Imagine this calamity scenario: you’re on a verge of rising your newly redesigned website, and you’re already expecting new leads and returning customers. You’ve spent large hours operative by each final fact before even deliberation phenomenon your new origination to a world. The large day arrives, and we give a immature light to launch.
Suddenly, we comprehend we forgot to devise for one essential element: the SEO best practices that we had so delicately incorporated into your aged website.
Unfortunately, this is not usually a calamity that can be lost once you’ve had your morning coffee, though something I’ve seen occur to large tiny businesses over my 10 years as a owners of an SEO and online selling agency.
Your redesigned website was meant to give your business a new franchise on life, though instead, you’ve broken your organic hunt rankings and trade overnight. When you change your site though entirely meditative by a SEO implications, we might do something damaging like throw divided concrete calm or change each page’s URL though creation certain to route a aged ones.
Luckily, we can simply equivocate this frightening unfolding altogether by formulation forward and training from a mistakes illustrated in a examples below.
Mistake #1: You combined Flash-based or unoptimized images
So, we combined a series of large and eye-catching images to your new alighting pages in a hopes of creation your site visually appealing. Or maybe we changed to a some-more visual, though reduction SEO-friendly Flash design.
Don’t make a mistake of forgetful to optimize a new images, or else a pages on your new site might bucket so solemnly that intensity business exit before observation any of a content. Relying on Flash elements also can means outrageous problems for SEO and will indeed demarcate many mobile users from observation a site.
In a land of online commerce, calm is not a trait — today’s savvy business are some-more desirous watchful for pages to load. According to Radware, business will desert a page within three seconds if it hasn’t loaded.
Consider an instance from a edition world. The Financial Times, while operative on a new chronicle of a site, ran an experiment to know how speed impacted user engagement — specifically, the number of articles review by visitors, that is one of a primary ways they magnitude their success. They afterwards used this data to calculate a impact on their revenue.
What they found was that a speed of their site severely influenced their income streams, from many hundreds of thousands of dollars in a short-term to millions in a long-term.
Mistake #2: You neglected to quit vicious content
Most of us know that a successful website incorporates ominous and singular calm on each page, that is privately targeted to your audience. This includes a behind-the-scenes content, too, such as detailed alt calm on images and meta information that adds transparent details.
Although a new site provides a good event to refurbish diseased content, it’s also vicious to send over calm that is already tied to your clever organic hunt traffic.
In this real-life disaster story of calm emigration left wrong, an eccentric program businessman was desperately in need of a new site pattern and was anticipating to refurbish a technical calm to emanate a improved knowledge for a normal user. Although they attempted to cruise by how to safety their existent SEO practices, they proceeded with a refurbish while creation one vital omission.
During a migration, a margin in their CMS that automatically populates as a meta outline was incited off and as a result, each singular product page on their new site was blank a meta description.
Mistake #3: You blocked search engines from crawling your site
When a website launch goes bad, a categorical disaster is typically due to mistakes that were done in a early formulation stages. Not permitting hunt engines to yield your new site is a common blunder that mostly happens when sites are changed from a entertainment area to a live server.
Perhaps we used robots.txt to retard hunt engine crawlers while a site was in development, though forgot to refurbish a record when a site went live. Or maybe we incidentally put firewalls in place that are restraint site crawlers.
In this case, a webmaster used a WordPress plugin called Wordfence to prevent bots from crawling a site, in an try to revoke server load and fake referrals. This plugin allows we to whitelist certain bots, allowing them to yield a site. He whitelisted several famous Googlebot IPs, though unfortunately Google switched a IPs it was crawling from, causing a new IPs to get blocked.
While these new IPs were usually blocked for 3 or 4 days, it caused a site’s web trade to halt. When a mistake was discovered, and trade started picking adult again, it remained sluggish.
Mistake #4: You didn’t prioritize mobile-friendliness
Last year, a barbarous “Mobilegeddon” refurbish took a SEO universe by charge when Google kicked into rigging a mobile-friendly algorithm.
Although a impact seemed minimal during first, a later news by Adobe found that a new algorithm had as large an impact as feared. Adobe monitored trade to over 5,000 sites and afterwards separate adult a formula into mobile-friendly contra non-mobile-friendly. The news found that trade to mobile antipathetic websites from Google mobile searches declined 12% in usually a initial dual months after a update.
Additionally, according to a study from Moovweb, when a site is not mobile-friendly, there are apparent visibility, ranking, and usability consequences. If we focused essentially on how your new site would demeanour on a laptop, we have inadvertently caused yourself some-more mistreat than good.
Today’s online shoppers are complicated mobile users who will be prepared to rebound if your site can’t be scrupulously review on a mobile device. The large algorithm changes caused multitudes of webmasters to change their sites so that they would still be manifest in Google’s organic hunt results. Up to this point, smaller companies have taken a biggest strike from Mobilegeddon as they onslaught to adjust to a mobile changes.
Do we have a disaster story from a customer who unsuccessful to cruise these vicious SEO implications before rising their new website? Or a success story of someone who did things right? If so, I’d adore to hear from you!
Some opinions voiced in this essay might be those of a guest author and not indispensably Search Engine Land. Staff authors are listed here.
About The Author