Relaunch

The term relaunch, the website relaunch, can be translated as relaunch. In marketing, it has significance in several areas. Companies, for example, relaunch individual products, packaging or company magazines. In times of digitalization, the website relaunch is gaining in relevance. In all these cases, es involves the extensive revision of an existing website.

During a website relaunch, comprehensive changes are made to a homepage. This concerns all relevant points such as design, content, structure, content management systems and technology. If a modification only concentrates on individual aspects, this is not a relaunch. If only the appearance of the website changes, this represents a redesign.

Website relaunch & SEO - the challenges

The extensive overhaul of a homepage proves to be a complex undertaking that involves both opportunities and risks in terms of search engine optimization (SEO). With a cleverly designed relaunch process, companies set the foundation for higher visibility in search engines. They achieve this when the future website features, among other things, faster loading times, better SEO content and more backlinks.

However, as part of the relaunch process, there is also a great risk of losing good rankings and SEO-generated traffic. In this case, there is a threat of immediate deterioration that can lead to significant revenue losses. This negative development can have different reasons. Examples:

• During the relaunch, page operators remove URLs with SEO-relevant content that have led to a high ranking with Google and Co.
• The responsible parties delete URLs that are linked from other homepages. This reduces the link popularity.
• During the relaunch work, internal linking is restructured, which has a detrimental effect on rankings.
• Wrong redirect codes are set during the website relaunch. By the way, this is counteracted by a redirect concept.

This is what es has to consider from the SEO point of view during the relaunch

Those responsible for a website relaunch should be aware of these risks. In the first step, a concrete SEO onsite analysis of the website is recommended. In this technical analysis, the current metrics that are responsible for the current visibility can be documented. On this basis, specialists design an individual relaunch concept. They extensively revise the website without unnecessarily jeopardizing the current rankings.

At the same time, a professional relaunch plan includes an effective SEO concept that sustainably increases visibility. The focus should be on a well thought-out SEO content strategy. In the context of a relaunch, es also makes sense to exploit further SEO potential. The question is whether previously unconsidered keywords are suitable for search engine optimization.

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