Maintaining Your Current CMS & Search Engine Presence
Is your site currently utilizing a Content Management System? Is there a possibility, even a slight one, that a CMS will be employed sometime in the future? If so, please continue reading – maintaining your current search engine presence may depend on it.
There are numerous advantages of Content Management Systems. A CMS allows for separation of content, structure and design, and facilitates the management and updates of thousands of site pages. The convenience of Content Management Systems, combined with the time and cost-saving capabilities they produce, makes them an extremely appealing solution to many webmasters.
From a search engine perspective, however, there are also a number of disadvantages which may result from the employment of Content Management Systems, which include an undesirable internal linking structure, duplicate content issues, limited design capabilities, as well as dynamic, lengthy URLs.
For today, though, rather than delving into each of the benefits and drawbacks of implementing a CMS, I want to focus on the importance of carefully analyzing each of the benefits and drawbacks of updating your current system.
Whether your CMS allows for the creation of static, search engine friendly URLs, or you are stuck with dynamic URLs with a multitude of parameters, depending on the length of time with which your CMS has been employed, those URLs have likely gained trust in the eyes of the search engines. In fact, site pages within your CMS may have established a significant amount of trust over a number of years, which has resulted in the generation of numerous inbound links and top search engine placement for several valuable, relevant keywords.
But now, several years after the implementation of your current Content Management System, a number of upgrades have been released and you are now able to manage your site more easily at less cost.
Enhanced management capabilities at less cost – these are two factors which are often the sole determinants in the final decision regarding whether or not a new and improved Content Management System should be purchased. They should not be the only two factors.
The invaluable search engine trust which has been established on current site URLs over the years is something which should be weighed heavily before making a final decision to change systems.
With a new CMS likely comes new site URLs, and in turn, a loss of search engine trust and presence. Inbound links are suddenly no longer as valuable. The internal linking structure may be unfavorably modified. Previously optimized on-page elements may be lost.
Updating to a new Content Management System often has its benefits, such as reduced management costs, enhanced usability capabilities, as well as increased flexibility. There are also, however, a number of detrimental effects which can result from doing so. If updating to a new CMS is done properly, and the correct safeguards are implemented beforehand, the loss of search engine trust and presence can be mitigated.
In the end, however, it will still likely be felt, at least temporarily.
Before choosing to upgrade to a new Content Management System, an in-depth analysis should be performed which takes into account each of the drawbacks, including a potential loss of search engine presence, to help determine whether or not they outweigh the benefits of doing so. After performing such an analysis, you may just discover that your current system and its middling capabilities are sufficient.