SEO during a website relaunch: How do we keep rankings and leads?

Rankings and leads survive a relaunch if every old URL points to the matching new page via a 301 redirect, if strong content is not cut, and if tracking and indexing are checked on the day of the switch. Most drops are caused by missing redirects, deleted content or a new site that has accidentally been set to noindex.

Before the relaunch

1. Record every URL: from the sitemap, Search Console and a crawl. Include PDFs and images that get traffic.
2. Secure what has value: Which pages bring visitors, rankings, backlinks and enquiries? These pages take priority.
3. Build a redirect map: Every old URL gets a new target URL on the same topic. Do not redirect everything to the homepage.
4. Carry content over: Do not shorten texts that rank just to get a leaner design.
5. Lock the staging site: with a password, not just noindex, so it does not end up in Google.

On the day of the switch

• Spot-check the redirects, especially for the 50 most important pages.
• Check robots.txt and meta robots: the new site must not be set to noindex.
• Submit the new sitemap in Search Console.
• Test tracking: page views, forms, calls, Google Ads conversion tags.
• Check the consent banner so that all tags fire once consent is given.

In the weeks that follow

Fluctuations in the first two to four weeks are normal while Google processes the new URLs. Check Search Console daily for 404 errors and indexing issues, and review clicks to your most important pages weekly. If individual pages drop for good, a redirect is usually missing or content has been cut.

The most common mistakes

1. Changing the URL structure without good reason.
2. Redirect chains with several hops.
3. Leaving out valuable guide content during the move.
4. Internal links still pointing to old URLs.
5. Broken tracking only noticed weeks later, with data missing for that period.

Related reading: SEO costs: What does SEO cost per month, and when is in-house no longer enough? and Outsourcing content marketing: What should an agency deliver?

FAQ

How long should 301 redirects stay in place after a relaunch?

As long as possible. Google recommends keeping redirects active for at least a year after a move so that all signals are passed on to the new URLs. Since old backlinks, bookmarks and linked PDFs will keep pointing to the old addresses, the safest option is to keep the redirects permanently.

What is the difference between a 301 and a 302 redirect?

A 301 redirect tells Google that a page has moved permanently, so the new URL replaces the old one in the index. A 302 redirect signals a temporary move, and Google is more likely to keep the old URL. For a relaunch, 301 redirects are therefore the right choice.

What do I need to watch out for if the domain changes as part of the relaunch?

In addition to URL-level redirects, you should verify the new domain in Search Console and use the Change of Address tool there. Connections such as Google Ads, Google Analytics, your Business Profile and important directory listings need to be switched to the new domain. If you can avoid it, do not change the domain and the site structure at the same time, so that the causes of any fluctuations can be clearly identified.

When to hand this over

• Your web agency is building the site, but nobody is responsible for SEO during the move.
• The old website has many pages or several languages.
• Google Ads and Analytics depend on the website’s tracking.
• A relaunch has cost you rankings before.

We support relaunches from the URL list through to the checks afterwards. Learn more about our SEO consulting or book a free initial consultation.