Website Redesign SEO: A Comprehensive Checklist for Designers & Website Owners

Migrating a website to a new platform or undertaking a redesign is an intricate process that requires thoughtful planning and execution—whether you're a professional web designer or a a DIYers. It’s a big job and the risks when it comes to your search engine optimization (SEO) and visibility on the internet are never higher than when you’re significantly updating your website.

The risks are so high, in fact, that I recommend that my clients who are web designers actually charge more for redesigns than for brand new sites—the moving pieces are just so many that the time and effort is almost always far greater.

With your website being the home-base for your brand and it being your primary marketing asset, ensuring a smooth transition is vital. This guide aims to provide an overview of the crucial steps involved in website migrations, empowering designers and website owners alike with the knowledge to leave their clients and users with a seamless, painless experience.

Understanding the SEO-First Website Migration Process

Migrating a website involves several phases, each requiring focused attention. Whether you are a designer handling multiple clients or a website owner considering moving your site, understanding the process is key.

Phase One: Initial Assessment

Start with a comprehensive assessment of the current website. Identify what aspects of the site are working well and what areas need improvement. Here are a few key steps in this phase:

• Inventory and Audit: Take stock of all existing content, media, and functionality. This will serve as the foundation for what needs to be transferred or revamped. Consider using tools to help track these elements efficiently. If you need a hand with this, my Smooth Sailings Website Migrations course and resource center includes the exact templates you need so nothing gets left behind.

• Goal Setting: Clearly define the goals for the new site. Are you aiming for a redesign to showcase your new brand identity, improved SEO, or perhaps better integration with user data? Knowing your goals upfront will guide decision-making throughout the process. Work through a series of clarifying questions BEFORE you start your website migration and stay laser-focused on your goals.

Phase Two: Planning and Strategy

With a clear understanding of the current site’s status and your goals, move on to developing a strategic plan for migrating your website without tanking your SEO:

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• Scope and Budget: Determine the project's scope based on goals and set a realistic budget. This helps in understanding what is achievable and prioritizing necessary actions over optional enhancements. For example, I always recommend identifying what pages on your website drive both revenue and traffic and prioritizing enhancements and improvements to those pages first before adding “nice to have” features. Your website should serve your business goals, first and foremost!

• Designers and Developers Collaboration: Effective communication with your team is crucial. Ensure that designers and developers are on the same page regarding expectations and deliverables. It's important to discuss any technical limitations or required expertise early on. For example, ShowIt designers must disclose the issues around page titles and URL slugs to their clients and present a plan of action for ensuring this technical issue with the platform doesn’t harm the client’s SEO.

Phase Three: Execution

With a solid plan in place, it's time to execute:

Technical Implementation: This phase might require handling complex tasks like setting up redirects (301s, 302s) and managing pages' status (404s). Even if you can't execute all steps, understanding basics like these is important for preventing issues post-launch.

Testing and Troubleshooting: Conduct thorough testing to catch potential issues early. Testing should cover functionality, user experience, and SEO integrity. Remember, preventing issues is far less costly and disruptive than fixing them post-launch.

SEO Considerations During Website Migrations

Search Engine Optimization (SEO) is a critical element that should not be overlooked during a migration. In fact, because I am a long-time SEO expert, it’s something I’ll always argue that you should heavily prioritize (without eroding your brand, of course). Ensuring your new site maintains or improves its search engine ranking is key to maintaining visibility and traffic levels:

Preserve Link Equity: Make sure to implement redirects properly to maintain existing links from other sites. This helps in preventing loss of organic traffic due to broken links and ensures a pleasnant user experience, which is important to both humans and Google.

Content Relevance: Ensure that all content is relevant and optimized for the keywords you wish to rank for. Utilized SEO best practices to keep your site's searchability intact..

SEO Documentation: Create a detailed documentation of the migration process, which acts as a knowledge base for reference post-launch. This documentation can be useful if issues arise later on or if further adjustments are needed. When documentation is poor, this makes everyone frustrated when small SEO fixes are needed—if you’re a designer, this is especially important!

Key Takeaway: Website Migrations & Redesigns that Preserve SEO

Website migrations, while challenging, can be immensely rewarding if handled correctly. By following a structured approach and focusing on thorough planning, clear communication, and continuous adaptation, you can ensure a smooth transition. This guide is just a starting point; deeper learning and strategies will emerge as you engage more with migrations.

Remember, the goal is always to offer users and clients a painless experience!