Navigating Website Redesigns: Here’s How to Protect Your SEO Assets 


Navigating Website Redesigns: Here’s How to Protect Your SEO Assets 

If you’ve been investing in SEO for a while and are considering a web redesign or re-platform project, involving an SEO expert familiar with site migrations from the outset is crucial. Without proper planning, you risk losing valuable organic visibility and revenue, as illustrated by a recent case in the fertility medicine space where an estimated $200,000 in revenue was lost post-redesign. In this article, we’ll delve into a comprehensive process for safeguarding your SEO assets during a redesign, covering key failure points, preserving URLs, and leveraging efficient tools. 

Understanding SEO Asset Migration: A Proven Process 

When undertaking a website redesign, protecting your SEO assets should be a top priority. We’ll outline a reliable process for ensuring that your website’s SEO integrity remains intact throughout the redesign process. From identifying potential pitfalls to implementing strategic solutions, we’ll provide actionable insights to help you navigate this critical phase with confidence. 

Common Causes of SEO Declines After Redesign 

There are several factors that can disrupt your website’s Google index and rankings following a redesign. These include domain changes, the introduction of new URLs without proper redirects, alterations to page content and keyword targeting, unintentional changes to website performance metrics, and inadvertently blocking search engine crawlers. We’ll explore each of these factors in detail and offer practical strategies for mitigating their impact on your site’s SEO. 

Preserving Domains, URLs, and Rankings 

During a redesign, it’s common for URLs to change, but it’s essential to implement proper 301 redirects to ensure that Google recognizes the new page destinations. Minimizing 404 errors is critical for preserving organic rankings, and tools like Screaming Frog can streamline the process of mapping old URLs to their new counterparts. This meticulous approach is a key component of what many best SEO services in Canada offer during website migrations. We’ll discuss best practices for managing URL changes and preserving your site’s rankings throughout the redesign process. 

Managing Webpage Content and Keyword Targeting 

Content restructuring during a redesign can have a significant impact on keyword relevance and ranking positions. While some content changes may be necessary, it’s essential to avoid drastic alterations that could lead to volatility in keyword rankings. We’ll explore strategies for maintaining keyword targeting integrity and ensuring that your site’s content remains optimized for search. 

Optimizing Web Performance and Core Web Vitals 

Website performance is a crucial factor in both user experience and search engine rankings. Balancing design flexibility with performance metrics like Core Web Vitals is essential for ensuring that your redesigned site remains competitive in search results. This is true not only for businesses relying heavily on SEO, but also for those in a social media marketing company. A fast and user-friendly website acts as a critical landing page for potential customers directed from social media campaigns, ultimately driving conversions. We’ll discuss strategies for optimizing web performance and choosing the right platform to meet your needs while adhering to Google’s performance standards. 

Preventing Unintentional Crawler Blockages 

Staging environments are a common tool for testing new websites, but they can inadvertently block search engine crawlers if not managed properly. We’ll explore best practices for preventing unintentional crawler blockages and ensuring that your redesigned site remains visible in search engine results. 

Tools for SEO Asset Migration 

Identifying your website’s SEO assets—pages receiving backlinks, traffic, and high keyword rankings—is essential for prioritizing migration efforts. We’ll discuss tools like Semrush, Google Analytics 4, Screaming Frog, and that can help you efficiently audit your site’s SEO performance and plan for a successful redesign. 

Strategizing SEO Asset Transition 

Prioritizing pages that meet all three criteria—backlinks, traffic, and keyword rankings—is crucial for preserving your site’s SEO value during a redesign. We’ll discuss strategies for minimizing modifications to high-value pages and ensuring a seamless transition to your new site architecture. 


Success in a website redesign requires careful planning and execution, especially when it comes to preserving your site’s SEO assets. By understanding the common causes of SEO declines after redesigns and implementing strategic solutions to mitigate their impact, you can ensure that your site maintains its organic visibility and continues to attract valuable traffic. With the right tools and expertise, you can navigate the redesign process with confidence and emerge with a website that not only looks great but also performs well in search engine results.