The importance of SEO in website redesigns/migrations

Show Notes

• 01:47
  Communication between dev and SEO teams in website migrations and redesigns

  The key to managing a website redesign or migration lies in communication between development and SEO teams. Effective communication ensures both teams are aligned, especially when information from clients might not be shared equally.
• 02:57
  Starting points for client conversations about website redesigns or migrations

  For existing SEO clients, Digivate emphasizes the need for SEO involvement in the redesign to mitigate risks to organic traffic. With non-SEO clients, Digivate advocates for integrating SEO into the project to safeguard existing traffic and minimize negative impacts.
• 04:36
  Key performance indicators (KPIs) in website redesign and migration projects

  When evaluating a website redesign or migration's performance, focus on rankings, organic traffic, and leads. While lead generation is important, it's best to allow users time to adjust to the new website before analyzing lead conversion rates.
• 05:43
  Tracking KPIs in website redesign and migration projects

  For website redesigns or migrations, track KPIs like rankings and organic traffic from the beginning of the project. Monitor them especially closely right before and after launch to measure the impact of the changes on search visibility.
• 06:55
  Collaboration between SEO, dev, and design teams

  Everyone involved in the project should understand the role of SEO and the potential risks of neglecting it. Communication between teams is crucial to ensure everyone understands SEOs recommendations and to facilitate a smoother implementation process that prioritizes SEO.
• 08:15
  Managing contrary points of view with design and engineering teams

  When design and engineering clash with SEO needs, prioritize open communication and collaboration. Discuss challenges with design, dev, and CRO teams, finding a middle ground that balances SEO best practices with design goals and technical feasibility.
• 10:33
  Pre launch SEO checks before going live on redesign and migration projects

  Before going live, secure a website backup and conduct a pre-launch SEO audit of the staging website. This audit ensures proper redirects, optimized metadata, high-quality content, and strong technical SEO for a smooth transition with minimal impact on traffic and rankings.
• 12:13
  Post launch SEO checks and monitoring

  Following the sites launch, conduct another SEO audit to identify any technical issues. Then, closely monitor performance metrics but avoid drastic changes for a few weeks. Allow time to gather data before making adjustments to optimize the website's SEO performance.
• 14:16
  Redesigning a website after an algorithm update

  In 2018, one of Digivates clients with a health-related website was negatively impacted by the medic update and suffered significant performance loss. However, a strategic redesign led to them outranking competitors for relevant keywords and sustained growth.