To get the best possible visibility in search engines, it’s a good idea to plan your site renovation carefully. Content that ensures current search engine visibility should also be moved to the new site, and updating structure and content at the same time should be avoided where possible.

In either case, the main URLs on the old site should redirect to the same or similar content on the new site. Once you’ve revamped your site and kept your old content visible, it’s a good idea to implement a new content strategy.

Here’s a checklist to help you avoid the biggest pitfalls of renovating your site.

  • Check that test versions of your site do not show up in search engines.

This prevents www. The site published by is not a copy in the eyes of Google. It is true that this part is usually what all websites take into account.

  • Check that the dropdown menus are readable for search engines.

Otherwise, search engines will not be able to track your link navigation. It is important that the links are visible in the source code of the site and are in text format.

  • Ask how search engine visibility is taken into account when implementing a site.

How does the author of the site take this into account? Titles, meta tags, urls, etc.

Site information architecture as well as URL

Design a site with clear information about the architecture. This is a factor that affects search ranking. Delete main topic and subtopics. ns. the pyramid structure works well, it ensures that the link juice from the search engines goes to the subpages as well.

The information architecture of the site is optimized for search engines to help

Good readability and keywords for URLs should be considered. No dynamic URLs.

  • Does the URL structure of the site change?

Does the structure go all the way or is there a clear formula to redirect all directions?

  • Bring back the old URL structure without pages.

This is useful when creating redirects from waxy addresses to new addresses.

  • How to move the old content to the new structure?
    • Contents
    • Tagged with title
    • Meta-tagging

Make a list of the following pages on your site:

  • Content with many external links
  • Content that receives the most traffic
  • Content found high in search results

Successful redirection of these URLs is very important for search engine visibility.

  • Make a list of the URLs that will be redirected.

Once the URL structure of the new site is clear, create a list in Excel:

old url -> new url

just remember that 301 redirect move search engine rankings to a new direction.

The goal is not to remove any pages from your site, but rather to redirect everything to the most relevant content possible on your new site. Pages that do not redirect generate 404 errors in the search engine.


  • Before you launch your new site, make sure Google Analytics or the tracking you’re using is installed correctly.

In this way the data is recovered immediately.

Testing after site renovation

  • Do a Google search of the site and see how many pages are indexed.

Monitor this figure before the reform and weekly after the reform.

Keep an eye on what’s happening with these pages:

  • Pages with more external links.
  • The pages with the most traffic.
  • The pages with the highest search results.
  • Check the download speed of the site.

This is a factor that directly affects search rankings. However, the speed of the site can be cleverly tested Pingdom website speed test.

  • Check for duplicate content after the new site is published

If you find it, perform the necessary redirects.

Convert them to an Excel spreadsheet and watch the number of errors:

  • Before renewing the site.
  • After renewing the site.
  • Monitor the situation weekly or more often after renovation.

404 page not found error page

Although all the above points are carefully checked. After you publish your site, there is still a chance that visitors will end up on your site at an address that no longer exists. In that case, they’ll land on a 404 not found page, so it’s worth investing in an error page to encourage you to stay on the site, not leave the site.


These things, done in a timely manner and kept in mind, will help maintain your site’s visibility in search engines.

Optimization of Adwords remarketing campaigns