If you’re trying to gain traction in search engine results, it can be easy to talk yourself out of making big changes, especially if you’re ranking well for some of your keywords and only lagging on others. That misses the big point of SEO, though—to convert that ranking into traffic, and then to sales. If you are ranking and you’re not getting that conversion, then it’s time to think about new strategies, and any time you start testing changes to your methods, you’re taking a risk. If you don’t take risks when your conversion rate is low, though, you won’t gain the benefits that a high-ranking page is supposed to bring.

Here’s what to do when the time comes to take risks.

Use A/B Testing

If you test new elements to see which changes you can make to improve your search engine optimization results, you will need to make changes to one element at a time. That means tackling copy revisions, design changes, meta descriptions, and more, and doing it one at a time, with pauses to evaluate whether the changes to your SEO are positive or negative. This is a risk because you could find your page rank slipping a bit during testing, but it’s a risk worth taking because you can revert unsuccessful changes and the only thing you’ll lose is time.

Enhance Your URL Structure

Your site URL is an important part of your branding and having key pages on your site structured in a way that allows customers to effectively navigate straight to them by remembering their variation on your URL means having more customers returning to relevant content, increasing their engagement and chance of purchasing. Making changes to that is a risk, but if it ultimately makes it easier for customers to engage with your URLs like this, then it’s worthwhile. Consider moving some pages or site sections to subdomains and other moves to simplify and keyword optimize your URLs

Don’t Be Afraid of Site Redesign

Search engines reward change, especially if that change adds information and depth to your web site. Don’t be afraid of making bold changes to enhance these aspects of your site. At the same time, though, you need a consistent brand identity. Walking the line between bold design changes and consistent branding means vetting those changes against your brand guidelines, but most brand guidelines still give you a lot of room to experiment with improvements. Give them a try to improve your site’s SEO.