A clear information architecture ensures that content is logically structured and easy to find — for users and search engines alike. Website relaunches are about designing menus, categories and page hierarchies in such a way that they enable intuitive navigation and quickly guide users to their destination. A well-thought-out structure improves the user experience (UX) and makes indexing by search engines easier. In addition, targeted internal linking strengthens the thematic relevance of individual pages and increases the length of time users spend.

A well-thought-out URL design is essential for a successful website relaunch. A clear, logically structured URL structure improves usability and makes indexing by search engines easier. URLs should be short, descriptive, and free of superfluous parameters or special characters. For example, www.example.com/website-relaunch is easier to understand than www.example.com/index. php?id=123. In addition, hierarchies should be mapped sensibly so that the URL structure reflects the navigation of the website. A consistent, meaningful URL strategy makes it easier for users to find their way around and contributes to better findability in search engines in the long term.

When relaunching a website, URL structures often change, which can lead to ranking losses and incorrect pages without a well-thought-out redirection strategy. Careful redirect mapping ensures that old URLs are 301 Redirect be permanently redirected to the new landing pages As a result, the existing SEO value is retained and users and search engines find the desired content without interruption. It is important that every redirect is targeted and does not link to irrelevant or generic pages. Redirection chains should also be avoided as they increase loading time and impair crawlability. A thorough check after the relaunch ensures that all redirects work correctly and that there are no error pages (404) that could have a negative impact on user experience and ranking.

When relaunching a website, content migration should not be underestimated, as existing content often has a high SEO value and must be maintained or improved in a targeted manner. Careful analysis ensures that relevant content is adopted, outdated or duplicate content is cleaned up and new content is strategically added. Important factors include the correct transfer of meta data (title, description), structured data, internal links and media such as images or videos. In addition, existing rankings and organic traffic data should be taken into account so as not to unintentionally lose powerful pages. After migration, quality assurance is essential: With crawler tools or the Google Search Console, potential errors such as missing content or broken links can be identified and corrected at an early stage.