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Revamping a website is often necessary and, at times, enjoyable: a fresh design, a more intuitive navigation, or a more modern image can transform how a business is represented online. However, there’s one crucial element that should never be overlooked in this process: SEO.
What if, amid the excitement of a site redesign, you forget to preserve hard-earned SEO results? And what if you don’t plan a search engine optimization strategy to leverage the ranking potential of the new site?
Let’s examine a real case: in July 2024, a client for whom we had been handling SEO for over five years, decided to redesign their website with external assistance. The problem? The site was rebuilt and launched without considering essential SEO elements or previous achievements.
A snapshot of what happened
| Before | After | |
|---|---|---|
| Non-indexed pages | 293 | 849 |
| Keywords ranking on Google | 2.219 | 1.035 |
| Organic clicks from Google Search | 148.850 | 24.584 |
Let’s delve into what went wrong and understand the key takeaways.
1. Deleted URLs without redirects: a big mistake to avoid
During the redesign, the website structure was completely revamped: some content was rewritten, some removed, and the blog section, which was SEO-focused, was removed. No redirects were set up from the old pages to the new URLs, even when they still existed.
What happened?
Google detected a drastic change in the site structure. Many URLs that were previously indexed and ranked now didn’t exist, causing a significant increase in 404 errors and tripling non-indexed URLs. The number of indexed and ranked URLs plummeted.
Why does it matter?
When a URL is deleted without a proper redirect, Google no longer knows where to direct users who search for that page, negatively impacting user experience and overall ranking. Setting up redirects helps transfer the SEO authority of deleted pages to their new versions.
2. Loss of SERP visibility: making your site disappear in an instant
One of the biggest oversights was ignoring previously well-ranked pages and blog articles in Google search results for strategic keywords. These pages, which once generated valuable organic traffic, vanished from search results overnight, replaced by 404 errors.
What happened?
Pages that had built visibility and authority over time were removed, causing Google to downgrade the site as less useful and relevant to users. Many ranked keywords plummeted, leading to a loss of ranking for over half of previously optimized keywords.
Why does it matter?
Loss of visibility in SERPs is one of the most damaging SEO consequences. Every page ranking on Google has a “history” built on optimizations and authority. When it’s erased, as with deleted pages without proper replacements, Google has no content to show users searching for those topics.
3. Decline in organic traffic: when users stop finding you
With diminished visibility on search engines, there was an inevitable decline in organic traffic: users who previously found the site’s content easily by searching specific keywords could no longer reach it. Pages that ranked among the top results suddenly “emptied” of visitors.
What happened?
Traffic from organic searches — meaning users finding the site via search engines without paid ads — declined significantly. Without a presence in SERPs for target keywords, the site became less accessible, reducing daily and weekly visit numbers.
Why does it matter?
Organic traffic is one of the most valuable sources for a website, bringing highly interested users without the need for paid campaigns. A sharp drop in organic traffic not only decreases site visibility but can also impact conversions, business goals and the overall profitability.
Reminder: don’t get carried away by enthusiasm alone!
Redesigning a website is a great opportunity to refresh a brand image, improve user experience, and add new features. But it’s crucial not to let the excitement for change outweigh SEO rankings, to avoid severe consequences such as reduced organic traffic, decreased conversions, and loss of online visibility.
To put it simply: revamping a website without paying attention to SEO is like building a new house without focusing on its foundations — it may look nice and inviting initially, but cracks will start to appear sooner or later.
Our advice? If you’re considering a website redesign, think beyond just the aesthetics: involving an SEO expert from the beginning is essential to ensure your content remains visible and competitive in the long term. If you’re interested, our digital agency Antartika is ready to support you on this journey.
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