A new website should be an opportunity to improve SEO, conversion rates and digital marketing as a whole. Unfortunately, it can also be an invitation for disaster — if the right steps aren’t taken to ensure a smooth transition from old website to new, you can damage the SEO equity your site has worked hard to build over the years.
In this article, I take a look at everything you need to consider during a website redesign to ensure you retain and improve your existing search engine rankings and traffic. (As a primer to this column, a good understanding of SEO as it relates to web design is essential.)
A cautionary tale
For many businesses, organic search can be the biggest driver of website traffic. And, in these cases, damage to SEO during a redesign can be catastrophic. During the 19 or so years I have been playing around at this, I have seen some real horror stories, but one in particular has always stuck with me.
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