Website relaunch without SEO mishaps: How to do it right!
A poorly planned website relaunch can have fatal consequences: Your Google ranking plummets, visitors stay away and, in the worst case, the subsequent correction costs a lot of money. But this can be avoided! If you rely on a well thought-out SEO strategy right from the start, you can secure your visibility and ensure long-term success.
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1. Why SEO is essential for a relaunch
Many companies underestimate how strongly a relaunch influences Google rankings. If there are no redirects or the new structure is unclear, your website may suddenly be difficult to find. At the same time, the growing influence of AI-generated content means that organic traffic could fall by up to 25 % in the coming years.
A website relaunch can affect various areas:
Design: The site is visually modernised.
Technology: The CMS or hosting platform is changed.
Content: Texts, images and other media are revised.
Structure: The URL and navigation structure is changed.
To ensure that your relaunch runs smoothly, you should carefully plan and implement all aspects.
2. When does a complete relaunch make sense?
A complete website relaunch is only the best solution under certain conditions:
✔ If the design, content, technology and structure need to be fundamentally renewed and a step-by-step adaptation would take too long.
✔ If the current website has hardly any relevant rankings and a strategic relaunch seems sensible.
Caution: A complete relaunch can be dangerous! Without good preparation, your site can plummet in the search results – especially if redirects are forgotten or the new structure is changed carelessly.
Our tip: If possible, implement changes gradually. This way you will recognise problems early on and can take countermeasures in good time.
3. Checklist: How to keep your relaunch SEO-safe
✅ Plan for SEO right from the start: Get experts on board early to avoid typical mistakes.
✅ Analyse existing SEO data: Capture all current content, URLs and rankings to avoid losing anything valuable.
✅ Set up 301 redirects: Ensure that old URLs are cleanly redirected to the new pages.
✅ Check technical SEO: Test loading times, mobile optimisation, indexing and crawlability.
✅ Optimise internal linking: A logical and SEO-friendly structure helps both users and search engines.
✅ Use a test environment: Before going live, you should test all changes in an environment that is not publicly accessible.
✅ Optimise content: Take the opportunity to improve texts specifically for relevant search terms.
✅ Monitor after the relaunch: Keep an eye on rankings, Google Search Console and traffic to recognise problems early on.
Conclusion: Good preparation pays off
A website relaunch is a major project – and without thorough planning, it can backfire. Falling rankings, poorer user experience and high correction costs are the result. However, those who incorporate SEO from the outset avoid costly mistakes and use the relaunch as an opportunity for long-term success.
Your next step
Prepare your relaunch carefully! Use our checklist as a guide and ensure that SEO is taken into account right from the start. Our experienced team will guide you through the entire process – from planning to monitoring success.
Patrick is our Head of Retail Media. With many years of experience in selling on marketplaces, he advises you on marketing and content. He also supports you in setting up the right marketplace to accelerate the growth of your business. Contact him by email or by phone on +49 89 215 276 60.