When you redesign your website, elements search engines use to determine the relevance and authority of your web pages may change.
- Page URLs change
- Pages are added or deleted
- Content is merged, split into new pages, or deleted altogether
Changing the way people navigate around your website can dramatically alter the way search engines access pages and index your site.
Changes to your site structure also influence the transfer of link equity to your new site. Link equity, or link juice, is the ranking Google awards your site based on the quality and quantity of links to your website.
An inbound-link to your website from a major international news organisation like Al Jazeera, will rank highly, indicating to Google that your site has high quality content. Link equity is an important component of SEO and a major contributor towards your organic search rankings. You want to be sure that your link equity transfers to your new site.
Content has a major impact on your search engine equity. You may move, rework, or delete content contributing to your organic search authority during the redesign process.
Search engines then need time to re-scan your new website, and either index your updated content for key search topics, or find new relevant content instead.
If you replace written content with images, video or other visual content, you may find your website loses more organic traction, as search engines have less information to index.