StepForth has been in the SEO game since 1997. I joined the team in 2003. A lot has changed since then, but one question I have received more than any other over the years is, “How do I maintain rankings after a redesign?”.

Site redesigns are an inevitable part of a website’s evolution. As technologies and user demands change, your site needs to adapt to maintain a modern feel that functions properly over an ever expanding range of devices.

The purpose of this post is to cover all critical aspects of a site redesign that may have negative repercussions on your sites SEO and Organic traffic.

Maintaining Rankings on SEO 101

Be sure to check out our discussion on this topic on SEO 101!
SEO 101 Ep 513 on WMR.fm

Evaluate key elements such as site structure, content quality, keyword rankings, and backlink profiles. Use tools like SEMrush or Ahrefs to analyze these components and gather data on your site’s performance.

Identify high-performing pages and keywords that drive traffic, as well as any areas that require improvement, such as pages with high bounce rates or low engagement. This information will guide your redesign strategy, ensuring that you maintain and enhance your SEO performance. A thorough audit serves as a roadmap for your redesign, helping you make informed decisions.

Using a spreadsheet is often the easiest way to lay out this data. Using Screaming Frog you can easily export all of your URLs, Meta Descriptions, Title Tags, and other useful data.

Selecting the right Content Management System (CMS) can significantly impact your website’s SEO. An SEO-friendly CMS allows for easy customization of essential SEO elements such as title tags, meta descriptions, alt attributes for images, and URL structures. Not all systems allow custom code to be added. In some CMS’s adding things like Structured Markup may be difficult or near impossible, so ensuring that the system you choose will have full SEO functionality is often critical.

When choosing a CMS for your redesign, prioritize platforms that offer built-in SEO functionalities or plugins that simplify optimization processes. WordPress, for example, is popular for its SEO-friendly features and extensive range of plugins, such as Yoast SEO, which assist in optimizing content.

Ensure the CMS you choose supports responsive design, as mobile-friendliness is a crucial ranking factor. Additionally, consider the speed and performance of the CMS, as page load times directly affect user experience and SEO. A well-chosen CMS can streamline your SEO efforts and support the long-term success of your website.

A backup and recovery plan is an often-overlooked aspect of website redesigns, but it is essential for protecting your site’s data and SEO integrity. During a redesign, unforeseen issues can arise, leading to potential data loss or site downtime.

Establish a comprehensive backup strategy that includes regular backups of your site’s content, database, and configurations. Use reliable backup solutions that allow for easy restoration in case of errors or issues post-launch.
Additionally, implement a recovery plan to address potential SEO setbacks. This could involve setting up monitoring tools to quickly identify issues like broken links, lost rankings, or crawl errors. Having a well-defined backup and recovery plan ensures that you can swiftly address any problems that arise, preserving your site’s performance and SEO value.

Also be sure to hold onto a backup of you previous website. In my years of experience I have not personally seen a handful of times where technological issues were discovered after launch requiring a roll-back to the previous website. While rare, this can happen and a simple back up can temporarily save the day!

Content is the backbone of SEO. During a website redesign, it’s vital to preserve existing content to maintain rankings and continue attracting organic traffic. Content that performs well should be migrated to the new site without significant changes to its core structure.

As mentioned earlier, before the redesign, conduct a content audit to identify high-performing pages. Ensure that high performing content is migrated correctly, retaining its URL structure where possible.

If updates to the content are necessary, maintain keyword relevance and quality to keep the content aligned with user intent.

Consider enhancing existing content with updated information, visuals, or additional resources to improve engagement and the overall value of the page for search engines and readers alike.
Consider current factors useful for LLMs (Large Language Models) like ChatGPT Search and others.

When it comes to SEO, these days one must also consider AI.

LLMs (Large Language Models) such as ChatGPT Search, Perplexity, and others need to be considered.

While a lot of fundamental SEO aspects will work for AI and traditional search engines, there are aspects that LLMs tend to like (current as of Nov 2025).

To help keep AI happy, be sure to include the following where possible:

Fresh and relevant content can boost your SEO rankings and help establish your authority in your niche. Ensure that all content is optimized for on-page SEO elements but that it is also authoritative and has the most recent and up to date information.

Maintaining a consistent URL structure is crucial for preserving SEO rankings during a website redesign. URLs act as addresses for your web pages, and any changes can disrupt search engine indexing and user accessibility. Whenever possible, I always recommend keeping existing URLs to avoid losing traffic and authority.

If you must change URLs, implement 301 redirects to ensure that visitors and search engines are directed to the new pages. This not only retains link equity but also helps minimize user frustration. Ensure that the new URLs are clean, descriptive, and keyword-rich to reflect the content of the page accurately.

Conduct a thorough audit of your current URL structure and plan the new one meticulously. Use tools to identify high-traffic pages and prioritize their preservation. Remember, consistency and clarity in URL structure enhance both user experience and search engine crawling efficiency.

I strongly recommend making a list of the most important URLs on your site. Find which pages represent the most in terms of organic rankings, entry points to your site, pages that convert into sales, etc. These URLs are the ones you most want to ensure remain the same. Changing them, even with redirects in place, will most likely result in a reduction in rankings and traffic.

Unless your current site has significant problems with the URL structure, in nearly all cases I would recommend those URLs be retained. Here are some examples for bad URLs

If you find that your current site has examples of bad URLs, you may want to consider updating them to something that is both user and search engine friendly.

Another consideration that is often over-looked is the use of the WWW in your URLs. The recommendation here is relatively simple. If your website currently uses WWW, then it should continue to use it. If you do not use WWW, continue not using it. Ensure that the variant you are not using is 301 redirected to the version you are using. (This is important whether you are changing the format or keeping it the same)

In the last section we discussed the importance of maintaining the same URL structure, but sometimes this is simply not an option. This is where 301 redirects come into play. 301 redirects are essential for guiding users and search engines from old URLs to new ones.

When your website undergoes a redesign, it’s likely that some URLs will change, and failing to set up redirects can lead to 404 (not found) errors, resulting in lost traffic and poor user experience.

To implement 301 redirects, create a mapping of old URLs to new ones, ensuring that each redirect points to a relevant page. This process helps maintain search engine rankings by transferring link equity from the old page to the new one. Personally I like to use Excel to set this up due to its simplicity.

Use tools like Google Search Console and Screaming Frog to monitor your redirects and identify any issues that may arise post-launch. Additionally, ensure that your redirects are functioning correctly and that users are landing on the appropriate content. A well-structured redirect strategy not only preserves SEO value but also enhances user satisfaction by providing seamless navigation.

After your new site has launched, reports within Google Search Console can be incredibly helpful in identifying URLs you may have missed when setting up your redirects. These will often appear as “404 errors” within GSC. When you see these appear, ensure that you quickly redirect them to the appropriate replacements.

You can find “Not Found (404)” errors under: Indexing > Pages, within Google Search Console

Using a Tool like Screaming Frog can help identify issues in your link structure also. Even with 301 redirects in place, all source URLs within your content should be updated to point directly to the correct URL. Screaming Frogs “Response Codes” tab will help you find any of these links that require updating.

Here you can get a full listing of all 3xx redirects, 4xx not found errors, 5xx server errors, and other URL header statuses.

Use this to find those URLs that still need redirects put into place or require link adjustments within your site content.

View of Response Codes Tab within Screaming Frog, showcasing Internally Redirecting Pages (3xx Redirects)

Most sites these days utilize Content Management Systems, and in most cases XML Sitemaps are managed using a plugin, module or app. As a result, you will not likely have to address changes in URLs within your XML Sitemap; this should happen automatically.

That said, sometimes it does not.

Ensure that your XML Sitemap accurately reflects any URL changes with your new site.

In most cases this will be a simple step that will not require much effort.

If your new site resides on a different content management system, there is a possibility that your XML sitemap will reside at a different URL.

If this is the case it is important to submit the new XML Sitemap URL to Google Search Console.

To submit an XML Sitemap, simply navigate to “Indexing > Sitemaps” and enter the XML Sitemap URL

Title tags still play a significant role in SEO, influencing search engine rankings, while Meta Descriptions only help indirectly, by hopefully improving click-through rates from search results to your site.

During a redesign, it’s crucial to copy these elements over to the new corresponding page providing they are performing well. If the content was not highly ranked before, update these elements to align with the new site structure and content.

Whenever updates are required, ensure that each page has a unique title tag that accurately describes its content while incorporating relevant keywords. Aim for a length of 50-60 characters to prevent truncation in search results, although there is a lot of evidence that going well beyond this max character limitation can still provide SEO value.

Similarly, update meta descriptions to provide a compelling summary of the page, encouraging users to click through. Typically, you should try to keep meta descriptions within 150-160 characters for optimal display.

Use SEO tools to analyze existing title tags and meta descriptions, identifying opportunities for improvement during the redesign.

Thoughtfully crafted tags and descriptions not only enhance rankings but also improve user engagement, making them essential components of your SEO strategy. Using Screaming Frog is useful for quickly reviewing all title tags for necessary improvements.

Are Meta Descriptions Important for SEO?

While Meta Descriptions only offer some indirect benefits in traditional search engines like Google and Bing, there is growing evidence to support their influence on rankings in various LLMs like ChatGPT and Perplexity reinforcing their continued importance.

Structured data, or schema markup, helps search engines understand the content on your website better. Implementing structured data during a redesign can enhance your visibility in search results and improve click-through rates by enabling rich snippets.

Identify the types of structured data relevant to your content, such as articles, products, or events, and implement the appropriate schema markup. This can provide additional context to search engines and help improve your rankings.

Use tools like the Schema.org Validator and Google’s Rich Results Test, or consider browser extensions such as “Detailed SEO Extension” to validate your markup and ensure that it’s functioning correctly.

Monitoring structured data performance post-launch is also essential, as any errors can impact how your content is displayed in search results. By leveraging structured data, you can enhance your site’s SEO performance and provide users with more informative search results.

While there is a long list of useful schemas, some of the most commonly used markup types include:

During a redesign, prioritize creating a logical hierarchy that reflects the content structure of your site. Use clear and concise labels for your navigation and ensure that important pages are easily accessible from the homepage. This helps search engines crawl and index your site more effectively. Most sites use standard text based navigation in the header of the site with applicable drop-down menu items. Users and search engines can easily follow this form of navigation making it optimal for the end user experience as well as for SEO.

Navigational headings should have links within the drop-downs organized into similar and relevant sections.

Consider implementing breadcrumb navigation to enhance usability and provide additional contextual information to search engines. This can improve the internal linking structure and help users understand their location within your site.

Additionally, ensure that your navigation is mobile-friendly, as more users are accessing websites via mobile devices. A seamless navigation experience is vital for retaining visitors and improving SEO.
You should also implement Breadcrumb structured markup to provide further clarification for spiders.

It is also important not to underestimate the value of footer navigation on your site. Site footer navigation plays a crucial role in enhancing user experience and supporting SEO.

Here are some key points highlighting its importance:

With an increasing number of users accessing websites via mobile devices, ensuring your site is mobile-responsive is critical for both user experience and SEO. Google considers mobile-friendliness a ranking factor, making it essential to optimize your site for various screen sizes during the redesign.

Use a responsive design approach to ensure that your site adapts seamlessly to different devices. Test your site across multiple platforms and devices to identify any issues with layout, navigation, or functionality.

Additionally, pay attention to mobile page load speeds, as slow-loading pages can negatively impact user experience and lead to higher bounce rates. Optimize images, leverage browser caching, and minimize HTTP requests to improve performance. A mobile-responsive design not only enhances user experience but also helps maintain your SEO rankings in an increasingly mobile-first world.

Page load speed is a crucial factor in both user experience and SEO. Slow-loading pages can lead to high bounce rates and decreased user satisfaction, negatively affecting your site’s rankings. During a redesign, prioritize optimizing load speeds to enhance overall performance.

Begin by analyzing your current site’s speed using tools like Google PageSpeed Insights or GTmetrix. These tools can provide insights into areas needing improvement. Implement strategies such as optimizing images, reducing server response times, and leveraging browser caching to enhance load speeds.

Minimize the use of heavy scripts and plugins that can slow down performance, and consider using a Content Delivery Network (CDN) to distribute content efficiently. Regularly monitor page speeds post-launch to ensure ongoing optimization. A fast-loading site not only improves user experience but also positively impacts your search rankings.

Common Tools to help monitor Page Speeds include:

This last point, while seemingly obvious, is somehow often overlooked. Development sites should be blocked to search engines. Sometimes upon launch, developers forget to remove blocking. Typically this is done in the robots.txt file, robots meta tags, or on a higher level server setting. Do not forget to open the new site up upon launch!

Monitoring your SEO performance after a website redesign is crucial for identifying any issues and ensuring that your strategies are effective. Changes in rankings, traffic, and user behavior can occur post-launch, making it essential to track these metrics closely.

Use tools like Google Analytics and Google Search Console to monitor key performance indicators. Pay attention to organic traffic, bounce rates, and conversion rates to gauge user engagement and satisfaction. Tools like SEMRush are helpful for tracking organic ranking trends for both selected search terms as well as seeing overall total rankings.

Regularly check for crawl errors or broken links that may arise from the redesign, and address them promptly to minimize negative impacts on SEO. Screaming Frog is your best friend when looking for these errors and broken links.

Conduct periodic audits to assess content performance and identify opportunities for optimization. By actively monitoring your SEO performance, you can quickly adapt your strategies and maintain your rankings.

Use a rank reporting tool, such as SEMRush, along side performance reports found in Google Search Console, to check on ranking trends to see how Google is reacting to your new site.

Content freshness is a vital factor in SEO, as search engines favor sites that regularly update their content. During a redesign, plan for ongoing content updates to keep your site relevant and engaging.

Identify opportunities for creating new content based on current trends, user personas, user interests, or gaps in your existing content. If you do not already have a blog, consider incorporating one that allows for regular updates and fresh insights.

Additionally, review and refresh existing content to ensure it remains accurate and relevant. This could involve updating statistics, adding new visuals, or expanding on topics based on user feedback. A commitment to content freshness not only enhances user engagement but also signals to search engines that your site is active and valuable.

Different niches demand different levels of content creation. Look at your top-ranking competitors to get an idea of the sort of cadence that may be required for new content creation – but requirements may vary. High quality content is always better than a flood of lower level fluff pieces. If your competition is putting out a low-level blog post every day, you can likely outperform them with one or two high quality pieces a month.

Selecting a domain name sounds like a simple process but there are many aspects here to consider. These include branding, content relevance, length, potential penalties in the domains history, and more. The purpose of this article though is specific to SEO considerations so our focus will be on factors related to rankings.

When changing URL structure, 301 redirects are very important. When it comes to changing a domain name, they are hyper-critical. Since all URLs on your site will be changed, having your 301 redirects properly mapped out is of utmost importance.

For small or medium sized sites, one of the easiest ways to do this is to export your full list of URLs on the existing and new sites into Excel and then match them up. For very large sites, custom or creative solutions may be required. You can learn more about 301 redirects in this post: “Redirects: Permanent 301 vs. Temporary 302“

One of the advantages of changing your domain is the fact that every single URL on your site will change. While this is an SEO disadvantage, it does give you the opportunity to make bigger sweeping URL changes without incurring additional risk. Changes to URL structure, page naming conventions, and usage of the WWW are all now on the table since you will be required to setup redirects anyways.

If you are looking at a domain name change, taking a deeper look at your internal URLs is certainly recommended to see if they can be cleaned up or improved for SEO.

Some places where you may have links that can easily be updated include:

• Update Social Media Profiles
• Update Official Business Listings
• Author Profiles associated with blog guest posts
• Directory listings
• Forum user profiles
• Partnership or affiliate sites

Using the Change of Address tool in Google Search Console is crucial when changing your website’s domain because it helps inform Google of the new location of your site, facilitating a smoother transition in search rankings and indexing.

By notifying Google, you prompt it to update its index to reflect the new domain, ensuring that any existing authority, and ultimately traffic associated with the old domain, is transferred to the new one.

To use the tool, first, ensure you have verified ownership of both the old and new domains in Google Search Console, the old site needs to have 301 redirects active, and then, with both sites live, the change of address tool needs to be used by following the provided prompts.

After submission, monitor the performance of both domains to ensure a seamless transition and address any potential issues that may arise.

With a redesign and domain change, updating primary site navigation such as header, dropdown, footer, and other prominent links is usually a given. But one area that designers often forget about are inline links within the sites content.

These are links that may be found in the middle of paragraph content, linked images, or buttons on internal pages, and even within structured markup found behind the scenes.

While a proper 301 redirect strategy will catch these making the end user no wiser, it is still very important to update links to point to the correct pages on the new domain.

The easiest way to find all of these links is to crawl the new site using screaming frog and to look for external links that direct to pages on the old top level domain.