Redesigning and restructuring a website can be a great way to freshen up your brand and help increase user conversions. This isn’t without risk though. From domain names to redirects, title tags to content, there is a multitude of things that can go wrong and damage a site, ending in lost traffic and decreased conversions. Following the instructions below will help sustain your rankings and maintain your current traffic levels.
Initial Considerations
Domain Name
We would suggest sticking to the same domain name on the new site, as well as keeping as much under one domain as possible. This is so that any historic links that have been built will still be pointing to the relevant domain.
You can check your preferred domain availability on websites such as 123-reg.com.
Content Management System
This might be dictated by developers and/or sales methods, but there are many more options than in previous years.
Even if different departments want different CMSs, there will be options for integrations and communications between the two.
If you have tech support in-house this is less important, but ideally, your CMS should allow you to:
- Implement and change Meta descriptions and Meta titles independently
- Implement text and internal link changes easily
- Implement Alt tags on images
- Implement and change H1 and H2 tags independently
- Place permanent 301 redirects
- Upload/replace XML Sitemap and robots.txt
Staging Websites
If a staging website is being used for the build of the new website, make sure that it isn’t indexed to avoid duplicate content penalties.
Password Protection
Blocking crawlers and users from getting to the site through a login is the most effective way. 
Robots.txt
Putting a directive in your robots.txt file can block crawlers from accessing the staging site.
This is not 100% guaranteed and users can still see the pages. 
NoIndex Tags
These are page-level tags and should be used as a last resort if needed.
Site Build
Your site should be built in a language easily read and crawled, ideally with HTML alternatives.
JavaScript and iFrames can be read, but less effectively.
Redirects & Structure
301 Redirects
301 redirects should ensure that users and crawlers can find new equivalents for old pages.
Map redirects so each old URL goes to the most appropriate new URL.
URL Structure
Ensure concise, informative URLs like /services/ rather than /our-service-offering/.
Canonicals
Canonicals prevent duplicate content issues, especially on category pages with filters or sorting.
On-Page Optimisations
Page Titles
Move existing titles across where relevant or optimise them based on traffic and search terms.
Meta Descriptions
Update or move meta descriptions and ensure branding and contact info is current.
Header Tags
Maintain a logical hierarchy for H1, H2, etc., and ensure they remain descriptive.
Content & Design
Menus
Keep internal linking strong with accessible top menus for key pages.
Footer Links
Include useful links like contact, delivery info, and terms in the footer.
Sharing & Social
Add social sharing icons, especially on product or informational pages.
Sitemaps
HTML sitemaps can aid accessibility and prevent orphaned pages.
File/Code Upload
XML Sitemaps
Ensure your sitemap.xml is current, and submit it in Google Search Console for faster crawling.
Search Console Verification
Validate your domain property in Google Search Console and ensure it’s ready post-migration.
Google Analytics Codes
Prepare analytics or Tag Manager codes to track data with minimal interruptions at launch.
Robots.txt
Switch from staging to live robots.txt to allow crawler access.
Technical Considerations
Image Tags
Retain or create Alt Tag descriptions for all images.
Site Speeds
- Use Gzip compression
- Use modern web formats and compress files before upload
- Minify code and update server cache settings
Custom 404 Pages
Create a custom 404 page with helpful navigation or automatic redirection to relevant content.
Summary
Following this whitepaper will help you plan a migration, maintain rankings, and ensure a smooth transition. You’ve got this!
However, should you find something does go wrong, you can chat to our SEO Migration Paramedics or request a Rescue Review.
Request a Rescue Review
If your rankings or traffic have dropped since your website launch, don’t wait. Book a free Rescue Review and let our SEO Migration Paramedics take a look.
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