4 key SEO lessons to avoid site launch disasters

Web site launches are arguably one of the crucial dangerous SEO endeavors. You may go from pure search engine optimisation bliss to disaster on the flip of a swap.

I’m positive any skilled search engine optimisation you ask might let you know a website launch horror story or two; whether or not it was their very own doing attributable to lack of information/expertise or one thing fully out of their palms.

My hope with right this moment’s article is that you could be be taught one thing from a few of the classes I’ve discovered 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 few of the main classes I’ve discovered and aren’t in any specific order of significance.

1. Excluding low-traffic pages from redirects throughout a website launch is dangerous

I discovered this lesson the arduous means 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 based mostly on site visitors, hyperlinks and total web page authority.

If it was a CMS web page (like class pages), these additionally received redirected.

As for the remainder, if we might discover a strategy to mass redirect chunks of them past that, we did. If not, we lower 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 whole site visitors after launch.

If you wish to keep away from any kind of site visitors loss, be sure you arrange a time together with your internet workforce upfront to debate a 301 redirect technique so that you could redirect the bulk, if not all, of your previous pages to your new pages.

Dig deeper: SEO during website development and post-launch: Key considerations

2. Points with redirects may cause main technical issues and site visitors loss after a website launch

Even essentially the most good 301 redirect technique can go awry.

Not solely is it necessary that you’ve got technique and record, but it surely’s nearly simply as necessary to check that redirects are working correctly instantly after launch.

You’ll wish to examine for issues like:

• Redirect chains.
• Loops.
• 302 redirects.

To do that, I like to recommend utilizing Screaming Frog’s record mode characteristic to audit your redirects by importing your redirect record and checking the ultimate vacation spot of every URL. I additionally use a instrument referred to as WhereGoes to examine for redirect loops and chains. To me, it’s by no means a nasty factor to make use of a couple of instrument for testing.

3. Altering the person expertise can tank your new website’s site visitors for months

I as soon as labored on a furnishings website. All types of modifications have been being made – from the general website design to the navigation, filters and the checkout expertise.

Making these modifications is just not dangerous. Nonetheless, with out the correct testing, issues can go incorrect shortly.

After launch, we skilled site visitors loss and conversion fee drops. Prospects additionally had points on the checkout. There have been lots of issues, to say the least.

As time went on, issues received barely higher, however I’m unsure they ever absolutely recovered. 

You may anticipate points with any launch, however when the conversion fee tanks, that may be a main signal of person expertise points. Particularly whenever you roll out modifications like navigation updates, totally different filters and a brand new design. 

This expertise highlighted the significance of getting a talented person expertise workforce for a profitable website launch. It may possibly make or break your website!

Dig deeper: 12 SEO pitfalls to avoid during a website platform migration

4. Not involving search engine optimisation 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 optimisation 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 features have been being dealt with.

What I’ve discovered since: it’s in your greatest curiosity to proactively contain your self in any space which may impression search engine optimisation.

Many individuals typically overlook your work as an search engine optimisation. You’re typically higher off assuming individuals don’t know what than assuming it’s being considered or taken care of as a result of it possible isn’t.

Whether it is being considered and being taken care of correctly, that’s wonderful. You’re one of many fortunate few. A minimum of you probably did your due diligence.

Listed here are issues you ought to be concerned in for a website launch:

• Technique conferences
• Wireframe / info structure evaluations
• Design / UX discussions
• Key phrase analysis for brand new pages
• Staging website entry and evaluations
• 301 redirect technique
• Submit-launch evaluate

You may enhance this course of extra by means of higher cross-team collaboration and speaking the significance of what you do and why you do it.

This may be executed by means of higher processes, documentation, coaching and easily educating different groups. Oftentimes, in search engine optimisation, you need to be your personal advocate.

Dig deeper: How to use SEO education for stakeholder management

Navigating the perils of website launches

Web site launches are inherently dangerous endeavors for search engine optimisation, however correct planning and cross-functional collaboration might help you keep away from potential pitfalls.

Whereas not an exhaustive information, studying from the hard-earned classes outlined right here can spare you from widespread website launch blunders that set search engine optimisation efforts again months and even years.