When redesigning, the risk involves, among other things, changing or removing addresses, losing content, incorrect redirections and blocking indexing. The new appearance does not eliminate the need to check these elements. A risk can be ordered if SEO is part of the project since the first inventory.
Pre-project inventory
We collect all indexed addresses, data from analytics, Search Console, site maps and logs. We mark pages with traffic, conversions and external links. We individually save files, forms and functions that are not seen in the menu itself.
This list is a reference point for the new architecture. Without it, it is easy to design an aesthetic service that accidentally removes important inputs and context built over the years.
Map One Old Address — One Best Target
For each URL you delete, we indicate the target page and set a redirecting 301. We do not direct the entire archive to the main page. If there is no equivalent and the content has no value, the correct 404 or 410 response can be more honest.
Redirection should avoid chains and loops. We also update internal links to immediately lead to new addresses.
Technical content and signals
The new subpage should keep the subject and useful information of the old version, then develop it. We check the title, description, H1 header, section headers, alt images, canonical and structural data.
The test environment must be blocked before indexing, but the lock must be removed at the time of publication. This is a simple point that continues to cause costly errors.
Test before and after publication
Crawl of the test version reveals dead links, duplicates, missing metadata and incorrect canonicles. We are also testing mobile version, forms, analytics, HTTP statuses and the speed of key templates.
After publication we send the current site map, check logs, redirects and indexing reports. We compare traffic and conversions by page type, not just for the entire domain.
Redesign as an opportunity to improve
Safe migration does not mean to preserve any error. It is a moment to combine similar content, improve the hierarchy, shorten navigation and better match the pages to the offer.
It is important to separate the necessary changes from experimental ones. First, we stabilize the new version, and larger conversion tests are carried out on reliable data after implementation.
Checklist
- Export all the old addresses and their data.
- Approve the route map before publication.
- Compare the content and metadata of the old and new versions.
- Check the robots, canonicals, sitemaps and HTTP statuses.
- Monitor indexing, movement and conversions after implementation.
Run a sample on a copy of the address map
For each old address, save the expected response after implementation: the running page under the same URL, redirect to the counterpart or the correct deletion information. Then compare these expectations with the test result. The presence of an entry in the redirect table itself does not prove that the server is actually using it.
The sample should also include addresses from previous campaigns, download documents and links leading directly to the subpages. Not all relevant entries are included in the current menu. Check that the destination address does not redirect again and that it presents the content corresponding to the old topic.
Lead a separate list of exceptions
Some of the old subpages may not have an obvious equivalent. Instead of making an automatic decision, save the reason and the person responsible for approving the solution. This is particularly useful for expired services, combined categories and archival materials.
- Do not change the topic of the website just to keep its address.
- Do not send all deleted entries to one random destination.
- Keep the reason for merging or deleting the content.
- Update links to the site according to the approved map.
Google recommends maintaining redirections as long as possible, generally at least one year. For customers using old links their long-term behavior can still be useful.
Establish responsibility for reaction after publication
Before starting, indicate the person who can quickly improve the configuration, and the person assessing the effects on the content. Save conditions requiring urgent intervention: e.g. inaccessibility of a key offer, mass address errors or left indexing block.
The change of position after migration requires analysis, but not every movement of the graph means an implementation failure. First check specific addresses and segments and then evaluate the entire domain. Maintaining a copy of the old version, map of changes and test results allows you to recreate the cause of the problem without relying on the memory of the participants in the project.
The most common questions
How long do you maintain the 301 redirection?
As long as it is possible to enter the old address, in practice it is worth keeping it long-term.
Can I change all addresses?
You can, but without a clear need it is not worth increasing the risk and cost of migration.
When to evaluate the effect of redesign?
We check technical errors immediately, and we evaluate the trend of visibility and conversion after collecting comparable data.
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