Creating an SEO Redesign Launch Plan

Excerpts from my latest article at Practical eCommerce: “SEO: Launching a Redesigned Site.”

Editor’s Note: This is part two of a two-part series on identifying, assessing, and mitigating the risk of site redesigns on organic search traffic. Part one, “SEO: Identifying the Impact of a Site Redesign,” we published last week.

Launching a redesigned site is filled with potentially high risks and rewards for organic search traffic. Regardless of whether the risks outweigh the rewards in the end, the weeks following a redesign typically produce unstable organic search traffic patterns and may include some nail-biting days. In “SEO: Identifying the Impact of a Site Redesign,” part one of this two-part series, I discussed how to predict which areas of the site were most likely to be impacted in the redesign.

In this second installment, I will focus on how to identify the scale of the risk to organic search traffic as well as how to create a plan to mitigate that risk. The full article includes the following sections:

  • Organic Search Risk and Reward
  • Calculating the Risk
  • Mitigating Organic Search Risk
  • 301 Redirect Plans
  • Closely Measure Afterwards

Read the article in full at Practical eCommerce, “SEO: Launching a Redesigned Site.”

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