Most search experts rely on Google Webmaster Tools (GWT) to analyze the technical aspects of a website. These experts focus on data like crawl stats, page errors and rich snippets.
In addition to technical analysis, I recommend using GWT for basic on-page SEO improvements. Here are 6 easy ways to use Webmaster Tools to improve your on-page SEO.

1. HTML Improvements

Under Search Appearance, you will find HTML Improvements. This report provides a snapshot of any issues with your site’s meta descriptions and title tags, along with a record of any content that isn’t indexable.
In the SEO world, we know that it’s important to have unique meta descriptions and optimized title tags. This report allows you to easily identify title tag/meta description issues and prioritize your efforts.
For example, in the screenshot above, you can see that 634 pages have a duplicate title tag. If I were to click on the “Duplicate title tags” link, I’d be taken to a screen listing all 634 pages, giving me a quick and easy way to identify page titles that need to be updated.

2. Content Keywords

Under Google Index, you’ll find Content Keywords. This tool allows you to determine not what you think your site is about, but how Google sees it.
It shows the keywords that are used on your site, along with keyword variations and significance. These data help you quickly determine if you need more content created around certain keywords, themes and topics. It also shows which pages the keywords appear on. Very helpful! (See the examples below; keywords were shaded out due to confidentiality.)

3. Structured Data

Structured data is a helpful way to explain the content of your website to the search engines — which can, in some cases, can help with rankings and traffic. If you have structured data on your site, GWT has a feature that shows the type of structured data that Google was able to detect on your site, along with the URLs containing each type. You can find this report under Search Appearance > Structured Data.

Note: This tool includes only the top-level entities discovered on a page. For example, if your page contains a schema.org/Event that in turn contains a schema.org/Place, only the Event item will be counted.

4. Data Markup Helper

Under Other Resources, the Structured Data Markup Helper allows you to tag the data fields for events, products and more on your site.
If you aren’t sure where to begin with structured markup, this is an easy to use point-and-click tool. The nice part about this is that HTML changes are not required. Your mouse highlights and tags each key piece of data on the appropriate page of your website.

5. Sitemaps

The Sitemaps section allows you to view all the sitemaps that you’ve added (or Google found) along with statistics such as the last date it was processed and the number of pages submitted and indexed.  These stats can be viewed by content-type, meaning Web, video, images and news.
Another great feature is the sitemap test option; you provide the URL of a sitemap, and Google scans it, quickly detecting any errors that need to be fixed.

6. Removing URLs

If you need to remove a URL from Google’s index, you can use the Remove URLs feature in Webmaster Tools. This can be a very powerful tool, but use with caution! Only use this tool if you want to permanently remove a URL (as opposed to redirecting it).
Google gives a great example in their help section — if you have accidentally displayed confidential information such as a credit card number and you need to have a page removed, you can request expedited removal of the URLs. You will find this tool under “Google Index” in the left-hand navigation.

Webmaster Tools For Fast, Easy On-Page SEO Fixes

I find that these tools help me prioritize SEO improvement efforts and reduce analysis time. But these six features just scratch the surface of what Google Webmaster Tools has to offer. I encourage you to explore the ways in which GWT can help you implement an effective on-page SEO program.More Detail..

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Link building can be a difficult task, requiring knowledge, patience and trust. Going after good links is a project, not an overnight success.
Despite this, link building is something anyone can do, especially if they have a valuable website and confidence interacting with their peers. Starting with a few basic strategies that can help build confidence and understanding, increasing the success of a campaign.
This is doubly true if you're new to link building, or launching a new link building campaign.
There are five strategies worth examining and trying at the start of a campaign, four of which we've already covered:

• 404 Pages and Link Reclamation
• Competitor Analysis
• Fresh Web Mentions
• Local Link Building
• Utilizing Past and Current Relationships

This post will cover past and current relationships for link building.

The Power of Relationships

Building relationships has become quite popular in the current link building environ, especially by those pushing link earning over manual building.
Building strong relationships is the foundation of marketing. And, as link building is but a small niche of online marketing, it makes sense that we take relationships into consideration, not to mention create and foster further relationships as we work.
Too often I hear about link building and relationship building as if they're mutually exclusive, which only makes sense if you take into consideration link building circa 2010: build links until your eyes bleed.
When link velocity, density, and quantity were the key considerations, of course relationships weren't valued (or were undervalued) in the pursuit of links. Building a relationship is a slow tactic, requiring authenticity, care, and investment. Building links like a robot simply isn't a feasible strategy.
Now, building links and relationships are definitely no longer mutually exclusive tasks. The truth is that people link to people, and building relationships is a great way to secure outstanding links.
Furthermore, building relationships is often important to a new website or a website looking to broaden their visibility, which goes hand in hand with link building. So, if you're already working to build relationships, you should be considering links as well.

Building Links Through Relationships

There are a variety of ways to build links through relationships. These methods don't have to be manipulative and should be pursued on a case-by-case basis, when it makes sense within the relationship.
Here are a few common ways relationships can result in links:

• Due to interaction:
  • Participating in events, surveys, interviews, etc.
  • Creating an event, survey, interview, or piece of ego bait yourself.
  • Reviewing or giving a testimonial.
  • Doing something nice/worth mentioning.
• Creating a partnership/cosponsored programs.
• Thought leadership.
• Natural mention that you can ask changed to a link.
• Simply asking (in an intelligent fashion).

These activities all have benefits outside link building, but keep links in mind if you're engaged in any of them.
For links, it's worth organizing relationships into two separate categories: previously established relationships, and current relationships.
Both of these can be ongoing relationships, but they need to be handled differently as typically you'll be doing different tasks, and established relationships should be handled with care, as well as examined for past linking.

Previous Relationships: Incorrect Linking and Mentions

Previous relationships are definitely the first avenue of relationship links to explore when starting a link building campaign, as opposed to current/newer relationships.
Older relationships often represent great link building opportunity based upon improper (or lack of) linking.
This happens naturally over time – either the link was made improperly, it was a simple mention that could/should be a link, or the page it was pointing at was modified, moved, or changed.
This was covered partly by the 404 and link reclamation and Web mention pieces.
Following the advice of those articles should help capture links resulting from previous relationships that are incorrectly linking to a dead page, or mentions of your website without actual linking. However, due diligence requires us to dig deeper.
Take these steps to review prior relationships and any links that resulted from them.

1. Review Past Relationships

Make a list of any and all previous relationships. Don't limit this to online relationships, either! Obviously to secure a link a website will need to be involved, but links can start offline, too.
Making a list gives you a good starting point, as well as helps you better internalize the website's history. Fully understanding a website will drive creative thinking later on in the campaign when you're pursuing bigger and more creative links.

2. Review Links Coming From Prior Relationships

Use a backlink tool to explore where your backlinks are coming from, sorting by referring domain. A few common tools for this:

• Open Site Explorer
• Majestic SEO
• Ahrefs
• Raven Tools
• Cognitive SEO
• SEO Spyglass

Please note that these are all paid tools, but essential to SEO and link building. If you're starting a campaign, you should subscribe to at least one.
Let's look at how to navigate to linking domains in OSE from Moz.
Enter your website's URL into the tool:
This will take you into the tool, displaying your inbound links from other websites. Navigate over to Linking Domains:
Now, switch this to display all links to the root domain, as opposed to links to the page:
Don't forget to click filter.
This would be a good time to click around and explore if you haven't done a full backlink analysis.
Once you've found a past (or current) relationship linking to you, check out which pages are linking and in what fashion by expanding the selection:
Simple as that. If you want to make the data more sortable/filterable, you can download your backlinks as CSVs and manipulate them around in excel. Learn how to do this in the competitor analysis post.

3. Determine if Any Links Point at Wrong Pages or Link Incorrectly

Manually check the links to see if any of the links are pointing at less than optimal pages. Check for:

• Links going to 404s.
• Links pointing at out of date pages.
• Links going to the wrong pages.
• Links highlighting old products.
• Etc.

This is a good chance for clean-up work. Although individually each link won't make a huge impact necessarily, they add up. Also, it's a great first step into the project, establishes confidence, and helps get early movement.

4. Search for Mentions

Searching a site for mentions of your brand, product, company, or key figures of your company (such as your SEO or CMO) is the next step.
Here's a Google search, which is the simplest and most direct fashion to search another site for mentions:
Start with that search and see what you can find. If you're unfamiliar with search modifiers you can read more about it here. Don't be afraid to experiment to see what you can find, just remember the most vital part – using the site: search modifier.
If you're able to find any mentions it should be a fairly straightforward process to contact whomever you have a relationship within that company/site and ask if it'd be possible to change it to a link.
Keep in mind the age of the mention and the strength of the relationship. Asking someone you just met to change a 3-year-old mention into a link might not be appropriate.

Current Relationships: Engagement

This is probably the most straightforward way most websites get links from relationships: through engagement.
Typically these relationships form via social media/direct real life connections. Here's the typical process:

• Common interaction with another person in your industry who you met either through a conference, a common friend, or simply interacting online (via social media).
• Trust established overtime, and a relationship forms.
• Common communication, offering and receiving advice, asking for social shares, etc.

Somewhere throughout this relationship a link is almost always formed, if the other party has a website. Whether it's on a "sites we like" style page, an industry news/roundup article, or even just by being on their mind when they're creating new content.
How does this factor into a new link building campaign? Simple – just ensuring these style of relationships are leading to links, as they should.
If you're the one who has fostered the relationships, you should know this answer to this immediately. If you aren't getting links through invested relationships, likely all it will take is reaching out and being more engaged. Ask whomever you have a relationship with if/how you can contribute, if they're involved in any upcoming events, if they'd include a link to your site on their site, if they would review a product, etc. etc.
Everyone is always working to promote – do something to help them out. For example:

• If you've used or still use their service, write them a testimonial. Testimonials almost always link out to the provider to further the credibility of the testimonial/review.
• If they're hosting or sponsoring an event, offer to help. This works especially well if there's a site specifically for the event. One of the most standard ways people show gratitude online is by writing a thank you and/or providing a link.
• Participating in a group interview or survey. Group interviews and surveys are common in almost every industry. If you know of one happening, offer your time/opinions. Once the content is published there's almost always links to those who were involved, unless it's anonymous or fairly substantial.
• Create a group interview, survey, or event. Not only does this lead to link bait content (if done correctly it should be highly sharable), but also the people involved often link to something they've participated in. So figure out an interesting way to involve people you've established relationships with in your industry.
• Just do something nice. This isn't really a link building strategy as much as a marketing strategy. However, it can and often will lead to links, if you're routinely generous and giving back to your community, as well as those you've built relationships with.

The key here is to work intelligently. Don't blatantly ask for a link from a site or someone you have a relationship with. Ask instead how you can contribute in a meaningful way. Meaningful actions will always lead to the best links you can build – natural, editorial links that make sense.

Recap

There are really two ways to build links through relationships:

• Find a mention, bad or incorrect link, and ask for it to be fixed to a proper link.
• Engage within your industry and create relationships authentically, while keeping links in mind.

When starting a new link building campaign or even just a new website, building relationships is one of the most powerful ways to create new links and boost visibility in general.
Building strong relationships will lead to great links, better visibility, better social media engagement, mutually beneficial opportunities, and an overall better market presence.
There's no reason in today's legitimate link building world that relationship building and link building have to be mutually exclusive. So, if you're working with a new website, or trying to grow a website, and creating relationships is on your radar, you should be thinking about link building as well.

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Matt Cutts, Google’s head of search spam, published a post on his personal blog today asking for feedback about how Google can improve Webmaster Tools in 2014.
Google’s webmaster console allows you to verify your website and be alerted of manual webspam actions that will directly affect your site.
They have also improved how they alert users of website security issues, including resources to help webmasters if their site has been hacked. They have made improvements to how site owners can view backlinks pointing to their site.
In addition to improvements made within Google Webmaster Tools, Matt also points out they have spent dozens of hours doing Google+ Hangouts for websites and have published around 500 different webmaster videos to help site owners.
Taking all of that into account, Matt poses the question: “What would you like to see from Webmaster Tools (or the larger team) in 2014?”
Matt throws out an entire list of possible suggestions that you can view on his blog, but I will highlight some of the best ones.
Possible suggestions could include making Google Authorship markup easier for site owners, improved reporting of spam and other errors, checklists for new businesses that are just starting out, tools for reporting duplicate content, and faster bulk URL removal.
Matt ends his post with a disclaimer:

To be clear, this is just some personal brainstorming–I’m not saying that the Webmaster Tools team will work on any of these. What I’d really like to hear is what you would like to see in 2014, either in Webmaster Tools or from the larger team that works with webmasters and site owners.

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Thanks to Google’s Penguin algorithm, bad links are a dreaded reality these days. They can cause rankings to tank, along with website traffic and profits.
Acquiring the wrong types of inbound links can be very risky, and if caught by Google’s Penguin algorithm, can be very expensive to recover from. In the end, most businesses will spend more to clean up their bad backlinks than they would to acquire good ones in the first place.
Link building has changed drastically in just the last few years. Some of the major changes are outlined in my article, “10 Differences Between Old and New Link Building Techniques.” So, what types of links should be avoided to minimize the risk of being caught by Google’s animal hit squad?

Inbound Links to Avoid

Google has been saying for a while that there are certain types of links that should be avoided. Some great examples of bad links are:
Paid Links
It doesn’t matter whether you are buying or selling paid links. In the post-Penguin era, Google has clearly stated to stay away from these types of links. Even if you have paid links from 2 years ago that Google has not yet found, get rid of them as quickly as possible.
Article Directory Links
Just a couple years ago, article directory links were easy to acquire, and, most importantly, they worked. Unfortunately, low-quality spun content and distribution software caused them to become severely abused. Google has penalized many article directories as a result, and this tactic is no longer useful for SEO purposes.
Link Exchanges / (a.k.a. reciprocal link schemes)
Link exchanges were popular for years. The whole concept of “you link to me and I’ll link back to you” was a common practice among webmasters. However, it became abused, and no longer provides any SEO value (though it may still have value for referral click-through traffic).
Low-quality Press Releases
Because of their low-quality content and lack of editorial guidelines, many of the free press release submission websites are now probably completely disregarded by Google.
Low-Quality Directory Links and Bad Neighborhoods in General
Many of the old, free directory sites have been de-indexed by Google. Even for the ones that are still indexed, it’s not a good idea to get links from them. While there are still some industry-specific directories that are good for links (and traffic), low-quality general directory links should be avoided.
Link Pyramids, Wheels, and Other Artificial Link Building Schemes
In the May 2013 video update, Matt Cutts, head of the Google Webspam team, referenced how Penguin 2.0 improved their algorithm to thwart link spammers and better measure link quality. Many SEOs believe that link pyramids, link wheels, and other ways of artificially passing page rank through multiple layers of links is exactly what Cutts and his team are referring to in this video. Google is hunting for other methods similar to these, meaning they have a short lifespan.

How to Clean Up Those Bad Links

Unfortunately, getting rid of these bad links can be expensive. This is particularly difficult if your site has already been hit by the Google Penguin and your rankings (and a portion of your income) have disappeared. At this point, an SEO audit is needed to audit your entire list of links and determine which ones need to be removed. There are professional services available (including my company, AudienceBloom) to help with this.
After getting the list of bad links, work with website owners to remove the links. If this seems like a daunting task, it is. For sites that don’t respond to your request for removal, you can use the Google disavow tool to disavow the links.

Why Do Companies Still Buy Cheap Links?

Many businesses get themselves into trouble with the search engines by purchasing cheap links or working with SEO companies or agencies that build them. It’s not hard to understand why. Most companies want to believe they’re getting a great deal and saving money. Many of the blackhat backlink services offer cheap prices. They also have slick advertising and sales pages where they show proof and talk about the great success of their techniques.
Many of these vendors sell their services on public forums and other places claiming that their backlinks are “penguin proof”. However, in order to cut costs, they are forced to use low-quality content in order to create their backlinks. Because of the quality of their content, they have to post to places that are considered to be questionable (aka “bad neighborhoods”) because of their lack of editorial review.
These services offer phrases such as “100% tested and proven” and then offer to create for you a large number of web 2.0 properties, article directories, blog posts, social media links, and much more. If you look closely, you’ll probably even find that they include many of the types of links mentioned above that you should avoid.
These scam “SEO agencies” are still prowling the Web and selling awful links that are causing their clients to tank in the search rankings. I detailed this in my article “Getting a good deal on SEO? Think again!”
This brings us back to that old saying, “If it’s too good to be true, then it probably is.” This is particularly true for post-Penguin SEO. Any company that claims to have some secret formula that they’re not willing to share and they guarantee you it will work, should definitely be considered suspicious. Most reputable SEO firms will explain to you exactly what they are planning to do and work with you to create a plan that incorporates the goals of your company.
The real solution to the problem of the pervasiveness of cheap links involves education. After businesses realize they’ve made a bad decision, it’s too late. At that point, they will probably stop conducting a link building campaign altogether, which may hurt their rankings even more.
Education is the key. Businesses need to understand that they have to budget for proper SEO work. Odds are good that even if their rankings have not been reduced, if they have ever gotten any bad links, it’s just a matter of time until Penguin catches up with them.

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Due to the fast paced nature of the web, a site redesign is an important part of the optimizing your site and creating a better user experience. Best practices today may not be viewed as best practices tomorrow. You don’t want to appear outdated, so once every 2-3 years you should launch a new website or move to a new domain.
But launching a new website is one of the biggest updates you can make online. To avoid SEO disaster, you need to invest in planning before you go live and perform tests at each level to minimize problems when you launch. The following launch guidelines have been separated into the four categories:

• Launch Checklist
• Before the Launch
• During the Launch
• After the Launch

New Website Launch Checklist

To get started, I’ve created a Launch Checklist so you can monitor the website launch process. This checklist should be kept up to date throughout the entire move and you can even include little green ticks ( ) when a task has been completed.

Before the launch

Make sure these steps are taken before the launch!

1. Benchmark Your Current Site Stats

Before launching a new website, make sure you benchmark how your site is currently performing in terms of visits and search engines. Having this data is incredibly important and will allow you to monitor important metrics during the launch process. Ideally, you will want to record:

• Domain authority
• Number of pages indexed by Google (site:www.myoldsite.com)
• Google cache date
• Crawl errors reported in Google Webmaster Tools

Creating a table in Excel is the easiest way to make note of these changes (see example below) and remember to update the spreadsheet weekly before, during, and after the launch.

2. Communicate the Launch Internally

Once the new website process has been established, make sure that it is communicated to all stakeholders and that the responsibilities are understood.
In each website launch I have been involved with, there has always been a delay in the launch due to lack of resources. Senior management just ‘wants to launch the new website’, content managers have too much content to migrate and very little resources are allocated to testing the new website. This leads to issues with redirects, payment problems and navigation. No matter how well planned your web launch process is, there are always going to be delays.

3. Register New Website in Webmaster Tools

In order to increase the process of being indexed by Google and other major search engines, you should register the new website with Google Webmaster Tools and Bing Webmaster Tools. You won’t be able to prepare for everything before you launch, but by registering the website you can find and track crawl errors and optimization issues quickly.

4. Choose your Domain

Canonicalization is the process of picking the best URL for content when there are several choices on a webpage. Most people consider the following example URL the same webpage:

• http://www.newwebsite.com
• http://newwebsite.com
• http://www.newwebsite.com/index
• http://www.newwebsite.com/home

You might have your Home button linking to one of the links above and your brand logo linking to another. Searchers visiting your website will choose either with www or without www.
The problem is that technically, all these URLs are different and if they are live, it will result in site-wide duplicate content. In order to fix this issue, you need to pick the preferred URL and redirect (301) all content and links to the preferred domain. Google doesn’t have a preference on which URL is best, just as long as you are consistent with it.

5. Upload a ‘Coming Soon’ Page

Before you launch a new website, start by uploading a ‘coming soon’ page on your new domain with one or paragraphs that explain who you are, what you do and include a few keywords you are targeting. By doing so you allow Google to start to crawl and index the new site. You’re basically telling search engines that your new site is a real site and not just parked. This should be completed 6-8 weeks prior to the website launch.

6. Inbound Links & Referrals

No doubt, you will have a lot of good, high quality links pointing to your website – You don’t want to lose these. You can review the most important links (80% of traffic) using Google Analytics, Open Site Explorer and Google Webmaster Tools. These can be found under:

• Google Analytics > Traffic Sources > Referral (left)
• Google Webmaster Tools > Traffic > Links to your site (right)

Make sure the inbound links and websites will be pointing towards your new website once launched. You will need to redirect traffic to your new website by following the process outlined next or contact the webmaster and ask them to update the link. Contacting webmasters may take some time so it’s important to start this process before the launch.

7. Map Current URLs to New Site

One easy-to-manage process that allows you to track each page is to use a simple spreadsheet that shows all old page URLs in one column and the corresponding new page URLs in a second column (example below). Every page on your old site should have a corresponding new page on your new site. By doing so, you take control over the correlation process, instead of sending traffic to 404 pages. Start off by mapping your most linked to content first. You can use Open Site Explorer to find the most linked to pages.

8. Upload Content to your New Site

The next step is to upload pages, images, and files to your new site. Start out by uploading the most viewed webpages from the old site to the new site and remember to link each page for better indexing. Any changes in structure, folders, and paths from the old site should be noted in the mapping of URL spreadsheet (Step 6).

9. Create Unique Title Tags & Meta Descriptions

Once the new pages have been uploaded, you want to make sure all title tags, Meta descriptions and h1 tags are all unique to each page on the website. A simple way to view this is to run a report in Screaming Frog SEO Spider and export your title tags, Meta descriptions and H1 tags into Excel. Using the Screaming Frog SEO tool, you can view missing and duplicate Metadata as well as short or long Metadata to ensure your site is optimized for search engines.

10. Implement Google Analytics Tracking

The tracking script placement for Google Analytics is important. You are now collecting traffic data for your new website. Placement is often an issue. Google now recommends the script be placed at the top of the website, before the closing <head> section rather than at the bottom of the website, which used to be best practice. It is also important that the following is updated once live as more often than not, the tracking goals will now have new URLs.

• Event tracking
• Goal tracking
• Site Search
• Webmaster tools integration
• E-Commerce tracking

You can also use Google Analytics Annotations to make a note of when the site goes live or any campaigns you run during the launch period. This gives you a visual of the change and impact. Just remember to analyze what went wrong when you see a dip in traffic.

During the launch

Almost there! Don’t worry; this part is pretty straight forward!

11. Redirect pages from your old site to your new site

Once the content has been uploaded from your old site to your new site, we will need to place 301 permanent redirects at page level, meaning that each page on your old site should be redirected to the URL of the new page on your new site.
Remember to link to the closest matching page to provide a better user experience and any pages that will be removed from the old site should be redirected, not deleted.
Example of a good redirection:

• www.oldwebsite.com/contact-us 301 redirected to www.newwebsite.com/contact-us

Example of a not so good redirection:

• www.oldwebsite.com/category/product 301 redirected to www.newwebsite.com.

Start with part of the site first with a 301 redirect (best to use low traffic content) so you can review if the move went as planned. This means testing the old links to see if you are redirected to the new website page. If not, then you will need to pause the move and find out what went wrong. Remember to use 301 permanent redirects and not 302 temporary redirects.
Another way to check the 301 redirects is to use the SEO Bulk Checker tool, or the Bulk URL Checker which will allow you to copy and paste URLs and view the status code. You can repeat as many times as needed in order to check all redirected URLs.

12. Change address in Google Webmaster Tools

Login to your old website Google Webmaster Tools account and change the address at site level under change of address. This way, you are telling Google that the transition has taken place for the entire site and not just for specific pages.

After the Launch

Congratulations! Your new website is now live

13. Post-launch Checklist

Once your new website has been launched, you should immediately answer the following questions:

• Is your robots.txt file blocking access from search engines?
• Do you have any 302 redirects that can be changed to 301 redirects?
• Do Google/ Bing webmaster tools report any messages?
• Is your 404 page returning a HTTP status 404?
• Are you missing any title tags/ Meta descriptions?
• Is your web analytics package recording web traffic?
• Can web visitors complete their goals on site (complete a form, order online, etc)?
• Does your non-www website redirect to your www version (or vice versa)?

By answering these questions, you are able to quickly diagnose and prioritize your next steps.

14. Check for broken links

Run a crawl on your website and fix any broken links that are reported. You can also check Google Webmaster Tools for Crawl Errors or run your website through Screaming Frog SEO Spider and check Response Codes.

15. Communicate the launch externally

Once the new site is live, you should notify customers and vendors through as many channels as possible. This means making the announcement on your website, in your email marketing, in your email signature, and any automated emails. It can either be a full blown piece explaining the move and why, or a single line that says you have a new website.

16. Submit XML Sitemaps

Create an XML sitemap for the new website and submit the sitemap to both your Bing and Google (XML sitemap generator) webmaster tools account. You can also include the sitemap within the robots.txt file.
In addition to submitting an XML sitemap, implementing an HTML sitemap will make sure that any pages hidden deep with the site structure are indexed.

17. Launch Search Marketing Campaigns

Google AdWords will play an important role during the new website launch. It’s only natural that your new site might not entirely be indexed straight away, meaning that high-ranking keywords may drop below the first page. A quick solution to this is to run campaigns in AdWords for your top 10-20 converting keywords.
Google AdWords is the fastest and most reliable method of being visible for keywords that may take longer to re-rank. Ensure you allocate a budget before the move to cover the costs and ensure your PPC Team has the new destination URLs to avoid sending paid traffic to your old site.

18. Claim Local Citations

When you have a store and an actual physical location adding your website to local listing directories is very benefitial. Local directory listings not only provide links to the newly launched website but also help you capture a lot of local traffic for searchers on a mobile device.
To begin with, create a Google+ Local page in Google+ and verify your website listing. Next, verify your website in local listing sites such as Yelp, Yell, Get Listed. Be consistent with your business and NAP (name, address, and phone number) listings.

19. Promote the Launch on Social Media

Promote your new website in social media channels including Facebook, Twitter, and Google+. Social sharing is still not a strong ranking signal but by promoting the launch on social media sites, your website will get indexed much faster. Social networks also attracts referral traffic and helps spread your launch message.
You can also visit blogs or communities within your industry and post comments and participate by adding value to the conversation. Insightful posts will get you and your brand noticed.

20. Test your Site Speed

An increasingly important factor for any website is site speed. Using Google’s page speed insights tool, test your website site speed. If your site is anything less than 90, send your web developers a link to the report and ask them to follow instructions supplied by Google. In almost all cases of slow websites, Google’s suggestions include optimizing images and leverage browser caching.

21. Check your Mobile Website

As mobile traffic is poised to overtake desktop traffic (in some countries, it already has), you must view your new website on all devices. Priorities on fixing mobile websites should be based on the percent of total traffic from mobile/ tablets.

Website Migration Examples

For web managers and SEO’s that follow site migration guidelines, you might not see any loss in organic traffic. Here is a look at organic traffic for brands I’ve worked with that that have launched a new website and been able to prioritize SEO pre-launch:
Website 1

The new website was launched in February 2013 and there is no organic traffic loss.
Website 2

The new website was launched in March 2013 and once again there is no loss in organic traffic.
However, if you do not follow these guidelines, you will see your organic traffic decrease and I have seen organic traffic drop by as much as 50% when proper planning has not been executed. The chart below is for a website that decided to launch the website first and ignore the guidelines – The impact was so dramatic it could still be seen 6 months post-launch.
Website 3

The new website was launched in June 2012 and even up until March 2013 traffic has not returned to pre-web launch levels, resulting in a 35% drop of branded traffic. To make sure you don’t see your organic traffic drop, follow site migration guidelines carefully.

Final Comments

Make sure you monitor web traffic, traffic sources and crawl errors in Webmaster Tools and Google Analytics. In fact, you should monitor your website performance for the next four to six weeks to quickly diagnose any loss in traffic. If you see an increase in crawl errors reported in Google Webmaster Tools, prioritize the issues and get them fixed. Use your Google Annotations to identify what changes may have caused the increase in errors.
Google suggests waiting until both search engines and your web visitors have found the new site before turning off your old site (if you turn it off at all). This process can take up to 6 months and it is recommended that you check Google Webmaster Tools after 180 days to re-confirm the change of address.
Once your new website has launched, traffic might decrease but within two to four weeks, you should see your website performance return to pre-launch traffic levels. In fact, you should even see an increase based on the improvements made and marketing plan that supports the launch!
If you find that your website traffic does not return to previous levels, chances are you might have missed a step so make sure all points in the launch checklist have been crossed off. By following these guidelines, you will ensure that your traffic remains consistent and your new website launch is successful.

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