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No ranking loss during website relaunch with these SEO tips

When relaunching your website or online store, many changes are made to your website
your website, which can also influence the ranking in the Google search engine. With
tips we would like to show you how you can approach your SEO relaunch without losing already
already existing rankings.

Reading time 6 min

What to expect
  1. First of all, we would like to explain how your relaunch of the homepage or website can influence your ranking in Google.
  2. After that we will help you with the best preparation of your relaunch.
  3. Now we'll continue with the different tips for your perfect SEO relaunch: Eight of them are waiting for you!
    1. Prohibition of indexing
    2. Avoid missing and wrong redirects
    3. Provide a valid SSL certificate
    4. Avoid placeholder texts
    5. Complete meta snippets
    6. Checking the functionality of your page
    7. Adjust internal linking
    8. No links from the test environment
  4. After the relaunch of the website more tasks are waiting for you
  5. Indexing of all pages
  6. Announcement of the relaunch
  7. Registration in the Google Search Console
  8. Our conclusion

How does the SEO relaunch affect your rankings in Google?

Depending on how you change your website during a relaunch, it can happen that already existing rankings
existing rankings simply disappear. Therefore it is important to consider the following tips
to be taken into account. How your rankings can be influenced, can be seen well in a short example
a short example:

Imagine that you restructure your website and, for example, create a few
categories and subcategories that did not exist in the structure of your site before.
In order to keep the new structure and to make it accessible, the URL of the
of the individual pages. For example, a URL that was previously accessible at becomes the URL The already ranking old page now has no
content and is no longer accessible from Google under this tag. Your page will from now on
will throw a 404 error, which Google will also notice. After a short time your old
page, which still exists under a new URL, will be thrown out of the rankings. The
the old ranking for the same content again. And that's how fast your
your website relaunch can affect your existing rankings. With our tips you can
prevent the ranking loss!

SEO relaunch preparations you should make

So that you know with which prerequisites you start, you should save the current data of your website.
your website. For example, you can use Google Analytics and get the statistics of your
statistics for your individual subpages. This way you can find out which of your
pages already have good rankings for keywords that you definitely want to keep. For
you have to avoid a 404 error for these pages, so that Google will not

Google punishes this by a ranking loss. So as a first step, take care of an
SEO analysis to find out what is already working well SEO-wise. These
You should take over these points and save them, so that they remain for your new website.
Look at which pages generate the most traffic, how many keywords they rank for and how well they rank.
and how well they rank.

Our tips for your relaunch and avoiding SEO mistakes

Now it's down to the nitty-gritty: the actual relaunch of your website. So that the relaunch
relaunch goes well and you can keep your rankings, it is worthwhile to consider the following tips during the

1. forbid indexing

For the rebuild, you should first make sure that the new website is directly re-indexed.
You can actively forbid this. For this case there are maintenance plugins that help you.
If you do not disable the indexing, Google will assume that the new website will be indexed under a different domain.
domain, Google will assume that the content exists twice. So called
Duplicate content is penalized by the Google search engine.

2. avoid missing and wrong redirects

Redirects are an important issue if you want to move content from your old website to the new one.
website to the new one. This is essential to keep rankings. The so called
redirects are used whenever you delete pages, switch to a new domain, change the structure of your
change the structure of your website and so on. For your website relaunch
they are also relevant.

A redirect means either a server-side or a client-side redirection that is automatically
redirection that automatically leads from one URL to another URL. If you change your
URL structure in the course of the SEO relaunch, then you have to implement redirects for all
redirects for all content pages. This way, users can still reach your content, even though it is now to be found
under a different URL. For this you also have to make sure that your
redirects have the HTTP status code 301. Because only 301 redirects are permanent redirects.
are permanent redirects. Don't forget to set up redirects for PDFs and images as well.
images as well.

If you have set up redirects, it is still possible that you have set them up incorrectly.
set them up incorrectly. Possible errors are:

  • The creation of a forwarding chain
  • Using the wrong status code (302 instead of 301)
  • An inappropriate link destination

3. providing a SSL certificate

Another point for a good SEO relaunch without Google penalties is the provision of a valid SSL certificate.
a valid SSL certificate. This is incredibly important, because otherwise it can be that it comes
error messages in the browser. This disturbs not only the users, because they could judge your page as
as unserious, but also Google. Finally, this could also lead to the fact that your page suffers in terms of visibility,
that your site suffers in terms of visibility. So check if your certificate is working or
if you need to re-release it for the new website. 4.

4. don't use placeholder texts when launching your site

You probably know the standard "Lorem ipsum" texts that are often used when the new content is
new content is not yet up. But you should replace these standard texts with proper, SEO-optimized
texts when you launch your site. As long as you don't index it yet, everything is fine.
But before proper indexing and actually going live, your content should be.

5. insert meta snippets

It is also important that you adopt your meta snippets for all web pages. Especially for the
pages that rank well, you should definitely adopt the old snippets. The contained
keywords are important for your ranking of the respective subpages in Google. Check if
your pages have all meta data consisting of unique Meta Descriptions and Meta Title
and contain the appropriate keywords.

6. full functionality of your website

Before your website or online store goes live, be sure to test its functionality and go through every aspect of it.
and go through every single aspect. In order not to forget anything, it is recommended that during the
It is advisable to list all the functions when converting and programming your website. Once
your project is almost ready, you can go through the list step by step and test the functionality.
functionality. The list should include every button, the display on each device, the navigation and more.
navigation and more.

7. check and adjust the internal linking

Even on your own website there are still links that do not fit with your new structure.
with your new structure. In fact, your users will find the new URL under the old URL,
because you have set redirects, but this is not ideal for the loading times of your website.
ideal. You should replace them in any case, so as not to attract negative attention from Google. In many
content management systems you can adjust your links in no time. For this purpose
function is suitable for this purpose.

8. prevent wrong links from the test environment

If you are redesigning and programming your website in a test environment, you may find that you have to create links especially for the test environment,
that you have links especially for the pages in the test environment. Of course these must be replaced by
the correct links if you want to make your website live. Otherwise
an indexing of a wrong page will take place, if these links and pages of the test
test environment are still accessible.

Your tasks after the SEO relaunch

Even after the SEO relaunch of your website, there are still further tasks that you have to
to do in order not to lose any rankings.

Get all pages indexed

Since you have previously excluded your new page from indexing, you have to remove this prohibition so that your website can
again, so that your website can rank. If you do not lift it and set a 301 redirect to the
301 redirection to the new pages, the old pages will disappear from the indexing
indexation and you will also lose your good rankings, which you were able to achieve
you were able to achieve so far. Therefore it is urgent to check if all subpages can be indexed decently.
can be indexed.

Make the relaunch known

Your new website is online? Then let your customers and/or users know. For this
you can publish a social media post, send out a newsletter email or of course
or, of course, deliver the news personally, if this is possible and makes sense.
makes sense.

Register the relaunch also in the Google Search Console

So that Google Search Console knows that you now have a new website, which is a
continuation of your old website and is not an additional one, you have to register in the
address change in the Google Search Console you have to enter your new URL. After a few checks
your new website will be recognized.

Our conclusion

A relaunch requires a good preparation as well as many aspects that have to be considered during the relaunch.
must be considered during the relaunch. In short: A relaunch is very time consuming and should not be taken lightly.
should not be taken lightly. If you want to learn more about the details of a website
relaunch, we have the right article for you here. There you will find all the tips on what you can improve
you can improve on your website during a relaunch.
If you need help with the conversion of your website to maintain your ranking, we will be happy to help you.
then we are happy to help you with words and deeds. Because web development and web design is our


from 08. September 2022

Hello, my name is Meike. I take care of the EXWE back office and am responsible for our social media channels. All of our articles are meant to make your life easier and help you make decisions. Nevertheless, it can happen that something remains unclear, so: If you have questions about this article you can easily reach me at +49 231 93149827.

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