Webpage-Relaunch

What aspects need to be considered during a webpage-relaunch?🎯

Before starting the relaunch, clear goals should be defined and these questions answered:

• Which target group should be addressed?
• Is the content still current and relevant?
• What does the customer journey look like so far?

Other important aspects of the relaunch🚀

Research and analysis 🔍📊

1. Conduct a competitive analysis to gain insight into your competitors strategies and possible improvements for your website.
2. Have a detailed SEO relaunch checklist created that takes into account all important measures for successful search engine optimization during the relaunch.

Design 📝

1. Have a new navigation system developed that is designed for user-friendly operation.
2. Organize the content on the website sensibly so that it offers added value to visitors.
3. Incorporate planned new content formats, such as images, graphics or videos, to make the content more appealing.
4. Choose a modern and contemporary design that visually corresponds to the current trend.

Technology⚙️

1. Adjust the loading time of the website to meet the requirements of the Core Web Vitals.
2. The website should have a responsive design and be optimized for mobile devices to ensure optimal display on all devices.
3. Implement a tracking system that will enable better analysis of the customer journey in the future.
4. Introduce a suitable content management system (CMS) to manage the website content efficiently.
5. Create an XML sitemap and store it in the Google Search Console (GSC) to support the indexing of the pages.
6. Check the robots.txt file and relevant directories to ensure that only the desired pages are indexed by search engines.

Essential SEO tasks ⚗️

1. Have a new URL structure and information architecture created, to organize navigation, content clearly and user-friendly.
2. Create a URL redirect list or URL mapping, where redirects can be configured either in the .htaccess file or with a plugin.
3. Discuss and determine the budget or costs for the relaunch of the website together with the stakeholders in order to ensure a solid financial basis for the project.

Which metrics and data should be analyzed?🧮

The potential risks such as loss of search engine ranking or deterioration of user experience can be avoided through careful planning and continuous monitoring. To understand the performance of current pages, metrics such as page load time, organic traffic, bounce rate, backlinks and conversion rate should be analyzed:

1. Improve page load time so that users can interact with the website in less than 2 seconds. Fast loading time increases user satisfaction.
2. Analyze current organic traffic in GSC and GA4. Identify important URLs to make targeted optimizations.
3. Analyze the bounce rate to understand how many visitors leave the page immediately after visiting it. The GA4 data helps identify problematic pages.
4. Prioritize important backlinks and record them in a mapping. The SEO tool Ahrefs helps analyze valuable backlinks.
5. Highlight the URLs with high sales and high conversion rates. Optimize these pages specifically to further increase success.

SEO aspects when creating a URL structure⎈

At a webpage relaunch, it is recommended to create short and concise URLs that contain relevant keywords and clearly reflect the page content. Unnecessary words and special characters should be avoided in order to make the URLs both user-friendly and search engine friendly:

1. Google recommends using UTF-8 encoding to ensure correct display of special characters in URLs.
2. Avoid capitalization in the text of a URL to ensure a consistent and user-friendly structure.
3. Use hyphens (-) as punctuation to clearly separate words in the URL.
4. Follow SEO best practices for URL structure, for example in the form of: https://www.yourpage.com/blog/techniche-seo/tracking.html
5. Use “Speaking URLs” that describe the content of the page clearly and precisely.
6. Include the main keyword or target keyword in the URL to increase search engine relevance.
7. Limit the length of the URL to improve readability and usability.

After the website goes live📈

The metrics that need to be checked after going live☞

1. All new technical components must be thoroughly checked – a check should be carried out daily during the first month.
2. All internal links on the website should be fully checked to ensure they function correctly.
3. The redirects must be tested to ensure that they work correctly.
4. Tracking and conversions for all URLs should be monitored regularly to ensure data integrity.
5. The indexing and status code of new URLs should be checked continuously during the first month.
6. Traffic from redirected subpages should be checked in GSC and GA4 and monitored regularly.
7. The visibility of the website should be checked in SISTRIX at regular intervals, for example weekly.

Loss of visibility and ranking decline after the webpage relaunch – What now?🤔

The possible causes could be the following metrics:

1. There is a risk that important and valuable content may be accidentally deleted, which could lead to information loss.
2. The redirects could be faulty or not work, which can lead to a poor user experience and loss of rankings.
3. When changing the internal link structure, you should check whether breadcrumbs have been correctly integrated on all pages.
4. Technical issues such as meta robots directives set to “noindex, nofollow” can lead to URLs being removed from search engines.
5. It could happen that important landing pages have not been indexed, which means they are not visible in search engines.
6. Technical issues with JavaScript can affect how the website works and result in a poor user experience.
7. The loss of ranking for important, business-relevant keywords requires a detailed SEO analysis to identify the causes. For a thorough analysis of the business-relevant keywords, the use of a keyword tracking tool is necessary. The relevant keywords should be monitored regularly in order to promptly identify and react to ranking changes.

Decline in sales after relaunch (online shop) – What could be the reasons for this?📉

1. The forms on the website do not work correctly, which can affect usability and lead generation.
2. The internal search is not configured correctly, so new content cannot be found, which degrades the user experience.
3. The view on smartphones is suboptimal and has poor mobile usability, which makes it difficult to use on mobile devices.
4. The website is displayed differently in different browsers, resulting in inconsistencies in design and user experience.
5. The loading time of the website has deteriorated, which can increase the bounce rate and negatively affect the ranking.
6. The tracking system is not set up correctly, which makes it difficult to collect and analyze user data.

Summary

A successful webpage relaunch aims to improve usability, SEO ranking, conversion rates and brand presence. The important steps include analyzing the competition and creating an SEO checklist, optimizing loading times and responsive design, and integrating a tracking system. The technical SEO measures such as a clear URL structure, using a CMS and implementing redirects are crucial. After going live, regular checks of indexing, links and visibility are necessary to prevent potential problems such as ranking or sales losses.