Recovering Rankings After a Website Launch: A Technical SEO Guide

A new website launch can unexpectedly lead to a decline in search engine rankings. This outcome often stems from technical issues related to redirects, content changes, indexation problems, and internal linking structures. Addressing these issues promptly and systematically is crucial for regaining lost positions. The following outlines key steps for recovery, based on available data.

The Impact of Content Changes

A common cause of ranking drops after a website launch is alterations to existing content. Removing or significantly revising content, even with the intention of improvement, can negatively impact SEO performance. Search engines rely on the existing content to understand a website’s relevance to specific keywords. Deleting pages, altering keyword density, or replacing specific phrases with more creative or vague language can disrupt this understanding. For example, replacing a keyword-rich phrase like “affordable Denver wedding photography” with a more general term like “capturing your big day” may diminish ranking potential. Internal links embedded within the removed or altered content also contribute to SEO value; their removal can further reduce ranking power. Businesses should ensure all content is migrated during a launch, including blogs, products, and pages.

The Critical Role of 301 Redirects

Properly implemented 301 redirects are essential for maintaining SEO equity during a website launch. A 301 redirect informs search engines that a page has permanently moved to a new URL. Without these redirects, users attempting to access old URLs may encounter 404 errors (page not found), which negatively impact user experience and search engine rankings. A comprehensive redirect map listing all old URLs and their corresponding new locations is a necessary first step. Tools like Screaming Frog, Ahrefs, and Google Search Console can assist in identifying broken URLs and generating redirect lists. Leaving old URLs unresolved results in either 404 errors or unnecessary 301 redirects, both of which are suboptimal. While numerous 301 redirects are less damaging than 404 errors, they should be minimized by ensuring direct URL matches where possible. The source materials specify that a 301 redirect is appropriate for permanent moves, distinguishing it from a 302 redirect, which indicates a temporary change.

Technical Audits and Indexation

Following a website launch, a thorough technical audit is vital. Crawling tools such as Screaming Frog and Sitebulb can identify issues related to URLs, content, title tags, metadata, schema markup, and more. These tools mimic search engine bots, providing a detailed assessment of the website’s technical health. It is important to verify that the new site is live and indexed by Google. This can be done by using the site:yourwebsite.com search operator in Google Search. Simultaneously, the staging site should not be indexed. If the staging site appears in search results, it should be reported to developers for immediate attention.

Audits should also focus on metadata. Missing or improperly formatted title tags and meta descriptions can hinder search engine understanding and reduce click-through rates. Chrome extensions like Detailed SEO Extension can assist in page-by-page metadata verification. Crawling the site and exporting data to a Google Sheet allows for efficient analysis.

Internal Linking and URL Status Codes

Maintaining a robust internal linking structure is crucial for SEO. Changes to URLs during a launch require corresponding updates to internal links. Failure to update these links can result in 404 errors or unnecessary 301 redirects. Thorough testing on a staging site before launch is recommended to identify and resolve these issues. The source materials emphasize the importance of ensuring all internal links point to the correct, live pages (status code 200). A status code of 404 indicates a broken link, while a status code of 301 indicates a redirect. Tools like LinkWhisper, Matrixify, and Redirection can assist in bulk updating URLs.

Website Migration Types and Preparation

Different types of website migrations present unique SEO challenges. These include domain changes, URL structure updates, CMS changes, HTTPS protocol changes, and complete site redesigns or rebranding. Each type requires a tailored SEO strategy. Pre-migration preparation is essential, beginning with a comprehensive SEO audit to identify potential risks and opportunities. The source materials highlight the importance of a seamless transition with minimal downtime, preserved SEO rankings, and minimized traffic/conversion loss.

Conclusion

A decline in SEO performance following a website launch is often attributable to technical issues. Implementing 301 redirects for changed URLs, maintaining content integrity, conducting thorough technical audits, and ensuring proper internal linking are critical steps for recovery. Verifying indexation and addressing metadata issues further contribute to a successful relaunch. Proactive planning and meticulous execution are essential to mitigate risks and regain lost rankings.