How To Maintain Organic Rankings When Launching A Website Redesign

When building and launching a redesign of your website, one of the most important things to consider is how to maintain your current organic rankings in the search results. There are several considerations that need to be made for SEO purposes when launching a website redesign, including on-page content, metadata, domain authority, URLs, redirects, core web vitals, and more. In this article, we’ll go over a few different factors that can help you ensure that you’re maintaining your organic search rankings when launching a redesign of your website!

On-Page Content

One of the most important factors to consider when it comes to maintaining your SERP rankings when launching a redesign of your website is the on-page content and keywords. The organic rankings of any page is heavily dependent on the written content on that page as it relates to search terms and keywords. Be sure that when you are redesigning your website’s landing pages, especially for pages that currently rank well, you keep the keyword-heavy content that is optimizing the page for the search terms you want to be found for.


Another important factor to consider when launching a website redesign is the current website’s metadata: page titles, meta descriptions, H1 and H2 tags, alt text, etc. The metadata on a page helps search engines understand the meaning of that page, heavily influencing organic search rankings. If a page on your current website ranks well for the keywords and search terms you want to be found for, be sure that its metadata stays consistent when the redesigned version of the page is launched.

Core Web Vitals

The next factors to consider when trying to maintain your current organic search rankings when launching a website redesign are the core web vitals of the new and old site. As anyone who dabbles in search engine optimization knows, core web vitals are a key ranking factor in Google’s algorithms, so maintaining or improving your website’s core web vital scores when launching a new version of the website is essential for avoiding a drop in organic rankings.

Domain & URLs

One more thing to consider when launching your website redesign is your domain name and your page’s URL structure. While Google does offer a “Change of Address” tool within Google Search Console that can be used to help migrate your Google Search results from your old domain to your new domain, we recommend keeping your old domain name for domain authority purposes. In addition to keeping your domain the same, you should do everything you can to keep the URLs the same on your new website as they were on the old website. If you do need to change URLs, be sure that you properly set up 301 redirects from a page’s old URL to its new URL!

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Contact Boston Web Marketing!

If you have any questions about maintaining your website’s organic search rankings when launching a website redesign, please don’t hesitate to contact our team at Boston Web Marketing! Our SEO specialists help businesses in almost every industry achieve higher search results! Give us a call today at (857) 526-0096 or fill out the contact form on our website, and we’ll get back to you as soon as possible!

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