At the start of a new year, many businesses focus on ways to grow their online presence. Often, marketing budgets must be used before the financial year-end, leading to website redesigns.
However, one crucial factor that must always be considered is SEO. Without proper SEO planning, a website that previously ranked well can lose its visibility within days of going live.
To explore essential SEO considerations for a website redesign, we’ve teamed up with EcoSEO, a digital marketing and SEO agency based in Cape Town, South Africa.
1. Implement 301 Redirects
A common issue in website redesigns is changing the URL structure. If your website's old URLs are not redirected correctly, search engines will treat the new pages as completely different from the previous ones, leading to ranking drops.
How to Implement 301 Redirects:
- Identify old URLs using Google Search Console or a site crawler like Screaming Frog.
- Map out redirects for each old page to the most relevant new URL.
- Use the .htaccess file (Apache servers) or NGINX configuration to set up 301 redirects.
- If using WordPress, a plugin like Redirection or Yoast SEO can simplify this process.
- Test redirects using SEO tools like Redirect Checker or Google's URL Inspection tool.
Example: If your old page URL was example.com/services.html and your new URL is example.com/services/, set up a 301 redirect so search engines and users are automatically directed to the new page.
2. Copy Over Meta Tags and Optimize On-Page SEO
Meta tags (title tags, meta descriptions, and H1 tags) are crucial for helping search engines understand the content of your pages. When launching a redesigned website, always ensure these elements are carried over and optimized.
Steps to Optimize Meta Tags:
- Extract existing meta tags from your old website using Screaming Frog.
- Maintain keyword-optimized title tags (under 60 characters) and meta descriptions (under 160 characters).
- Use structured H1, H2, and H3 tags for better readability and SEO.
- Implement schema markup to enhance search result appearances.
Example: If your old meta title was “Best Digital Marketing Services | ABC Agency”, keep it consistent or improve it based on updated keyword research.
3. Remove Site Blockers Before Launch
During development, sites are often blocked from search engines using robots.txt or noindex tags to prevent premature indexing.
However, forgetting to remove these restrictions after launch can result in your website disappearing from Google’s index.
How to Check and Fix:
- In robots.txt, ensure the directive Disallow: / is removed before launch.
- Use Google Search Console > URL Inspection to check if your site is indexed.
- Submit a sitemap.xml to Google via Search Console.
Example: If your robots.txt file contains Disallow: /, search engines are blocked. Remove this line and resubmit the sitemap.
4. Conduct a Technical SEO Audit
A technical SEO audit helps identify issues that may hinder search performance. Running an audit before and after launch ensures no critical errors are missed.
Checklist for a Technical SEO Audit:
- Crawl the site using Screaming Frog or Sitebulb.
- Check for broken links and fix 404 errors.
- Ensure proper URL structures and canonical tags.
- Test mobile-friendliness using Google’s Mobile-Friendly Test.
- Check site security (HTTPS implementation).
Example: If Screaming Frog detects broken links, use 301 redirects or update the internal links accordingly.
5. Optimize Page Speed and Core Web Vitals
Google prioritizes fast-loading pages in search rankings. Slow websites result in higher bounce rates and lower user engagement.
How to Improve Page Speed:
- Optimize images using WebP format.
- Enable lazy loading for images and videos.
- Minify CSS, JavaScript, and HTML.
- Implement caching mechanisms using plugins like WP Rocket (WordPress).
- Use CDN services like Cloudflare to improve global loading speeds.
Example: Compressing a large hero image from 5MB to 500KB can significantly improve page speed.
6. Improve User Experience (UX) and Mobile-Friendliness
User experience impacts SEO rankings. Google’s Page Experience update emphasizes mobile usability and site interactivity.
Key UX Improvements:
- Ensure mobile-responsive design.
- Use clear navigation menus and readable fonts.
- Reduce pop-ups that interfere with user experience.
- Example: A sticky mobile navigation bar improves accessibility, reducing bounce rates.
FAQ Section
How long does it take for SEO rankings to recover after a redesign?
Rankings can take weeks to months to stabilize. Ensuring proper redirects, on-page SEO, and technical audits can speed up the recovery.
How can I check if my website is indexed on Google?
Use site:yourdomain.com in Google Search or check Google Search Console > Coverage Report.
Can I redesign my site without losing SEO rankings?
Yes! By maintaining URL structures, properly redirecting old pages, and keeping metadata intact, you can preserve rankings.
Conclusion
Launching a redesigned website without considering SEO can result in lost rankings and traffic.
By implementing 301 redirects, preserving meta data, removing site blocks, conducting technical audits, and optimizing page speed and UX, you can ensure a smooth transition.
Always test everything before launch and monitor performance post-launch. Consulting an SEO professional is highly recommended to avoid costly mistakes.
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