Changing the relevance of the homepage

[ollan]

One of my new clients is hell bent on changing the content of their homepage. They are one of the world's largest resort companies. The site is graphics-heavy (with embedded text), and barely contains any content. I haven't started any of the on-page optimization yet, but when I do, it will be a major overhaul. Despite the poor on-page of the site, they are getting great rankings and a ton of traffic due to number and quality of their backlinks and domain authority.

My concern is this: they want to change the homepage and make it into a "vacation sweepstakes" type of page. Their logic seems to be that they will generate a lot of interest on the site and get people excited about winning an expensive dream vacation, which is all fine and dandy, however, my feeling is that this will change the relevance of the page. So, instead of pitching their ownership-based program, now, they will be promoting vacation contests.

So here's the stupid question: would this have the potential to negatively affect their search engine results or the Domain Authority?

I'm thinking of suggesting to them a less drastic approach. Perhaps something like the lightbox sweepstakes overlay on marshallsonline.com. At least, this way, we can keep the current homepage and improve on it, rather than going into another niche. Any feedback or suggestions on this is greatly appreciated!

[ollan]

Hi Letty,

That is also a great idea. I've already sent the client my recommendations. If they insist on doing it their way, then I will definitely suggest they split test the two pages, and go with the winner. Thanks!

[Letty]

hi Ollan,

I do recognise the persistent from inside the company if somebody pitched an idea, which they think is the best idea every. It can be very hard to convince people not to do it, because they only see gain and a flashing website and don't have enough inside in the long term impact. Maybe a suggestion for trying to convince the company it do an A/B test first with adwords. Use the same keywords as you do on the homepage now, and lead them to the homepage (or a special landingspage similar to the homepage, maybe even already optimized). And target the new keywords a lead them to a special landingspage with the proposed new idea of sweetstakes.

Otherwise a keyword research with the different targeted keywords gives them better insight in the difference in numbers of traffic.

[ollan]

Hi Brad,

I agree with you that it would be a poor decision to change the focus of the page. I would rather improve on an existing page that has good ranking despite poor on-page, than start over with entirely new and untested content. I wouldn't want to turn off regular visitors by providing them with an entirely different user experience. I also don't want to be blamed for the drop in traffic if they go ahead and do this!

Thanks to both of you for your feedback!

[ollan]

Hi Takeshi,

44% of the visitors to the site hit the homepage, (roughly 600,000 UV/month to that page). The marketing and creative departments seem to think the sweepstakes should be on the homepage. My opinion is that it could easily be a prominent banner on the homepage going to a landing page, or a lightbox.

[bradwayland]

I think your concerns here are very valid.  If they have such a strong backlink profile and then you change the focus it is opening up several cans of worms.  For one the bounce rate could go through the roof.  The new meta descriptions could lower the over CTR which could hurt ranks.  I don't see this affecting DA but this seems like a very poor decision.  How about a landing page on the site and a promotion link to the sweepstakes from the homepage?  Seems like an extreme change in direction from a casual observer.

[TakeshiYoung]

It shouldn't affect domain authority, but could impact relevance to the keywords you're currently ranking for.

Here's a question: Do these sweepstakes have to go on the homepage? What percentage of site visitors visit the homepage? Maybe it makes more sense to have a separate landing page for the sweepstakes, with prominent graphical links from the homepage and navigation. Or use a lightbox like you said.