Website redesign SEO checklist: Retaining and improving SEO - Search Engine Land

A new website should be an opportunity to improve SEO, conversion rates and digital marketing as a whole. Unfortunately, it can also be an SEO disaster if not carefully managed.

This article outlines the main areas you must consider when redesigning a website to ensure you retain (and improve) your SEO.

If retaining and improving your SEO is a priority for your new website, then your first job is to understand how to integrate SEO into your new site from day one.

As a primer, “SEO and website design: How to build search engine-friendly sites” will provide you with the background knowledge to build SEO into the fabric of your website redesign.

A cautionary tale

Maintaining traffic during a redesign can be tricky.

Google’s John Mueller was asked if there is a way to prevent traffic loss during a redesign, and he had a strong, simple answer – no.

During my career, I have seen many new, expensive, mission-critical websites that have wholly decimated important and profitable organic traffic.

However, one project has always stuck with me among the many horror stories.

The website was for a small multiple sclerosis (MS) charity. The charity promoted a natural approach to helping with MS and, as such, was not well-funded.

The site had gradually built organic traffic over several years but desperately needed a visual overhaul.

After a protracted website redesign involving two companies over 12 months, the new site finally launched. Everyone was super excited about taking things to...

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