First of all understand why a page is rankings high. Then we’ll see what you should not do to the page so it won’t loose rankings. Plus the good things you can do as well, to improve ranks even more.
So you have a page, that you wish to replace, maybe it was an article and now you want it a salesletter or a optin page. The page is highly ranked, because either you have lots of backlinks pointing to that page from external sites, or internal links from your own site itself.
The content on the page may also be good quality for the keyword the page is ranking. But that’s not usually the reason why it ranks, even though that is helping.
So here are things you should not do. First and foremost do not change the file name of the page. That means sure drop in ranks, because the page that is highly ranked will return a 404 page not found error.
Modify the meta tags, but if you are not adding completely new content try not to modify them completely. Just make sure they are relevant to the content of the page, yet try to keep the same meta tags as before.
Do not obviously remove the backlinks from external sites pointing to the page. And even internal links, do not remove them or change the anchor text, that can results in drop in ranks - because these links are what is doing the high rankings.
If you are changing the page from a topic to another different topic then it may effect rankings a bit of course. If the page was rankings for dog food and it had dog food article - and now you put a cat vitamins article, probably ranks may get effected here.
So think also of any other options you have, instead of changing the page. Changing the content is not a problem if you are improve in what already exists, or adding some new content on the same page… without removing the current content.
But if it’s completely different thing you are adding on the page, your best bet is to find other options. You will find it hard to rank the page for dog food if the page has an article about cat vitamins - but it’s still possible and you should not get discouraged about it. It’s possible for the fact that backlinks count more than relevant content.
The backlinks you have, probably with anchor text dog food for this example will keep your rankings high. So you can always change the content, then if ranks are not yet the same, replace it and find another option.
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