New website – here are the SEO considerations you should make

When launching a new website, there are many factors you should take into account. It can often be extremely valuable to seek guidance if you are about to launch a new site. This way, you can be confident that the end result is as you want it, and that everything works as it should from a technical perspective.

One of the first things you should consider is the goal of your new website. For example, is it to serve existing customers, attract new customers, provide information only, or perhaps something else entirely?

Of course, your website can both serve existing customers and attract new ones, but it is always a good idea to clarify what the primary purpose is. This will also greatly help those designing your website, so that the design and functionality are built around your main goal.

Once you have established the purpose of your new website, you then need to ensure that the technical foundation is in place so that Google can find your site. If Google cannot find your website, you will not appear in Google search results, which means that no one will be able to find you with relevant searches. This is critical, and if this is not addressed at launch, you risk missing out on vital data and conversions.

Checklist for a new website

Before launching a new website, there are several things you should have in place to ensure the launch goes as smoothly as possible. It can seem overwhelming, especially if you have not launched a website before.

That is why you will find below my suggested checklist to support you when launching a new website. This list is not exhaustive, but simply my take on what is good to have under control:

The visual

• Is your design appealing, and does it match your industry and business goals?
• Is your website responsive and dynamic, so the design adapts to different screen sizes? (Mobile, tablet, laptop)
• Have you tested your new website in different browsers (Google Chrome, Firefox, Microsoft Edge, etc.) to ensure it looks as intended in all cases?
• Does the design contribute positively to the user journey? Does it make it easier for users to convert? (Add to basket/purchase, fill in a contact form, download a PDF, etc.)
• Do you have a clear menu structure that is logically built based on a keyword analysis?
• Ensure your contact details are correct, displayed in the footer, and provided on any ‘About us’ page. This gives users the sense that there is a real business behind the site.
• Add links to your social networks in the footer. This helps establish credibility for a brand new website.

The technical

• Is all tracking set up correctly and functioning as intended? (e.g. Google Analytics, Google Tag Manager, Google Ads, Facebook Pixel)
• Are you using the ‘https’ protocol instead of ‘http’, and have you set up an SSL certificate that works correctly?
• Is caching configured, and are the files on your website being cached correctly?
  • Feeds and similar elements should be dynamic, so they are automatically cached and updated.

• Is your website speed optimal?
  • Compress or combine Javascript, CSS, and HTML files.
  • Compress and crop your images and videos, and use lazyload.
• Have you ensured any required redirects are set up?
  • If you are relaunching a website, make sure you map out old and new URLs to minimise the risk of users landing on a dead 404 page.

Tell Google about your website with SEO

• Is your new website visible to search engines?
  • Make sure nofollow, noindex, and disallow are used only where appropriate.
  • For example, if your entire website is set to noindex, Google will not be allowed to crawl and index your site – which means it will not appear in search results and no one will find you that way.
• Have you optimised your on-page SEO?
  • Based on a keyword analysis, have you covered the following:
    • A clear and user-friendly URL structure based on relevant keywords.
    • Correctly completed title tags and meta descriptions on your landing pages. This helps Google understand the content on your pages and improves your visibility for relevant search terms.
    • Files are named correctly and with relevant keywords (PDFs, images, videos, etc.)
  • Have you set up a helpful 404 page that guides users if they land on a dead page?
  • Have you created an XML sitemap that you can submit to Google via Google Search Console?
    • This prompts Google to recognise that you have launched a new website and should include it in their index.

Conversion optimisation

• Can users carry out the desired action (convert) that your website is intended for?
  • Do a test purchase to ensure the buying process is as smooth and straightforward as possible, and that users can actually place an order with you.
    • For example: Does the ‘add to basket’ button work, are delivery options and payment methods set up correctly, and so on?
  • Test your contact form to ensure it works correctly.
    • Is it easy to use on both laptop and mobile?
    • Do users land on a ‘thank you for your enquiry’ page, so they know their form has been sent, and you can track enquiries this way?
    • Is the sender email address correct?
    • Are all completed fields being received?
• Have a handful of people (family members, friends, colleagues, network) test your site. This way, you may be able to spot optimisation opportunities and any critical errors before your new website goes live.

Summary

All in all, there are many aspects you should have under control when launching a new website. My checklist should be used as a guideline, as it is by no means a definitive answer key. What else is important for your specific website will largely depend on your website type and its purpose.

If you need advice for your new website, our SEO team are ready to help with guidance and everything required for a smooth and worry-free website launch.