If you’re about to launch your new business website, a fantastic idea or product and an exceptional team is not all you need. You also need to be able to have a digital marketing campaign in place even before the site goes live. Too often, business owners fail to carry out pre-launch SEO before the site goes live. The result? Your site is poorly indexed. So instead of jumping up the ranks, the site is even ignored by search engines like Google and even buried deep in the search engine rankings. A long climb ahead awaits these brands. Here are the ways to kickstart your SEO even before the site launches.
- Optimise the Basics and Create a Coming Soon Page
Creating an optimised and strong ‘coming soon’ page is the first thing you need to do when you contemplate your new site. There are many reasons for this. First of all, search engines give older sites more authority. It takes time to get ranked by search engines. Therefore, your teaser page cuts down on wait time soon after the launch. Google bot only studies content, keywords and user experience, after all.
Your ‘coming soon’ landing page can generate leads even before your website is launched. Include strong calls to action and encourage visitors to fill out lead forms by creating PDF guides, videos, entries in a giveaway or detailed infographics in exchange. The leads list should then be nurtured. Such a teaser page can also help to build the brand, if you use a distinctive voice and strong narrative.
Use high quality images and your messaging will be right on the mark. Additionally, you will be able to connect with users, even without a full site. Connecting the coming soon page to the social media presence is equally important. Growing social media circles are essential to generating the right kind of buzz about your site and its content.
- Showcase Your Brand
Brands can even showcase press mentions post launch and make it easier for the press to contact you on the ‘coming soon’ page. Including all of the basics about the website and the business is a chance to optimise content on the page with rich, descriptive content. In the press kit, it is important to include logos media contacts can use and download, contact information for the business, mission statement and company overview as well as FAQs. The kit also needs to be updated frequently. Google has advised marketers like Pathwwway Limited to use a ‘launching or coming soon’ page in the past, too.
- Build A Social Media Following
Another absolutely essential step to take before your site launches is to use multiple digital marketing channels. Start building your social media community even before the site is launched. This way, you can have a loyal following invested in your business when the launch takes place. By engaging the audience on relevant social media platforms and sharing wonderful content, you can also build trust and credibility and further your reputation.
Complete profiles are absolutely essential on different channels like Twitter, LinkedIn, Facebook, YouTube and Google Plus. Each profile should be connected to your soon-to-be-launched site.
- Gather Optimised Content
Your digital marketing campaign starts even before your site is live. This is because you need engaging and actionable content in place even prior to the site’s launch. Content also needs to be relevant and high-quality to bring tons of organic traffic to the site. Content further needs to keep coming in after the site is launched, so there’s a healthy reserve before you begin, including delightful visuals and incisive copy.
This makes sense because web crawlers visit the site to index it and one needs plenty of information rich content from the beginning itself. Long-form content, specifically, provides a depth to your brand new site that cannot be replaced and it ranks on search engine results. Your business further needs to start a blog pre-launch because this adds fresh content and builds up SEO buzz and market authority.
- Optimise Your Web Pages
Your digital marketing campaign and SEO strategies must be ready before the site is built. You will need multiple pages within the site and each must be optimised. Include high-authority, long-form content that drives target visitors on every page. Long-tail keywords are essential on pages and in page titles. Keyword databases also need to be generated. A fantastic and optimised page can power your business even before your site goes live.
- Craft Guest Blogs
When done effectively, guest blogging is a powerful means of generating traffic to the site and leads for the email list. It permits your brand to build credibility and you need to check sites in the niche and find the kind of posts they seek. Check out keywords or guest blogging niches the sites specialise in as well.
- Make It to the List
This is a critical step before your website goes live. A directory lists sites and businesses. So, your website needs to be listed in the right ones prior to the launch. This builds a sense of authority for your teaser pages. Ensure you choose a widely known area of business. The directories should be valuable and not just any content online.
- Sign Up For Core Sites
Such sites include Google+, Yelp, Best of the Web and Bing Places. Thus, besides getting a teaser page and a media kit, also sign up for press releases and launch sites that can publicise your brand and business. One of the most important conditions for effective website launches is the right timing. While every brand or website goes live as per a certain schedule, don’t create a site in the midst of company chaos, either. The website should be thoroughly vetted by your team and tested in the market. That way, it can hold its own in a competitive and saturated marketplace.
In order for a launch to succeed, your online marketing campaign and processes need to be in place. This includes updating social media profiles with new visual and verbal identities, refreshing tangible marketing collateral that reflects brand principles and even having email signatures in place.
Business cards, collateral, social media profiles, badges and pages, signage online and your advertising strategies must also be predetermined and planned for. Making a responsive and functional website work for your brand is easier if you have a strong digital marketing campaign in place already.