Website redesign is exciting for any company: an attractive new design, modern features and usability. But a disastrous scenario is common: a few weeks after launch, Google search traffic collapses and customer calls stop. Why does this happen?
The cause is neglecting SEO migration rules. Over the years, old pages gained authority on Google, were indexed at specific URLs and attracted backlinks. If their addresses change without special configuration, search robots and visitors encounter ‘404 Not Found,’ and the pages disappear from search.
To avoid this risk, inventory every URL before replacing the old website. Match each old address to its equivalent on the new website. Developers configure server-level 301 permanent redirects, telling Google: ‘This page has moved; please transfer its entire ranking to the new address.’
Beyond redirects, pay attention to text content. If an old page ranked highly for specific queries, useful text must not be entirely deleted for minimalism in the new design. An experienced SEO specialist should oversee the process.