Don’t Rock Your SEO When Redesigning Your Website

by Amanda DiSilvestro

Last updated on July 11th, 2018

Optimizing your website takes a lot of time and energy, so it’s important that you don’t let all of your efforts go to waste when it comes time to revamp the layout and design of your site.

Just because you want things to look nicer does not mean you want to start over when it comes to Google rankings, so you have to follow a few precautions to save yourself the headache.

Unfortunately, many companies and blogs are quick to change the design of a website with the assumption that SEO will transfer over. In some cases it might, but in other cases you have to manually make sure that your SEO is surviving.

This leads to that inevitable question: When thinking about SEO, how do I know what to keep and what to let go when it comes to a redesign?

Top Things to Consider When It Comes to SEO and a Re-Design

Keeping your SEO from the old site in place for the new site is actually very easy when it comes down to it.

Simply consider all aspects of SEO and determine what needs to stay (pages and content with a high CTR) and what needs to go (pages cluttering up the site). A few suggestions of things to consider include:

301 Redirect Backlinks

street signs

This is the most important aspect of SEO and re-designs. You want to make sure you set up 301 redirects for all of your pages because it not only directs users to your new pages, it passes PageRank as well. This is, of course, only necessary if the URL structure is going to change from that of your old website.

At this point, it’s worth mentioning that there is such a thing as a 302 redirect; however, this lets Google know that your page is only temporarily moved. A 301 redirect lets Google know you’re permanently moving all of your pages to that new URL and you want Google to index your new pages instead of your old page.

You can get started with a 301 redirect manually by going into your .htaccess file, but I always recommend using a WordPress plugin. It’s an easier option and helps you get into your .htaccess file without any hassle.

In the past I have used WordPress SEO by Yoast. I click “edit files” and then redirect. I recommend visiting this article to learn more.

So what about the canonical attribute?

A lot of people get confused about when to use a 301 redirect and when to use a canonical attribute. You can learn more about the specifics here, but in short, this tag means that you have multiple pages out there for a reason and you only want Google to index one (otherwise you’ll have duplicate content issues). It’s slightly different than a 301 tag, so the difference matters.

Inbound Link Check


By checking to see which pages have inbound links associated with them, you can double check to make sure that those links are being passed to your new website. A 301 redirect should ensure that this happens, but it’s always good to do a check beforehand in case something goes wrong.

For those who are unfamiliar, an inbound link is a link pointing back to your website. For example, a website might reference an article you wrote on one of your webpages, so if you’re redirecting that page that is referenced you want to make sure that that inbound link is not lost.

There are many different tools you can use to find these inbound links, such as Moz Open Site Explorer, Raven Tools, Ahrefs, and Google Analytics.


Indexing sitemap

You want to make sure that the Google bots can crawl and index your site, and the way to do this is to create a sitemap .xml file. WordPress offers some great plugins that I have used in the past that will help you get started.

This is a step that a lot of websites miss because, technically, a 301 redirect is enough to tell Google to index your new site. However, a Sitemap can give Google even more information and give you more control.

Creating a Sitemap is a way for you to tell Google even more specifically how your site is structured, so it helps the bots find pages they may not have found otherwise. This is a great move if you have dynamic content, pages featuring rich images and, of course, if your site is newer and isn’t well-linked.

Tell Google

Google logo

Now it’s time to let Google know by using the Change of Address tool in Webmaster Tools.

There is actually a section of Google Webmaster Tools, which you can learn more about here, which allows you to give the search engine a heads up that you’re completing a redesign.

If you’re moving domains, let Google know in order to avoid any unnecessary conflicts. The tool is called the Change of Address tool and the changes you specify will remain in effect for 180 days (after that your new site should be indexed).

You can find the Change of Address tool by going to your Webmaster Tools and clicking the little gear icon. Your site should appear in the Select a Site list, but if it doesn’t you may need to go back and verify your site.

The Takeaway

In the end, it’s all about 301 redirecting your pages and then tracking your SEO in Webmaster Tools from your old site to your new site.

If you can make these things happen and really pay attention to the changes that occurred in your SEO, you should be good to go. It’s important to realize that Google doesn’t want you to lose your SEO successes, so there are things in place to help make sure that doesn’t happen.

Do you have a story about your SEO suffering when re-designing your site? Any tips for those looking to avoid an SEO loss? Let us know your thoughts in the comments below.

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Amanda DiSilvestro

Amanda DiSilvestro gives small business and entrepreneurs SEO advice ranging from keyword density to recovering from algorithm updates. She writes for the, a nationally recognized as one of the best search engine optimization firms.


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  1. Renjini says:
    February 25, 2017 at 1:16 pm

    SEO is very effective and its works. Thanks for sharing your thoughts

  2. Anonymous says:
    December 7, 2015 at 4:09 am

    Thank you for sharing this article,,,I learned lot….

  3. Andrew Pawluk says:
    May 10, 2015 at 6:16 am

    Hi Amanda,

    Thanks for the great article regarding SEO and site redesign. It was very informative.

    I do have a quick question. I have recently had to rename some of my pages due to the introduction of a shopping cart. I have setup 301 redirects for the old pages to redirect to the new pages. My question is does the new sitemap.xml file still need the old page url or just the new page url?



    • Amanda DiSilvestro says:
      May 13, 2015 at 1:13 pm

      You should only need the new page URLs if all is setup correctly! However I have heard about sometimes old URLs showing up in new sitemaps, but I’m pretty positive this won’t hurt you in any way. Hope that helps!

      • Andrew Pawluk says:
        May 15, 2015 at 10:47 pm

        Thanks for the reply Amanda.

        I find it quite funny sometimes. It is highly suggested that people setup 301 redirects if they need to rename a page or for other reasons so they can maintain pagerank etc.
        However at the same time, the search giants strongly suggest people should minimise the use of 301 redirects wherever possible because it slows down the user experience.
        Sometimes your damned if you do, damned if you don’t.



  4. Upen Patel says:
    January 28, 2015 at 2:54 am

    Very good post!! Due to the recent penalities many of the business sites had been hit hard. Redesiging the website means , you are putting that remaining business at risk. The main risk is with the internal links, The content of the pages & the Seo DNA. So to overcome these issues instead of redesigning the website. And hire a web design and development company who can redesign your website preserving seo.

    • Kathryn Aragon says:
      January 28, 2015 at 8:22 am

      Upen, you make some good points. It’s critical that you maintain the integrity of your internal linking structure. Thanks for sharing.

    • Amanda DiSilvestro says:
      January 28, 2015 at 10:45 am

      Absolutely! This is definitely something that you need to be thinking about right away before making any changes. Thanks for reading!

  5. April says:
    November 23, 2014 at 2:57 pm

    We want to have a site redesign.. we are thinking of switching from HTLM to PHP (wordpress) but this means the file extensions will be changed. While we have heard there is a way to handle this is seems complicated. Wondering if having the new site built in HTML would be easier to keep file extensions the same? Would it help it be s smoother transition?

    • Alvin says:
      December 6, 2014 at 12:00 am

      Hi April,

      I have read a blog that addresses your concern about changing file extensions and migration from HTML to PHP. It gives a detailed instruction on how you can come up with a 301 redirect strategy and a step by step guide on how to execute it.

      The Ultimate SEO Guide for Website Redesign.

      • Kathryn Aragon says:
        December 6, 2014 at 11:22 am

        Great resource, Alvin! Thanks for telling us about it.

  6. Amanda DiSilvestro says:
    October 31, 2014 at 9:55 am

    That’s so great Kathy happy to hear it!

  7. kathy says:
    October 31, 2014 at 5:23 am

    Hi Amanda,

    I don’t know why my previous comment is not approved. Anyway i have identified the problem for www redirect. It has to to corrected in the wordpress dashboard-> settings->reading. And your post helped me a lot as i have changed my html site to wordpress and learnt using 301 redirect.

    Thank You

    • Kathryn Aragon says:
      October 31, 2014 at 9:31 am

      It takes time to moderate comments, Kathy. Glad you found the solution to your problem. For a beginner, you’re doing some complicated stuff. Kudos!

  8. kathy says:
    October 31, 2014 at 4:31 am

    I am a beginner in SEO, if i type http: //www. or www. it has been redirected to Is it good for SEO?. I tried redirecting from to www. but the result is “This webpage has a redirect loop”. I don’t know, why the error is coming. Can anyone please guide me.

    Thank You

  9. Clayton Nichols says:
    October 13, 2014 at 3:29 pm

    Thanks for using my wordpress 301 redirect article!

    • Kathryn Aragon says:
      October 13, 2014 at 5:50 pm

      Your welcome, Clayton!

    • Amanda DiSilvestro says:
      October 13, 2014 at 5:51 pm

      It was a great article Clayton!

  10. Joe says:
    October 11, 2014 at 9:36 am

    I learned alot , thank you .

    • Neil Patel says:
      October 12, 2014 at 12:03 pm

      Joe, glad we could help you out. If you have any additional questions, let us know!

  11. JithinC says:
    May 6, 2014 at 6:58 am

    I have done quite a lot of 301 last week for a site (you can see the site clicking on my name). In fact almost all the urls except the homepage was redirected to new urls since we were changing the url structure to a more seo friendly manner. We have submitted the site map and all sort of things.

    The issue now is Google is showing the old urls for many pages in the search results. It does gets redirected to new pages but the url remains the same on the search results. When we checked the analytics we saw that its the same issue there that the urls shown there also is the old ones .

    What possibly may be the reason? Will that be fixed soon?

    • neil says:
      May 6, 2014 at 4:16 pm

      Jithin, You may have to wait it out. You should always approach 301s with caution and do them slowly. Check back in a couple of days…

  12. Amanda DiSilvestro says:
    May 5, 2014 at 10:47 am

    Hi Jacob,

    Kathryn is exactly right. If you changed themes and you lost some traffic, that old traffic might be gone at this point. However, what you can do is make sure your current site is up to date when it comes to SEO. Anything you did before that earned you a lot of traffic should help you again, so go through and make sure you’re following some of those old tactics. SEO does take time, but I think you should see results if you have a little bit of data and SEO juice flowing to your new site. Hope that helps!

  13. Jacob Percy says:
    May 5, 2014 at 6:20 am

    Hey Amanda,

    I have redesigned my webiste and lost all traffic 🙂 Can you suggest me some ways to get my traffic and SERP’s back?

    Looking forward to hear from you.

    • Kathryn Aragon says:
      May 5, 2014 at 10:10 am

      Hi Jacob. I know Amanda will share her experience, but I wanted to chip in as well. After a redesign, you need to go back in and double check that you still have your old SEO intact. Sometimes, the metadata is tied to your theme and, after changing themes, you lose that data.

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