Maintaining search rankings during a website redesign is a complex and nuanced process that requires careful planning and execution. For high-performing websites, several critical steps are necessary to ensure continued success in search engines after a redesign. Partnering with an SEO expert or collaborating closely with your digital partner is essential to navigate the following steps effectively.

1. Comprehensive Audit of Current Search Performance

Begin by conducting a detailed audit of your existing URLs. An SEO expert will identify which pages rank for specific keywords, the number of backlinks they have, their Page Authority, and the amount of organic traffic each page generates. This information is crucial for making informed decisions during the redesign process and ensures that no vital elements are overlooked.

2. Ensure Proper Rank Tracking

Tracking the rankings of your most important pages using a reliable SEO tool is essential. An experienced SEO professional will help set up this tracking, allowing you to measure the impact of the redesign on your search performance and make necessary adjustments if rankings fluctuate.

3. Preservation of URL Structure

Maintaining the URL structure for key pages is vital for preserving search rankings. This often requires customizations to your Content Management System (CMS), which an SEO expert or digital partner can manage. They will ensure that your site’s URL system remains consistent, helping search engines understand your site’s hierarchy and content relevance.

4. Careful Content Handling

Content is a critical factor in search rankings, and it must be handled with precision. An SEO expert will manage the updating or rewriting of content to preserve the focus on key phrases that drive traffic. Their expertise ensures that any changes enhance your site’s search visibility, rather than diminishing it.

5. Thorough 301 Redirect Strategy

A comprehensive 301 redirect strategy is crucial for preserving your site’s link equity. An SEO professional will:

• Redirect old URLs to new ones, ensuring users and search engines are directed to the correct pages.
• Map out redirects for all key pages, especially those with high traffic and valuable backlinks.
• Implement redirects correctly to avoid issues like redirect loops or broken links.

6. Pre-launch Technical SEO Assessment

Before launching the redesigned site, an SEO expert will conduct a thorough technical SEO assessment, focusing on Core Web Vitals (CWV), mobile-friendliness, crawlability, and other critical factors. Addressing technical issues before launch helps prevent search performance drops and ensures a smooth transition.

7. Post-launch Performance Review

After the site goes live, it’s crucial to monitor search performance closely using tools like GA4, Google Search Console (GSC), and your SEO tool. An SEO expert will analyze key metrics such as rankings, organic traffic, and user behavior to assess the impact of the redesign.

Adjusting Based on Post-launch Performance

No matter how well you plan, there is always a chance that some search rankings slip. There are many reasons for this that are out of your control and out of the control of your digital agency. It is always highly recommended to do a thorough post-launch assessment and to make adjustments that will get you back on track or allow you to rank better than your previous site. If your post-launch performance review reveals that your site is not performing as expected, an SEO expert can make several crucial adjustments:

Refine the Redirects

• An SEO professional will double-check the 301 redirects to ensure that all important pages are correctly mapped and that no critical URLs have been missed. They will also fix any issues such as redirect chains or broken links that could be hindering performance.

Optimize Content Further

• If certain pages have lost rankings, an SEO expert will revisit the content to ensure it aligns with current SEO best practices. This might involve tweaking key phrases, adding relevant internal links, or updating meta tags and descriptions.

Technical SEO Enhancements

• A follow-up technical SEO audit by your digital partner can identify any issues that may have been missed pre-launch. This could include optimizing page speed, improving mobile usability, or addressing any crawl errors that have emerged.

User Experience (UX) Improvements

• Poor UX can lead to high bounce rates and lower rankings. An SEO expert will evaluate the user journey and recommend adjustments to improve site navigation, load times, and overall usability.

Ongoing Monitoring and Adjustment

• SEO is not a one-time task. By working with an SEO expert or your digital partner, you can continue to monitor your site’s performance regularly, making adjustments as needed to ensure sustained success.

Why You Should Hire an SEO Expert

Redesigning a website is a significant investment, and preserving your search rankings is critical to maintaining your online visibility and traffic. An SEO expert brings the specialized knowledge, tools, and experience needed to navigate the complexities of SEO during a redesign. They ensure that every aspect of your site—from technical SEO to content handling—is optimized for search engines, helping you avoid costly mistakes and achieve a successful launch.

Working with your digital partner, who understands your business goals and the nuances of your industry, further ensures that your SEO strategy is aligned with your overall digital strategy. Together, they can help you not only preserve your existing rankings but also position your new site for future growth.

By following these steps and partnering with SEO experts, you can confidently preserve and even enhance your search rankings during and after a website redesign, ensuring that your site continues to thrive in search engines.

At SilverTech, experts work with you to leverage SEO best practices that enhance your website and overall brand presence. Contact us to learn more about how we can help you preserve organic search rankings during your website redesign.