Redesign Your Website Without Losing SEO Rankings

Protecting Your SEO During a Website Redesign

Improving search rankings takes time and effort, so it’s crucial to follow proven strategies to maintain them during a redesign. Without careful planning, businesses risk losing traffic and search engine visibility.

At Wilimits, we’ve seen the negative effects of not having a proper SEO plan during a website revamp. Whether launching a refreshed design or a full-scale rebuild, here’s how to safeguard—and even improve—your SEO.

Common SEO Pitfalls in Redesigns

Failing to plan for SEO during a redesign can result in significant traffic loss. A well-known example is CNN’s 2014 website revamp, which led to:

• Numerous 404 errors and broken links, damaging search rankings.
• A drop in SEO performance due to poorly optimized page titles, descriptions, and URLs.
• Slow page load times from excessive JavaScript, affecting indexing.
• Poor mobile usability, further harming search rankings.

Avoiding these mistakes requires a structured approach.

Key Steps to Preserve SEO

1. Conduct a Site Audit

A thorough site audit allows you to compare the old and new websites before launch. Tools like Ahrefs, Semrush, and Screaming Frog can automate this process. Key areas to review include:

✅ URL structure – Ensure changes are covered with 301 redirects (see below).
✅ Internal linking – Fix any broken links to prevent 404 errors.
✅ Content, titles, and headers – Make sure they’re optimized for SEO.
✅ Incoming & outgoing links – Verify all links are still relevant.
✅ Analytics data – Compare key metrics like bounce rate and page views.
✅ Site speed – Optimize for fast loading on both desktop and mobile.

2. Review & Optimize Website Content

Content is one of the biggest factors affecting SEO rankings. During a website redesign, take the opportunity to:

✔️ Identify high-traffic content and ensure it’s transferred correctly.
✔️ Update outdated content and remove irrelevant information.
✔️ Optimize for target keywords in headings and body text.
✔️ Improve content structure to enhance user experience and indexing.
✔️ Analyze competitor content to find new opportunities.

3. Competitor Analysis

Regular competitor analysis is crucial for SEO success, especially during a redesign. Key areas to investigate:

🔹 Who ranks for your target keywords?
🔹 How do competitors structure their content? (titles, descriptions, word count, etc.)
🔹 Which websites link to your competitors? Can you secure backlinks from them?
🔹 How do competitors handle internal linking?

4. Implement 301 Redirects & Fix 404 Errors

A 301 redirect permanently moves a page to a new URL, ensuring both users and search engines find the right content. Without proper redirects, users will land on 404 error pages, which damages SEO.

At Wilimits, we use Screaming Frog to detect broken links instantly. Fixing them before launch prevents traffic loss and improves search performance.

5. Utilize Schema Markup

Schema markup helps search engines better understand your content, increasing visibility in search results. During a redesign, review and update schema to improve rankings.

6. Monitor SEO After Launch

SEO changes after a redesign take time to reflect. Google frequently updates its algorithm—such as the March 2024 update—which can impact rankings. Regular monitoring ensures you can quickly adjust strategies if needed.

Need Help With a Website Redesign?

At Wilimits, we’ve completed hundreds of redesigns while preserving and improving SEO. If you need expert guidance, contact our team for a consultation today.