If you’re like many online marketers in the midst of a Website Redesign, your top focuses (not necessarily in this order) are: being on time, staying on budget, and achieving your design and website goals (improving on an existing website flaw or enabling new website features, for example). Except for the occasional acknowledgment that “we’re doing redirects” (albeit with or without a best practices strategy), one thing that rarely makes a marketer’s list of top priorities during a redesign is SEO. Don’t get me wrong, that’s not to say that those same marketers, if asked directly, would say Organic search was not important to them, but when in the midst of planning for or implementing a redesign it can sometimes get lost among other competing priorities. As such, we hear things like “we’ll get to SEO after launch,” or “I know we need better Title tags, but I feel like we can do them later.” At best this lack of prioritization (and SEO Strategy) could mean that some SEO opportunities are not identified or considered when they’d be most easy to implement during a Redesign, but at worst it can make for an enormous drop in Organic traffic after launch.
Obviously no marketer wants to be on the extreme end of that spectrum, but even just missing out on low hanging fruit when the website is in its most malleable state can cost you more later whether it’s in time, resources, money, etc.
Before you get too deep into your redesign, consider:
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