A website relaunch is a significant undertaking that requires careful planning and execution to ensure success. One of the most critical aspects of a relaunch is Search Engine Optimization (SEO). SEO is no longer just about manipulating search engines; it's about understanding and catering to the needs of users. This article explores the essential SEO considerations for a website relaunch, drawing from the insights provided in the source data.
The Importance of SEO in a Website Relaunch
SEO is a fundamental component of any website relaunch. It ensures that your website remains visible in search engine results and continues to attract organic traffic. Without a proper SEO strategy, a website relaunch can lead to a loss of valuable traffic. For example, if a subpage is deleted during the relaunch without an SEO audit, it can result in the loss of relevant search traffic. This highlights the importance of conducting an SEO analysis before a relaunch.
An SEO audit helps identify the current state of your website and uncovers areas for improvement. It is advisable to carry out an SEO audit even if you are working with an SEO agency, as not all agencies may work with the same level of detail and quality. By defining suitable SEO goals for your company, you can ensure that your website relaunch aligns with your business objectives.
Key Phases of a Website Relaunch
A website relaunch can be divided into several phases to ensure a systematic approach. These phases include research and analysis, concept development, content creation, design, technical implementation, control and going live, and monitoring and expansion. Each phase plays a crucial role in the overall success of the relaunch.
During the research and analysis phase, it is essential to determine the type of relaunch needed for your website. There are different types of relaunches, including technical, design, content, and SEO relaunches. A technical relaunch involves updating the CMS and improving usability, while a design relaunch focuses on enhancing user satisfaction through visual changes. A content relaunch involves adding or removing content to better serve the target audience, and an SEO relaunch aims to improve SEO KPIs through specific measures.
Preparing for a Website Relaunch
Before initiating a website relaunch, it is crucial to prepare adequately. This includes announcing the website correctly and making it public, monitoring and expanding the website after the relaunch, and ensuring that all necessary changes are made to Google Ads URLs when landing pages are redirected. Additionally, creating a project plan in collaboration with the agency and having the technical implementation carried out by a professional are essential steps.
It is also important to involve internal stakeholders in the decision-making process. Companies often come to agencies without having discussed the relaunch internally, which can lead to delays and increased costs. By conducting internal discussions and using a free checklist, companies can ensure that they have a clear understanding of their goals and expectations.
Choosing the Right Professionals
A successful website relaunch requires the involvement of professionals from various areas, including SEO, web analysis, UX research, web design, web development, content creation, and data entry. For small, local companies, it is recommended to handle the homepage relaunch themselves if they have the time and resources to do so. However, for a commercially successful relaunch, it is advisable to engage one or more agencies that can provide the necessary expertise.
When choosing an agency, it is important to determine the type of relaunch you need. If an SEO relaunch is required, look for an SEO agency. For a design relaunch, a UX and web design agency along with web developers would be appropriate. If the relaunch involves multiple types, a designated relaunch agency that offers all required services would be ideal. This approach can streamline the process and ensure a more efficient outcome.
Technical Considerations
Technical aspects of a website relaunch are crucial for ensuring that the site functions properly and is optimized for search engines. This includes updating the CMS, improving technical SEO measures such as canonicals, hreflang, and snippets, and ensuring the website is optimized for mobile devices. A technical relaunch can save time for SEO measures afterward and make future design relaunches easier.
It is also important to ensure that Google has access to the new website. This can be achieved by setting up Google Search Console (GSC) for the old website domain before the relaunch. If the relaunch involves a domain change, GSC is the most important item to configure. Additionally, making sure all versions of the domain are registered and submitting the new sitemap to Google are essential steps. After the launch, the old sitemap should be deleted to trigger a crawl of the new website.
Post-Launch Considerations
After the website relaunch, it is important to monitor and expand the site to ensure its continued success. This includes checking the website for on-page, off-page, and technical issues, as well as tracking performance. Monitoring tools and crawlers can help identify any issues that need to be addressed.
It is also important to continue improving the website by adding new content, optimizing existing content, and ensuring that the site remains up-to-date with the latest SEO best practices. Regular monitoring and expansion will help maintain the website's visibility and attract organic traffic.
Conclusion
A website relaunch is a complex process that requires careful planning and execution. SEO is a critical component of a successful relaunch, as it ensures that the website remains visible in search engine results and continues to attract organic traffic. By conducting an SEO audit, preparing adequately, choosing the right professionals, and addressing technical considerations, businesses can ensure a successful relaunch. Post-launch monitoring and expansion are also essential for maintaining the website's performance and visibility.