Refresh Your Website, Retain Your website Rankings

We see it all time – a clunky, dated website that somehow defies the odds and ranks quite well on Google.

And when we speak with the site owner, they’re always caught between a rock and a hard place.

Do they retain the site as is, keeping their fingers crossed that the 1997 layout doesn’t send potential customers screaming back to the search results from whence they came?

Or do they take the leap and refresh their website, knowing that it could potentially impact their search engine optimisation (SEO), their search rankings, and therefore their valuable web traffic?


Well, if you find yourself in a similar situation, and you’re looking for some SEO help in Aylesbury or Tring, we’re here to put your mind at ease.

You Can Redesign Your Site AND Keep Your Search Ranking

It’s true. And as one of the top SEO companies in Buckinghamshire, we can help you do it.

By following a few simple steps prior to redesigning your website, we can make sure existing on-site SEO continues to benefit your business.

Step 1: We Crawl Your Website

First, we start by crawling your existing website. ‘Crawling’ in this context means we use a computer program to check every page of your site.

We want to understand the lay of the land, by which we mean the current structure, metadata (the page titles, meta descriptions, heading tags, etc.) and URLs.

We use Screaming Frog for this part of the process.

Step 2: We Audit Your Website

Next, we audit your site. We do this to pinpoint any issues that might be holding your site back from performing better in the search results, and to understand better the parts that are working.

We’ll look for missing or duplicate page titles; missing or duplicate H1 tags; missing or duplicate meta descriptions; tags that are too long or too short; internal and external broken links, and more.

We also check your site’s speed, mobile optimisation, and URL structure.

Step 3: We Analyse Your SEO

And before we jump into the redesign, we gather as much information as we can regarding your existing SEO and other sources of web traffic using Google Analytics and Webmaster Tools.

To complement our SEO copywriting services, we want to arm ourselves with an understanding of just how much traffic you’re receiving from Google. This includes how many pages are showing up in the search results, which pages and content are performing well, and what keywords are delivering the most visitors.

So, How Does All of This Protect Your Existing SEO?

When we get to work designing your new website, we have a baseline understanding of your current SEO status.

In other words: We know what works, and we know what doesn’t.

We can take this information and carefully map it across to the new website, retaining the on-site SEO that has been delivering you results, all while improving upon the aspects that may be currently costing you even higher rankings and even more traffic.

We’ll consolidate duplicate pages using 301 redirects, we’ll fix broken links and improve user experience, and we’ll specify canonical URLs to improve link and ranking signals.

Following these steps will help make sure you can move your website from old to new, without worrying about losing your valuable search engine rankings, and the visitors they bring.