During an old website redesign, keyword layout is often one of the most challenging issues for operators: if done well, traffic and conversions may improve; if done poorly, rankings and indexing may drop significantly. The core idea of keyword layout is to retain effective existing keywords while adjusting based on changes in business and user search habits, rather than starting from scratch.
Step 1: Audit Existing Keyword Performance
Before the redesign, use webmaster tools or third-party platforms to pull current search query data for the website. Focus on: which keywords have stable rankings and traffic? Which have low click-through rates but decent rankings? Which have no impressions at all? For keywords with stable traffic, try to keep the corresponding pages or set up 301 redirects to new URLs. For low-performing keywords, consider merging or eliminating them. This step helps minimize unnecessary traffic loss during the redesign.
Step 2: Merge Duplicate and Outdated Content
Old websites often have multiple pages targeting the same keyword, or content that is outdated or no longer relevant to the business. During the redesign, merge similar keywords into one page, and delete or redirect pages that are only a few hundred words long and thin in content. For example, if you previously had two similar pages like "Website Building Solutions" and "Enterprise Website Creation Process," you can integrate them into a single "Enterprise Website Building Guide" that covers long-tail keywords from both directions. After merging, ensure the new page has more complete content to avoid keyword loss.
Step 3: Reallocate Keywords Based on the New Site Structure
The new column planning determines the hierarchical distribution of keywords. Typically: place brand keywords and core business keywords on the homepage; industry keywords or general demand keywords on first-level category pages; and specific long-tail keywords on product/service detail pages. For example, a company offering enterprise online marketing services might use "online marketing service provider" on the homepage, "SEO optimization services" and "PPC management" on category pages, and further refine to "how much does SME SEO cost" on detail pages. When allocating, consider the page's capacity and avoid stuffing too many keywords into one page.
Step 4: Use 301 Redirects and Handle 404 Errors Properly
After the redesign, many URLs will inevitably change. For pages that previously had rankings and indexing, be sure to set up 301 redirects to the corresponding new pages; otherwise, search engines may consider the content lost, leading to ranking drops. Additionally, regularly check website logs and promptly address any 404 errors. If an old page has no suitable equivalent, redirect it to a parent category page rather than letting it go missing.
Common Precautions
When laying out keywords during a redesign, there are several common pitfalls to avoid: First, don't create a large number of low-quality pages just to cover more keywords, as this can dilute authority. Second, avoid frequently changing titles and core keywords; after the redesign, maintain stability for at least 2-3 months. Third, monitor search traffic changes before and after the redesign; if traffic for a particular keyword drops abnormally, check whether the redirect is incorrect or the content has been replaced. Fourth, for brand keywords, try not to change the wording and maintain consistency.
Conclusion
The keyword layout for an old website redesign is essentially about "retaining strengths, optimizing weaknesses, and ensuring a smooth transition." By auditing first and then adjusting, merging duplicate content, allocating keywords reasonably according to the new structure, and using 301 redirects, you can minimize the impact of the redesign on search traffic. After the redesign, continuously monitor data and make gradual optimizations for more stable results.
