Protect Your SEO While Redesigning Your Site!

Written by Nick Stamoulis

A lot of our clients have undergone site redesigns this year in some way, shape, or form. Some just reworked a chunk of their content while others completed changed the entire design, URL structure, content and messaging and more. And while websites need to be redesigned every few years in order to feel fresh and up-to-date, site redesigns can also deliver a strong blow to your SEO campaign if you’re not careful. The last thing you want is to watch 2+ years of SEO work go right out the window because you updated your website!

Here are 4 things to you must do to protect your SEO when undergoing a site redesign:

1. Create a URL redirect guide.

This is one the very first things you should do when undergoing a site redesign, especially if you are making radical pages. Pull EVERY SINGLE URL that is on your site (check your server logs to make sure you get them all) and page by page list what the old URL is and what the new URL will be. I’ve seen so many sites blow up their entire SEO campaign because they didn’t use a 301 redirect properly to transfer external links and SEO value from old URLs to new, creating dozens of 404 errors. Remember, those new URLs are starting from square one and have to earn their place in the SERPs. A 301 redirect lets them piggyback on the SEO value of the old URL.

2. Make sure your homepage is just .com, not .com/default, ./com/index, .com./home, etc…

When you have multiple versions of your homepage, which for some reasons happens in various CMS platforms during a site redesign, you run the risk of encountering a duplicate content issue. In addition to duplicate content, you are also splitting the link value of your homepage across multiple URLs, which can limit the long term SEO success of your website. Most outside links are going to point to .com, but if the majority of your internal links point to .com/home so you are splitting the SEO value of your homepage. Most of the times this isn’t done on purpose and a simple 301 redirect will resolve the issue.

3. Revisit your keyword research as needed.

If you are rewriting the content on your site sometimes you’ll have to tweak the keywords you’ve been using as they may not longer make the most sense or be the best fit. In my opinion, it’s best to write the new content first and THEN do your keyword research so you aren’t trying to force the content to fit with pre-determined keywords that may or may not be the best choices. But know that when you change content drastically you change what search terms that page will get pulled into the SERPs for. Old, high-performing keywords might start to slip after a site redesign because the content on your website no longer supports them.

4. Keep an eye on your Google Webmaster Tools account.

When undergoing a site redesign your Google Webmaster Tools account is your best friend. Use it to crawl and fetch your website as Google, submit new sitemaps so all the new URLs are properly indexed, check from 404 errors and other crawl issues, watch for messages from Google about the health of your website and more. When you make a lot of changes to your site there are a lot of little details that can go wrong and you want to makes sure you catch them before they become an issue.

Categorized in:

Like what you've read? Please share this article


Read What Full Service SEO Clients Say About SEO Firm Brick Marketing

"Brick Marketing is rock solid and essential in building a strong marketing foundation."

“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”

– Jeff Nicholson, President Freely Creative, Inc. / Websticker.com

"dependable, professional SEO company"

“Brick Marketing has been a dependable, professional SEO company that has helped us get results. In the last 6 months of using their services, visits to our website have increased by almost 30%. Our dedicated SEO Specialist was pleasant to deal with. Her suggestions for articles and press releases were industry specific. Brick Marketing always answered our phone calls and emails within an hour which made us feel valued as a client. I would recommend Brick Marketing to all businesses to handle their SEO needs.”

– JoAnne Loftus, Archival Designs, Inc.

"highly recommend Brick Marketing to all of my clients"

“After working with many other SEO firms and not being satisfied I finally was introduced to the Brick Marketing President and Founder, Nick Stamoulis. Nick Stamoulis has educated me about SEO and has provided me with a well rounded SEO package, not only does he offer top quality services he also educates his clients and spends the time to explain everything and their SEO pricing is competitive. I will highly recommend Brick Marketing to all of my clients. Brick Marketing is an A+ for SEO services.”

– Mike Cardella, Integrated Computer Services

"Brick Marketing is levels above all others...an integral part of my team"

“I have formed an invaluable marketing partnership with Brick Marketing. Nick Stamoulis and the rest of the Brick Marketing team are professional, timely, thorough and take time to, not only succeed at the tasks, but also educate myself and my team on the strategies in the process. Since my first encounter working with Brick, I’ve changed organizations and have taken them along with me…they are that good! In my experience in working with many outside agencies who over-promise and under-communicate, I can truly state that Brick Marketing is levels above all others and vested in our relationship. They are not just an SEO consultant, but an integral part of my team. I highly recommend Brick Marketing for any company looking to significantly increase search engine competitiveness and internet presence.​”

– Jodi Murphy, Marketing Director EUXmedia

"superior knowledge of marketing on the internet"

“I have had the good fortune to work with SEO expert Nick Stamoulis and his team at Brick Marketing and it was clear form the get go that Nick had superior knowledge of marketing on the internet. The SEO campaign and technical writing that Brick Marketing provides has been impressive, where in the past we struggled to find the high levels of competence in these two skill sets. Were only just beginning with Brick Marketing and look forward to growing with their expert guidance. Thank you Nick Stamoulis and the Brick Marketing team!”

– Craig Raubenheimer, President, Roan Solutions, Inc.

"Our keyword rankings have improved and traffic has increased"

“The Brick Marketing team, was critical to ensuring that our new Web site is optimized to drive maximum traffic. Our keyword rankings have improved and traffic has increased thanks to her assistance and advice. In addition, they executed a strategic link building program that helped further increase Web traffic.”

– Lauren LaFronz, Director of Marketing, enChoice, Inc.

"Brick Marketing has been a tremendous resource for our business"

“Brick Marketing has been a tremendous resource for our business. Through their expertise with the ever changing world of SEO, our web presence is as strong as ever. Our working relationship with Nick Stamoulis and Danielle Bachini has been outstanding. In collaboration with web designer Chris Roberts, we were also able to develop the perfect responsive website that truly reflects our business. Thank you Brick Marketing!​”

– Ellen Parlee, Parlee Farms

"Brick Marketing is "solid" when it comes to support for SEO marketing advice"

“I had been impressed for a long time with the content that Brick Marketing was sharing in their informative blog posts and articles. I chatted with Nick Stamoulis a couple times and decided that he was the expert I wanted to work with. I have worked with Brick Marketing for about six months and they have helped us resolve several SEO related issues pertaining to our website. Our account rep is always just an email away with answers to any questions I have and suggestions for how we can improve what we’re doing. Brick Marketing is “solid” when it comes to support for SEO marketing advice. I definitely recommend them if you want to feel more secure about how your website is performing in searches and have the confidence that everything being done to improve your rank is white hat and legit.”

– Paul Rarick, Debbiegrattan.com

"went above and beyond to help us with any SEO issues"

“We hired Brick Marketing to manage our SEO, but they ended up also managing our company blog, social media marketing, helped us launch a pay per click advertising campaign, migrated our website to a new domain and so much more! Our SEO Specialist is always quick to respond whenever we had a question and went above and beyond to help us with any SEO issues.”

– Mory Creighton, CEO, Pinpoint Laser Systems

"traffic has increased over 80% year-over-year"

“When we started working with Brick Marketing, we had just been subjected to a Google algorithm update and our websites both took substantial hits to traffic. Within a few months, Brick has taken both of our websites to pre-algorithm traffic and conversion levels, and for the CallFinder site, the traffic has increased over 80% year-over-year. Their expertise in SEO, responsive design, and content marketing helped us turn the situation around, and we could not be happier with the results we’ve seen in just our first four months of working with them. The team we work with at Brick Marketing is always available for off-the-cuff consultations and are at the ready to provide recommendations and suggestions to improve our site’s appearance and performance. They are truly a hands-on partner, which is immensely valuable to our business.​”

– Jeanne Landau, Director of Marketing www.800response.com | www.mycallfinder.com

Contact Us about brick marketing Industries We Serve Case Studies

Need Assistance? Please Contact Us Below: