Web & Conversion
Will a website redesign hurt our search rankings?
It can, and when it does the cause is almost always redirects and structure rather than design. URLs that change without mapping, content that is cut, and internal links that disappear all discard accumulated equity. Handled properly, a redesign should preserve rankings and usually improves them.
Migration is part of the build, not an afterthought. Every existing URL needs a mapped destination, the content that earns traffic needs to survive the redesign, and the internal link structure needs to carry authority the same way it did before.
The other frequent cause is technical regression: a visually richer site that ships with slower Core Web Vitals and no structured data. Those are build requirements, not post-launch fixes.
Commercial · Updated 2026-08-10
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