To relaunch a website without losing rankings, list every current URL, keep the ones that rank, map each old address to its new one with a permanent redirect, test the redirects before launch, then submit the new sitemap and watch Search Console. Keep the redirects for at least a year.
Redesigns lose search traffic for dull reasons. Pages disappear, addresses change without redirects, or a block meant for the test site stays on after launch. All three are avoidable with a checklist.
01. What should you do before you build?
- Crawl the current site and list every URL. This is your inventory.
- Record what performs. From Search Console, note the pages and search queries that bring visitors. From analytics, note traffic and enquiries. This is your baseline for comparing afterwards.
- Decide what stays. Keep addresses unchanged wherever you can. Keep the content, titles and headings of pages that rank.
- Build an old to new URL map. Every old page either gets a new home or is deliberately removed.
- Plan the redirects. Send each old page to the closest matching new page. Do not send a pile of old pages to the home page. A page you are removing for good should return a 404 or 410 status.
02. What should you check while you build?
- The test site is hidden from search with a noindex tag, and you have a note to remove it at launch.
- Titles, meta descriptions, headings and image descriptions are carried across for important pages.
- Canonical tags and internal links point to the new addresses.
- Structured data is kept, and still matches the visible text.
- Analytics tracking is installed.
- Forms, phone links and WhatsApp buttons all work.
03. What should you test before launch?
- Test the redirects, either one by one with Google's URL Inspection tool or with a script for a big list.
- Point each redirect straight at its final destination. Long chains waste crawling and can fail.
- Check robots.txt and make sure nothing from the test phase still blocks search engines.
- Verify your site in Search Console in every form: with and without www, http and https.
- Prepare the new sitemap.
- Confirm the server can cope with search engines crawling more heavily after the move.
04. What happens on launch day?
- Turn on the redirects.
- Remove the noindex tag and any blocks.
- Submit the new sitemap in Search Console and remove the old one.
- If the domain name changes, use the Change of Address tool.
- Update your Google Business Profile, social profiles, email signatures and ad links.
- Run a final crawl and fix anything that returns an error.
05. What should you watch afterwards?
In Search Console, watch the sitemap, indexing and search query reports. Check your analytics. Traffic should fall on the old addresses and rise on the new ones. Look for pages returning errors and fix them quickly, and test your forms again.
Expect some movement. Google says rankings can fluctuate for a while after a move, and that a medium sized site can take weeks to settle. Keep your redirects in place for at least a year.
06. Which mistakes cause the most damage?
- Leaving the test site's noindex tag on.
- Redirecting everything to the home page.
- Changing addresses when there was no need.
- Deleting pages that bring in enquiries.
- Thinning out the text on pages that rank.
- Forgetting tracking and forms, and noticing weeks later.
Frequently asked questions
Will I lose rankings in a redesign?
Some movement is normal. A careful URL map and redirects reduce the risk a great deal.
How long until rankings settle?
Google says a medium sized site can take weeks, and larger sites longer.
Should I change my page addresses in a redesign?
Only if you have a reason. Every change is something that must be redirected and can go wrong.
How do you handle this on your projects?
Every old page is mapped to its new address, and redirects are set before launch.
