{"id":622657,"date":"2024-05-31T15:00:00","date_gmt":"2024-05-31T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/4-key-seo-lessons-to-avoid-site-launch-disasters\/"},"modified":"2024-05-31T15:00:00","modified_gmt":"2024-05-31T12:00:00","slug":"4-key-seo-lessons-to-avoid-site-launch-disasters","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/4-key-seo-lessons-to-avoid-site-launch-disasters\/","title":{"rendered":"#4 key SEO lessons to avoid site launch disasters"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a25996798fb9\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a25996798fb9\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/4-key-seo-lessons-to-avoid-site-launch-disasters\/#Launching_a_new_website_Learn_from_hard-earned_lessons_on_major_pitfalls_to_avoid_like_improper_redirects_lack_of_UX_testing_and_more\" >Launching a new website? Learn from hard-earned lessons on major pitfalls to avoid, like improper redirects, lack of UX testing and more.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/4-key-seo-lessons-to-avoid-site-launch-disasters\/#1_Excluding_low-traffic_pages_from_redirects_during_a_site_launch_is_risky\" >1. Excluding low-traffic pages from redirects during a site launch is risky<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/4-key-seo-lessons-to-avoid-site-launch-disasters\/#2_Issues_with_redirects_can_cause_major_technical_problems_and_traffic_loss_after_a_site_launch\" >2. Issues with redirects can cause major technical problems and traffic loss after a site launch<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/4-key-seo-lessons-to-avoid-site-launch-disasters\/#3_Changing_the_user_experience_can_tank_your_new_sites_traffic_for_months\" >3. Changing the user experience can tank your new site\u2019s traffic for months<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/4-key-seo-lessons-to-avoid-site-launch-disasters\/#4_Not_involving_SEO_from_the_beginning_is_a_recipe_for_disaster\" >4. Not involving SEO from the beginning is a recipe for disaster<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/4-key-seo-lessons-to-avoid-site-launch-disasters\/#Navigating_the_perils_of_site_launches\" >Navigating the perils of site launches<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Launching_a_new_website_Learn_from_hard-earned_lessons_on_major_pitfalls_to_avoid_like_improper_redirects_lack_of_UX_testing_and_more\"><\/span>Launching a new website? Learn from hard-earned lessons on major pitfalls to avoid, like improper redirects, lack of UX testing and more.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nSite launches are arguably one of the most risky SEO endeavors. You can go from pure SEO bliss to catastrophe at the flip of a switch. <\/p>\n<p>I\u2019m sure any experienced SEO you ask could tell you a site launch horror story or two; whether it was their own doing due to lack of knowledge\/experience or something completely out of their hands.<\/p>\n<p>My hope with today\u2019s article is that you may learn something from some of the lessons I\u2019ve learned launching websites over the past decade. At the very least, perhaps it\u2019ll help prevent one less site launch horror story. <\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>Below are some of the major lessons I\u2019ve learned and aren\u2019t in any particular order of importance.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-1-excluding-low-traffic-pages-from-redirects-during-a-site-launch-is-risky\"><span class=\"ez-toc-section\" id=\"1_Excluding_low-traffic_pages_from_redirects_during_a_site_launch_is_risky\"><\/span>1. Excluding low-traffic pages from redirects during a site launch is risky<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I learned this lesson the hard way when working at an agency years ago. <\/p>\n<p>For whatever reason, at the time, we only redirected the top 500 pages of a site based on traffic, links and overall page authority.<\/p>\n<p>If it was a CMS page (like category pages), those also got redirected. <\/p>\n<p>As for the rest, if we could find a way to mass redirect chunks of them beyond that, we did. If not, we cut it off there.<\/p>\n<p>When managing an ecommerce site with thousands upon thousands of pages, low search traffic to a specific page or set of pages can still add up to hundreds or thousands of visits overall. This can lead to a significant decrease in total traffic after launch.<\/p>\n<p>If you want to avoid any type of traffic loss, make sure you set up a time with your web team in advance to discuss a 301 redirect strategy so that you can redirect the majority, if not all, of your old pages to your new pages.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>SEO during website development and post-launch: Key considerations<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-2-issues-with-redirects-can-cause-major-technical-problems-and-traffic-loss-after-a-site-launch\"><span class=\"ez-toc-section\" id=\"2_Issues_with_redirects_can_cause_major_technical_problems_and_traffic_loss_after_a_site_launch\"><\/span>2. Issues with redirects can cause major technical problems and traffic loss after a site launch<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Even the most perfect 301 redirect strategy can go awry. <\/p>\n<p>Not only is it important that you have a good strategy and list, but it\u2019s almost just as important to test that redirects are working properly im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>tely after launch. <\/p>\n<p>You\u2019ll want to check for things like: <\/p>\n<ul>\n<li>Redirect chains.<\/li>\n<li>Loops.<\/li>\n<li>302 redirects.<\/li>\n<\/ul>\n<p>To do this, I recommend using Screaming Frog\u2019s list mode feature to audit your redirects by uploading your redirect list and checking the final destination of each URL. I also use a tool called WhereGoes to check for redirect loops and chains. To me, it\u2019s never a bad thing to use more than one tool for testing.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-3-changing-the-user-experience-can-tank-your-new-site-s-traffic-for-months\"><span class=\"ez-toc-section\" id=\"3_Changing_the_user_experience_can_tank_your_new_sites_traffic_for_months\"><\/span>3. Changing the user experience can tank your new site\u2019s traffic for months<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I once worked on a furniture site. All kinds of changes were being made \u2013 from the overall site design to the navigation, filters and the checkout experience. <\/p>\n<p>Making these changes is not bad. However, without the proper testing, things can go wrong quickly.<\/p>\n<p>After launch, we experienced traffic loss and conversion rate drops. Customers also had issues at the checkout. There were a lot of problems, to say the least.<\/p>\n<p>As time went on, things got slightly better, but I\u2019m not sure they ever fully recovered.\u00a0<\/p>\n<p>You can expect issues with any launch, but when the conversion rate tanks, that is a major sign of user experience issues. Especially when you roll out changes like navigation updates, different filters and a new design.\u00a0<\/p>\n<p>This experience highlighted the importance of having a skilled user experience team for a successful site launch. It can make or break your site!<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>12 SEO pitfalls to avoid during a website platform migration<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-4-not-involving-seo-from-the-beginning-is-a-recipe-for-disaster\"><span class=\"ez-toc-section\" id=\"4_Not_involving_SEO_from_the_beginning_is_a_recipe_for_disaster\"><\/span>4. Not involving SEO from the beginning is a recipe for disaster<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I was initially brought in only to collaborate with an outside agency on the redirect strategy (and some other SEO details) for the furniture company site relaunch I mentioned earlier.<\/p>\n<p>I wasn\u2019t included in site launch meetings. I had no access to wireframes, designs or related materials.<\/p>\n<p>In hindsight, I should have requested more information. I assumed those aspects were being handled.<\/p>\n<p>What I\u2019ve learned since: it\u2019s in your best interest to proactively involve yourself in any area that might impact SEO.<\/p>\n<p>Many people often overlook your work as an SEO. You\u2019re often better off assuming people don\u2019t know what you know than assuming it is being thought about or taken care of because it likely isn\u2019t.<\/p>\n<p>If it is being thought about and being taken care of properly, that\u2019s amazing. You\u2019re one of the lucky few. At least you know you did your due diligence.<\/p>\n<p>Here are things you should be involved in for a site launch:<\/p>\n<ul>\n<li>Strategy meetings<\/li>\n<li>Wireframe \/ information architecture reviews<\/li>\n<li>Design \/ UX discussions<\/li>\n<li>Keyword research for new pages<\/li>\n<li>Staging site access and reviews<\/li>\n<li>301 redirect strategy<\/li>\n<li>Post-launch review<\/li>\n<\/ul>\n<p>You can improve this process more through better cross-team collaboration and communicating the importance of what you do and why you do it. <\/p>\n<p>This can be done through better processes, documentation, training and simply educating other teams. Oftentimes, in SEO, you have to be your own advocate.<\/p>\n<p><strong><em>Dig deeper: How to use SEO education for stakeholder management<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-navigating-the-perils-of-site-launches\"><span class=\"ez-toc-section\" id=\"Navigating_the_perils_of_site_launches\"><\/span>Navigating the perils of site launches<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Site launches are inherently risky endeavors for SEO, but proper planning and cross-functional collaboration can help you avoid potential pitfalls. <\/p>\n<p>While not an exhaustive guide, learning from the hard-earned lessons outlined here can spare you from common site launch blunders that set SEO efforts back months or even years.\u00a0<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Rachel Fredrickson (Howe)\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/08\/Rachel-Howe.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/08\/Rachel-Howe.jpeg.webp\" alt=\"Rachel Fredrickson (Howe)\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Rachel Fredrickson (Howe)<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/rachelmfredrickson\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/rachelmhowe.com\/\">Rachel Fredrickson (Howe)<\/a> is a Search Engine Land contributing writer and is based out of Milwaukee, Wisconsin. She has been in the digital marketing space for over ten years working with Fortune 500 brands to mom and pop shops helping them with all things digital with a focus on SEO. In 2017, she was a runner-up and finalist for the Brightedge SEO &amp; Content Award for her work on OfficeChairs.com. She currently works as an SEO Contractor at Milwaukee Tool and is looking for a full-time gig (shameless plug). When not working, she enjoys spending time with her husband and their four fur babies and working on home DIY projects.                   <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/seo-lessons-avoid-site-launch-disasters-442779\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Launching a new website? Learn from hard-earned lessons on major pitfalls to avoid, like improper redirects, lack of UX testing and more. Site launches are arguably one of the most risky SEO endeavors. You can go from pure SEO bliss to catastrophe at the flip of a switch. I\u2019m sure any experienced SEO you ask&#8230;<\/p>\n","protected":false},"author":1,"featured_media":622658,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/4-key-SEO-lessons-to-avoid-site-launch-disasters.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78070,148084],"class_list":["post-622657","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-seo","tag-technical-optimization"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/622657","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=622657"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/622657\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/622658"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=622657"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=622657"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=622657"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}