Embarking on a website redesign can be both exciting and daunting. While the aim is often to enhance user experience and refresh the brand’s online image, there’s a critical component that can’t be overlooked: SEO. A recent article by Search Engine Land provides invaluable insights into ensuring that your website redesign doesn’t harm your SEO efforts. In this blog, we’ll walk you through the essentials of retaining and even improving your SEO during a website overhaul.
The Importance of Planning
A website redesign is not just about aesthetics; it’s about preserving the digital equity you’ve built over the years. The key to a successful transition lies in meticulous planning. As the saying goes, “failing to plan is planning to fail.”
Key Components for SEO Success in Website Redesign
1. Understand What Works Currently
Before making changes, document what’s working for your current site. This includes:
- Keywords and topics that rank.
- Pages that drive organic traffic.
- Overall organic visibility.
2. Anticipate Common Issues
Several elements can change during a redesign, potentially impacting SEO:
- Content removal or alteration.
- Changes in URL structure.
- Page-level optimization modifications.
- Introduction of new technical issues.
- Alterations in internal link structures.
3. Detailed Change Plan
With knowledge of what works and potential pitfalls, outline the goals for the new site. Aim not just to preserve existing rankings and traffic but to enhance them.
Essential SEO Checklist for Website Redesign
- Keep the Old Site Live: Retain the old site on a private URL for reference.
- Save Crawl Data: Use tools like Screaming Frog to save a crawl of the old site.
- Preserve What Works: Maintain effective content and URL structures where possible.
- Implement 301 Redirects: Ensure old URLs redirect correctly to new ones.
- Optimize On-Page Elements: Retain effective page titles, meta descriptions, and headers.
- Update Backlinks: Document and update backlinks to ensure they point to the correct pages.
- Monitor Internal Links: Ensure that the internal link structure remains effective.
- Update XML Sitemap: Submit the updated sitemap to search engines.
- Monitor Rankings and Traffic: Use tools like Google Search Console to track performance.
- Conduct a Technical Site Audit: Identify and address any technical issues post-launch.
A website redesign is an opportunity to enhance your brand’s digital presence. However, without careful planning and consideration for SEO, it can lead to significant setbacks. By following a structured approach and integrating SEO from the outset, you can ensure a smooth transition and continued digital success.
Ready to embark on a website redesign with SEO at its core? Contact us today, and let’s ensure your redesign propels your brand to new heights.
