A website redesign SEO checklist covering URL inventory, redirects, content continuity, launch checks, and post-launch monitoring.
- Inventory useful pages and their current search performance.
- Map changed URLs to relevant replacements, not the home page.
- Test redirects, forms, tracking, and indexing before launch.
The Short Answer
A redesign can change appearance without discarding the site's useful search history. First identify the pages that bring relevant visitors and inquiries. Preserve valuable URLs and information where possible. If a URL changes, plan its replacement before launch. Search performance can fluctuate during migration, so treat the transition as an operational project rather than a cosmetic upload.
Make A Page Inventory
List the current addresses, page titles, main subjects, important internal links, and available performance data. Include blog posts and older service pages that might not appear in the main navigation. Mark which pages stay, merge, change address, or genuinely disappear. This inventory gives the designer and developer the same map of what the new site must preserve.
Redirect With Relevance
Google recommends permanent server-side redirects for permanent URL changes. Map an old page to the new page that best satisfies the same intent. Sending every retired service article to the home page is not a useful substitute. Avoid unnecessary chains, update internal links to final destinations, and check the actual response from the hosting server.
Run A Launch Rehearsal
Test navigation, forms, click-to-call links, media, analytics, and mobile layouts in the intended hosting environment. Check canonical URLs, robots instructions, and the sitemap. A staging folder requires correct asset paths but should not accidentally become the preferred public URL. Confirm that production pages can be accessed and that temporary testing restrictions are removed deliberately.
Monitor What Matters After Launch
Compare important landing pages and inquiry volume with the previous period, allowing for seasonality and campaign changes. Investigate broken links and unexpected indexing exclusions. Keep the URL mapping and launch notes available for follow-up work. Brody Web Design can plan the migration alongside the visual redesign, so search continuity is considered before the old website is replaced.
Further Reading: Google's Site Migration Guidance
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