an overhaul. Our recommendation stemmed from the observed upward trend in keyword rankings.
However, under pressure from stakeholders, the client proceeded with the comprehensive redesign on February 2, 2023.
Homepage Copy Impact: Consequences of the Redesign
Post-Redesign Analysis
Following the launch of the redesigned homepage, the client experienced a decline in keyword rankings, which subsequently led to decreased traffic.
- The redesign coincided with a significant drop in both branded and non-branded terms, resulting in a reduction of overall clicks.
- By the end of January, the client boasted 205 keywords ranking in positions one through three. However, this figure plummeted to 187 in February and further decreased to 159 by March.
The immediate fallout from the redesign was evident in the clicks recorded on February 3—the day after the changes were made. While some peaks in traffic were observed in February and beyond, these were notably lower than pre-redesign levels.
Homepage Copy Impact: Deterioration of Metrics
The decline in both clicks and impressions was stark:
- Notable dips were recorded in the metrics following the redesign, with some periods reaching nearly zero clicks.
- This downward trend was further illustrated by the fall in impressions, which mirrored the drop in clicks.
Overall, the redesign led to a drastic loss of traffic that persisted into June.
Strategies to Enhance Homepage Copy and Navigation
The insights gained from the case study highlight the importance of considering the homepage copy impact when taking a methodical approach to redesigns. If your homepage copy performs well, drastic changes should be avoided unless they are backed by solid analytical evidence. Conversely, if your homepage copy lacks effectiveness, it’s time to make improvements. Here are some actionable steps to follow:
1. Identify Target Keywords
As demonstrated in the previous analysis, homepage redesigns can significantly influence keyword rankings. To optimise your homepage effectively, it should target multiple relevant keywords.
Conducting Keyword Research
To discover the right keywords to target, thorough keyword research is essential. If your website already ranks well for certain keywords, you can use tools like Ubersuggest to generate new keyword ideas for expansion.
If you are entering a competitive industry with no existing high-ranking keywords, consider analysing competitors’ domains using Keywords by Traffic to identify the keywords they rank for. This will allow you to adjust your keyword strategy accordingly.
2. Maintain Readability
Your homepage serves as the entry point for visitors, making readability crucial. Strive for a reading level that is accessible to a broad audience, ideally around the sixth-grade level. This approach ensures that the majority of visitors can easily understand your content.
Tools for Assessing Readability
Tools like the Hemingway Editor can help assess the readability of your homepage copy. By inputting your text, you can identify complex sentences that require simplification. For example, if a sentence is flagged as hard to read, rephrasing it can significantly improve clarity.
3. Implement a Logical Heading Structure
Effective use of headings is vital for both users and search engine crawlers. A well-structured heading hierarchy enhances readability and SEO performance.
Best Practices for Headings
- Use a Single H1: Each webpage, including your homepage, should have one H1 that clearly defines the page’s main topic.
- Utilise H2 and H3 Headings: Use H2 headings for main sections and H3 for subpoints to create a clear hierarchy.
- Avoid Misleading Styles: Do not use bold text or enlarged fonts to imitate headings without proper classification. This can confuse both users and search engine crawlers.
A consistent heading structure will not only improve user experience but also support your SEO efforts.
Homepage Copy Impact: Conclusion
Whether you are creating a new website, redesigning your homepage, or overhauling your entire site, it is crucial to consider the implications of your homepage copy and navigation on SEO.
The Cost of Neglect
Poorly executed homepage copy can lead to diminished visitor engagement and low search engine rankings. It may also result in non-compliance with accessibility guidelines. Therefore, always approach website copy with an SEO-centric mindset.
A Data-Driven Approach
By following the strategies outlined in this article, you can avoid the pitfalls of redesigning your homepage without proper analysis. Keep in mind the importance of keyword research, readability, and a logical heading structure. By doing so, you’ll enhance your website’s performance and ensure that it resonates with your audience while performing well in search engine rankings.