How to Prevent Loosing Search Traffic at Launch
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When you relaunch or design a new webiste, there are 5 key mistakes people make that can prevent or harm search traffic. If you wat traffic from search engines to your site, you need to check out these common questions to ask your tech team. Learn how to prevent loosing search traffic when launching your website.
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How to Prevent Loosing Search Traffic at Launch
- 1. SEO SESSION Presenter: Erika L. Miller, www.ELMConsul,ng.Org
- 2. CAN A RELAUNCH REALLY IMPACT TRAFFIC Many people launch new or redesigned websites, both ecommerce and blog, not knowing how a site launch can impact traffic from search engines. Check out this ,meline to show how fast a launch that does not consider these 5 things can lose site traffic:
- 3. HOW TO PREVENT A TRAFFIC DROP There are 5 key areas to consider when launching a website that could prevent your new or current website launch from a poten,al traffic drop. 1. Removing old pages and not redirec,ng them 2. Launching content that is the same on key pages 3. Changing URL folder names and structure 4. Site load ,me 5. Analy,cs, duh!
- 4. • NEED: To remove or migrate content or products from the old to the new site • IMPACT: Does harm ranking for target keywords and could poten,ally lose link authority to those pages • SOLUTION: The old URL needs a 301 redirect to the new URL or a relevant page on the site #1 REMOVING OLD PAGES
- 5. #1: Ques,ons to Ask Your Tech Team “Are we removing pages from the site?” If yes, then ask: “do we have a 301 redirect plan for those URLS we plan to remove?” “Are we moving content from an old URL on the site, to a new URL on the site? “ If yes then ask: “do we have a new 301 redirect plan mapping those old pages to new URLs?”
- 6. • NEED: To have several product search combina,ons so a user can explore deeper within the site • IMPACT: Does cause authority damage to these pages and can limit trust to the domain over all (depending on how much duplicate content is on site) • SOLUTION: There are many ways of handling duplicate content. For e-‐commerce the best way is a rel=canonical tag in the <head> of duplicate pages #2 AVOIDING DUPLICATE CONTENT
- 7. #2: Ques,ons to Ask Your Tech Team “Are we classifying products/content in more than one way (color+style, or season+designer) ?” If yes, then ask: “do we know if there is any concern that some of these combina,ons will cause duplicate content?” “Do we use the same content across several pages of the site?“ If yes then ask: “How can we make this content more unique, canned, or customized?”
- 8. • NEED: To have a cleaner URL structure that helps the user find pages on the site more easily • IMPACT: Does cause crawling issues for search engines when URLs use dynamic parameters, which is ocen the case with e-‐commerce sites (%, ?= etc) • SOLUTION: There are many ways of handling URLs when using out-‐of-‐the-‐box e-‐commerce plaeorms, like Magento or Shopify. #3 ENHANCING URL STRUCTURE
- 9. #3: Ques,ons to Ask Your Tech Team “Are we changing the names of categories and their folders?” If yes, then ask: “do we have a URL mapping showing the old and new URLS?” “Can we make sure the old URLs are redirected?“ If yes then ask: “do we have a new 301 redirect plan mapping those old folders to new URLs?””
- 10. • NEED: To have a site that loads quickly and doesn’t cause load ,me issues for user, such as prolonging browser load or bandwidth • IMPACT: Does cause crawling issues for search engines when pages load slowly and have elements that cause lag on the load, like java script, or an over sized load of images • SOLUTION: Reduce cause of load, or deploy browser caching elements to reduce load on server #4 REDUCING SITE LOAD TIME
- 11. #4: Ques,ons to Ask Your Tech Team “Are we using flash, JavaScript or large images on the homepage or main pages of the site?” If yes, then ask: “do we know how much load ,me that is going to add onto the user experience?” “Do we have any elements on the page that increase load [me?“ If yes then ask: “do we know if these elements cause the search crawler limita,ons to access deeper pages of our site?”
- 12. • NEED: To have a method for tracking site traffic for the en,re site, as well as key conversion pages/URLs • IMPACT: Does cause the brand to lose sight of marke,ng efforts because traffic referrals paths are not clear. There is no impact on search directly, but results will be hard to measure without analy,cs. • SOLUTION: Believe it or not, many of the biggest brands forget to include the analy,cs upon launch. To prevent, add a Q/A task for the tech team. #5 TRAFFIC ANALYTICS SET-‐UP
- 13. #5: Ques,ons to Ask Your Tech Team “Do all new templates have analy[cs tracking code installed?” If no, then ask: “do we have a matrix of the templates and code that should be applied to that segment?” “Is the brand planning to track conversions?“ If yes then ask: “do we have conversion tracking code set up on the key pages that we plan to track; and has it been tested?”
- 14. Q & A Connect on: www.Twiler.com/ELMConsul,ng