What role should technical SEO play in our website redesign project?

Technical SEO is essential in a website redesign project to ensure that the site remains visible and accessible to search engines. It involves optimising elements like site speed, mobile responsiveness, and structured data, which are crucial for maintaining and improving search engine rankings. Without integrating technical SEO, your shiny new site might look good to users but perform poorly in search results.

Why Technical SEO Matters in a Redesign

Imagine you’re revamping your B2B software platform’s website. You focus on sleek design and compelling content. But then, traffic plummets. Why? Your site might look stunning, but if search engines can’t crawl it efficiently, you’re invisible online. Technical SEO is the backbone that supports your site’s visibility. It’s not just about aesthetics; it’s about making sure search engines can find, read, and rank your site effectively.

A website redesign is like a home renovation. You wouldn’t ignore the plumbing and wiring just because you’re repainting the walls. Similarly, neglecting technical SEO can cause major issues. Elements like site architecture, URL structure, and page load speed are foundational. They ensure that your site functions smoothly and remains search-friendly.

Key Technical SEO Steps

So, what should you focus on during your redesign? Here are a few essential steps:

• Site Architecture: Plan your site’s structure so it’s logical and easy for both users and search engines to navigate. Use a clear hierarchy with categories and subcategories.

• Mobile Responsiveness: Ensure your site is mobile-friendly. Google prioritises mobile-first indexing, so a responsive design is non-negotiable.

• Page Speed: Optimise images, leverage browser caching, and minimise CSS and JavaScript files. Faster sites rank better and offer a better user experience.

• Structured Data: Implement schema markup to help search engines understand your content better. This can enhance your search visibility with rich snippets.

• Canonical Tags: Use these to avoid duplicate content issues, ensuring search engines know the preferred version of a page.

By focusing on these areas, you lay a solid foundation for your redesigned site. Remember, it’s not just about ticking boxes. Each step should be tailored to your specific goals and audience. An experienced seo expert can guide you in aligning these technical aspects with your broader strategy.

Real Talk: Don’t Skip the Tech

Here’s the thing. You can have the most beautiful website in the world, but if it’s technically flawed, it’s like a Ferrari with no engine. Looks great in the garage, but not going anywhere. Technical SEO ensures your site isn’t just a pretty face but a high-performing asset.

It’s easy to get caught up in the creative side of a redesign. Colours, fonts, and images are exciting. But don’t let them overshadow the technical details. They’re what keep your site running smoothly and ranking well.

Ultimately, technical SEO is the unsung hero of a successful website redesign. It’s what keeps you in the game and ahead of the competition. Ignore it, and you risk fading into digital obscurity. So, when planning your next redesign, remember: beauty is only skin deep. Technical SEO is where the real power lies.