Adding new pages to a website is a regular occurrence, whether for expanded content, new services, or product launches. While content creation is key to driving SEO performance, attention to technical SEO aspects is critical for improved results. Successfully launching new pages requires a focus on indexing and ensuring search engines can crawl and understand the content. The speed at which search engines index new pages can provide a competitive advantage, particularly when multiple retailers launch similar products simultaneously.
Indexing New Content
The primary tool for informing Google about new pages is Google Search Console. Within the console, the “Inspect any URL…” feature allows submission of URLs for indexing or re-indexing. This tool indicates whether a URL is already included in Google’s index and eligible to appear in search results. If a URL is already indexed, the tool provides information on when it was last crawled and whether it’s included in a sitemap.
Getting a website indexed properly can be challenging, and the process has become more difficult since the Google core update in May 2020. A proper strategy and checklist are essential to ensure important pages are indexed and boost SEO performance. Google’s documentation indicates that indexing can take anywhere from a few minutes to a few weeks, with no guarantee of inclusion even after crawling. Quality and originality are factors, as Google aims to avoid adding low-quality or duplicate content to its index. Crawl budget, determined by content update frequency and site speed, also influences how often Google crawls a site. Faster websites allow for a higher crawl rate and more URLs to be crawled.
Technical SEO Considerations
Several technical factors influence a search engine’s ability to find and index new pages. Making a website crawlable is a fundamental step. This involves ensuring search engines can access and process the site’s content. Submitting a sitemap to Google is also crucial, providing a roadmap of the website’s structure. Implementing structured data helps search engines understand the content on a page.
URL structure is an important consideration. Overly deep URL structures—pages buried more than three or four clicks from the homepage—can hinder indexing, especially for newer sites with limited crawl budgets. Duplicate content, often caused by poor site architecture, can also dilute link equity and reduce indexing priority. eCommerce sites are particularly susceptible to this issue if a product appears under multiple URLs within different categories.
Using a canonical tag is recommended to mark a piece of content as the canonical version, assuming it has unique content. The source materials present conflicting guidance on whether to block pages in robots.txt or set them to private within a website hosting platform, but these methods prevent Google from crawling the page.
On-Page Optimization
Proper on-page optimization is essential for helping search engines understand new content and rank it effectively. This includes optimizing several key elements: SEO title and meta descriptions, header tags, URL structure, image alt text, and internal linking. Strategic keyword placement within these elements is also important. However, the source materials emphasize the need for a natural approach to keyword usage.
Structuring a website for target keywords is a foundational step. Each page should target a specific set of closely related, relevant keywords. For example, a men’s shoe shop website should structure its categories to rank for specific shoe types like leather shoes, boots, or sports shoes.
Internal Linking Strategy
A robust internal linking strategy is vital for new page visibility. Every new page should connect to at least one existing page, ensuring users can reach it within a couple of clicks from the homepage. Linking from other relevant pages and adding links back to the new page further strengthens its internal linking profile.
Promoting New Content
Beyond technical and on-page optimization, actively promoting new content can accelerate indexing and build authority. This includes: submitting the URL for indexing in Google Search Console and Bing Webmaster Tools; adding the URL to a sitemap; adding internal links; creating a post on a Google Business Profile; sharing a link on social media platforms; and including the new page link in marketing emails or newsletters. Creative promotion, targeting audiences likely to find the content helpful, is also encouraged.
Avoiding Common Pitfalls
Several common issues can hinder SEO performance after launching a new website. These include overly deep URL structures, duplicate content, weak internal linking, unclear section hierarchy, poor navigation, and orphan pages outside the main site structure. Blocking pages in robots.txt or setting them to private can prevent indexing, but should be done strategically.
Conclusion
Successfully launching new pages requires a multifaceted approach encompassing technical SEO, on-page optimization, and proactive promotion. Utilizing tools like Google Search Console to submit URLs for indexing and ensuring a crawlable website are fundamental steps. Attention to internal linking, URL structure, and content quality are also critical. While indexing times can vary, a well-executed strategy increases the likelihood of faster indexing and improved search rankings.