When it comes to website redesigns and migrations, it requires strong communication between the two different teams in charge: the SEO team and the design team. Rodrigo Lasanta, Lead SEO Specialist at Divigate, looks at rebuilding sites from a migration perspective. His concerns lie with how organic traffic will be impacted by a redesign, or where leads can be improved. Lasanta finds that connecting with the Development Director is vital in pitching SEO ideas. He looks at updates and revamps in a technical light, looking at the traffic instead of the aesthetic. This is important in any web redesign because SEO can be impossible if a site is suddenly unfamiliar. For example, if you change your website’s URL in a redesign, that could severely impact SEO. Lasanta’s role is to ensure that your audience knows about the new URL, and that changing it will not severely impact traffic. Beyond that, he is there to check copy, speed, malware friendliness, and so much more before a new site is launched. The friendliness of a website lies in any SEO director’s hands, highlighting the importance of the topic in digital strategy.