{"id":27002,"date":"2026-10-14T09:00:00","date_gmt":"2026-10-14T06:00:00","guid":{"rendered":"https:\/\/weblab.gr\/?p=27002"},"modified":"2026-10-14T20:58:50","modified_gmt":"2026-10-14T17:58:50","slug":"website-redesign-seo","status":"publish","type":"post","link":"https:\/\/weblab.gr\/en\/redesign-istoselidas-seo\/","title":{"rendered":"Redesign without losing your Google rankings"},"content":{"rendered":"<p>A website redesign can make a site faster, cleaner and more effective. But it can also wipe out, within a few weeks, Google rankings that took years to build, if the old addresses stop working or the new site goes live hidden from search engines. The difference rarely lies in the design. It lies in a few technical checks before and after launch.<\/p>\n<p>The steps that follow are based on Google\u2019s guidelines and on what we\u2019re doing right now on our own site: the old English weblab.gr, with Yoast SEO, is being replaced by a new Greek site with a different address structure. They apply to any WordPress site that changes theme, structure or language.<\/p>\n<h2>Before the website redesign: list your URLs<\/h2>\n<p>The first step happens before the first page is designed: a complete list of the current site\u2019s addresses. Anything left off this list risks ending up on a 404 page after launch. Google suggests combining several sources, because none of them has everything:<\/p>\n<ul>\n<li><strong>XML sitemap.<\/strong> If the site has Yoast SEO, the index is at \/sitemap_index.xml. That\u2019s where we started too, for the old weblab.gr.<\/li>\n<li><strong>Search Console.<\/strong> In the \u201cPerformance\u201d report, export the pages with clicks and impressions from the last few months: these are already bringing people in.<\/li>\n<li><strong>Analytics.<\/strong> The landing pages with the most traffic, from all sources and not just search.<\/li>\n<li><strong>Backlinks.<\/strong> The Search Console \u201cLinks\u201d report shows which of your pages have links from other sites.<\/li>\n<li><strong>Crawl.<\/strong> A tool like Screaming Frog finds pages that aren\u2019t in any sitemap, PDF files, images and old addresses with parameters.<\/li>\n<\/ul>\n<p>Along with each URL, keep the SEO title, the description (meta description), the H1 heading and, if you can, the searches it appears for. You\u2019ll need the same file for the post-launch check too.<\/p>\n<h2>URL map and one-to-one 301 redirects<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/weblab.gr\/wp-content\/uploads\/2026\/11\/redesign-xartis-url-scaled.jpg\" alt=\"Hands arranging colorful sticky notes on a board\" width=\"2560\" height=\"1707\" class=\"alignnone size-full wp-image-27028\" srcset=\"https:\/\/weblab.gr\/wp-content\/uploads\/2026\/11\/redesign-xartis-url-scaled.jpg 2560w, https:\/\/weblab.gr\/wp-content\/uploads\/2026\/11\/redesign-xartis-url-300x200.jpg 300w, https:\/\/weblab.gr\/wp-content\/uploads\/2026\/11\/redesign-xartis-url-1024x683.jpg 1024w, https:\/\/weblab.gr\/wp-content\/uploads\/2026\/11\/redesign-xartis-url-768x512.jpg 768w, https:\/\/weblab.gr\/wp-content\/uploads\/2026\/11\/redesign-xartis-url-1536x1024.jpg 1536w, https:\/\/weblab.gr\/wp-content\/uploads\/2026\/11\/redesign-xartis-url-2048x1365.jpg 2048w, https:\/\/weblab.gr\/wp-content\/uploads\/2026\/11\/redesign-xartis-url-18x12.jpg 18w, https:\/\/weblab.gr\/wp-content\/uploads\/2026\/11\/redesign-xartis-url-900x600.jpg 900w, https:\/\/weblab.gr\/wp-content\/uploads\/2026\/11\/redesign-xartis-url-1600x1067.jpg 1600w, https:\/\/weblab.gr\/wp-content\/uploads\/2026\/11\/redesign-xartis-url-600x400.jpg 600w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><br \/>\nWith the list ready, you build the map: for each old URL, what the new one is. Google\u2019s <a href=\"https:\/\/developers.google.com\/search\/docs\/crawling-indexing\/site-move-with-url-changes\" target=\"_blank\" rel=\"noopener\">site move guidelines<\/a> ask you to map every old URL to its new address. On our own site, for example, the old English pages have a different structure from the new ones:<\/p>\n<table>\n<thead>\n<tr>\n<th>Old URL<\/th>\n<th>New URL<\/th>\n<th>Action<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>\/service\/page-speed-optimization\/<\/td>\n<td>\/services\/speed\/<\/td>\n<td>301<\/td>\n<\/tr>\n<tr>\n<td>\/get-a-quote\/<\/td>\n<td>\/quote\/<\/td>\n<td>301<\/td>\n<\/tr>\n<tr>\n<td>\/project\/kerkyra-lines\/<\/td>\n<td>\/projects\/kerkyra-lines\/<\/td>\n<td>301<\/td>\n<\/tr>\n<tr>\n<td>Page with no equivalent content<\/td>\n<td>\u2013<\/td>\n<td>404 or 410<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>The rules that make the difference:<\/p>\n<ul>\n<li><strong>Permanent redirects, from the server.<\/strong> Use 301 (or 308). According to <a href=\"https:\/\/developers.google.com\/search\/docs\/crawling-indexing\/301-redirects\" target=\"_blank\" rel=\"noopener\">Google\u2019s guidance on redirects<\/a>, a permanent redirect signals that the new address should appear in search results, while with a temporary 302 or 307 the old one may stay. 301s don\u2019t cause a loss of PageRank.<\/li>\n<li><strong>No chains.<\/strong> Every old URL goes straight to the final destination. If the site already has redirects from a previous change, update those too, so there aren\u2019t two or three hops.<\/li>\n<li><strong>Never everything to the home page.<\/strong> The most common \u201csolution\u201d is to send all old URLs to the home page. Google warns that this confuses visitors and may be treated as a soft 404, i.e. as if the page doesn\u2019t exist.<\/li>\n<li><strong>404 or 410 where there\u2019s no equivalent.<\/strong> If a page isn\u2019t being carried over, it\u2019s right for it to return 404 or 410. If several old pages are being merged into one new one, they can all point to it.<\/li>\n<\/ul>\n<p>In WordPress, redirects go either in the server configuration (.htaccess or Nginx) or in a plugin. Whichever you choose, test them before launch: with a script or crawler for the whole list, and with Search Console\u2019s URL Inspection for the important pages.<\/p>\n<h2>Keep what already works on your pages<\/h2>\n<p>Redirects carry over the addresses, not the reasons a page ranks. If the page that brought traffic for \u201ce-shop development Corfu\u201d is rewritten as three lines under a big slider, Google will see a different page and assess it from scratch.<\/p>\n<p>For the pages that bring clicks, keep the topic, the main sections of the text, the SEO title, the description and the structured data (schema), unless you have a specific reason to change them. If the language changes too, as on our own site, the page is essentially rewritten and you should expect bigger fluctuations. That\u2019s why it\u2019s best not to change more at once than you need to.<\/p>\n<p>Measure speed before and after as well: a new theme with a heavy image at the top may have worse <a href=\"\/en\/core-web-vitals\/\">Core Web Vitals<\/a> than the old one.<\/p>\n<h2>Staging, noindex and launch day<\/h2>\n<p>The new site is built on staging, a copy at another address that must not appear on Google. In WordPress this is usually done with the \u201cDiscourage search engines from indexing this site\u201d option (Settings \u2192 Reading), which adds the meta robots noindex, nofollow tag to pages. The <a href=\"https:\/\/wordpress.org\/documentation\/article\/settings-reading-screen\/\" target=\"_blank\" rel=\"noopener\">WordPress documentation<\/a> notes that it\u2019s up to search engines to honor it, so a password on the staging site is safer.<\/p>\n<p>The classic mistake: the site is moved from staging to the real address together with the database, and therefore with this setting still on. The new site works normally for visitors, but tells Google not to index it. Google says so explicitly: after the move, remove every noindex and every robots.txt block that was only needed for the migration. And if the staging site has already appeared on Google, don\u2019t close it off with robots.txt alone, because then Google <a href=\"https:\/\/developers.google.com\/search\/docs\/crawling-indexing\/block-indexing\" target=\"_blank\" rel=\"noopener\">can\u2019t read the noindex<\/a>.<\/p>\n<p>On launch day, in this order:<\/p>\n<ol>\n<li>Turn off the search engine discouragement and check the code of the home page and a few inner pages.<\/li>\n<li>Open \/robots.txt and make sure it doesn\u2019t contain Disallow: \/ or other blocks you don\u2019t want.<\/li>\n<li>Turn on the redirects and test the whole list of old URLs.<\/li>\n<li>Search the database and the code for the staging domain. It\u2019s often left behind in links, images and canonicals.<\/li>\n<\/ol>\n<div class=\"art-note\">The quickest check after launch: open the home page, view the source code and search for the word \u201cnoindex\u201d. If you find it in a meta robots tag, the site won\u2019t appear on Google.<\/div>\n<h2>Canonical, hreflang and internal links<\/h2>\n<p>Every new page needs a <a href=\"https:\/\/developers.google.com\/search\/docs\/crawling-indexing\/consolidate-duplicate-urls\" target=\"_blank\" rel=\"noopener\">self-referencing canonical<\/a>, with an absolute address (https:\/\/\u2026) rather than a relative one. Yoast and most SEO plugins do this automatically, but after a migration it\u2019s worth checking that it points to the real domain and not to staging or the old URL.<\/p>\n<p>Internal links (menu, footer, links within the text) should point straight to the new URLs. Redirects would work, but every link to an old address is an unnecessary hop and a contradictory signal about which page is the canonical one.<\/p>\n<p>If the language changes or languages are added, you need <a href=\"https:\/\/developers.google.com\/search\/docs\/specialty\/international\/localized-versions\" target=\"_blank\" rel=\"noopener\">hreflang<\/a>, which tells Google which page is the translation of which. The rules are strict: each version references itself and all the others, otherwise the tags are ignored; language codes follow ISO 639-1 (el, en); and x-default sets the page for visitors who don\u2019t match any language. Multilingual plugins can generate them, but check them in the code.<\/p>\n<p>On our own site, as long as there\u2019s only the Greek version, hreflang isn\u2019t needed. When English is added, the redirects of the old English pages must point straight to the new English pages, with no intermediate step. This is part of <a href=\"\/en\/services\/seo\/\">technical and multilingual SEO<\/a> and is worth planning from the start.<\/p>\n<h2>Sitemap and Search Console after launch<\/h2>\n<p>As soon as the site goes live, submit the new XML sitemap in Search Console. Google suggests temporarily keeping a sitemap with the old URLs too, so you can see them drop out of the index. Redirect warnings in that sitemap are expected. In WordPress the old sitemap no longer exists, so you upload it as a static file with the list from the first step and remove it once the old pages have left the index.<\/p>\n<p>The <a href=\"https:\/\/support.google.com\/webmasters\/answer\/9370220\" target=\"_blank\" rel=\"noopener\">Change of Address tool<\/a> is only needed when the domain or subdomain changes, e.g. from example.gr to example.com. It isn\u2019t needed for a change from http to https, from www to non-www, or for a new URL structure on the same domain, as in our redesign. It requires a 301 from the old home page to the new one and ownership of both properties with the same Google account, and it applies for 180 days.<\/p>\n<h2>The weeks after: what to monitor<\/h2>\n<p>A launch without mistakes doesn\u2019t mean traffic stays the same from day one. Google writes that rankings will fluctuate temporarily and that for a medium-sized site it can take a few weeks or more until the new URLs appear in place of the old ones. A mild, temporary drop is to be expected.<\/p>\n<p>For the first few weeks, every week:<\/p>\n<ul>\n<li><strong>Page indexing.<\/strong> The <a href=\"https:\/\/support.google.com\/webmasters\/answer\/7440203\" target=\"_blank\" rel=\"noopener\">Search Console page indexing report<\/a> shows the 404s, the pages with noindex and the soft 404s. 404s aren\u2019t always a problem, if the page was removed on purpose. Fix those that come from your own links or the sitemap, and those that correspond to pages that were moved and should have had a redirect.<\/li>\n<li><strong>Performance.<\/strong> Compare clicks and impressions per page with the file from the first step.<\/li>\n<li><strong>Logs and 404 tracking.<\/strong> Visitors find old links that no tool had picked up. Each such URL gets its own redirect.<\/li>\n<li><strong>External links.<\/strong> For the most important ones, ask the sites to update the address. Google suggests this too.<\/li>\n<\/ul>\n<p>If you\u2019re preparing a redesign, a <a href=\"\/en\/services\/technical-audit\/\">technical audit of your current site<\/a> provides the basis for the list. And when you <a href=\"\/en\/get-a-quote\/\">ask for a quote for a new website<\/a>, ask for it to include the migration too: URL map, redirects and a post-launch check.<\/p>\n<h2>FAQ<\/h2>\n<h3>How long should the redirects stay in place?<\/h3>\n<p>Google recommends at least a year, and as long as possible. We leave them in place permanently, because old links on other sites, in emails and in posts are still out there.<\/p>\n<h3>What if only the design changes and not the URLs?<\/h3>\n<p>Then you don\u2019t need redirects or a Change of Address. The rest of the list still applies, starting with the staging noindex.<\/p>\n<h3>When should I worry about a drop in traffic?<\/h3>\n<p>If after a few weeks some pages haven\u2019t recovered while the rest have, check their redirect, noindex, canonical and content. A general drop from day one usually points to a noindex or a robots.txt block.<\/p>\n<div class=\"art-sources\">\n<p class=\"art-sources-title\">Sources<\/p>\n<ol>\n<li><a href=\"https:\/\/developers.google.com\/search\/docs\/crawling-indexing\/site-move-with-url-changes\" target=\"_blank\" rel=\"noopener\">How to move a site (site moves with URL changes)<\/a> \u00b7 Google Search Central \u00b7 updated 20 Aug 2026<\/li>\n<li><a href=\"https:\/\/developers.google.com\/search\/docs\/crawling-indexing\/301-redirects\" target=\"_blank\" rel=\"noopener\">Redirects and Google Search<\/a> \u00b7 Google Search Central \u00b7 updated 14 Apr 2026<\/li>\n<li><a href=\"https:\/\/support.google.com\/webmasters\/answer\/9370220\" target=\"_blank\" rel=\"noopener\">Change of Address tool<\/a> \u00b7 Google Search Console Help \u00b7 accessed 14 Oct 2026<\/li>\n<li><a href=\"https:\/\/developers.google.com\/search\/docs\/crawling-indexing\/consolidate-duplicate-urls\" target=\"_blank\" rel=\"noopener\">How to specify a canonical URL with rel=&#8221;canonical&#8221; and other methods<\/a> \u00b7 Google Search Central \u00b7 updated 10 Jul 2026<\/li>\n<li><a href=\"https:\/\/developers.google.com\/search\/docs\/specialty\/international\/localized-versions\" target=\"_blank\" rel=\"noopener\">Tell Google about localized versions of your page<\/a> \u00b7 Google Search Central \u00b7 updated 21 Sep 2026<\/li>\n<li><a href=\"https:\/\/developers.google.com\/search\/docs\/crawling-indexing\/block-indexing\" target=\"_blank\" rel=\"noopener\">Block Search indexing with noindex<\/a> \u00b7 Google Search Central \u00b7 updated 10 Dec 2025<\/li>\n<li><a href=\"https:\/\/wordpress.org\/documentation\/article\/settings-reading-screen\/\" target=\"_blank\" rel=\"noopener\">Settings Reading screen<\/a> \u00b7 WordPress.org Documentation \u00b7 updated 8 Jun 2024<\/li>\n<li><a href=\"https:\/\/support.google.com\/webmasters\/answer\/7440203\" target=\"_blank\" rel=\"noopener\">Page indexing report<\/a> \u00b7 Google Search Console Help \u00b7 accessed 14 Oct 2026<\/li>\n<\/ol>\n<p class=\"art-credits\">Cover photo: <a href=\"https:\/\/www.freepik.com\/free-photo\/concentrated-young-colleagues-sitting-office-coworking_8078168.htm\" target=\"_blank\" rel=\"noopener\">drobotdean on Freepik<\/a><\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Redirects, URL structure and Search Console: the checklist before and after launch, so the new site keeps the old one\u2019s rankings.<\/p>","protected":false},"author":1,"featured_media":27029,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[22],"tags":[],"class_list":["post-27002","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - 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