Redeveloping Your Website with SEO in Mind

How to Maintain and Improve your Search Engine Rankings during a Website Redesign 

When it’s time to redesign your website, it’s also a great time to revisit your SEO strategy. Why? 

Two reasons:

  1. To Maintain your existing rankings during the transition.
  2. To build upon and improve your rankings with the new website
First, let’s talk about the transition. 

Maintain SEO Rankings During a Redesign

When you redesign a website, it’s helpful to run an audit on the website to ensure you are not carrying over any problematic issues to the new website that could hinder your search rankings.  For example:

  1. Avoid importing duplicate content
  2. Avoid importing spammy Titles, Meta Descriptions, or Meta Keywords
  3. Avoid importing overly large images
Instead, when re-designing a website, take the time to re-visit your SEO strategy.  It’s a great time to set benchmarks to where you are at in terms of traffic and keyword rankings and determine where you want to be in the next year.

Further, it’s a great time to determine what is working and what isn’t and plan the new site around how you can improve.

Improve SEO Rankings During a Redesign

If your existing website isn’t driving traffic to the important pages and you are not ranking for your important industry keywords, a redesign is the perfect opportunity to restructure your website. 

During the redesign planning phase:

  • Build the new site architecture around important keywords, establishing and SEO-friendly hierarchy to develop optimized landing pages.
  • Establish a logical naming convention for URLs to incorporate keywords and ensure a clean URL structure.
  • Establish a naming convention for Title tags to ensure they are strategic and non-duplicated. If the existing Title tags and Meta Descriptions are high quality, carry them over to the new site.
  • Ensure 301 redirects are established on a 1:1 basis as close as possible. This will maintain rankings for old URLs and pass it on to the new URL.
  • Check Google Search Console post-launch to clean up any crawl errors from old URLs missed in the 301 redirects. 
These are just a few helpful items that will help improve SEO during the redesign.  To fully optimize the website before and after launch, we recommend a SEO audit as well as working directly with a SEO specialist.

For more information about Pre-Launch and Post-Launch SEO Audits, check out this helpful article from Search Engine Land: Relaunching your website? Don’t forget an SEO audit!

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About Author

Courtney McKeown is a Digital Marketing Director at Americaneagle.com. With 12+ years of experience in the Internet industry and an emphasis on SEO, Courtney understands the evolving nature of digital marketing and the importance of staying current on the latest practices. At Americaneagle.com, Courtney supports initiatives ranging from SEO, Paid Search, UX, Analytics, Social Media, Email Marketing, and Automation. Courtney recently moved back to Chicago from Los Angeles and will regret the decision every Winter for the rest of her life. She enjoys travel, cooking, dining out, watching sports, and spending time with her family, including her Standard Poodle named Otto.


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