Maintain Domain Authority During Redesign

Jan 17, 2019
Website Development


Welcome to Wicked Fast Marketing's comprehensive guide on maintaining domain authority during a website redesign.

The Importance of Domain Authority

Domain authority is a crucial metric that determines the credibility and trustworthiness of your website. It is a search engine ranking factor that influences how well your website performs in search engine result pages (SERPs). Higher domain authority means higher chances of ranking well for relevant keywords and attracting organic traffic to your site. Therefore, preserving and improving your domain authority during a website redesign is of utmost importance.

Planning Your Redesign

Prior to starting your website redesign, it's crucial to carefully plan and strategize. Here are some key considerations:

1. Maintain URL Structure

Preserving your current URL structure helps search engines understand the organization and hierarchy of your website. Changing URLs can result in broken links and loss of valuable backlinks. map out the URLs of your current pages and ensure they are retained in the new design.

2. Keyword Research and Optimization

Take advantage of the redesign to conduct comprehensive keyword research and optimize your content. Identify relevant keywords related to your business and incorporate them strategically into your website's copy, meta tags, headers, and image alt text. This helps search engines understand the context and relevance of your content.

3. Mobile Responsiveness and Speed

In today's mobile-centric world, having a mobile-responsive design and fast-loading pages is critical for both user experience and search engine rankings. Ensure that your new website design is optimized for mobile devices, and pay attention to website speed optimization techniques.

4. Internal Linking Structure

Review and enhance your internal linking structure during the redesign process. Internal links connect different pages and help search engines discover and understand the relationships between your web pages. By strategically linking relevant pages, you can support the flow of link equity and strengthen your website's overall structure.

Content Migration

When migrating your content to the new design, follow these best practices:

1. Preserve Valuable Content

Identify your top-performing content and ensure it remains intact during the redesign. These pages have likely already earned quality backlinks and contribute to your domain authority. Preserve their URLs, titles, and content to maintain their SEO value.

2. Optimize Metadata

Take the opportunity to review and optimize your metadata. Craft compelling and keyword-rich meta titles and descriptions for each page. Well-optimized metadata enhances click-through rates from search engine results pages and supports your website's visibility.

3. Implement SEO-Friendly URLs

During the redesign, aim for user-friendly and SEO-friendly URLs. Use descriptive and concise words that accurately represent the content of each page. Avoid generic URL structures and opt for keyword-rich URLs that contribute to search engine visibility.

Post-Redesign Considerations

After launching your redesigned website, ensure you perform the following steps:

1. Monitor SEO Performance

Track your website's SEO performance closely using tools like Google Analytics and Google Search Console. Monitor keyword rankings, organic traffic, and other relevant metrics to identify areas that require further optimization.

2. Redirect Old URLs

Set up proper 301 redirects for any URLs that have changed during the redesign. This ensures that any previous backlinks will pass their authority to the appropriate new URLs. Redirecting old URLs to relevant new ones helps preserve your hard-earned domain authority.

3. Update Internal and External Links

Review and update all internal and external links within your content. Ensure they are pointing to the correct pages on your new website. Broken or outdated links can negatively impact user experience and harm your search engine rankings.

4. Regularly Publish High-Quality Content

Continuously publish fresh, relevant, and high-quality content to attract and engage your target audience. Well-researched blog posts, informative articles, and other valuable resources not only improve your domain authority but also help establish your website as an authoritative source.


Redesigning a website can be a challenging task, but by following the above tips, you can maintain and even strengthen your domain authority during the process. Consistent efforts in optimizing your website's structure, content, and user experience will yield long-term benefits by attracting organic traffic and improving your search engine rankings.

Wicked Fast Marketing is a trusted marketing and advertising consultancy specializing in helping businesses achieve their online marketing goals. Contact us today to learn more about our services and how we can collaborate to enhance your digital presence.