Website launches are arguably one of the vital dangerous search engine optimization endeavors. You’ll be able to go from pure search engine optimization bliss to disaster on the flip of a change.
I’m certain any skilled search engine optimization you ask might let you know a website launch horror story or two; whether or not it was their very own doing as a consequence of lack of understanding/expertise or one thing fully out of their fingers.
My hope with at this time’s article is that you could be study one thing from a number of the classes I’ve realized launching web sites over the previous decade. On the very least, maybe it’ll assist stop one much less website launch horror story.
Beneath are a number of the main classes I’ve realized and aren’t in any explicit order of significance.
1. Excluding low-traffic pages from redirects throughout a website launch is dangerous
I realized this lesson the laborious approach when working at an company years in the past.
For no matter purpose, on the time, we solely redirected the highest 500 pages of a website primarily based on site visitors, hyperlinks and total web page authority.
If it was a CMS web page (like class pages), these additionally bought redirected.
As for the remaining, if we might discover a strategy to mass redirect chunks of them past that, we did. If not, we minimize it off there.
When managing an ecommerce website with hundreds upon hundreds of pages, low search site visitors to a selected web page or set of pages can nonetheless add as much as lots of or hundreds of visits total. This may result in a big lower in complete site visitors after launch.
If you wish to keep away from any kind of site visitors loss, be sure to arrange a time together with your net crew prematurely to debate a 301 redirect technique so that you could redirect the bulk, if not all, of your outdated pages to your new pages.
Dig deeper: search engine optimization throughout web site growth and post-launch: Key issues
2. Points with redirects could cause main technical issues and site visitors loss after a website launch
Even probably the most excellent 301 redirect technique can go awry.
Not solely is it vital that you’ve technique and checklist, nevertheless it’s virtually simply as vital to check that redirects are working correctly instantly after launch.
You’ll need to examine for issues like:
- Redirect chains.
- Loops.
- 302 redirects.
To do that, I like to recommend utilizing Screaming Frog’s checklist mode characteristic to audit your redirects by importing your redirect checklist and checking the ultimate vacation spot of every URL. I additionally use a device known as WhereGoes to examine for redirect loops and chains. To me, it’s by no means a nasty factor to make use of multiple device for testing.
3. Altering the consumer expertise can tank your new website’s site visitors for months
I as soon as labored on a furnishings website. Every kind of modifications had been being made – from the general website design to the navigation, filters and the checkout expertise.
Making these modifications isn’t dangerous. Nonetheless, with out the right testing, issues can go mistaken rapidly.
After launch, we skilled site visitors loss and conversion fee drops. Clients additionally had points on the checkout. There have been a number of issues, to say the least.
As time went on, issues bought barely higher, however I’m unsure they ever absolutely recovered.
You’ll be able to anticipate points with any launch, however when the conversion fee tanks, that may be a main signal of consumer expertise points. Particularly if you roll out modifications like navigation updates, completely different filters and a brand new design.
This expertise highlighted the significance of getting a talented consumer expertise crew for a profitable website launch. It might make or break your website!
Dig deeper: 12 search engine optimization pitfalls to keep away from throughout an internet site platform migration
4. Not involving search engine optimization from the start is a recipe for catastrophe
I used to be initially introduced in solely to collaborate with an outdoor company on the redirect technique (and another search engine optimization particulars) for the furnishings firm website relaunch I discussed earlier.
I wasn’t included in website launch conferences. I had no entry to wireframes, designs or associated supplies.
In hindsight, I ought to have requested extra info. I assumed these points had been being dealt with.
What I’ve realized since: it’s in your greatest curiosity to proactively contain your self in any space that may impression search engine optimization.
Many individuals usually overlook your work as an search engine optimization. You’re usually higher off assuming individuals don’t know what you understand than assuming it’s being considered or taken care of as a result of it doubtless isn’t.
Whether it is being considered and being taken care of correctly, that’s superb. You’re one of many fortunate few. At the very least you understand you probably did your due diligence.
Listed below are issues you need to be concerned in for a website launch:
- Technique conferences
- Wireframe / info structure opinions
- Design / UX discussions
- Key phrase analysis for brand new pages
- Staging website entry and opinions
- 301 redirect technique
- Submit-launch evaluation
You’ll be able to enhance this course of extra by way of higher cross-team collaboration and speaking the significance of what you do and why you do it.
This may be completed by way of higher processes, documentation, coaching and easily educating different groups. Oftentimes, in search engine optimization, you need to be your personal advocate.
Dig deeper: How one can use search engine optimization schooling for stakeholder administration
Navigating the perils of website launches
Website launches are inherently dangerous endeavors for search engine optimization, however correct planning and cross-functional collaboration can assist you keep away from potential pitfalls.
Whereas not an exhaustive information, studying from the hard-earned classes outlined right here can spare you from frequent website launch blunders that set search engine optimization efforts again months and even years.
Opinions expressed on this article are these of the visitor writer and never essentially Search Engine Land. Employees authors are listed right here.
