SEO Relaunch: 6 Steps to Success incl. Checklist

Search engines regularly update their technical SEO standards and user-focus through algorithm updates. A relaunch—replacing the old website with an improved version—is the perfect chance to get rid of all legacy issues that no longer meet these guidelines.

It’s also the ideal time for restructuring and redesigning the website. Since a relaunch is a large-scale project with many stakeholders and complex processes, it’s crucial to plan everything thoroughly in advance. This checklist helps you set the foundation for a successful website relaunch.

• Enable rebranding and repositioning of strategic products, services, or topics
• Gain more flexibility through a new or updated Content Management System (CMS)
• Optimize website structure so users can navigate more easily
• Achieve better positioning in search engines and AI systems like ChatGPT
• Improve page speed—for happier users and stronger KPIs

The anonymized example below shows a website relaunch that only received SEO support after the go-live. The result? Website visibility (a value based on the number of keyword rankings, keyword search volume, and competition) dropped by 80%. Relevant rankings collapsed or disappeared entirely. Traffic decreased dramatically. It took three years for the site to regain its previous level.

1. SEO is neglected and/or experts are brought in too late
   

   Without early SEO planning, key foundations are missing—with costly consequences for visibility and rankings.

2. Missing or incorrect redirects (301 redirects)
   

   Old URLs lead to dead ends. This hurts both user experience and SEO performance.

3. Important content is shortened or removed
   

   Highly relevant content disappears—often without a strategic reason. This reduces reach.

4. Lack of analysis and strategy
   

   Relaunching without data and clear goals is like flying blind—with predictable results.

5. Poorly planned information architecture
   

   If navigation is illogical, neither users nor search engines can find what they need.

6. No further development after go-live
   

   After launch, nothing happens. Without ongoing optimization, potential remains untapped.

7. Design preferences outweigh user needs
   

   The site may look good but fails to meet user behavior or needs.

8. Content is transferred unchanged
   

   Texts are reused without review or improvement. They feel outdated—and often are.

1. Planning & Strategy

• Careful selection of the CMS as the foundation for successful implementation
• Definition of relaunch goals
• Target group analysis and persona definition
• Identification of strategically important pages and USPs
• Creation of a roadmap incl. timeline

2. Analysis & Conception

• Content audit of the old website to (de)prioritize pages for the new information architecture. What stays, what is optimized, what is deleted?
• Competitor analysis and keyword research to optimize existing and new pages post-relaunch
• Conception of the new information architecture based on content analysis
• Clear menu structure with intuitive labels for navigation
• Technical specifications for clean setup and proper indexing

3. Design

• Ensure responsive design and mobile-first approach
• Create prototypes in tools like Figma
• Consistent design system with unified UI components (buttons, cards, etc.)
• Guarantee accessibility: strong color contrast, legible fonts, keyboard operability
• Test new designs with real users before go-live

4. Content Implementation

• Keyword mapping to assign relevant search terms to specific pages
• Optimization of metadata and on-page elements
• Content optimization based on SEO analysis
• Clear content hierarchy: highlight important information, structure with headings, make content scannable

5. Technical Implementation

• Implement technical specifications such as robots.txt, sitemap, meta tags, canonicals, hreflang tags, etc.
• Optimize page speed: compress images, use lazy loading, minimize scripts (especially JavaScript)
• Iterative testing to ensure correct implementation
• Redirect mapping and testing to transfer performance from old to new website

6. Testing & Monitoring

• Go-live testing and troubleshooting if needed
• Submit sitemap to Google Search Console
• Debriefing meeting to improve measures
• Measure success using defined KPIs
• Ongoing monitoring and continuous improvement

1. Sufficient time, since a relaunch is a crucial and demanding process that lays the foundation for long-term website performance
2. Strong project management to maintain oversight and integrate requirements across disciplines
3. Early inclusion of SEO and UX perspectives in strategic and conceptual decisions
4. A lean, user-friendly information architecture that defines clear user journeys and allows users to reach conversions quickly and easily through well-prepared content
5. Keyword mapping that assigns relevant keywords to each page in the information architecture for precise targeting
6. A correct technical setup with strong focus on proper indexing and site speed
7. Clean redirect mapping and correct implementation of redirects from old to new URLs
8. Monitoring and analyzing developments post-go-live, with proactive responses to anomalies

We accompany website relaunches with a holistic approach, high quality, and proactive action. Our goal: your relaunch should pay off—sustainably and measurably. Our SEO and UX team analyzes your situation in a non-binding initial consultation and supports you with up-to-date expertise on all questions regarding your planned relaunch.