Redesigns are where organic traffic goes to die: changed URLs, dropped pages, lost content. We run the SEO workstream of your redesign so the new site launches with everything the old one earned, and a structure that earns more.
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The pattern is depressingly common: a beautiful new site launches, URLs change without redirects, high-traffic pages get cut in the name of simplicity, metadata is regenerated blank, and organic traffic drops 40 percent before anyone connects the cause.
We audit what the current site earns before anyone designs anything, map every valuable URL to its new home, preserve the content that ranks, and monitor the launch week by week so any dip is caught and fixed in days, not discovered in a quarterly review.
Every page's rankings, traffic and links inventoried before the redesign starts, so the new structure protects what earns instead of discovering it after launch.
Every old URL mapped to its new destination with 301s tested before launch. The single highest-leverage task in any redesign, and the one most often rushed.
Pages and passages that rank are carried over or deliberately improved, never silently dropped. Where consolidation makes sense, the ranking signals move too.
The new design held to Core Web Vitals targets before launch, so a heavier site does not trade rankings for aesthetics.
Staging crawled and validated: canonicals, metadata, schema, hreflang, noindex removal, XML sitemap. A checklist run on every template, not just the homepage.
Rankings, coverage and traffic watched weekly after launch, with a rollback and fix plan ready if anything moves the wrong way.
Full audit of current rankings, traffic, links and indexed pages, producing the list of assets the redesign must protect.
New site structure agreed with SEO input, every old URL mapped to its destination, redirect rules written and tested.
Pre-launch validation on staging, coordinated go-live with redirects active from minute one, sitemaps and Search Console updated.
Weekly checks on rankings, coverage and traffic for the first two months, with fixes shipped fast if anything dips.
| Area | Typical approach | Our approach |
|---|---|---|
| Timing | SEO called in before launch | SEO in the room before design |
| Redirects | Top pages only | Every indexed URL mapped and tested |
| Content | Cut for simplicity | Ranking assets protected deliberately |
| After launch | Discover the drop quarterly | Weekly monitoring with a fix plan |
It does not have to. Traffic loss after redesigns comes from specific, preventable causes: unmapped URL changes, dropped content, lost metadata and slower templates. With proper redirect mapping and pre-launch checks, most sites maintain or improve rankings.
Before the design starts, not before launch. The site structure and page decisions happen at the design stage, which is exactly where ranking assets get protected or destroyed.
Yes, a domain change adds migration risk on top of redesign risk. It is manageable with careful redirect mapping and Search Console change-of-address, but the planning horizon stretches and monitoring matters more.
With redirects handled properly, most sites stabilise within four to eight weeks. Expect some fluctuation as search engines recrawl; the goal is a wobble, not a cliff.
Yes, that is the most common setup. They own design and build; we own the SEO workstream: audits, redirect maps, pre-launch validation and post-launch monitoring, feeding requirements in early.
It is usually recoverable. We diagnose what changed, rebuild the redirect and content picture from archives, and ship fixes. Recovery timelines depend on how long the issues sat live, so sooner is better.
Will a website redesign hurt my SEO?
It does not have to. Traffic loss after redesigns comes from specific, preventable causes: unmapped URL changes, dropped content, lost metadata and slower templates. With proper redirect mapping and pre-launch checks, most sites maintain or improve rankings.
It does not have to. Traffic loss after redesigns comes from specific, preventable causes: unmapped URL changes, dropped content, lost metadata and slower templates. With proper redirect mapping and pre-launch checks, most sites maintain or improve rankings.
Before the design starts, not before launch. The site structure and page decisions happen at the design stage, which is exactly where ranking assets get protected or destroyed.
Yes, a domain change adds migration risk on top of redesign risk. It is manageable with careful redirect mapping and Search Console change-of-address, but the planning horizon stretches and monitoring matters more.
With redirects handled properly, most sites stabilise within four to eight weeks. Expect some fluctuation as search engines recrawl; the goal is a wobble, not a cliff.
Yes, that is the most common setup. They own design and build; we own the SEO workstream: audits, redirect maps, pre-launch validation and post-launch monitoring, feeding requirements in early.
It is usually recoverable. We diagnose what changed, rebuild the redirect and content picture from archives, and ship fixes. Recovery timelines depend on how long the issues sat live, so sooner is better.
Tell us what is changing and when. We will audit what your current site earns and show you exactly what the redesign must protect.