Don’t: Launch a New Website Without a Plan
This specifically refers to when a company launches a brand new website on their existing domain without first considering a content plan. This can cause a whole host of issues from broken links to missing content. This can wreak havoc on your organic search results, potentially causing you to lose positions for any rankings you may already have and will potentially have an impact on your organic search traffic.
Do: Formulate a New Build Strategy
The re-launching of a website takes careful planning, especially if you’ve moved content around or remove entire portions of your website. Not only should the web development process involve carefully mapping of your content to where it makes the most sense from a user experience approach, it also needs to ensure that SEO elements are updated. A planned redirect strategy will avoid having any of your site cause a bad experience (404 or missing link) for users who may have linked to or follow old links to your website that no longer work. An important goal to keep in mind when re-launching your website is that you maintain and potentially increase your website’s visibility in search.
Don’t: Build Multiple Microsites to Go After Multiple Keywords
For starters, you will run yourself ragged trying to keep up with the maintenance of all these websites and it’s likely that the content on them will be thin and not of value to consumers. Additionally, you will do yourself and your customers a disservice if you compete with your parent site for traffic and ultimately confuse your users along the path of conversion.
Do: Make Your Main Site Awesome
Invest the time and energies into making your main site be the best it can be by having all of your most important pages built out to have great content and information that your customers will find valuable and useful. Having a website that is well organized and optimized, with content that is well written and on topic, will position you as an authority in the space, resulting in links, rankings and traffic.
Don’t: Focus on Keyword Rankings as the Only Performance Metric
Yes, there it is, I said it. Don’t just focus on rankings. Since the birth of search engines rankings have been given a huge amount of weight in proving that you are outperforming your competitors. Don’t get me wrong, they still are important, but so is organic traffic that converts. Ranking #1 for “women’s shoes” does you no good if you don’t see any sales from it. Pouring all of your time and energy into trying to keep that very competitive top spot and not seeing a ROI on it may not be the best strategy.
Do: Focus on The Whole Picture
Do your homework, find out what search queries actually drive leads and sales and focus on being super visible for those terms. You may find that “red women’s shoes with leather soles” as your high ticket keyword. The performance metrics you should be focused on consist of ideally traffic, conversions and rankings, this way you get the whole picture.
Managing a website and your digital marketing strategies can be a full time gig, I know. Helpfully, there are best practices and processes that can help to make sure that you are on-track and stay focused on the end goal. If you would like a free consultation to discover how CloverLabs can help you succeed in your digital marketing effort please reach out today. Cheers!
Passionate about digital marketing and helping small businesses succeed online, Shannon has over 15 years of online marketing experience. She loves sharing her knowledge with others to help them become better marketers.