Preserving SEO value during a website redesign
Website redesign without SEO value migration
A finishing materials company had redesigned its website multiple times over the years, updating design, layout, and structure. None of those redesigns carried over the SEO value built up on previous versions.
As a result, much of the site’s existing search visibility was lost, and the website almost disappeared from Google’s search results.
Scope of work
During the project, we carried out research to improve the SEO of the new website and to transfer value from previous versions. We provided technical and content recommendations to improve the site’s performance, usability and visibility on Google.
- SEO technical audit
- Competitor research
- Keyword Research Services
- SERP recommendations
- Website structure recommendations
- URL structure improvements
- Keyword selection for optimization
- Creation of a 301 redirect map
- SEO migration services
Project overview
SEO value wasn’t just transferred from the previous website. It was also rebuilt and strengthened through a structured redesign process that followed core SEO best practices.
Challenge
The website and URL structure had been changed several times over the years. SEO value wasn’t carried over between versions, and earlier site structures were undocumented, making it difficult to trace where value had been lost.
Solution
We analyzed historical website data and previous URL structures to understand how SEO value had been distributed. Based on this analysis, we created a complete 301 redirect map and defined which pages should retain or consolidate value.
Redirects were implemented to guide both users and search engines to the most relevant pages on the new site, helping restore visibility and preserve accumulated SEO value.
The results speak for themselves
Together with the client, we recovered lost SEO value and improved the structure and usability of the website. The result was a more stable, search-friendly site with stronger visibility in Google.
62%
increase in website impressions.
191%
of total visits came from organic search.
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