: How do you clean up a site with #1 organic google rank? I'm in a bit of a pickle. My company's website recently started ranking in the top 5 Google organic results for 80% of our 2 and
I'm in a bit of a pickle. My company's website recently started ranking in the top 5 Google organic results for 80% of our 2 and 3 word "target" phrases, often #1 . This has resulted in awesome e-commerce sales numbers.
The problem is that the site needs structural optimization badly after a designer carved it up with table layouts and 20-deep elements - I cry every time I look at or modify the source.
I'm afraid to heavily restructure the actual HTML into valid, minimal XHTML/CSS.
I would like some advice, thanks!
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Your site's ranking is the result of two things:
Content (and relevancy to the keyphrases)
Backlinks (authority)
As long as you're not messing with either of those (and internal backlinks do count), then you'll be fine to clean-up the HTML/CSS, in fact, some cleaner code, speed optimizations and semantic mark-up may actually help (a little).
If you are merely cleaning up the HTML/CSS code behind a page, it will make no difference. Make sure you keep the same page titles, level 1 headings and general text on the page.
Changing the site structure (i.e. the URLs) is a different story - you'd need to add redirections and so forth. There are plenty of questions to help you there if you need it.
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