Website redesign SEO means keeping your rankings through a move. Keep your page addresses if you can. If any address changes, send each old page to its new match with a permanent 301 redirect. Keep that redirect in place for at least a year. Google says to expect temporary ranking movement.
What happens to rankings during a website move
Google Search Central says to "Expect temporary fluctuation in site ranking during the move." This happens while Google recrawls and reindexes your pages. Google Search Central also says "A small to medium-sized website can take a few weeks for most pages to move." Larger websites take longer to settle.
How to map old pages to new addresses
Google Search Central says to map every old URL to its new URL before you move. Ask your website team for this map before launch. Our guide to signs your website needs a redesign covers what to fix before you touch your page addresses. Google Search Central also warns against sending many old pages to one unrelated page, like a new home page. It says Google may treat that pattern as a soft 404.
Why redirects protect your rankings
Google Search Central says: "Use server side permanent redirects if technically possible," which means a 301 or 308 status code. Google Search Central also says "301 and other permanent redirects don't cause a loss in PageRank." Keep each redirect active. Google Search Central says to keep redirects "for as long as possible, generally at least 1 year."
Google Search Central explains that permanent redirects tell Google the new URL should show in search results. Temporary redirects, like 302s or 307s, keep the old URL showing instead. Google Search Central also says server-side redirects have "the highest chance of being interpreted correctly." JavaScript redirects should be a last resort.
Our guide to WordPress or custom code compares the two ways to build a business website.
When you need the Change of Address tool
The Search Console Help center says the Change of Address tool only applies in one case. That's when you move to a new domain or subdomain. Search Console Help says it does not cover https changes, www changes, or new page paths on the same domain. Its effects last 180 days. Search Console Help also says you need 301 redirects from the old home page, and ideally the main pages. You'll also need ownership of both properties. Google advises keeping the old domain active for at least a year.
What to check after launch
Google Search Central says to verify both your old and new website in Search Console. Do this for the www, non-www, http, and https variants. Submit your new sitemap. Remove any noindex or robots.txt blocks left over from the build. For small and medium websites, Google Search Central recommends moving all URLs at once.
If you only change hosting and keep the same URLs, expect a temporary drop in crawl rate. Google Search Central says this is normal right after launch. It also says to lower your DNS TTL at least a week before the move. Google Search Central says to expect a few weeks of ranking movement. Google Search Central also recommends comparing your Search Console Performance report before and after the move.
Steps to protect your rankings
- Ask your designer for a spreadsheet of every old URL and its new URL before launch.
- Keep your URLs the same where you can. Then no redirects are needed.
- Use 301 redirects at the server level, one to one, and keep them active for a year or more.
- If your domain changes, run the Change of Address tool in Search Console.
- After launch, check Search Console for noindex or robots.txt blocks, and submit a new sitemap.
- Expect a few weeks of ranking movement, and compare your Performance report before and after the move.
Frequently asked questions
Will a new website hurt my Google rankings?
Google Search Central says to expect temporary fluctuation in site ranking during a move. This happens while Google recrawls and reindexes your pages. For small and medium websites, most pages settle within a few weeks.
How long should I keep my 301 redirects?
Google Search Central says to keep redirects for as long as possible, generally at least one year. Permanent redirects like 301s don't cause a loss in PageRank.
Can I redirect every old page to my home page?
Google Search Central warns against this. It may treat that pattern as a soft 404. Map each old page to its matching new page instead.
How long until rankings settle after a website move?
Google Search Central says a small to medium-sized website can take a few weeks for most pages to move. Larger websites may take longer. Compare your Search Console Performance report before and after the move to track progress.
Do I need the Change of Address tool for a redesign?
Only if your domain or subdomain changes. Search Console Help says the tool does not apply to https changes or www changes. It also doesn't cover new page paths on the same domain. If you keep the same domain, you don't need it.
Keeping your rankings through a website redesign comes down to planning. Map your pages, use permanent redirects, and give Google time to recrawl.
See our web design service for help planning your next redesign.
