Semalt Recommendations On How To Avoid SEO Disasters While Redesigning A Website

Clients are usually very careful about making up their minds when we submit a request to redesign their website is submitted. We understand why this happens. 

Redesigning or even migrating any website is a huge ask. It opens your website to many opportunities when done right but can also be disastrous. But you don't have to worry, because at Semalt, we make sure you're delighted with our services. This includes redesigning your website so that it performs better on SERP and is more appealing to your audience. 

Here is why you need to be careful when redesigning your website

The word disaster is most likely the word that stuck with you on this topic. It makes it sound so serious. Migrating your website without considering the SEO ramifications by using weak or poorly constructed plans is dangerous. 

If you're considering a website refresh, relaunch, or migration, you most likely have a valid reason. It is also natural to expect improvements from the redesign. Some common modifications will include improving your UX, conversion goals, and improving the image of your brand. 

Whatever you choose, you must understand that SEO is important in achieving all the goals mentioned above. In this article, we will mention the pre-launch and post-launch steps we take that ensure that SEO is a priority. Doing this enables us to avoid disasters, and our clients get to enjoy the best possible outcomes. 

Here is how we plan and execute your website redesign so you can rank better and attract more consumers. 

Things we do before migrating your website

Before we go through with migrating a website, there are some things we must tick on our list. We would like to ask our clients to tell us what they hope to achieve with this. 

With the knowledge of what they hope to gain by reimaging their website, we begin to develop the best strategy. We look for the safest way to protect the value and equity of your site, as well as its reputation and place in the hearts of your already existing audience. 

You most likely hope this will improve the overall performance of your site. By the end of the process, you want to improve your current ranking, link value, and gain more traffic. 

Working without a Project Plan and Goal

There are a number of reasons why you should redesign your website. It could be: 
  • Business use-cases
  • Marketing initiatives 
  • User experience improvements 
  • SEO improvements
It is important that we set goals to ensure we stay on course and achieve the goals we've set out.

We mark out baselines and benchmarks so we can track our improvements as the project develops. Most web projects follow an agile methodology or a specific plan. Semalt, in this case, manages this project, and luckily for our clients, they have an all in one offer. 

With our services, you basically hire access to professionals in project management, product, IT, Account service, and marketing. 

We ensure that we plan all necessary SEO accounts every step of the way, so there aren't any unwanted surprises at the end of the day. 

Structuring Content and Information on Your Site

To achieve complete SEO success, we need the context of your website's subject matter and its overall sub-topic theme to match. Both of these elements affect every content on the site and its structure.

Changing your information structure, content plan, or sitemaps in your web redesign can impact your SEO. it is important that everybody that contributes to this process understands what is at stake and understands their roles. 

To get this done the right way, the pages that are most valuable to your SEO strategy will remain on the site in the future. It is also important that the theme and overall message of those sections of your website do not get altered by the new design. 

When doing this, we like to use tools like Screaming Frog or DeepCrawl to find all the pages of your website and their value. Once we do this, we start work on the current sitemap on the requirements for the new one. With this baseline and guide, we can achieve a successful redesign with no negative side effects. 

Improve your On-page Optimization with a site redesign

As we dig deeper, we will begin to redesign and reoptimize your site at the page level. As we improve your website, we maintain the relevance of the content of each page.

From our plan / strategy, we know what context and architecture to change. With that knowledge, it is easier to protect and optimize the website at a page level. We can target and improve specific elements that were missing or under-optimized on those pages as well.

Elements such as the page title, URLs, meta description alt text, the body of the content, and so many other aspects get improved. 

Knowing how deep we must go to make changes to a site's architecture and sitemap helps dictate our efforts. It also impacts how well we need to focus on the relevancy of the content so as not to lose the subject matter of that page. 

It is important to optimize your staging site and codebase as soon as possible. Waiting for the post-launch to make these updates isn't always the best strategy. 


Mapping out all 301 redirects for pages that are getting new URLs or getting deleted as a result of the redesign is important to your basic user experience. The last thing we want after a redesign is to see a 404 error page appearing for the user. We will try our very best to avoid that from happening. 

To a large extent, search engines are okay with 404s if we plan on removing the content from the index. However, your website suffers from a loss in traffic from backlinks because all they now lead to is a 404 error. 

After deleting a page, we must crosscheck all the sites pointing to that page and properly redirect them to the new and improved page. This is especially important when we do not have control over ensuring that those links are updated with the latest redirects to the new page URL. 

If we're dealing with a large website, this usually becomes the most challenging and the most important part of an SEO redesign process. The best way to navigate this slippery slope is to use the crawl we did earlier for the sitemap planning and use that data to figure out all URLs that need to be redirected. 

Bing Webmaster Tools and Google Search Console also provides a lot of insight on which pages a search engine can crawl on your page. Using them ensures we don't miss any redirects. 

After we've mapped out every redirect, we must implement these changes at the server level, utility, or site plug-in before we are ready for the relaunch. 

Launching the redesigned site

When it's time to launch the redesigned site, we work with the go-live checklist and perform all the necessary quality control checks of all modifications that have been done. If any of the on-page work or redirects aren't working as they should, we can spot the error and fix it before going online.

It is much easier to delay a launch than to perform these corrections while the site is active. In some extreme situations, the site may have to roll back to the old website, which is a big failure. 


Redesigning your website can expose you to a lot of new and improved benefits. After all, you decided to redesign for a reason. Our purpose for this article, however, is to inform you of what is at stake when redesigning your website. 

Without professional help redesigning a website will most likely end in disaster because it has too many moving parts. But with our help, you know that your website is coming out improved and complete. 

Interested in SEO? Check out our other articles on the Semalt blog.