Website Redesign Guide

Website Redesign SEO Checklist.

A redesign can improve a website, but changing URLs, content and structure without a migration plan can also remove signals that search engines already understand.

Before the redesign

Create a record of the existing site before making structural changes. The goal is to know which pages, URLs and search assets need to be preserved or intentionally replaced.

  • Export or crawl existing URLs
  • Record important page titles and canonicals
  • Identify pages receiving organic traffic or links
  • List current redirects
  • Back up analytics and Search Console data
  • Map old URLs to their future destinations

During the build

The new website should have a clear architecture and each important page should have a defined purpose. Avoid replacing useful content with generic copy simply because the visual design changed.

  • Keep one clear H1 per page
  • Use descriptive titles and meta descriptions
  • Build logical internal links
  • Preserve or improve useful page content
  • Check mobile layouts and Core Web Vitals inputs
  • Validate structured data where used

At launch and after launch

Launch QA is not finished when the homepage loads. Search engines and users need every important path to work correctly.

  • Test 301 redirects
  • Check canonicals and robots directives
  • Publish the production sitemap
  • Confirm forms and analytics
  • Check for 404s and broken assets
  • Monitor Search Console after Google recrawls the site
Related guides & services

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Website Redesign UK

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Web Design UK

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