Whether re-platforming, changing domains or overseeing a website consolidation, the launch itself is a culmination of hard work, planning and collaboration between all of those involved in the project. Whether you’re in-house, agency-side or a consultant – James has prepared four key tips that he believes can help any SEO or Project Manager working on a website migration.
StrategiQ is a full-service agency providing both website development and marketing services to our clients as part of an integrated service. One advantage that this gives is the ability to work together on client website migrations allowing the roll-out of a new and enhanced website whilst also leveraging new SEO potential off the back of a successful site migration or launch.
Here’s a summary of the top ‘Migration Launch-Day’ tips:
Tip 1: Earn your relationship with the developers
Tip 2: Distinguish roles and accountability
Tip 3: Develop a stoic launch checklist
Tip 4: Layer with a custom launch checklist for external collaborations
Having spent ten years as a hands-on frontend developer, James can’t stress enough the value of building and earning your relationships with project developers and engineers. Whilst some developers are curious about and understand SEO, it’s fair to say that many are still understanding the true potential and facets of how their work can be enhanced through the lens of SEO. Early on in the project, share the opportunities that you identify with the team so that they can be factored into the project specification and sprints from the outset.
Articulating the value of an SEO-related task can also be effective. For example if you’re pushing for faster load speeds, sharing information such as the rumoured Web Core Vitals becoming a ranking signal in May can not only emphasise value from an algorithmic perspective but you could layer this with real-world examples and data of how performance improves user-experience and conversion.
Developers are problem solvers and can love challenges that utilise their existing skills but give them a chance to learn new things, try out new code and build something effective that they’ve not done before. Present the objective and encourage their ownership of the solution. Ask them how they would go about achieving the objective and enable them to solve the problem rather than telling them how they should go about it.
Building your relationship with a development team, whether for just a few short weeks or over the course of months and even years, comes down to collaboration, trust and respect. If you earn the relationship over time, you’ll develop a strong reciprocal relationship where your input is heard and implemented rather than being perceived as an inconvenience.
There’s hundreds of other fantastic tips and experiences on the above tweet by John Mu which I’d highly recommend checking out.