Published 2026-11-23

Website redesign checklist: how to keep your Google rankings

A redesign can make a site faster, clearer and easier to use. It can also wipe out years of search traffic if old pages disappear, addresses change without redirects, or good content gets cut. This checklist covers what to do before, during and after a redesign so you keep what already works. Nobody can promise that rankings will not move, but most losses are avoidable.

Before you start

1. Record what you have. Export a list of every page address (URL) on the current site, and note which ones bring traffic and enquiries. Search Console and your analytics show this.
2. Save the current rankings and traffic. Take a snapshot of top pages, top searches and conversions, so you can compare after launch.
3. Decide what stays. Keep pages that earn traffic or enquiries. Merge or remove thin pages only on purpose, not by accident.
4. Note what is already good. Page titles, descriptions, headings and wording that perform well should carry over, not be rewritten from scratch.

During the redesign

1. Keep addresses the same where you can. If a page keeps its address, there is nothing to redirect.
2. Map every changed address. For each old URL that changes or goes, write down its new destination. Send each old page to the closest matching new page, not just the homepage.
3. Set up permanent (301) redirects from old to new addresses, and test them before launch.
4. Carry over page titles, descriptions and headings. Improve them deliberately.
5. Keep useful content. Do not delete helpful text just because the new design has less room. Reorganise it instead.
6. Check images. Keep descriptive file names and alt text, and compress them for speed.
7. Build for phones first. Most visitors arrive on mobile, and Google evaluates the mobile version of your pages.
8. Check speed. Heavy scripts, large images and slow hosting can undo the gains of a better design. Test with Google's PageSpeed Insights.
9. Keep structured data and tracking. If the old site had analytics, forms tracking or structured data, rebuild them on the new one.
10. Use a private staging site. Block it from search engines while you work, and remember to remove that block at launch.

At launch

1. Remove any "noindex" setting left from staging. Leaving it on is a common and costly mistake.
2. Publish a fresh sitemap and submit it in Google Search Console.
3. Test redirects, forms and checkout on the live address.
4. Check the robots.txt file so it does not block pages you want found.
5. Update links you control, such as your Google Business Profile, social profiles and email signature.

After launch

1. Watch Search Console daily for the first weeks. Look for new errors, pages that dropped out, and crawl problems.
2. Compare traffic with your snapshot. Small movements are normal while Google re-evaluates the site. Large, lasting drops on specific pages usually point to a missed redirect or removed content.
3. Fix broken links and missing redirects quickly.
4. Keep publishing. Fresh, useful content supports the redesigned site. Our local SEO checklist covers what to write about.

What to avoid

• Launching without a redirect map.
• Changing the whole address structure with no reason.
• Rewriting every page title and heading at once.
• Deleting old blog posts that still bring visitors.
• Promising or expecting guaranteed rankings from the redesign.

Next step

If you are planning a redesign, send us a brief and choose "Redesign of my current site". We start with an audit of what already works so the new site builds on it. If you are also deciding on a platform, read Shopify vs WordPress for Singapore businesses.