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...if a serious amount of content on our site was to change, even if the new content was better, more informative and uses better keywords for our site, how dramatically could it affect our rankings? For better or worse... There is no way to tell for sure, but if the proposed content is better, then in theory, you should see positive movements. That said, don't ignore the user experience. You want people to perform an action on your pages, so perform some user testing or heat-mapping (Crazy Egg) to see how people are using your pages. This can often be a huge eye-opener because the worst person to ever try and evaluate how good a page is, is yourself. What you think is good is not always what others think is good. Tracking clicks from the mouse can tell you a lot about where key components of the page should exist. -Andy

Hi, Thanks for the responses guys! There is some really interesting comments in there and plenty to be getting on with! Thanks again, Max