How to Redesign a Website Without Losing SEO Results


Positive, everybody is aware of to not choose a ebook by its cowl, however the identical rule doesn’t apply to your web site. And there are ifs, ands, or buts about it both. To get your enterprise to really develop, your web site must look good and be user-friendly. If now you’re realizing simply now that this isn’t the case, you might have to brace your self for an internet site redesign. 

On this publish, we’ll go over the key levels of the web site redesign course of and share an in depth redesign Search engine optimization guidelines that will help you push by way of the revamping cycle with out doing harm to your rankings.

What’s an internet site redesign?

The web site redesign course of entails updating, refreshing, or fully overhauling the prevailing web site’s design, content material, format, and performance to enhance its efficiency, visible enchantment, UX and Search engine optimization. 

There are a lot of causes to launch an internet site redesign, together with: 

  • Your web site’s present design reminds your guests of the dial-up Web days, and also you wish to give it a more energizing look.
  • You began getting tons of site visitors to your startup’s web site but it surely isn’t serving nicely due to poor UX. 
  • Your advertising objectives modified. Now you’ll want to fine-tune your web site’s design and content material to higher talk your model’s values.  

The web site redesign Search engine optimization course of consists of a number of necessary steps: 

  • Analyzing the web site in its present state to establish its strengths and weaknesses. 
  • Setting objectives and aims for the web site’s redesign. 
  • Creating a brand new design and growing new options and content material to boost UX.
  • Enhancing the positioning’s Search engine optimization, usability, accessibility, cellular responsiveness, and safety.
  • Launching a redesigned web site and conserving observe of its efficiency.

The tip objective of redesigning your web site is to make its on-line presence more practical and fascinating, thereby assembly your audience’s wants and attaining the corporate’s enterprise aims.

Web site redesign advantages

Let’s communicate numbers first:

  • Most customers kind design opinions in 50 ms, a few of them even faster, in 17 ms.
  • 88% of shoppers gained’t return to an internet site after having a foul expertise.
  • 50% of customers imagine that web site design is important to an organization’s model.
  • 0.1 seconds enchancment in loading time will increase web site engagement by 8%.
  • 37% of patrons will go away an internet site on account of its poor design, format, and navigation.

Your web site is the primary touchpoint to your enterprise for potential prospects. A well-designed, user-friendly web site could make an awesome first impression and convey your model’s values and character. In case your web site isn’t doing this stuff and you are feeling just like the above statistics relate to you, you possibly can definitely profit from the web site redesign course of.  

Revamping an internet site can present many advantages for a enterprise, together with:

  • Improved consumer expertise and engagement. Web site redesigns can enhance the platform’s navigation, format, and performance, making it simpler and extra satisfying to work together with. Customers may additionally be extra keen to spend extra time in your website and have interaction with its content material consequently, resulting in elevated conversions and higher model loyalty.
  • Enhanced branding. Your model’s visible character might be modernized by way of a completely redesigned web site, which can make it extra interesting and related to its audience.
  • Higher search engine rankings. The web site redesign course of consists of updating the content material, construction, and technical facet of your web site. This improves its Search engine optimization and helps you in attaining increased SERP rankings.
  • Improved cellular responsiveness. Web site redesigns ought to at all times contain cellular optimization as a result of increasingly more customers are accessing the Web from their smartphones.
  • Elevated web site site visitors. Web site redesigns that incorporate Search engine optimization finest practices, cellular responsiveness, and improved consumer expertise can increase your web site site visitors from each new and returning guests.
  • Higher safety. Your redesign mission may contain updating the web site’s safety measures, defending towards potential safety breaches, and enhancing customers’ belief in your model.

Typically, an internet site redesign might help your enterprise higher have interaction with its audience, enhance its on-line presence, and obtain its enterprise objectives.

How usually ought to an internet site be redesigned?

The frequency of web site redesigns depends upon a number of elements, together with: 

  • The character of the enterprise
  • The web site’s goal
  • The speed of change within the trade 

We suggest revamping your web site each two to 3 years. It will preserve your website updated with the newest developments and know-how so it could actually meet your goal audiences’ altering wants. Based on Enterprise 2 Group, this era ought to final between 1.5 and a pair of.5 years, which is a little more frequent than what we suggest.

Some companies might want to launch web site redesigns extra regularly, particularly in the event that they function in a fast-paced trade or if their web site is a key element of their advertising and gross sales methods. For instance, ecommerce firms might have to revamp their web sites extra usually to maintain up with shifting consumer behaviors and expectations.

Check out this survey by GoodFirms, which gives extra stats on this problem. Based on 200+ net design companies, the next are essentially the most compelling causes for redesigning your web site: 

  • Low conversion charge (80.8%)
  • Excessive bounce charge (65.4%)
  • Poor UX (61.5%)
  • Web site just isn’t responsive for all units (53.8%)
  • Outdated look (38.5%)
  • Web site just isn’t Search engine optimization-friendly (23.1%)

Necessary be aware: Your web site redesign mission doesn’t essentially name for a whole overhaul. As a substitute, you possibly can carry out a collection of standard minor updates and enhancements to make sure your website stays up-to-date and related.

Web site redesign Search engine optimization guidelines

To make sure that the web site redesign course of runs easily, you’ll want an Search engine optimization guidelines that particulars the entire obligatory levels and actions. To help you in planning and finishing up your mission, we created a guidelines and outlined the process for you.

Redesign SEO checklist

Let’s go over every level on our web site redesign Search engine optimization guidelines in larger depth.

What to do earlier than an internet site redesign

Step one in our redesign Search engine optimization guidelines is mission preparation. For those who comply with the must-do tips beneath, your web site revamping course of ought to begin off and not using a hitch.

Analyze your current web site

Assess the place your web site stands now and be aware of any key efficiency indicators (KPIs), resembling site visitors statistics, present bounce/engagement charge, conversion charge, common session period, and many others. 

We additionally suggest that you simply mark your web site’s positions in search outcomes. Earlier than beginning your web site makeover, use SE Rating’s Key phrase Rank Tracker to see how your key phrases carry out within the SERP.

Check rankings before website redesign

These benchmarks will assist you observe progress even after you full the web site redesign Search engine optimization course of.

You may also use instruments like Google Analytics to evaluation completely different important metrics. Seek the advice of the Stories part in your GA to find out how customers are interacting along with your web site and establish any space for enchancment.

Reports in GA

One other instrument for assessing your web site’s efficiency is SE Rating’s Web site Audit, which may detect any web site redesign Search engine optimization points affecting your search engine visibility. With it, you’ll be able to establish areas the place your Search engine optimization strategy might be improved as a part of your web site redesign mission. To do that, run a test and go to the Points Report tab to see usability, web site velocity, HTTP standing code, meta tags, cellular optimization, efficiency, and different technical optimization errors.

Website Audit Issues Report

You’ll additionally want to research your website’s URL construction and discover all of the pages on it. SE Rating’s Web site Audit may also assist with this job. Simply go to the Crawled Pages tab, which exhibits each URL discovered in your web site. You’ll be able to export every URL in .xls or .csv format for additional evaluation.

Website Audit Crawled Pages


Rating your web site in 2 minutes.

Enter any web site URL to get an in depth report on tech points and urged options.

Arrange your web site redesign objectives

After analyzing the web site’s present efficiency, you’ll want to set clear objectives for the web site redesign mission. Targets needs to be particular, measurable, achievable, related, and time-bound (SMART).

Some objectives to shoot for within the web site redesign Search engine optimization course of embrace: 

  • Rising natural site visitors. Concentrate on growing your website’s customer depend from search engines like google. To realize this objective, enhance your website’s SERP rating by optimizing its content material for goal key phrases, enhancing its construction, growing a brand new, extra responsive design format, and boosting its on-page Search engine optimization.
  • Enhance consumer engagement. This objective is about enhancing your web site’s UX. To supply your customers with a extra partaking expertise, enhance your web site’s design, clarify CTAs, work on website navigation, and optimize website velocity.
  • Scale back bounce charge. The principle goal right here is to scale back the variety of guests who abandon the web site after solely viewing one web page. With this objective for an internet site redesign, you’ll want to enhance the web site’s content material, publish extra fascinating and related info, and maximize the web site’s UX design.
  • Enhance conversion charges. The target right here is to extend your web site’s potential to transform guests into prospects. To perform this, revamp the web site’s design, add compelling CTAs, revise the checkout course of, and supply extra convincing product info.
  • Enhance cellular responsiveness. The intention right here is to enhance your website’s efficiency on cellular units. Replace the positioning format, optimize content material for cellular units, and enhance web site velocity.

Audit your content material

Auditing your content material is the third step in getting ready for the web site redesign course of. This entails reviewing your web site’s current content material (texts, photographs, and movies), figuring out gaps, and growing a content material technique to fill them.  

With the assistance of Search engine optimization content material audit, you’ll be able to spot the next:

  • Pages missing related info or containing outdated texts
  • Pages with low phrase depend, duplicate content material, lacking alt tags, damaged hyperlinks, and many others

The content material audit instrument may also assist you establish high-performing content material, which means content material that:

  • Consists of your most necessary key phrases. 
  • Ranks excessive in search outcomes.
  • Converts the very best. 

We extremely suggest saving these sorts of pages throughout your web site redesign mission. 

Additionally, think about using Google Analytics to research web site site visitors and engagement metrics. Pages with the best site visitors, engagement, and lowest bounce charge are often crucial and needs to be prioritized throughout web site redesigns. 

You may also use Google Search Console to see what number of clicks and impressions your pages are getting. To do that, go to Search Outcomes within the Efficiency tab and select Pages. Right here, you’ll see your web site’s top-ranking URLs on Google, in addition to the clicks and impressions they obtain. You may also kind your pages by these metrics.

GSC Performance Report

For a fair deeper content material Search engine optimization evaluation, use the next instruments offered by SE Rating: 

  • The Web site Audit instrument (for sorting your content material stock). The Crawled Pages tab shows the URLs of your web site, which it’s also possible to customise with necessary content material metrics. To do that, go to Columns and select the metrics you have an interest in (title and its size, description and its size, date, phrase depend, hyperlinks, and many others.)
Columns for crawled pages
  • The Competitor Analysis instrument (for detecting pages that drive essentially the most site visitors). Go to the Natural Site visitors Analysis tab and select Pages. Right here, you’ll see the pages of your web site and the share of site visitors they bring about to it.
Important pages by traffic share
  • The Search engine optimization Rank Tracker (for displaying pages with the best Search engine optimization potential). Go to the Detailed report within the Rankings tab and select Site visitors Forecast within the Columns.
Traffic forecast in Rank Tracker
  • The On-Web page Search engine optimization Checker (for revealing particular URL optimization points). Go to the On-Web page Search engine optimization Audit tab and scroll all the way down to the listing containing issues detected on the web page. Select Textual content Content material from the listing and evaluation all errors and warnings discovered.
On-Page SEO Audit

Be very cautious should you plan to make adjustments to (or replace) high-performing pages. Fixing pages which are already working correctly can disrupt your entire system and harm your web site redesign Search engine optimization.

You’ll be higher ready for fulfillment throughout the web site redesign course of should you analyze your web site’s efficiency, set real looking objectives, and audit your content material. The hassle you place into planning your technique early on will repay when it comes time to place it into motion.

What to do throughout an internet site redesign

When you’ve accomplished the preparation stage, proceed to the following step of our redesign Search engine optimization guidelines, implementation.

Plan your website structure

Planning the structure of your new website entails making a website map round it, which ought to define the brand new web site’s construction in addition to the connection from web page to web page. 

Manage your web site’s structure to enhance the consumer expertise and make navigation simpler. The easier your format, the higher in your web site redesign Search engine optimization.

We suggest specializing in these 4 key parts of website structure:

  • Navigation. Your redesigned web site needs to be straightforward to make use of and supply clear pathways for customers to seek out the content material they’re serious about. Navigation impacts Search engine optimization and consumer expertise, so the best way you construction your new website’s navigation ought to account for the relationships between pages.
  • Hierarchy of data. That is the way you arrange info in your web site. Study and replace your hierarchy to make sure that crucial content material is given prominence. Prioritize content material based mostly on its relevance, significance, and the wants of your customers.
  • URL construction. Be sure that your URL construction is each Search engine optimization and user-friendly. Keep away from making your URLs too prolonged; use hyphens as an alternative of underscores; stick with lowercase letters; add descriptive and related key phrases to supply each customers and bots with important info.
  • Web page format. Be sure that your web page format is visually interesting and optimized for consumer expertise. Use white house successfully, add headings and subheadings to prepare content material, and mix visible parts like photographs and movies to boost the general UX.

Map redirects

In case your web site redesign mission consists of updating not solely its visible look but additionally its construction (hierarchy, navigation, and many others.), you’ll have to map out and implement redirects. This ensures that guests gained’t encounter a 404 error once they land on a deleted web page, however will as an alternative be mechanically redirected to a different related web page.  

To start mapping redirects, step one is to find out the adjustments that should be made to every web page. Some pages could solely want content material updates without having for redirects, whereas others could should be merged or deleted. 

After determining which pages should be redirected, take into consideration how and the place you wish to transfer them. Use 301 redirects to inform search engines like google that the outdated URL has been completely moved to a brand new URL.

For those who select to delete the web page, reset the 404 code to 410 to tell bots and customers that this web page has been deleted completely.

Now you’ll be able to create a redirect map. To do that, compile a doc that lists all of the URLs that require redirection and their new matches in your redesigned web site. 

When you’ve finalized your redirect map, it’s time to implement all these redirects. Google recommends setting them up on the server stage. To do that, edit your .htaccess file in case your web site runs on Apache, or edit digital host configuration information if it runs on NGINX. In case your web site is WordPress-based, you should utilize plugins to arrange redirects. 

Optimize content material

Throughout the preparation stage of your web site redesign, auditing your content material ought to have helped you in figuring out widespread content-related issues. Use these insights as you progress ahead within the web site redesign Search engine optimization course of.

Conducting key phrase analysis is one other essential step in figuring out the search phrases that your audience is utilizing to seek out your services or products. 

SE Rating’s Key phrase Analysis Instrument might help you in figuring out high-traffic key phrases which are related to your enterprise. Begin by coming into your seed key phrase and go to the Key phrase Ideas tab, the place you’ll find hundreds of key phrase concepts, together with related, associated, question-based, and low-search quantity phrases to include into your content material.


Enter a search time period and discover untapped key phrase alternatives to make your website extra seen in search.

Every search time period comes with important Search engine optimization and PPC metrics to offer you a whole image of the key phrase. You may also see how the search quantity for the chosen phrase or phrase has modified over time.

Keyword suggestions

One other good thing about key phrase analysis is you could establish your natural rivals; those that are concentrating on the identical key phrases as your web site. By analyzing how your rivals optimized and designed their web site, you’ll be able to acquire invaluable insights. To get an inventory of natural rivals throughout key phrase analysis, click on on the search time period you‘re serious about and select Natural Outcomes. You’ll see an inventory of URLs that rank for this search time period, together with important Search engine optimization metrics.

Organic competitors for the keyword

You’ll be able to launch an On-Web page Search engine optimization Audit straight from this report back to get an thought of how your rivals optimize their pages. Alternatively, you’ll be able to carry out Competitor Analysis to get insights from their natural and paid campaigns.

One other important facet of Search engine optimization is optimizing meta titles and descriptions. These HTML parts describe the content material of a web page and seem in search engine outcomes, influencing customers’ resolution to click on in your web page. Your meta titles and descriptions ought to precisely describe the web page’s content material and be optimized with related key phrases.

To judge how nicely your titles and descriptions are optimized, SE Rating provides the next helpful instruments:

  • Verify Problem Report inside Web site Audit. This lets you evaluation the Title, Description, and Textual Content material sections. Use the Problem Report back to establish pages with out meta tags, pages with duplicate titles and descriptions, or pages the place title and outline sizes fall outdoors the appropriate vary. 
  • Use the On-Web page Search engine optimization Checker to test a single web page’s Search engine optimization. Along with title and outline points, this instrument highlights issues with web page expertise, usability, indexing, inner and exterior hyperlinks, and extra.

When including new photographs throughout your web site redesign mission, you will need to optimize them correctly. Pictures are an important a part of your web site’s content material and may enhance engagement. We suggest including an alt tag, title, and caption to every picture and optimizing them with related key phrases. It’s additionally essential to think about how your footage will seem on completely different display screen sizes.

Now onto inner linking. Interconnecting your pages is important for facilitating navigation and displaying each customers and bots the construction of your web site. 

  • For those who completely delete a web page, take away all inner hyperlinks pointing to it. 
  • For those who redirected the web page to the brand new URL, replace all hyperlinks pointing to it. 

Changing inner hyperlinks with a brand new URL equal could look like a small matter to some. In spite of everything, customers will in the end attain their desired vacation spot on account of redirects. Nonetheless, redirects can enhance the server load, and it’s doable to lose some hyperlink juice alongside the best way. Which means making all the mandatory changes is time nicely spent.

Optimize web page velocity and CWV

Together with extra visible parts in an internet site website design can lower web page loading velocity, probably damaging each consumer expertise and search engine rankings. In truth, 53% of shoppers anticipate ecommerce pages to load in three seconds or much less, and half of them gained’t even make a purchase order if pages don’t load quick sufficient. 

This is the reason you will need to optimize your website’s web page velocity and Core Internet Vitals, as they’re important for a profitable web site redesign Search engine optimization. Core Internet Vitals are particularly important now that Google confirmed their swap from earlier web page velocity estimation algorithms to assessments based mostly on Core Internet Vitals.

Fortunately, there are a number of steps you’ll be able to take to enhance web page expertise and reduce the influence of your web site redesign mission on loading time:

  • Optimize JavaScript, CSS, and HTML. Minify the code and delete pointless components. You may also reduce HTTP requests by lowering the variety of information that should be loaded. Decrease render-blocking assets by lowering the variety of exterior scripts and stylesheets and deferring their loading. 
  • Optimize photographs. Massive picture and video file sizes can decelerate web page load time. Scale back file sizes and compress them with out sacrificing high quality.
  • Use caching. This entails storing regularly accessed information on the consumer’s machine or browser, which reduces the variety of requests to the server and quickens web page load occasions.

Replace sitemap

The XML sitemap is a file within the web site’s root folder that comprises hyperlinks to all of your net pages in addition to different parameters that search engines like google want. This file is so necessary as a result of it helps search engines like google uncover each web page in your web site.

Committing to an internet site redesign can have an effect on your web site construction, so preserve the sitemap updated with any adjustments made. You may also delete pointless pages, add extra related ones, apply redirects, and extra, and all this needs to be mirrored in your sitemap.

What to do after an internet site redesign

There may be nonetheless work to be carried out even after your redesigned web site goes dwell, that’s, monitoring its efficiency. That is the place the final stage of our redesign Search engine optimization guidelines is available in.

Run an internet site audit

Monitor and tackle all doable errors to stop them from damaging your rating potential. Relaunch an audit to establish web site redesign Search engine optimization points.

SE Rating’s Web site Audit makes figuring out Search engine optimization points as straightforward as pie. It not solely scans all of the pages of your website and identifies numerous errors, however categorizes them by severity. Every problem will get both an Error, Warning, or Discover mark:

  • Errors are marked with a pink cross, which implies they’re important and needs to be addressed ASAP.
  • Warnings are marked with a yellow triangle with an exclamation mark, which signifies medium severity.
  • Notices are marked with a blue exclamation mark, which implies they’re noteworthy however not extreme.
Issue types in Website Audit

Utilizing these severity marks, you’ll be able to prioritize fixes extra successfully. Furthermore, the instrument gives an outline of every error and suggestions for correcting it, enabling you to determine the very best strategy to fixing the issue.

Tips for fixing the issue

Monitor rating

Like several important website change, an internet site redesign can result in volatility in search rankings, which might be attributable to quite a lot of elements, resembling:

  • Modifications to URL construction: Engines like google could have to re-crawl and re-index your pages, which may take time.
  • Modifications to web site structure: Vital adjustments to your web site structure can have an effect on how search bots crawl and index your web site.
  • Modifications to content material: You might lose rankings if, for example, you eliminated content material that was performing nicely in search outcomes or modified the main target of your content material.

Technical web site redesign Search engine optimization points like damaged hyperlinks, gradual web page load occasions, incorrectly arrange redirects, and many others., may also influence your web site’s search rankings.

We advise you to trace search positions utilizing SE Rating’s Key phrase Rank Tracker. With this instrument, you’ll discover any ups and downs in rankings and can have the ability to make changes to your Search engine optimization technique as obligatory. 

The Detailed tab inside the Rankings report presents numerous graphs and charts, resembling common place, site visitors forecast, search visibility, SERP options, % within the high 10, and chosen key phrases. You’ll be able to select a distinct timeframe to research dynamics and adjustments.

Website rankings

Within the desk beneath, you will see that all the mandatory info for every search time period, together with place adjustments. A pink arrow pointing down will point out a lower in place, whereas a inexperienced arrow pointing up will point out a rise.

Ranking drops

It’s necessary to notice that it could actually take a number of weeks and even months for search rankings to stabilize after redesigning your web site. For that motive alone, it’s necessary to not panic and roll again all of the adjustments. As a substitute, determine what the issue is likely to be and repair it.

Observe consumer conduct

Monitoring consumer conduct metrics is the ultimate step in our web site redesign Search engine optimization guidelines. This step might help you perceive how customers work together with the redesigned web site and establish areas for enchancment. Concentrate on monitoring the next metrics:

  • Bounce/Engagement charge. Bounce charge is the share of customers who go away your web site after viewing just one web page. Within the newest model of GA, the bounce charge was taken from the listing of default metrics and changed with the engagement charge. A session is taken into account engaged if it lasts a minimum of 10 seconds, has a minimum of one conversion occasion, or has a minimum of two display screen views. 
  • Common session period and common time on web page. These metrics measure the common period of time customers spend in your web site or a selected web page. A low time can point out that customers can’t discover what they’re searching for or that the redesigned web site isn’t partaking sufficient.
  • Conversion charge. This metric measures the share of customers who full a desired motion in your web site, resembling buying a product or filling out a contact kind. A low conversion charge signifies that the redesigned web site isn’t successfully guiding customers towards the actions you need them to take.

Google Analytics is likely one of the mostly used instruments for monitoring consumer conduct on a redesigned web site. By connecting GA to your mission in SE Rating, you’ll be able to observe all of the metrics you have an interest in with out having to modify between instruments. To do that, merely go to your mission’s Analytics & Site visitors tab and select Join Google Analytics.

Connect GA to your project

To enhance consumer behavioral metrics after web site redesigns, regularly monitor and analyze its consumer expertise and make obligatory changes to the positioning’s format and content material. This will likely contain enhancing navigation, including extra partaking content material, or optimizing CTAs to encourage extra conversions.

The commonest web site redesign Search engine optimization errors to keep away from

When implementing web site redesigns, it’s necessary to maintain Search engine optimization in thoughts and keep away from widespread errors that may negatively influence your search rankings. Listed here are a number of the most typical web site redesign Search engine optimization errors to keep away from:

  • Updating and not using a technique. Redesigning an internet site and not using a clear technique can lead to a disjointed consumer expertise and confusion for search engines like google. Web site redesigns ought to transcend simply altering its look and may tackle any usability or performance points whereas aligning along with your total advertising technique. Focusing solely on visible design with out clear objectives can result in you having a redesigned web site that appears nice however doesn’t carry out nicely in search rankings or conversions
  • Not measuring web site efficiency earlier than and after a redesign. Earlier than beginning web site redesign, you will need to set up your web site’s efficiency baseline, together with its search rankings, site visitors, and conversion charges. With out this baseline, it’s troublesome to find out whether or not the web site redesign is enhancing or harming your search rankings.
  • Overlooking mobile-friendliness. When redesigning an internet site, it’s necessary to make sure that the brand new design is optimized for cellular units and follows finest practices for responsiveness.
  • Lacking your buyer’s suggestions. Your prospects use your web site, so gathering and incorporating their suggestions into the web site redesign course of is crucial. Both conduct consumer testing or surveys to know how prospects are utilizing your web site and what enhancements they want to see made.
  • Redesigning with out competitor analysis. Conducting thorough analysis in your rivals’ web site designs can offer you insights into what works and what doesn’t. Earlier than starting an internet site redesign Search engine optimization course of, analyze your rivals’ web sites to establish areas the place you’ll be able to outperform them.


Establish your closest rivals and spy on them the good approach!

Superior web site redesign Search engine optimization suggestions

To make sure that your plan is a whole success, use these superior web site redesign Search engine optimization hacks. Mix them with our redesign Search engine optimization guidelines to create an internet site that’s not solely handsome however performs nicely.

Run A/B assessments on single URLs

If the adjustments you wish to A/B check are minor, such because the button coloration and CTA message, you’ll be higher off rotating a number of check variations on the identical URL. This redesigned web site testing strategy works in such a approach that when a web page is loaded, some customers see the default model, whereas others may have a JavaScript injected to change the web page on the fly of their browser. This course of known as manipulating the DOM.

Utilizing this methodology throughout your web site redesign shouldn’t harm your Search engine optimization in any approach. Google understands that you’re working a check, to not point out it could actually assist web sites higher serve end-users. You need to use a particular testing instrument to create a number of web page variations and let your customers select the winner. 

Many testing instruments include superior user-targeting settings that assist you to select which customers will see the check model. For instance, you’ll be able to present the check variation solely to web site guests who’re logged in or solely to customers coming from a selected marketing campaign. It’s necessary to recollect to not exclude Google out of your check by limiting Googlebot’s entry to the check model. Google could contemplate this cloaking and punish you for violating its tips.

Conducting cut up URL testing

If you wish to check a redesigned web site web page with tons of adjustments, manipulating the DOM with JavaScript just isn’t really helpful. Utilizing an excessive amount of JavaScript could considerably decelerate your web site and should not permit for radical adjustments.

As a substitute, you will have to create a brand new web page prototype and collect suggestions out of your complete workforce, together with web site redesign Search engine optimization specialists, designers, and builders. There are design suggestions instruments accessible to help you with this course of. All workforce members should work collectively starting from the prototyping stage to keep away from all doable pitfalls. As soon as everyone seems to be in settlement about all the small print, put the redesigned web page on a separate URL and ship some guests there to check it. You will have to think about the next  redesign Search engine optimization nuances:

  • When redirecting some customers to the check URL, use the 302 and never the 301 redirect. This fashion, Google will perceive that the redirect is momentary and gained’t index the check URL.
  • To keep away from duplicate content material penalties, mark your authentic web page as canonical utilizing the rel=canonical tag. Some Search engine optimization specialists suggest marking the check web page with the noindex meta tag as an alternative, however Google discourages this. Utilizing rel=canonical tags additionally helps you in stopping key phrase cannibalization.

No matter which testing methodology you select, be certain that you solely run the check for so long as obligatory. In any other case, Google will deal with your extended testing as an try to deceive search engines like google. 

A great testing instrument, based mostly in your web site’s site visitors, can recommend how lengthy your experiment ought to final that will help you provide you with legitimate conclusions. After you have decided the winner of your testing marathon, replace your web site accordingly and take away the testing scripts or alternate URLs.

Redesign your web site behind the scenes

Implementing all adjustments straight in your dwell web site just isn’t really helpful as a result of it could actually take away from the consumer expertise and probably deliver your dwell web site down. The precise strategy to your web site redesign mission is to maintain your authentic web site model intact and dwell till you’re able to current the redesigned model to the general public.To realize this, it’s finest to create a precise copy of your web site and put it on a dev subdomain. This fashion, you’ll be able to deal with all testing and growth processes in a staging surroundings.

On the similar time, you’ll wish to preserve your dev web site copy out of Google’s attain and away from customers’ sight. There are a number of methods to do that, resembling injecting the Robots <META> tag into the header of each web page of the web site to stop Google from indexing the web site copy:


Alternatively, you’ll be able to limit entry to your dev-redesigned web site on the server stage by password-protecting your net pages with the .htaccess file. This ensures that anybody making an attempt to entry your web site (robots included) must first enter a legitimate password. For those who run a WordPress web site, you should utilize ready-made options and set up a password-protect plugin to do all of the heavy lifting. 

You may also block your dev website from being listed by adjusting your robots.txt file, which is situated within the root listing.


Consumer-agent: *
Disallow: /

It will limit all bots from indexing your web site.

Reviewing Schema markup

Schema markup is a semantic vocabulary added to the HTML code of an internet site to assist search engines like google higher perceive the content material of net pages. For those who use Schema markup in your redesigned web site, make certain to evaluation it, particularly if in case you have manually edited your web site code to introduce new design parts. Some markup parts could also be by accident eliminated on this case. Moreover,, should you add new parts to net pages, you’ll have to mark them with related tags. 

To confirm that every little thing is right, you should utilize the Structured Information Testing instrument. For brand spanking new schema templates, simply paste the code into the Code Snippet tab. For outdated pages which have been redesigned, you’ll have to attend till your web site goes dwell for the reason that instrument gained’t have the ability to entry your dev website. Take the time to check the URLs and repair any errors. In case your web site is simply too massive to manually test each URL, you’ll want to attend for Google to take discover of all carried out adjustments after which evaluation the Schema markup report in your Google Search Console.

Remaining ideas

Combining Search engine optimization and web site redesign is a fancy job: 

  • The web site could contain adjustments resembling a brand new brand, up to date menus, and a distinct web page format, which may have an effect on UX and due to this fact, additionally have an effect on Search engine optimization. 
  • Content material could get barely modified or totally changed with new copy, which may have a fair larger influence on Search engine optimization. 
  • Some pages could also be deleted or moved to completely different URLs, which may have drastic Search engine optimization penalties if not dealt with correctly. 

Since there are such a lot of points that may come up throughout an internet site redesign, it is best to work intently with a UX designer and an internet site developer to stop any doable points. In spite of everything, it’s doable to finish the web site redesign course of with none main points with the best information and vigilance.

Tell us if this text and our redesign Search engine optimization guidelines had been useful to you. We’d additionally love to listen to about your expertise should you’ve needed to tackle any web site redesign tasks previously. What points did you encounter, and the way did you remedy them?


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