What happens to my SEO and domain authority when I transfer an old site to a newly designed site?

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Background
This topic answers a question submitted at an Open Studio event. To view a list of all the questions submitted, visit this topic.

Question
What happens to my SEO and domain authority when I transfer an old site to a newly designed site?

Answer
While domain authority is a metric that has been adopted by some in the industry, Google does not use this metric. Regardless,the main thing is to ensure you either maintain the same URL structure or implement the appropriate redirects if the URL changes. During a redesign, it’s important to ensure that your H1s and H2s are properly structured as well as elements like title tags. Doing a thorough SEO audit is a must after redesigning a website. There may be some changes in your rankings and traffic as Google “relearns” the website.

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As part of Open Studio, we create topics to answer submitted questions. To view a list of all the questions submitted in the April 2024 event, visit this topic. Open Studio is an event where we share with you everything we’ve been working on: product updates, new announcements, growth opportunities, and our plans for the future.