This Small Business Redesigned Its Website & You Won’t Believe What Horrible SEO Thing Happened Next

Columnist Andrew Shotland took on a client who'd lost rankings as a result of a site redesign. Here's what he did to help them recover. 

Redesigning websites while maintaining their SEO is akin to diamond cutting. One wrong move and you could lose all your organic traffic, not to mention your job.
But in these days of Google penalties, thin content warnings, manual spam actions, UGC spam warnings, etc., it’s often tempting to take a site that has been hit hard, toss it in the garbage and start over again.
The challenge is that if you don’t think through the SEO issues, you are more than likely going to speed up your race to the bottom.
If your site has lost a lot of organic rankings and you are about to change it dramatically, you and the rest of your team may want to read this first.
Do you still have any organic traffic? If so, is that traffic of any value?
While your site may not be generating organic leads the way it used to pre-penalty, it still may be bringing in meaningful business. Before you redo the site, you should understand that you are putting that remaining business at risk if you do not take it into account before you start the redesign.
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