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We are doing On Page SEO over haul of our website. Our old url used to be mydomain.com/send/FlowersInCity-1-CityName.html we are changing it to mydomain.com/send/Flowers-to-CityName

Firstly, will it be advisable to do so since we are in the top 10 in most of the Keywords (but losing ranking each month):

The website is very content rich site. Till beginning of 2012, we used be in the top three spots mostly due to On Page and Good content, thus getting the inbound links automatically. But now the things have change, industry has lot of competition and few players have already done heavy SEO for their website, both On and off page thus overtaking us in Ranking.

We are also doing other requisite On Page and Off Page work but I am struck with the URL decision part.

Secondly, and MOST IMPORTANTLY – if I should change the url, how to minimize the risk of losing the present SEO in this kind of URL restructuring case?

Thanks

Suman

You got to be kidding me! a thing like this exists! I am new to SeoMoz, earlier I was actually measuring all those metrics to measure competition and opposition factors and what not in SERPs, it used to take me ages to do the things i just did in few clicks a minute back... many thanks!