SEO Website Relaunch

Are you thinking about relaunching your website or planning a domain migration? To ensure that this is a complete success, especially from an SEO perspective, diva-e develops a concept for the long-term SEO success of your website.

Contact us

Are you thinking about relaunching your website or planning a domain migration? To ensure that this is a complete success, especially from an SEO perspective, diva-e develops a concept for the long-term SEO success of your website.

Contact us

Benefit from our many years of expertise in search engine marketing, we are a certified premium partner of Google!

From free product search for retailers to one of the most important sources of revenue in online business: Google Shopping Ads are becoming increasingly important for your own reach and the willingness of potential customers to buy. With the image-heavy Shopping Ads, the search engine is reacting to Amazon's dominance in product search. Google is continuously increasing the share of product campaigns in the search results. Already, the popular Shopping ads and related formats can account for over 80% of Google Ads sales. More and more retailers are therefore placing their product range at the top as paid product pages. Would you also like to be more present with your products in Google Search, maximize your sales and boost your business sustainably? Our diva-e experts will be happy to advise you!

Careful planning of the website relaunch

Before starting the implementation of the website relaunch or domain migration, it is absolutely necessary to work out a precise plan for the implementation. This should include goals and KPIs that will be used to measure the success of the move after implementation.

If important SEO considerations are not taken into account, every relaunch carries the risk of a high loss of traffic. SEO requirements such as building the website structure and especially the URLs should therefore be taken into account at every step of the planning process. In addition, when restructuring content, care must be taken to retain high-traffic content or URLs. If important pages are simply deactivated, this can lead to a high loss of traffic after the relaunch implementation.

The planning should also include the setting up of a test environment (which must not be accessible for search engines). This way, migration and possible bugs can be found and fixed before the go-live. The timing of the go-live should also be determined. A time when few users are on the site is particularly suitable here.

diva-e specializes in the conception of website relaunches and domain migrations. Our experts know the risks and dangers that arise from an SEO perspective and reduce them to a minimum through targeted planning and consulting during the relaunch concept.

Checklist for website relaunch: What do you have to consider during a website relaunch from an SEO point of view? Here is an excerpt of the most important measures:

An analysis of the current performance in search is indispensable to recognize and maintain already existing rankings. An initial analysis can also identify open SEO potential - through new content or optimization of the website structure, for example. A comprehensive keyword analysis should also be part of this measure.

After defining existing and future content and its structure, the structure of the future URLs must be outlined, which together with the naming of the URLs must be well thought out in order to avoid subsequent changes and redirects. In this step, the handling of parameter URLs (e.g. through filtering options) should also be defined in order to avoid the creation of duplicate content.

In particular, the developers responsible for the relaunch should be provided with a checklist of SEO-relevant technical requirements. Here it is determined which SEO settings are made in the CMS and must also be possible in the future. For example, meta data should be maintainable and the setting of canonicals or the implementation of structured data should also be considered.

In the case of a website relaunch or domain migration, at least the URL structure usually changes, but sometimes also the entire domain under which a website can be reached. Similar to a physical move, 301 redirects must inform the search engine that content can now be found at a different address. Redirects also prevent users from landing on pages that are no longer accessible. Which URL should be redirected to which new URL must be defined beforehand and a redirect mapping must be set up for the entire website.

Ideally, internal linking was already taken into account when planning the new website structure and building the URL structure. It must be ensured that important content is strongly linked internally (e.g. via the navigation) and that no page is orphaned, i.e. has no internal links. Orphaned pages cannot be found by the search engine or the user and therefore have little to no traffic potential.

In addition to checking all technical requirements, the SEO conformity of the content on the new website must also be ensured. It is important to check whether all content has a clean headline structure, all important meta data is maintained and, for example, images are equipped with alt texts.

Even after perfect planning and optimal implementation in the test environment, there may still be further hurdles to the successful website relaunch or domain migration. These include, for example, an incorrect setup of the robots.txt file and the XML sitemap. In the robots.txt file, no important directories may be excluded from crawling and an error-free XML sitemap must be available.

When building a new website, people often forget to integrate the previously implemented tracking codes (e.g. Google Analytics or Tag Manager) into the new website. This can lead to a data gap in the tracking of visitor numbers and prevents the relaunch from being optimally monitored.

The timing for the switch from the old to the new website should also be optimally coordinated. As a rule, time windows are suitable here when few visitors are on the website (e.g., at night). Migrations shortly before the weekend or before public holidays are generally not advisable, since in an emergency the relevant contacts for troubleshooting are not available.

Monitoring & reporting of the website relaunch

Once the migration has taken place, the relaunch must be monitored from an SEO perspective. In particular, the development of the rankings, the development of the clicks and the visibility in the search are observed. During a relaunch, there is usually a fluctuation here at first, as search engines such as Google first have to process the website's redirection and then re-evaluate it.

Our diva-e relaunch experts continuously monitor all important SEO KPIs and compare them with the website's previous data. They also work with you to create an SEO report, which can be used to jointly review and discuss the development after the relaunch.

The next steps ...

Are you currently planning a website relaunch and / or a domain migration? Feel free to talk to us about your individual challenges.

We will be happy to discuss the possibilities of an optimal concept and a successful SEO strategy with you - and free of charge - so that your relaunch will be a complete SEO success!

Our diva-e specialists in SEO, Ann-Kathrin Reitmeyer and Oliver Kuttruff, look forward to your call or e-mail.

Everything at a glance - The relaunch guide for free download

From preparation to go-live to monitoring: Download our free relaunch guide and review your procedure during the domain transfer.

Download the relaunch guide now
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