Hi Prasanth,

If you are going to change the design of a website it will not affect your SEO so long as you keep your URL structure the same. So if your URLS are www.mysite.com/mycategory/my-page then you want to make sure that you use the same URL when implementing the new site. It is the URLS and the page content that have gained Google trust and authority over the years and not the design itself.

If you are changing the type of code your site uses (aspx to php) and just cannot keep the URL structure then you will need to make sure that you 301 redirect every single page to its matching page on the new site. (Eg www.mysite.com/mycategory/my-page.aspx will need to 301 redirect to www.mysite.com/mycategory/my-matching-page). Unfortunately, when you change the URL structure there is always some loss of page authority even when you have a 301 redirect in place. As for linkbuilding, make sure that all target pages that have incoming links 301 redirect to the new URL, then notify the site linking to you that your URL has changed.

Curse words will not affect your ranking, however Google may indeed filter you with their "safe search" filter if you use too many words that they do not consider family friendly. As to what these words are I cannot tell you however I think we all have an idea of what is considered family friendly.

"Wordpressing" a site does wonders for old outdated sites, mostly due to the ease of content creation as well as the automatic pinging serves & rss feeds built in. Almost all my websites have been redesigned into Wordpress and the results have been fantastic. Just remember to do those 301 redirects and things will work out eventually.

Wordpress uses the wp-cron.php for scheduled stuff like db back ups, email postings, scheduled posts, calenders etc. So if you have plugins that do this like "calendar" or "events" plugins then this page should show more often.

Secondly, if you are using Google analytics then you really should not have the tracking code running on the wp- pages as this will slow your website down and can cause many other issues

I don't advise 301 redirecting /insurance as it looks to me like it is very strong. It will lose most of its link juice when redirected. Rather optimise your homepage with the desired keyword. Google chooses the most relevant page which is why /insurance is showing up for insurance. As it should! Don't worry about your home page, rather link to the /insurance page and your entire domain will gain strength over time. Actually the deep linked /insurance page will likely get stronger quicker than trying to get the home page stronger.

Once you link all everything to the home page it will eventually get stronger so long as it contains Insurance in the title and is optimised for this word.