After the redesign, the traffic asked: what to check first
SEO after a site redesign is about working with the consequences of a template change, not addresses. The domain is the same, the addresses are often the same, and the traffic goes down: together with the old template, the titles, category descriptions, structured markup and part of the internal links disappear. It should be checked by the types of pages, and not by the site as a whole - in the five stores we measured, the h1 tag is not exactly on the main page, while it is in place in the categories and cards. The analysis period is 10–30 working days. The first check is free, there is no price on the page on purpose: the amount is visible only after the lost amount has been calculated.
we compare the new template with the old one in terms of page types and return the lost ones
after a free audit
Price
30
Guarantee
days after project sign-off
we compare the new template with the old one in terms of page types and return the lost ones
What are we doing?
10-30
The term of analysis
business days, depending on the number of page types
5
A find from its own dimension
stores do not have an h1 tag on the main page
4
What the purchased theme brings
hidden links to its author's site in the shop markup
free check after redesign, 2-4 working days
Before the estimate
return of items — the issue is not managed by any contractor
What we do not promise
Who it's for
Situations where this service delivers results
Scenario 1 of 5
The design was changed, the addresses were left — and the traffic still fell
The most frequent case and the least obvious for the owner: no address has changed, there has been no relocation, there is no redirect to anything. I asked for the page itself as a document. The new template displays the title differently, did not provide a place for the category description, threw away breadcrumbs and half of the link. The search engine sees the same address with a different and poorer content.
We'll review your situation in a free audit
Scenario 2 of 5
The layout was made by a design studio, there was no SEO on the project
Reception went according to the picture: layout, colors, mobile version. No one checked that on the new category page there is no space for the text that was on the old one, and the price and availability markings have disappeared on the card. The defect here is not in the code - it is in what was not drawn in the layout.
Scenario 3 of 5
Updated the theme of the platform, not the site
The cheapest kind of redesign and the most risky: the theme comes with its own stubs, its own pages, sometimes with its own links in the footer. Some of your settings are simply not transferred when changing the theme, because they lived in its files. A week later, everything looks new, and the sitemap shows an empty body.
Scenario 4 of 5
The site has moved to the frontend, which is assembled in the browser
Formally, this is also a redesign, in fact, a change in the way the page exists. A separate question arises: what does the search engine see and what does the visitor see. In the clinic we measured, these answers differ: the browser is given a shell of 3 KB without a title and description, the bot - a ready-made markup of 126 KB.
Scenario 5 of 5
The redesign was six months ago, and everyone is used to it
The subsidence is no longer perceived as an event: the new norm, the season, the market. The analysis here is longer - you have to compare with the archive. But the reason does not go anywhere for half a year, it simply stopped looking like a reason.
Cases
Tasks and results in numbers — all metrics measured by us
store of automatic irrigation systems, catalog of 300 items
Task
Check that the installed theme is left behind on the live site.
Solution
Browse by type of pages — main, category, card, informational — with a separate analysis of the markup before closing the body of the document and checking the site map.
Result
Theme stubs work on the combat site: title "Greenter", description "My store", "Category 1 / 2 / 3 / 4" items in the footer, delivery page with the text "Description of delivery conditions". Five pages of services are in the menu, but only contain a duplicate title. There are zero h1 tags on the main page, despite the fact that there is one in the categories and cards. Zero structured markup blocks, /sitemap.xml returns 200 and zero bytes, no analytics counter. Before closing the body of the document — 4 hidden links to the website of the topic author. Measurement 01.08.2026.
online store of garden tools for private buyers
Task
Understand why a store with a neat storefront isn't getting rich snippets.
Solution
Checking the main page for the presence of a header and structured data, traversing the site map, parsing image attributes and carrier logos.
Result
Zero structured markup blocks and zero h1 tags on the main page. The site map is not available: /sitemap.xml returns 200 with an empty body, the standard feed is 404, so it was not possible to calculate the volume of the directory from the outside. At the same time, the images are optimized: 66 out of 69 tags have delayed loading, which is 96%. The template has kept the speed, but what the search engine reads has not: the names of the carriers are presented only as pictures without alt. The first response is 547.2 ms with 252.6 KB of markup. Measured on 07/31/2026.
underwear retail store with three language versions
Task
Check in which state the template renders the language versions and the main page.
Solution
Comparison of language versions with each other, analysis of language marking, counting of images on the main card, measurement of the first answer separately for the main card and the card.
Result
Variables were not inserted into the template: the Polish version returns lang="code" and dir="direction", the Ukrainian version returns lang="ua" instead of the correct uk. The language markup is set twice by different mechanisms, and the sets contradict each other: the link for the Ukrainian version gives the Russian content. There are 118 image tags on the main page, zero with delayed loading and zero in WebP format. The first response of the main 1,544.6 ms vs. 391.4 ms on the product card — four times slower, and without caching. Measurement 01.08.2026.
What's included
Complete list of work and what you get as a result
Comparison of "before and after" separately for each type of page - main, category, card, informational: the template breaks them differently, and the average for the site hides this skew
List of missing markup: h1, title, page description, category texts, image alt, breadcrumbs — with a mark where exactly it was before the redesign
Search for stubs of the new topic left on the combat site: default section names, blank texts, pages with only one duplicate title
Checking for hidden links and third-party scripts that come with the purchased theme - they are not visible in the browser and are visible to the search engine
Restoration of structured data in the volume that existed before the redesign, with validation by a validator and without marking what is not on the page
Revision of counters for the fact of data collection: a line in the code does not yet mean that the event occurs - after changing the template, this discrepancy happens all the time
Weighting of markup and first response on each type of date page - the new template weighs unevenly, and the main one suffers first
Revision of the site map and internal links after changing the topic: menu, linking, breadcrumbs - where does the site now lead on its own
Written list of what was found with priority, division into "returns / returns partially / no longer" and re-measurement after 30 days
When this service isn't right
What's not included — so there are no surprises at delivery
The redesign and layout of the new template itself is a separate work and a separate estimate
Writing the catalog texts from scratch, if they did not exist before the redesign
Item return guarantee: the delivery is not managed by any contractor
Edits in the topic, the origin of which does not exist - there the conversation is already about replacing the topic
Advertising that compensates for subsidence during the detour
Process steps
Transparent stages with approval at every step
Total duration:10–30 days
1
A snapshot of the current state
2-4 working days
Browse by page type: titles, descriptions, markup, weight, first response, sitemap status and counters. Everything with the date of measurement - later we will compare the result of the edits with this.
2
Reconciliation with the state before the redesign
2-5 working days
The old version is taken from a copy, a test circuit or archival snapshots. We compare not site with site, but type of page with type: category with category, card with card. So you can see exactly what has disappeared, and not what has changed in appearance.
3
List of lost with priority
1-3 working days
The found is divided into three groups: returned, partially returned, no longer. Here are the decisions made by the business: whether it is really necessary to return the section that was deliberately removed.
4
Bringing back what lived in the template
3-10 working days
Headings by page types, category descriptions, alt, breadcrumbs, internal linking. Edits go to the template, not individual pages, otherwise the next theme update will remove them again.
5
Marking, counters, site map
2-5 working days
Structured data is restored to the extent it was and checked by the validator. The counters are checked by the fact of the event. The sitemap is for a non-zero body and for the absence of addresses that do not exist after the redesign.
6
30 days of observation
30 calendar days after the changes
Scan errors, rate of return of pages to the index, repeated measurement of weight and first response with the same metrics. We draw conclusions month by month: the indexation report shows the status with a delay of several days.
Free inspection of the site after the redesign
The conversation about returning traffic should start with a list of what was lost, not with hypotheses. This list is collected from the outside: you can see which headings have disappeared, which markup has stopped rendering, what about the weight of the pages, and whether the site map is alive. That's exactly what we do for free, before naming the amount.
What we measure
Headings by page typesAre there h1 and title separately on the main page, in the category, in the card, on the info page. The defect almost always sits on one type, and not on the entire site.
Texts that lived in the templateCategory descriptions, information pages, alt images. What the new pattern didn't predict disappears quietly and without notice.
Structured data before and afterWhat types of markup the site provides now and which of them are no longer available. It is based on them that the publisher decides how to show the snippet.
New theme plugsDefault section names, blank texts, blank pages. The theme brings them with it, and they live on the battle site for years.
Hidden template insertsLinks hidden by styles and third-party scripts before closing the markup. Purchased themes often come bundled with them.
Is analytics alive?A counter in the code does not yet mean that data is being collected. It is checked by the fact that the event was sent, not by the presence of the string.
Weight and first response by page typeThe new template gets heavier unevenly, and the main one suffers first — it is the one that gets processed the most.
Site map after changing the themeIs it generated at all. An empty body instead of a map is a typical consequence of replacing a module with a template.
What you get
A list of what disappeared after the redesign, separately for each type of page.
List of stubs and extraneous insertions brought by the new template.
Marking speed and weight figures with the date of measurement are a basis for comparison.
Conversation for 30-40 minutes on the document.
Timeline: 2-4 working days
Why is it free
Because this list is the number from which work is calculated. To name the amount to be verified would be to lay down a reserve for the unknown. The document remains with you regardless of who corrects it.
What's next
Next is a queue of edits by priority and division into what is returned, partially returned, and what is not.
Short form: your contact and site URL
Contract, act and 30-day warranty
Every project gets a written contract: scope, deadlines, amount, acceptance procedure. After delivery — act and invoice, then 30 calendar days of warranty.
Sole proprietor & bank transfer
The contractor is a registered sole proprietor. Payment by invoice with closing documents.
Rights & access — yours
Code, design and materials transfer to you after full payment. Domain, hosting, repository and analytics are registered to you.
Client portal instead of email chains
During the project you get access to a portal: contracts, invoices, acts and project status in one place.
European clients
Among our work — projects for Norway, Bulgaria, Moldova and Spain.
Verifiable numbers
Every case in the portfolio comes with a link to a live site and a technical measurement.
Audit first, then pricing
There is no price list on the site intentionally: the scope of the same work differs multiples between clients.
We say "no" when unsure
If the task isn't ours or the deadline is unrealistic — we tell you upfront.
Did not find your case?
Describe how it works on your side — we will tell you whether “SEO after site redesign” fits and what it means in your situation. No brief and no call: one question, one answer.
What affects the price
Why two seemingly identical tasks are priced differently
How many types of pages are there on the siteThe main factor is not the number of pages. A store with a category, a card, a brand, a filter page, and a blog are five separate beasts, each of which someone has to go through. A catalog of 300 items and a catalog of 100,000 with the same set of templates cost approximately the same.
Is there still access to the old version?A live copy or a test circuit—reconciliation takes hours. There is nothing but archival images - the list of lost items is compiled longer and is incomplete, because the archive is shifted towards popular pages.
Have the addresses changed with the design?If not, we work inside the pages. If so, a map of the correspondence of addresses is attached, and this is already a different amount of work, which we calculate separately and do not hide in this estimate.
Who made the patternYou can make your own theme with the natives cheaply. A purchased theme with no source is sometimes cheaper to replace than to fix, and it's fairer to say that than to bill for fighting someone else's code.
How much time has passed since launchThe week is still editing on hot tracks. Half a year is already a complete detour: the search engine has managed to reevaluate the site, and the return will take more calendar time for the same work.
The amount of text that will have to be recoveredPutting alt on 118 images of one main one is one job. Returning descriptions for the catalog's 129 categories is quite another, and it is this that usually sets the upper term limit.
Technologies & integrations
What we build on and what it connects to
Stack
Comparison of "before and after" markup on saved page snapshots. Works fine as long as there is something to compare it to.
Wayback Machine — when there is no old version left. The archive is incomplete and biased toward popular pages.
Search Console, indexing report: the only source of the real list of pages in the index, the data comes with a delay.
Screaming Frog to crawl by page type. Sees what is in the sitemap and in the links, and nothing outside of them.
The Structured Data Validator checks for syntax, not veracity: markup non-existent runs the risk of sanctions.
Measurement of the first answer and marking weight — server part; the time of a real visitor also depends on his device.
Integrations
Google Search Console
Bing Webmaster Tools
GA4
Google Tag Manager
PageSpeed Insights
Separate review after redesign vs "let those who did fix"
How this option differs from the alternative
Editing by the studio that did the redesignOur approach
What is generally considered a defectwhat the customer noticed himself and was able to formulate in wordsthe difference with what was before the redesign is captured by the picture
How they look at the sitemostly the main one: it was she who was shown at the receptionseparate main, category, card, info page - by type
Theme Plugins and Insertsremain: they came with a theme and look like the normare searched intentionally, along with hidden links
When evaluating the resultthe act was signed on the day of the launch of the new designre-measurement with the same metrics after 30 days
What we need from you
We can't start without this — best to prepare in advance
1Site address and approximate date when the new design was implemented: without a date there is nothing to compare the fall to.
2Access to Search Console — no one, including us, can see the real list of pages in the index without it.
3The old version in any form: a copy, a test outline, an archive picture or at least screenshots of typical pages.
4The answer to the question of whether the addresses changed with the design depends on whether a correspondence map is also required.
5Access to the admin or someone on your side who will edit the template.
6A list of what was removed on purpose: sometimes a section disappeared by decision, not by mistake.
If something is missing — let us know, we'll help you gather it or do it as a separate task.
FAQ
Most frequently asked questions — with concrete answers
Traffic dropped immediately after launching the new design - is this normal?
A short slump is expected: the pages have all changed at the same time, and the search engine has to go around them. Abnormally different — when it doesn't play back after a month. Then the reason is not in the bypass, but in the fact that it disappeared together with the old template. A practical rule: if the curve has not gone up after four weeks, there is no point in waiting any longer - you need to see what exactly has changed in the marking.
The addresses did not change, but the traffic still flowed. how so?
The redesign breaks not the addresses, but what lived inside the template: the page title, description, category texts, structured markup, image alts, breadcrumbs, and internal links. The page remains at the same address and at the same time becomes a different document for the searcher - poorer than the one he evaluated before. That is why the redirect map does not save anything here: there is nothing to redirect from and nothing to.
What do you watch first?
Headings by page type, not by site as a whole. In five of the stores we measured, the h1 tag is missing exactly on the main page, while it is in place on the categories, cards, and information pages. Traversing the "entire site" averages out such a skew: the report will say "h1 is missing on 1% of pages", and no one will notice that this one percent is the main one. That's why the check goes by types, and each type is looked at by a person.
The old version was not saved - is analysis still possible?
Yes, but with a limitation that should be known before the start. The list of lost is restored from archive snapshots and the indexing report, and it is incomplete: the archive is shifted towards popular pages, the long tail of the catalog is almost not represented in it. We name the portion that cannot be restored before the start of work, not after. But what is preserved usually covers the main types of pages - it is their archive that catches the best.
The new theme looks neat. what could be wrong with it?
What is not visible in the browser. In the irrigation systems store, before closing the body of the document, we found four hidden links to the topic author's site — with the styles display:none, visibility:hidden, and opacity:0. Sanctions for hidden links come to the site owner — the author of the template has nothing to do with it. Nearby, the default stubs were also working: title "Greenter" and description "My store" on the combat store.
Together with the design, we were given a markup with a rating. is that a plus
Plus, if the page really has a rating. In our own project, a platform for rewriting product descriptions, we found the opposite: the markup gives a score of 4.8 with 50 votes, and the page has zero mentions of reviews, ratings or ratings. This is a direct reason for manual sanctions for self-imposed feedback marking. We show this case openly, because it is ours: it is necessary to mark what is on the page, and nothing more than that.
How long to wait after editing?
The first changes in the indexing report can be seen in 7-14 days, a stable picture in 30. It won't happen any faster: the search engine has to crawl the pages, and the crawl goes at its own pace and the data in the report comes with a delay of several days. That's why we make a repeat measurement after exactly 30 days and with the same metrics that were taken at the start. Comparing "by eye" after a week is a way to argue, not to understand the result.
Is it possible to return everything that was before the redesign?
The technical part is mostly like this: titles, markup, texts, links, alt. Items - no. Delivery also depends on competitors, demand and algorithm, which are not controlled by any contractor. The limit is as follows: we return the site to the appearance it had for the search engine, and take away the technical loss. Re-measurement after 30 days will show what this means in traffic.
Submit the site address and approximate date when the new design was enabled.
The answer is a list of what disappeared after the redesign, separately for each type of page, and what comes back from it. If the addresses have changed along with the design, let's say right away: then a correspondence map is also needed.
From measured casesZero structured markup blocks and zero h1 tags on the main page
There is no price list on the site on purpose: the same work differs several times over between two clients, and a “from” figure explains nothing in that case. First a free audit — we count your pages, duplicates and speed — then we name the sum and the deadline and fix both in the contract.