Website redesigns: How to retain and improve your SEO
Columnist Marcus Miller explains how to make the most of your website redesign so that you not only preserve your SEO efforts but embrace the new opportunities that come with relaunching a site.
A new website should be an opportunity to improve SEO, conversion rates and digital marketing as a whole. Unfortunately, it can also be an invitation for disaster — if the right steps aren’t taken to ensure a smooth transition from old website to new, you can damage the SEO equity your site has worked hard to build over the years.
In this article, I take a look at everything you need to consider during a website redesign to ensure you retain and improve your existing search engine rankings and traffic. (As a primer to this column, a good understanding of SEO as it relates to web design is essential.)
A cautionary tale
For many businesses, organic search can be the biggest driver of website traffic. And, in these cases, damage to SEO during a redesign can be catastrophic. During the 19 or so years I have been playing around at this, I have seen some real horror stories, but one in particular has always stuck with me.