Step #1 – Prepare a checklist
The Un.titled SEO team has created an SEO go-live checklist which covers 58 points across different areas that can help us ensure that whenever we take a new website live, we are able to retain its existing SEO value.
The main areas you should look at include:
- Meta data
- Schema mark-up
- URL structure
- Crawler accessibility
- Domain duplication
- Google Analytics
If you’re not too familiar with SEO and its more technical aspects, you can always get an SEO agency to help you ensure that your website is being taken care of.
Step #2 – Pre-go live checks
Once you have your checklist in place, it’s time to start working your way through it, covering as much as possible before the new website goes live. This can result in an easier migration and less work to be done after the go live, when invariably there will be some last aspects that need sorting out.
You (or your SEO experts) should work closely with developers to ensure that the all the meta data is in place and optimised, the website is populated with high quality content which has been tagged up appropriately, the URL structure is set up correctly and the Schema mark-up has been done.
Conversion Rate Optimisation (CRO) Analysis
Step #3 – Post-go live checks
Immediately after the new website has gone live, the SEO team needs to ensure that the sitemap.xml and robots.txt are fetched correctly and updated, as well as testing that all the data is being pulled through to Google Analytics correctly.
Step #4 – Monitor your keyword rankings and Organic performance
Keep a close eye on your keyword rankings and Organic performance in Google Analytics for the weeks following the go live. It’s normal to see some initial shifts in rankings, as Google is re-indexing your website, but if you’ve done all the SEO checks needed, there shouldn’t be a massive drop, and you can expect to see significant improvements in the months to come.