From an SEO standpoint, any web migration, whether due to a domain change, merging with other sites, a CMS switch or a web redesign, is a process where there's a lot to lose and nothing to gain if everything goes well.
Because an SEO migration, as simple as it may look, is a complex process that requires careful planning to avoid losing organic traffic and dropping rankings on Google.
In this context:
The case study we're about to share is a living testament to how a strategic web redesign that observes SEO principles can be used to:
Below, we'll explore the key steps for carrying out a successful SEO migration alongside a new web design, discuss best practices, and provide tips to avoid common problems that can arise during this crucial process for a site's online presence.
When redesigning a website with SEO in mind, it's critical to maintain and improve SEO throughout the process. Here are some key lessons to consider, based on search results:
Key lessons on SEO migrations and web design
If you're in a hurry and don't have time to read this now, consider bookmarking this article or reading the following 4 points:
By following these premises, any website refresh can be planned and executed so that it not only looks visually appealing but also performs well on both SEO and user experience.
What is an SEO migration of a web design?
An SEO migration alongside a new web design refers to updating or changing the look of a website , whether in its structure, design or technical platform, together with the implementation of search engine optimization (SEO) strategies to ensure organic traffic and online visibility aren't negatively affected.
Starting point: Web redesign powering image and SEO
Our client, a tech company specialized in manufacturing and distributing mobile payment terminals, scanners, printers and mobile handhelds, was facing a critical challenge in its online presence.
They had an outdated website saturated with obsolete information.
It was also generating useless traffic driven by keywords associated with discontinued products and errors in product-snippet implementation.
So by migrating to a new professional web design, our goals were:
Migrating to a new professional web design was therefore not only a crucial step to reflect the company's updated identity.
It was also an opportunity to optimize the site structure and improve the site's SEO.
In this context, the key to success lies in understanding that web redesign isn't just a matter of aesthetics, but a powerful tool to drive a company's visibility, relevance and efficiency in the vast digital universe.
Now, we'll tell you how a strategic web redesign can transform online presence and boost SEO.
The challenge: remove hundreds of URLs without hurting profitable organic traffic
The project's initial situation involved the need to filter and remove outdated URLs such as:
Additionally, the company wanted a full website redesign to better reflect its informational focus, since they don't make online sales but offer detailed information about their products and services.
So we had to go from a site designed as an online store to one conceived as a component manufacturer.
Much better prepared to serve a B2B professional audience.
The main challenge was managing more than 700 obsolete product URLs that were generating traffic that wasn't relevant to the company.
And also fixing the errors detected in product-snippet and Schema implementation, because the platform wasn't a conventional ecommerce but a site with informational resources that required personalized attention.
All of this couldn't be solved from the design standpoint alone.
Something more was needed.
Differentiating solution from iSocialweb
iSocialweb approached the project with a tailor-made solution.
We ran a detailed study of each URL in collaboration with the client.
At the same time, we advised on the design of the different templates for the new site, presenting the relevant drafts and wireframes.
Additionally, before deploying and developing the new site, we extracted and analysed the data to identify the valuable URLs and discard those that were distorting the site's ranking.
This way we had clarity on which had to migrate, which had to be redirected and which had to be deleted.
The following steps were implemented by the design, web development and SEO teams:
The result: New professional web design and 700 fewer URLs
The result was a significant reduction in URL count, going from over 1,000 to just over 200:
Eliminating non-relevant traffic and improving the site's overall quality.
By removing the product-snippet errors that weren't being implemented correctly, since the client didn't sell online, but offered information about the products and services they develop in-house:
In addition, the presentation of the information was optimized.
Creating new templates for category and product pages, along with the general redesign:
Final thoughts
Our work collaborating on the web redesign, paired with a URL cleanup, has been a notable success in optimizing this client's online presence.
As shown in the image above, migrating to a new web design, strategically removing more than 700 obsolete URLs, and fixing the errors in product data markup have led to a significant improvement in the company's visibility and relevance on Google for the key business URLs.
If your company faces similar challenges, if you notice your online traffic is being affected, or if you're looking for an effective optimization of your digital presence, don't hesitate to contact us.
At iSocialweb, we're committed to providing tailor-made solutions that not only solve immediate issues but also drive the sustainable growth of your business.
Don't let unnecessary URLs, a poor web design, or badly deployed data markup hurt your visibility and conversions.
Click here to talk to our team and discover how we can take your online presence to the next level!