In theory, a website redesign should be good news in terms of traffic. If migration from the old website to the new website is planned and executed correctly, you should be able to take your traffic with you. However, in practice, there can be little glitches that prevent this from happening.
This is no time to panic. There are usually a few simple measures that you can take to get your SEO traffic back and your business back on track in no time.
Confirm that you have lost traffic
Start by confirming that you have actually lost traffic by using Google Analytics, Google Search Console, historic or alternative URLs and historic keyword rankings.
According to the experts at the Search Engine Journal, Google Analytics is an invaluable free tool for revealing marketing insights and for helping you formulate stronger SEO strategies. It gives accurate and timely information on who is visiting your website and how they are getting there. If there is a clear drop that starts on the day of the redesign, it indicates that there is a problem.
Investigating the problem
Having confirmed that you really do have a problem, it is time to find out what has caused it. You can call in the services of a London SEO agency to work with you to identify what has caused the issue. SEO services in London can be found here and the sooner you get started on solving the issue, the better it will be for your business.
Redirects are one of the most likely culprits. Ideally, for your most important pages, you should keep the URLs the same or at least have 301 redirects from the old pages to the corresponding pages on your new site. This needs to be tested using a browser and a crawling tool.
Missing pages are another common issue. Content that was performing well on the old site is not available on the new site. Identify your high traffic pages and make sure that they direct to valid content. If they redirect to a generic or homepage then this will cause a problem. Web archives are useful for this task.
Protocol and domain issues can cause havoc with redirects so take care with domain, subdomain, and protocol.