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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.

Published in: Data & Analytics
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How to Prevent Loosing Search Traffic at Launch

  1. 1. SEO  SESSION     Presenter:      Erika  L.  Miller,  www.ELMConsul,ng.Org        
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 14. Q  &  A   Connect  on:,ng