Moving the site to a new design without losing traffic

  • Website category: Women's clothing
  • Goal: Save traffic after moving the website to a new design
  • Result: Not only avoided a traffic drawdown, but also achieved a small increase in the number of visitors.

Switching to a new design is always associated with the risk of losing conversions and a significant portion of traffic. Therefore, it is very important to approach the issue of redesign with all care: draw up a detailed working plan and strictly adhere to it. This is what I did working with a client’s project.

1 Stages of work

In general, the action plan looked like this:

1. Fixing site indicators:

  • Traffic stats.
  • Positions for keywords.
  • Stats on Clicks, Impressions, CTR for TOP pages.
  • Device stats: PC / Mobile / Tablet.

2. Checking all technical and SEO parameters of the site:

  • Full website audit.
  • Creating a backup for quickly roll back changes if a sharp drawdown happens.

3. Full technical audit of the new version of the website:

  • Robots.txt and sitemap.xml files.
  • Site structure (URL).
  • Meta tags.
  • Images and attributes Alt, Title.
  • Analysis of the Home page, Contacts, About, etc.
  • Content on pages.
  • The structure of the headers H1 – H6.
  • Mobile site menu.
  • Rel = “canonical” attributes.
  • AMP versions.
  • Bread crumbs.
  • Microdata.
  • Checking the main menu and filters on the site.
  • Favicon.
  • Page 404.
  • Download speed.
  • Cross-browser compatibility.
  • The main site mirror and 301 redirects.
  • Optimization for mobile devices.
  • HTTPS.
  • “Up” button, codes of connected online chats and callback services.
  • Checking the performance of all forms, services, scripts that are used on the website.
  • Transfer of codes of analytics systems.

2 What was done

  1. Based on the results of the analysis and verification, the documents with the main stats before the moving were drawn up.
  2. There were made the technical tasks for correcting issues (as the result of the SEO audit) with the statuses for tasks, deadlines, and comments after double-check.
  3. In the first weeks after the transfer, I carried out daily monitoring of traffic, positions, tracking messages about new errors in the Google Search Console panel.
  4. One month after the move, the indicators for traffic, positions, clicks, impressions and CTR were taken again, and a comparison report was generated.

3 Results

It is impossible to completely eliminate the traffic drop and predict the reaction of the search engine to the new design. But with a thoughtful approach, we managed not only to minimize risks, but also to achieve a small increase in the number of visitors.

Traffic statistics for 3 months:

moving the site to a new design SEO case
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