After a website redesign, the biggest concern is often fluctuations in indexing and rankings. Many businesses focus only on making the site look good and function well, but overlook the relationship between keyword layout and indexing basics. In fact, keyword adjustments during a redesign directly determine whether search engines can smoothly understand the new site's structure and content. Below, from the perspective of checking indexing basics, we share several practical ideas for keyword layout.
1. First, Understand the Current Keyword Indexing Status Before Redesign
The first step in keyword layout is not to rush into new keywords, but to check which keywords on the old site have rankings and which pages are indexed. Use webmaster tools to view your site's indexing count and keyword rankings, and record pages with traffic and keywords. Focus on marking pages with stable rankings that generate inquiries, as these are the content you need to protect during the redesign. If these pages disappear or become inaccessible after the redesign, keyword rankings may be significantly affected.
2. Retain High-Value Keywords, Avoid Large-Scale Replacement
A common mistake during redesign is thinking the old site's keywords are not good enough and replacing them all with new ones. This approach carries high risk because search engines have already built trust in the old keywords and pages. A practical idea is to retain keywords that have rankings and traffic, and only adjust those that perform poorly or no longer fit the new positioning. For example, when redesigning a corporate website, core business keywords (like "website building" or "corporate website creation") should generally not be changed arbitrarily, while some long-tail keywords can be optimized based on content updates.
3. When Merging Content, Pay Attention to Keyword Deduplication and Relevance
During a redesign, multiple old pages are often merged into one new page. This can lead to issues like keyword duplication or overly similar content. It's recommended to sort out the main keywords for each page before merging, ensuring the merged page has a clear theme with naturally related keywords. For instance, when merging pages for "website design" and "website creation," the new page can cover both directions, but avoid simple stacking; instead, use content structure to let subheadings and paragraphs each focus on one key point.
4. Use 301 Redirects to Transfer Link Equity
If page URLs change after the redesign, ensure proper 301 redirects. This is not just a user experience issue but also a critical step in keyword layout. Search engines use 301 redirects to know that the old page's link equity transfers to the new page, reducing the loss of keyword rankings. Verify redirects for important pages one by one, not just the homepage. Also, redirects should point to the most relevant new pages; otherwise, the equity transfer effect will be diminished.
5. Use an XML Sitemap to Help Search Engines Understand the New Structure
After a redesign, even if the site structure is reasonable, search engines need time to recrawl. Submitting an XML sitemap is an effective way to help spiders quickly understand the new site's keyword layout. In the sitemap, list all important pages by category and appropriately include keywords in descriptions. Note that the sitemap should not contain low-quality or duplicate pages to avoid wasting crawl budget.
6. Continuously Monitor and Optimize, Don't Treat It as a One-Time Adjustment
Keyword layout is not a task for the redesign day alone; it's an ongoing process. After the redesign, regularly check the indexing status of each page and changes in keyword rankings. If some keywords drop in rankings, analyze whether it's due to insufficient page content relevance, reduced backlinks, or incorrect redirect configurations. Based on data feedback, gradually adjust keyword density and distribution rather than making large-scale changes at once.
In summary, the core idea for keyword layout during a redesign is: start by checking indexing basics, protect existing achievements, and optimize adjustments rather than starting from scratch. By merging content, using 301 redirects, and submitting sitemaps, you can maintain reasonable keyword layout while ensuring a smooth transition to the new version. If your site is undergoing or about to undergo a redesign, begin with indexing checks and plan keyword adjustments step by step.
