Breaking the Myth: SEO-Friendly Website Redesign Strategies


Redesigning your website isn’t just about giving it a fresh look; it’s a golden opportunity to boost your site’s SEO ranking and outshine the competition. Too often, businesses plunge into website redesign with aesthetic tunnel vision, neglecting the powerhouse of visibility that is search engine optimization. Yet, by intertwining SEO strategies with your redesign from the get-go, you ignite a powerful synergy that elevates user experience and drives traffic. This approach ensures that your content remains king, and your technical foundations are stronger than ever. Keep reading to uncover how to master this balancing act and propel your redesigned site to the top of search engine results pages. (P.S. Fortress is a top 10 SEO Agency in Chicago according to PRNews.IO., so we know what we’re talking about.)

Understanding SEO Basics Before Redesigning Your Website

Embarking on a website redesign demands not only a fresh aesthetic appeal but also a strategic overhaul to ensure your site remains a dominant player in the competitive landscape of search engine results. Central to this endeavor is the profound understanding of SEO basics, a toolkit that empowers your digital presence to flourish amidst the ever-evolving internet dynamics.

Before you dive into a conversation with design web agencies or sketch the first draft of your new homepage, it’s imperative to assess where you currently stand in the SEO arena. Identifying your website’s existing SEO strengths lays a solid foundation for the journey ahead. Following this, the art and science of selecting the right keywords emerge as a critical pillar for your redesigned site, ensuring that every tag and headline resonates with your target audience while steering your content strategy toward visible triumphs in search engines. Recognizing and harnessing these elements shapes the bedrock of your SEO-friendly website redesign strategies, setting a clear pathway for enhanced visibility, user engagement, and ultimately, higher conversions.

Identify Your Current SEO Standings and Strengths

An essential step in the pathway toward a successfully redesigned website involves conducting a thorough SEO audit. This crucial analysis uncovers the heartbeat of your current online presence, pinpointing the strengths that have been propelling your rankings on search engines and identifying areas ripe for improvement.

Employing tools like Google Analytics and employing the expertise of SEO firms in Chicago or wherever your business is rooted offers insights into the metrics that matter: from keyword density that has been drawing in your audience to the bounce rate that might be hindering optimal user experience. Understanding these facets equips you with the knowledge needed to craft a renovation strategy that not only retains but amplifies your SEO prowess.

Choose the Right Keywords for Your Redesigned Site

Choosing the right keywords for your website’s redesign is akin to selecting the precise bricks to build a bridge that connects your content with your target audience’s search intent. Collaboration with an award-winning SEO agency in Chicago, or any locale your endeavor finds its roots, can unveil the pivotal phrases that capture the essence of your brand while matching the queries your potential clients are typing into search engines. This critical step ensures that every page, headline, and tag meticulously crafted in your redesign project acts as a beacon, guiding more traffic to your digital doorstep.

Understanding the competition in keyword space is equally vital, where insights gleaned from tools and expertise can spotlight opportunities to outshine rivals. The strategic use of long-tail keywords, for instance, often opens new avenues for visibility among niche segments of your market, providing a tailored approach that major competitors might overlook. Here, investing time in qualitative research and leveraging software as a service (SaaS) platforms specialized in SEO can deepen your arsenal, offering nuanced understandings that align your website’s messaging with the genuine interests of your visitors, fostering an environment ripe for increased engagement and conversions.

Crafting a Redesign Plan That Keeps SEO in Mind

Redesigning a website with SEO in mind isn’t just about injecting the right keywords or reducing the bounce rate. It evolves into a meticulous strategy that considers the architecture of your website from the ground up. This process begins with mapping out a structured yet intuitive website layout that guarantees smooth navigation, seamlessly guiding the user from one piece of content to another.

Equally crucial is embracing mobile responsiveness right from the planning stages. As a staggering number of users access the internet on smartphones, (over 96% of the global digital population) offering them a streamlined experience is non-negotiable. These components are pivotal in maintaining the integrity of your SEO efforts while upgrading your digital facade to meet modern demands.

Map Out the Website Structure for Smooth Navigation

Developing a website structure that promises smooth navigation starts with understanding the user journey. It’s about creating a logical flow that anticipates user needs, enabling them to find information swiftly and efficiently. By prioritizing a seamless user experience, businesses encourage visitors to explore deeper into their site, reducing friction points that could lead to increased bounce rates.

Embedding accessibility into this structure is equally paramount. Ensuring that menu items are intuitively labeled and that the site hierarchy makes sense to both the user and search engines lays the groundwork for a redesign that boosts both usability and SEO. This strategic alignment facilitates the growth of organic search results, making the website more discoverable to potential clients searching for relevant services or products.

Prioritize Mobile Responsiveness From the Start

In today’s digital age, prioritizing mobile responsiveness from the initial stages of a website redesign is not just an option; it’s a necessity. The shift in user behavior towards smartphone usage for internet access has made mobile-optimized websites a critical factor for SEO success. A site that flawlessly adapts to various screen sizes enhances user experience, thus positively influencing search engine rankings.

Engaging a design web team that understands the intricacies of mobile web development ensures your site remains accessible and appealing across all devices. This approach not only improves your site’s visibility on search engines but also caters to the growing segment of mobile users, securing a wider reach and higher engagement levels for your business in the competitive online marketplace.

Keeping Content King During and After a Redesign

In the heart of a successful website redesign lies the undiminished power of content; this element transcends trends and technological advances, maintaining its throne in the SEO realm.

As businesses embark on this transformative journey, the critical tasks of auditing existing content for its quality and relevance, alongside the strategic updating of content to preserve rankings, emerge as pivotal to sustaining and elevating a site’s SEO stature.

These steps ensure that while the website undergoes a visual and structural metamorphosis, its core message remains intact, engaging, and search engine optimized, propelling the digital presence forward without losing its accumulated SEO value.

Audit Existing Content for Quality and Relevance

An essential stride in maintaining SEO valor during a website redesign involves scrutinizing existing content for both its quality and pertinence. This audit acts as a critical lens, revealing which pieces still resonate with your audience and align with your strategic objectives, and which may inadvertently sabotage your search engine rankings due to outdated information or subpar quality.

Enlisting the support of SEO specialists, possibly from noteworthy Chicago SEO agencies or conversion optimization experts, can provide an insightful analysis into the effectiveness of your current content. Their expertise aids in identifying gaps in your content’s engagement with the target demographics, ensuring that every article, blog post, and web page contributes positively to the overarching goal of enhancing visibility and user satisfaction.

Strategically Update Content Without Losing Rankings

Intelligently refreshing your website’s content involves a critical balance: keeping it fresh and relevant for your audience while safeguarding the SEO value it’s garnered over time. Partnering with expertise, perhaps from a prominent SEO company or a consultant skilled in conversion optimization, ensures that your updated content is not only engaging but also strategically aligned with keyword targets and SEO best practices. This mindful approach prevents a decline in search rankings while embracing the evolution of your site’s thematic pillars.

Moreover, transitioning content within the modernized framework of your website demands a meticulous examination of both the architecture and the semantic layer of your content. Execution of this strategy entails fine-tuning the URL structure, potentially utilizing redirection to preserve link equity, and updating meta tags to reflect the evolved content. These steps, directed towards enhancing user experience and reinforcing SEO foundation, epitomize the seamless integration of new content objectives with legacy SEO value.

Ensure URL Structures Are Optimized for Search Engines

Optimizing URL structures for search engines lays the cornerstone for any successful website redesign. This process ensures that each web page communicates effectively with search engines, guiding them through a site’s hierarchy cleanly and making it easier for pages to be indexed and ranked.

By adopting clear, descriptive URLs that incorporate target keywords, redesign projects significantly boost a site’s SEO potential. Such strategic structuring not only aids search engines in understanding the relevance of a page but also enhances the user experience by providing clear, understandable links that promise relevant content.

Set Clear KPIs to Track SEO Progress Post-Launch

Setting definitive KPIs is akin to establishing beacons of success for your redesigned website’s SEO journey. These navigational aids, whether they focus on organic traffic growth, conversion rates, or the reduction of bounce rates, provide a quantifiable measure of the strides you’re making post-launch. By tuning into these selected KPIs, you position your team to effectively gauge the outcomes of your SEO strategies, adjusting tactics as needed to continuously drive improvement.

Engaging with tools like Google Analytics becomes instrumental in the post-launch phase to track these vital metrics. It offers a panoramic view of your website’s performance, from page views and session durations to more sophisticated indicators like click-through rates for specific keywords. This information not only sheds light on the efficacy of your redesign efforts but also informs your ongoing content strategy, ensuring your site’s evolution is always aligned with your SEO goals.

Leveraging Social Media to Boost Post-Redesign SEO Efforts

Integrating social media in the post-redesign phase emerges as a robust strategy to magnify SEO efforts. Platforms like Facebook, Twitter, and Instagram serve as conduits, driving additional traffic to the newly revamped site. This influx not only boosts web traffic metrics but also signals search engines about the site’s growing popularity and relevance.

By sharing engaging content related to the redesigned website on social media, businesses can capitalize on the power of viral marketing. Engaging posts, whether they be behind-the-scenes glimpses or highlights of new features, encourage shares and comments. This social interaction enhances visibility and indirectly contributes to a website’s SEO performance by creating backlinks and social signals that search engines take into account.

Launching targeted social media advertising campaigns post-website redesign can significantly increase the reach of your new site. Tailored ads that highlight the updated look, improved functionality, or new services directly target the audience most likely to engage. This targeted approach not only drives qualified traffic to the website but also supports conversion optimization efforts by reaching a more interested and relevant audience.

Utilizing social media analytics tools sheds light on the effectiveness of post-redesign outreach efforts. Insights into which platforms generate the most traffic or what type of content resonates with the audience guide future content strategy. Armed with this knowledge, businesses can fine-tune their social media strategy to continuously bolster their website’s SEO and user engagement levels.

The importance of breaking the myth surrounding SEO-friendly website redesign strategies lies in understanding that a website’s makeover can coincide with enhanced SEO performance rather than detract from it.

By conducting a thorough SEO audit before redesigning, choosing the right keywords, and crafting a site that prioritizes smooth navigation and mobile responsiveness, businesses can enhance their digital presence substantially.

Adopting an SEO-centric approach throughout the redesign process, from optimizing URL structures and implementing 301 redirects to maintaining quality content and leveraging social media, ensures that the redesigned website not only looks fresh but also improves its standing in search engine results.

The integration of technical SEO considerations and the rigorous post-launch monitoring of KPIs through analytics enable ongoing strategy adjustments for continuous improvement.

Ultimately, dismantling the myth and adopting an informed, SEO-friendly redesign strategy elevates a site’s visibility, user engagement, and conversion rates in the competitive online landscape.

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SENIOR Designer

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      Follow our journey as we continue to help shape and transform brands.


      SENIOR designer

      Full Job Description

      Fortress is a fast-growing digital marketing and branding agency headquartered in Chicago that has worked with clients ranging from global corporations like Nike, Jordan, All-State, Acura, athletes, and celebrities like Kevin Hart, Steph Curry, prestigious universities, startups, and everyone in between. We believe in putting family first, being team players, staying humble, and being obsessed with our clients’ success. We provide a unique and energetic culture that fosters creativity and camaraderie.

      We’re currently seeking a full-time Senior Designer to join the team and work out of our Chicago, IL office. The right person for this position sees the bigger picture while remaining passionate about the details.

      You’re knowledgeable and skilled in Web, Branding, large-scale marketing campaigns, and more. You’re a jack of all trades in creative software, but you also have a passion for design beyond the screen. You understand that great design is in the nuance—that subtle cultural references should be woven into the things you create and every project should be approached with the end-user at the center of it. You love working on a team with diverse perspectives and you’re willing to learn from as well as build up those around you. At the core, you’re a problem solver with a knack for making things look good.


      • Contribute to various projects in web, brand identity, and print across multiple industries
      • Collaborate and ideate with the design and marketing teams, while also giving and receiving feedback on designs
      • Create presentations and asset kits to be delivered to team members, clients, and partners
      • Present your creatives to clients with the ability to back up your ideas, while also being open to new ideas and critiques


      • 3-5 years of experience working in design and digital marketing
      • A strong portfolio with a diverse array of work and a strong foundation in basic design principles (typography, layout, color, UX/UI)
      • Problem-solving and storytelling abilities
      • Multi-tasking and prioritization skills
      • Experience working in Adobe CC and Figma
      • 3D, Animation, Video Editing, and Photography is a plus
      • A collaborative mindset
      • A good sense of your own design and visual style
      • Attention to detail
      • A passion for growth and a never-ending curiosity

      Job Type: Full-time


      • 401(k)
      • 401(k) matching
      • Dental insurance
      • Flexible schedule
      • Health insurance
      • Paid time off
      • Professional development assistance
      • Vision insurance


      • 8-hour shift
      • Monday to Friday
      • Weekend availability

      Supplemental Pay:

      • Bonus pay
      • Commission pay

      Ability to commute/relocate:

      • Chicago, IL 60642: Reliably commute or planning to relocate before starting work (Required)


      • Graphic design: 6 years (Required)
      • Web design: 4 years (Required)


      Apply by filling out the form and someone will be in touch with you.

        Attach Files (Resume, Portfolio etc.)



        Someone from our team will reach out to you about your project soon.