SEO tips for an established website

Older websites often contain valuable history alongside duplicated pages, outdated files and inconsistent navigation. The best improvements protect what still works while making the site easier to understand.

Inventory before editing

List live URLs, titles, status codes and traffic. This reveals duplicate versions, orphan pages and content that may still attract useful visits.

Give legacy URLs a new purpose

If an old page must remain, rewrite it around a distinct question. Two URLs should not contain the same article with different headings. Where no unique purpose exists, consolidate and redirect.

Fix broken journeys

Follow the path from search landing page to enquiry. Repair missing images, old contact details, dead links and forms that do not confirm successful submission.

Strengthen service pages before producing more articles

Primary services should explain scope, audience, process and next steps. Blog content works better when it can support a substantial service destination.

Use data to prioritise

Start with pages that already receive impressions, enquiries or important internal links. A focused rewrite of a promising page can outperform the creation of ten thin new ones.

Keep a change log

Record what changed and why. This makes technical troubleshooting and performance review far easier.