How to Look at Old Piczo Sites
How to make yourself invisible on Google (SEO & relaunch)
Valuable tips from an SEO perspective for your relaunch
Why is it so important?
In today's blog post I will show you how you can catapult yourself out of the search engines with a relaunch 🙂 We don't really want to lose visibility with a relaunch! If you look at some projects you might think that this is deliberate.
The relaunch of the new website is imminent and a lot of goals have been set for what will be achieved with it. More visitors, more traffic, more conversions, better positions on Google, to name just a few possible goals. Interestingly enough, I notice that with a relaunch, the "old" site is hardly taken into account and thus a lot is given away. You risk a massive loss of visibility.
Table of Contents
What should be considered during a relaunch (SEO perspective)?
Set up diversions
By pretty much The URL structure is optimized with each relaunch. What looked like this on the old page “http://www.domain.ch/index.php?id=1” looks like this on the new website: “http://www.domain.ch/unterseite-1/”. Now it is possible that the first mentioned website is linked from external websites (from other websites or in the Google search results). After the relaunch, however, this page is no longer accessible, which leads to an error message.
For this reason the old page should be forwarded. By means of a301 redirect(301 redirect - permanently moved), old URLs can be redirected to the new page. The redirect is set up on the server side and redirects a visitor who wants to access an old content to the new source. It also signals to the search engines that the old content is in a new location.
Ideally, you create a table in which all old or new content is coordinated (so nothing is forgotten).
|Old url||New url|
Caution: Content that is linked within a page (PDF, Powerpoint, Flash, etc.) must also be checked.
Do not simply delete a page that is no longer required!
Identify pages which are no longer needed on the new website. This can also be forwarded to a suitable page. For products, for example, you can forward to a similar product and for topic subpages to the actual topic page. After completing this list, it should be handed over to the development team so that the diversions can be properly planned and implemented.
Don't forget the external link providers
In addition to the URLs that you don't already have, research for websites that have linked to the content of your website. Create an additional list so that these website operators can be contacted after the relaunch. You only have to write to link providers who link directly to your homepage when you change your domain.
Help Google with the sitemap
Update your sitemap in Google Webmaster Tools and, if necessary, also on Bing.
Monitor your domain
The Google Webmaster Tools are ideal for monitoring 404 errors. After a relaunch, it makes sense to consult the webmaster tools regularly. Forgotten forwarding is revealed here. In the image below you can clearly see that hardly any forwardings have been set up.
Why this effort?
Put yourself in the shoes of a visitor. Maybe even in a visitor who has saved a subpage in his own favorites. Possibly a loyal customer! After the relaunch, of course you want to convince exactly this customer that your new website really great is and offers a lot more. The customer does not have time to click on the link in the newsletter at the moment, no, he is saving this great news for later. You guessed what I'm getting at 🙂 The click comes, but via the saved favorites which are linked to a page that has not been redirected. I don't have to explain that this customer won't be too positive if he receives an error message first (404 error page not found). It would be even worse if you went online with a completely new website. In this case, the visitor would start with a "Server not found“Welcomes even more ugly.
Give your customers the best possible user experience!
In addition to the user experience, it is certainly in the interests of the website owner that as little linkjucie and traffic as possible is lost. You can solve this by checking the researched backlinks and writing to the website operator with a request to change the links.
And last but not least, Google should be mentioned. If major changes are made to a website, we run the risk of “confusing” Google and damaging existing rankings. I think there is no harm in informing Google clearly (using a 301 and a sitemap) that a relaunch is in progress. Of course, there is no 100% guarantee that the existing rankings can be maintained.
Links on the topic of SEO & relaunch
Video by Mat Cutts on 301 redirects
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Matt Cutts explains that there are no limits to the 301 redirects. However, he points out that there are limitations when chaining redirects. So redirects that point to other redirects. Direct forwarding without chaining is recommended.
Conclusion: With larger pages, a clean SEO relaunch certainly means a lot of work. However, I am convinced that this work is worthwhile in order to maintain existing rankings (as good as possible) and to annoy as few website visitors as possible and, if necessary, to accept a loss of image. Whether clients are willing to pay for these additional expenses is another matter. However, I consider it a duty of web agencies to inform a client about this.
How do you solve that in your projects? Do you always pay attention to SEO topics during a relaunch?
Category: SEO, Our BlogTags: 301 Redirect, Redirect, Relaunch, SEO Relaunch, Search Engine Optimization
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