Preventing Search Traffic Loss When Launching a Revamped Website with URL Changes

admin Avatar




In a recent discussion, Google’s John Mueller addressed the question of whether it is possible to prevent search traffic loss when launching a revamped website with URL changes involving folders and subfolders. Mueller’s response was straightforward: there is no foolproof way to avoid traffic loss in such cases.

Key Points:

  • John Mueller, a prominent figure at Google, was asked about preventing search traffic loss during the launch of a website revamp with URL changes.
  • Mueller’s response was clear and concise: there is no guaranteed method to prevent traffic loss in this scenario.
  • When a website undergoes significant changes, such as URL restructuring involving folders and subfolders, it can impact search rankings and traffic.
  • While there are best practices to minimize the impact, such as implementing proper redirects and ensuring the new site is crawlable, there is no way to completely avoid traffic loss.
  • It is important to carefully plan and execute website revamps, considering the potential impact on search visibility and traffic.
  • Monitoring and analyzing traffic patterns and search performance after the launch can help identify any issues and make necessary adjustments.

Hot Take:

Launching a revamped website with URL changes can be a challenging task, especially when it comes to preserving search traffic. While there are steps you can take to minimize the impact, it’s important to acknowledge that some traffic loss may occur. Careful planning, proper redirects, and ongoing monitoring are key to mitigating the effects and ensuring a smooth transition.


When undertaking a website revamp that involves URL changes, it is crucial to be prepared for potential search traffic loss. While it is not possible to completely prevent traffic decline, following best practices and closely monitoring the situation can help minimize the impact. Remember, a well-executed revamp can lead to long-term benefits, so it’s worth investing time and effort into ensuring a smooth transition.

Original article: