Launching a new website is an exciting milestone for any business. However, it’s crucial to approach the process strategically to avoid compromising your hard-earned Google rank positions for your target keywords. When executed thoughtfully, a website launch can even boost your search engine optimisation efforts. In this blog, we will explore effective strategies to protect your SEO during a new website launch.
Plan Ahead
Before embarking on your new website launch, create a comprehensive plan to ensure a smooth transition. Conduct a thorough SEO audit of your existing site to identify its strengths and weaknesses. Evaluate your keywords, backlinks, and overall website structure. This analysis will serve as a baseline to gauge the impact of your new website on your SEO rankings.
Preserve Your URL Structure
Maintaining consistent URL structures is crucial for preserving your SEO rankings. If your new website requires changes to the URL structure, set up proper redirects using 301 redirects. This helps search engines understand that your old URLs have permanently moved to new locations. By redirecting old URLs to relevant pages on the new site, you can help the Google crawl robots find the new locations of the old content it used to rank, and your rankings shouldn’t dip in the meanwhile.
Retain Your Original Domain
New domains seem to be mistrusted by Google for at least 6 months after they are first indexed, artificially depressing your rankings even if all other elements on the website remain the same. Therefore unless it’s an essential part of a rebrand, keeping the domain used for the website exactly the same will help to preserve the SEO. If things are already ranking well, the less change the better, including the domain.
Optimise On-Page Elements
During the website redesign, pay close attention to on-page elements that contribute to your SEO rankings. Ensure that your title tags, meta descriptions, headings, and image alt tags are optimised with relevant keywords. Maintain a logical and intuitive site structure that allows search engines to crawl and index your pages effectively.
Maintain High-Quality Content
Content is king when it comes to SEO. As you launch your new website, make sure to carry over and improve upon the high-quality content from your previous site. Ensure that the content on your new website is informative, engaging, and relevant to your target audience. Update any outdated or obsolete information to reflect the latest trends and developments in your industry.
Monitor Website Performance
Monitor the performance of your new website closely using analytics tools. Keep an eye on metrics like organic traffic and keyword rankings. Identify any significant changes that may indicate issues with your SEO rankings. Regularly reviewing these metrics allows you to address any problems promptly and implement necessary adjustments to maintain or improve your rankings.
Submit Updated Sitemaps
After launching your new website, generate an updated XML sitemap and submit it to search engines like Google and Bing. This helps search engine crawlers discover and index your new pages more efficiently. Submitting a sitemap ensures that your new website’s content is properly indexed, which is vital for maintaining your SEO rankings.
Monitor and Fix Broken Links
Broken links can harm your SEO rankings and user experience. Utilise tools to scan your new website for broken links and fix them promptly. Redirect any broken internal links to the appropriate pages and ensure that all external links pointing to your website remain active and relevant. Maintaining a healthy link structure is essential for preserving your SEO rankings.
Launching a new website doesn’t have to be a daunting experience for your SEO rankings. By planning ahead, preserving your URL structure, optimizing on-page elements, and focusing on high-quality content, you can protect your existing rankings and even improve them. Regularly monitor your website’s performance, and fix broken links you find. By following these strategies, your new website launch can be a catalyst for further enhancing your SEO rankings and driving your organic traffic through the roof.
