Site launches can be a nerve-wracking experience for SEO professionals. One wrong move can lead to disastrous consequences and undo months or even years of hard work. In this article, we will explore four essential SEO lessons to avoid site launch disasters.
Lesson 1: Excluding low-traffic pages from redirects during a site launch is risky. One common mistake is redirecting only the top 500 pages of a site based on traffic, links, and page authority. While this may seem logical, it can result in a significant decrease in total traffic after the launch. Even low-traffic pages can contribute to a substantial number of visits overall. To prevent traffic loss, it is crucial to set up a time with your web team in advance to discuss a comprehensive 301 redirect strategy that includes redirecting the majority, if not all, of the old pages to the new ones.
Lesson 2: Issues with redirects can cause major technical problems and traffic loss after a site launch. Even with a well-planned redirect strategy, things can go awry. It is essential to test the redirects immediately after launch to ensure they are working correctly. Check for redirect chains, loops, and 302 redirects. Tools like Screaming Frog’s list mode feature and WhereGoes can help you audit and test your redirects effectively. Using multiple tools for testing is always a good idea.
Lesson 3: Changing the user experience can tank your new site’s traffic for months. Making changes to the overall site design, navigation, filters, and checkout experience can improve user experience, but without proper testing, it can quickly go wrong. It is crucial to thoroughly test any changes before launching the site to avoid traffic loss and conversion rate drops. User experience issues can be detrimental to the success of a site launch, so it is essential to have a skilled user experience team involved from the beginning.
Lesson 4: Not involving SEO from the beginning is a recipe for disaster. Many SEO professionals are often overlooked or excluded from site launch meetings and discussions. It is crucial to proactively involve yourself in any area that might impact SEO. This includes strategy meetings, wireframe and information architecture reviews, design and UX discussions, keyword research for new pages, staging site access and reviews, 301 redirect strategy, and post-launch reviews. Better cross-team collaboration and communication can improve the site launch process and ensure that SEO considerations are taken into account.
Navigating the perils of site launches requires proper planning and cross-functional collaboration. By learning from these essential SEO lessons, you can avoid common site launch blunders that can set your SEO efforts back for months or even years. Remember to involve yourself in all aspects of the site launch process, communicate the importance of SEO, and advocate for your role within the team. With careful planning and attention to detail, you can ensure a successful site launch that benefits both the user experience and your SEO efforts.
Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
