Typical mistakes when relaunching a website
When relaunching a website, a great deal of emphasis is placed on user requirements, information architecture, design, and content. Unfortunately, in the rush to relaunch, important aspects that have a significant impact on sales and marketing success are often overlooked.
It is pointed out often enough that search engines are the gatekeepers of the web and therefore deserve the appropriate attention. If the requirements for search engine optimization (SEO) are not met, there will be a significant loss of visitors. It is therefore important to check whether the search engine requirements are met before the relaunch. Assistance is provided by the Website from Google. The majority of websites are geared towards visitor interaction: generating downloads, quote requests or orders. If these interaction points are not optimally embedded and checked, business is lost. Despite their relevance, these aspects are not taken into account at all or only when the damage has already been done. Web analytics tools, Google Webmaster Tool and SEO monitoring tools make it possible to check whether the values for visitor sources, conversion and visitor flow have changed. Massive deviations are a warning signal that not all important factors were taken into account during the relaunch.
A gentle relaunch creates space
It is advisable not to announce the relaunch immediately after the go-live, but to wait until there is certainty that the interactions on the website are working properly and visibility in the search results is guaranteed. This certainty as to whether the relaunch will be a success or whether problems will stand in the way of success provides answers to the questions below, among others, which can be answered with the help of statistics and instruments (web analytics tool, Google webmaster tools, ranking report):
- Has the visibility of the website in the search results improved?
- Can all pages be found in the Google index?
- Do the loading times of the website pages meet the search engine requirements?
- Is the programming assessed positively by the W3C markup validation service?
- Have the values for bounce rate, visit times, number of page views per visit and target achievement improved?
- Are there any invalid links on the website?
- What can Google index from the website ("Retrieved as by Google" in the webmaster tool)?
- Do the forms sent reach the addressee?
If all these tests are positive, the launch of the new website can be communicated without stress, as there is the certainty that all sources of error have been eliminated.
Imre Sinka
