The SEO rank element is extremely sensitive, just like the SEO field in general. This is a "sharp-edged" domain where you can do 100 good things, and then one wrong step to get rid of your effort. SEO rank is very important for a website. Depending on this, your site appears on Google or not. And depending on this, visitors come to your site or not. Also, improving SEO factors is a long-term process that requires much effort and sustained work. And a change of site, an update or a redesign might influence this effort. A redesign of the structure might affect the SEO rankings of the site. How do we avoid this? How do we keep the SEO rank in the case of a redesign? Before discussing specific things, there is a basic rule when we start a redesign. The site in work must be non-indexable. This must be done without exception. A work-in-progress site must be kept secret until the final form. Keep crawlers away from the pages of your site until it's ready. You can do this by staging site pasword or by setting the no-index in the Robot.txt file. At the time of a redesign, the stages that we are most interested in the reference to what we add to the site. So what's on the site should not be badly affected. But you will definitely change content. So there are some specific rules when redesigning. 1. Redirect links and breadcrumbs plug-in At the time of a redesign, page links should, as much as possible, remain unchanged. But if this is simply not possible, redirecting them is the ideal choice. This is done according to specific steps through the 301 redirect procedure. CAREFUL! In the case of redirecting 301, the link authority is retained in a proportion of 80-90%. But there is a way to keep authority in greater proportion. This involves not changing the link but using breadcrumbs. For example, this is used in online stores. Here we have to upload the list of products constantly. And a special breadcrumbs plugin can index each product with details based on the same old link, to which it adds a separate index code. 2. SEO audit and remove links marked as bad-links In the case of a redesign, it is necessary to perform an SEO audit before and after to determine the main links to see how many and do-follow links and to remove the broken links on the site. A strong SEO rank and a clean position will never come from multiple links but from few but clean. Links linking to pages with errors or non-existent links (pages 404) bring more site losses. Analyze your site after a redesign and identify the pages that have been modified to correct the links (by redirecting, not by rename) or to remove pages of this type. 3. Keep the ALT TAG attribute on the images An extremely important factor in preserving authority is the ALT TAG attribute on site images. When you optimize the images (a thing recommended in the case of a redesign) they can be changed. Ideally, this attribute is kept on each intact image because it acquired authority on the old site due to association with the old keyword. At this point, there is already an extremely important factor in the equation. 4. Keep the keyword When changing a page, if we also change the text, by default, the representative keyword is almost impossible to keep the authority of that page. Crawlers have completed the page profile and the list of links to your keywords over time. And now, after a redesign, if the text is completely changed, the robots will find absolutely new elements on the page. Even if the link remains the same, the page will be perceived as new content on the site, and the page authority will suffer. The authority of the general domain will remain the same, but the authority of the page will suffer. It will be kept hard because the keywords on which the page was indexed no longer exist or are replaced with new ones. 5. Add and delete pages from the main menu Adding pages will often be done through a simple process. If we want to introduce new services, for example, we can call specific LANDING PAGE. These can be set to subdomains, so they get authority from the parent domain link authority. If you want to remove some pages from the menu, there is a problem here. For example, removing the page must clearly take into account the number of links that lead to it, their authority and the relevance of the page to the total authority of the domain. A removed page from the menu can tear the entire SEO structure and can make an SEO rank positive to become negative in the shortest time. Seek to keep the main pages in the site structure identical, and the new ones automatically link to the domain, subdomains (for specific pages with a standalone character), or 301 redirects (in the case of old page updates ).