The redesign SEO process
- InventoryExport every URL with traffic, links or rankings.
- MapMatch each old URL to its closest new page.
- Carry overKeep content, titles and headings that rank.
- RedirectAdd a 301 for every URL that changes.
- MonitorCheck Search Console and analytics daily for weeks.
Google's site move documentation stresses the URL map. It also warns against pointing many old pages at one unrelated page, like the homepage.
Keep what ranks
A redesign is the moment people delete things. Pages that look old may still bring steady traffic. Before removing any page, check its clicks in Search Console and its links in a backlink tool. If it earns either, keep it, improve it or redirect it to the closest match.
The launch day checklist
- Remove noindex tags and staging blocks.
- Test a sample of old URLs for working redirects.
- Submit the new sitemap in Search Console.
- Check that tracking records calls and forms.
- Compare titles and headings on top pages.
What to expect after launch
Some movement in rankings is normal for a few weeks while Google recrawls the site. A steady drop on specific pages points to a missing redirect or lost content. Fix those fast.
Good example. A law firm redesigns, keeps every practice area URL the same and redirects twelve old blog URLs to their updated versions. Traffic holds steady and then grows.
Bad example. The same firm changes every URL, adds no redirects and deletes its blog. Organic leads fall by half within a month.
Google even suggests bringing in an SEO before you redesign. Rathly.com's own rebuild keeps or redirects every old URL. Our website redesign service uses the same process for every client.