SEO

Launching a new website without losing Google rankings

A new website is often a big improvement for visitors, but to Google it can look like a brand-new, unknown site. Without a migration plan you risk losing rankings that took years to build. With the right preparation, the launch becomes a boost instead.

Why do many sites lose traffic after a relaunch?

The most common causes are changed URLs without redirects, well-ranking content that was removed, and technical settings from the development environment carried into production – such as the site being hidden from search engines.

Map what already works

Before rebuilding anything, we review which pages get traffic, which keywords they rank for and which pages other sites link to. That becomes the list of content that must stay, be improved or get a clear replacement.

Redirect every old URL

Every old URL with traffic or links should be permanently redirected (301) to the most relevant new page – not just the homepage. That way both visitors and the value the page has built up follow along to the new address.

Check the technology on launch day

Make sure the site is open to search engines, the sitemap is updated, page titles and descriptions are in place and the site is fast. Speed is one of the factors Google considers, which we cover in our article on fast websites.

Measure before and after

Save a snapshot of traffic and rankings before launch and follow the development in the weeks after. Small fluctuations are normal, but clear drops on individual pages signal that something is missing or redirected incorrectly.