Website redesigns can be incredibly beneficial when done correctly, however, when done incorrectly they can cause severe problems for search engine rankings. Without careful planning and implementation, it is easy for websites to see a downturn in rankings that can take a long time to fix. Fortunately, there are steps that can be taken to ensure a safe and successful redesign without risking rankings.
First and foremost, it is important to have a plan before starting a redesign. Make sure to understand the goals of the redesign, including the core objectives and desired results. Planning should also include assigning specific tasks to a qualified web designer and the development of an overall timeline and budget for the project. This will ensure that a website redesign project stays organized and on track.
When beginning to build a new version of the website, it is important to maintain the existing version until it is fully functioning and tested. This will ensure that potential visitors, customers, and search engine crawlers have access to the website and all of its content at all times. Additionally, it is best practice to redirect changes to new pages using 301 redirects. This will inform search engine crawlers of the changes while keeping the existing pages intact with the same content and structure.
Once the new pages are fully functioning and direct visitors to up to date and accurate information, the old pages can be retired and the new URLs can be submitted to the search engines. It is important to check that the content and structure of all webpages is correct, as even small errors can cause a website to lose rankings.
Finally, as a website is being upgraded or redesigned, it is important to monitor analytics and ensure that the redesign is having a positive affect on SEO efforts. Keeping an eye on analytics and rankings can inform you of any changes that need to be made to further optimize the website.
Overall, website redesigns can be a great tool for SEO when done correctly. With careful planning, organization, and diligence, website redesigns can help increase rankings and maintain SEO authority.