Redesigning your website without compromising search engine optimisation

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Redesigning website without losing SEO ranking

Through our SEO Agency Optimize 360


A redesign is often necessary to give new impetus to an ageing or inefficient website.

However, when carrying out such an update, you need to take care to preserve your referencing capital so as not to lose your visibility on search engines as Google..

Here are a few tips on how to successfully redesign your website while maintaining your ranking in the search results.

Redesigning your website without losing out on SEO

Implementation of a redesign strategy

To get off to a good start, it is essential to clearly define your redesign objectives and priorities:

  • Adapting your site to new web trends: improved design, optimised for mobile devices, enriched content...
  • Maintain or improve your natural referencing: work on the architecture of the site meta tagsthe quality and relevance of the content...
  • Convert more visitors into customers: make navigation easier, offer call-to-actions (CTA), highlight the strengths of your offer...

It is also important to carry out a full audit of your current site to identify the strengths and weaknesses that need to be corrected as part of the redesign.

Technical and semantic audit

A technical audit to check the quality of the code HTMLThe audit will examine your website's performance in terms of page loading speed, usability and compatibility with different browsers and mobile devices. Any errors detected during this audit can be corrected during the redesign to improve the overall performance of your site.

A semantic audit consists of analysing the content of your site to assess its relevance, originality and ability to meet the expectations of Internet users and the criteria of search engines. This enables us to identify opportunities for creating new content or improving existing content.

Optimising the new architecture of your website

When you're working on a redesign, the architecture of your site needs to be thought through to encourage natural referencing and improve the user experience.user experience.

Here are a few key points to consider when redesigning your website without losing out on SEO:

  • URL : Preserve your current URLs as far as possible, especially those that are well positioned on search engines. If necessary, redirect the old URLs to the new ones using 301 redirects to prevent certain indexed pages from disappearing.
  • Tree structure : structure your site logically and hierarchically, using internal links to facilitate navigation and improve the authority of your domain. Good practices include limiting the number of clicks required to access any page on your site and reducing the depth of the tree structure.
  • Internal linking : set up a system of internal links to help visitors navigate easily between the different pages of your site. These links must be coherent and relevant to avoid damaging the user experience and natural referencing.

Preserving SEO capital during redesign

To ensure that you don't lose out in terms of search engine optimisation during a redesign, here are a few best practices to follow:

  • Secure migration : if you need to use a new URL address or change your domain name, make sure you set up 301 redirects to preserve the SEO "juice" of your old pages.
  • Technical optimisation : Maintain optimised meta tags (title, description, H1, H2, etc.) on each page of the new site, as well as ALT attributes for images. You should also improve page loading times and ensure that they are mobile-friendly.
  • Quality content : Avoid drastically modifying existing well-positioned content and instead work on enriching your site with more interesting and useful articles for your visitors.
  • Netlinking perennial : gradually build up inbound links to your site using a netlinking strategy effective. Refer your site to quality directories or publish regular content on partner blogs.

Guiding search engines during migration

To ensure that search engines index your new site quickly and efficiently, it is essential to provide them with an up-to-date sitemap. The sitemap lists all the pages on your site and their hierarchy, which makes the work of the indexing robots.

You should also use the robots.txt file to tell the search engines which pages should not be indexed, such as login pages, shopping basket pages, etc., to avoid cluttering up the results with useless content.

Monitor the progress of the SEO after the redesign

Finally, once the redesign is complete, it is important to monitor your search engine positioning and to react quickly to any drop in visibility or traffic. Tools such as Google Analytics and Search Console can help you obtain precise data on the performance of your site: number of visitors, bounce rateaverage session length, keywords generating traffic...

So following these tips when redesigning your website will not only preserve your existing SEO capital but also significantly improve the user experience and your online visibility.

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About the author

Frédéric POULET is the founder of the SEO Agency Optimize 360 After 20 years in large groups, he founded Optimize 360 to put the know-how of large groups to work for SMEs.
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