The process of launching a new website is, for many entrepreneurs,
bloggers and business owners, an uncertain and scary prospect. This is
often due to both unanswered questions and incomplete knowledge of which
questions to ask. In this post, I'll give my best recommendations for
launching a new site from a marketing and metrics setup perspective.
This won't just help with SEO, but on traffic generation, accessibility,
and your ability to measure and improve everything about your site.
#1 - Install Visitor Analytics
Nothing
can be improved that is not tracked. Keeping these immortal words of
wisdom in mind, get your pages firing analytics code before your first
visitor. Google Analytics
is the obvious choice, and customization options abound (for most sites
more advanced than a basic blog, I'd highly recommend at least using
first-touch attribution).
Google analytics, or any other package (see some alternatives here),
needs to be placed on every page of your site and verified. Do yourself
a favor and install in a template file you can be sure is on every page
(e.g. footer.php). GA's instructions will indicate that placing the
code at the top of the page is key, but I'm generally in favor of
leaving it at the bottom to help page load time for visitors (though the
new asynchronous GA code is pretty fast).
#2 - Set Up Google & Bing Webmaster Tools Accounts
Both Google & Bing
have webmaster tools programs that monitor data about your site and
message it back to you through online interfaces. This is the heartbeat
of your site from the search engines' perspective and for that reason,
it's wise to stay on top of the data they share.
That
said, the numbers inside these tools are not always perfect, and often
have serious flaws. The referring keywords and traffic data are, in my
experience, far off what analytics tools will report (and in those
cases, trust your analytics, not the engines' tools). Likewise, crawl,
spidering and indexation data isn't always solid, either. Nonetheless,
new features and greater accuracy continue to roll out (more of the
former than the latter unfortunately) and it's worth having these both
set up.
#3 - Run a Crawl Simulation of Your Site
No
matter how perfect you or your developers are, there's always problems
at launch - broken links, improper redirects, missing titles, pages
lacking rel=canonical tags (see more on why we recommend using it and the dangers of implementing improperly), files blocked by robots.txt, etc.
By running a crawl test with a free tool like Xenu or GSiteCrawler, or leveraging a paid tool like Custom Crawl from Labs or the Crawl Service in the Web App (pictured
above), you can check your site's accessibility and insure that
visitors and search engines can reach pages successfully in the ways you
want. If you launch first, you'll often find that critical errors are
left to rot because the priority list fills up so quickly with other
demands on development time. Crawl tests are also a great way to verify
contractor or outsourced development work.
#4 - Test Your Design with Browser Emulators
In
addition to testing for search engine and visitor accessiblity, you'll
want to make sure the gorgeous graphics and layout you've carefully
prepared checks out in a variety of browsers. My rule is to test
anything that has higher than 2% market share, which currently means (according to Royal Pingdom): Internet Explorer, Firefox, Chrome, Safari and Opera.
There's a great list of browser testing options from FreelanceFolder here, so I'll just add that in-person testing, on your own PCs & Macs, is also a highly recommended use of an hour.
#5 - Set Up RSS Feed Analytics
Virtually
every site will have some form of structured data being pushed out
through an RSS feed. And, just like visitor analytics, if you want to
improve the reach and quality of the feed, you'll need to leverage data.
Feedburner is the de facto software of choice, and it's very solid (though, good alternatives do exist).
Getting your feed and the analytics to track and measure it is
typically a very easy process because there's nothing to verify - you
can create and promote any feed you want with just a few button clicks.
One important recommendation - don't initially use the counter "chicklet" like:
It
has a bad psychological impact to see that no one has subscribed to
your new RSS feed. Instead, just provide a standard link or graphic and
after you've amassed a few hundred or thousand readers, use the numeric
readout to provide additional social proof.
#6 - Tag the Actions that Matter
No
matter what your site is, there are actions you're hoping visitors will
take - from tweeting a link to your post to leaving a comment to buying
a product or subscribing to an email list. Whatever those actions might
be, you need to record the visits that make them through your analytics
tool. Casey Henry's post on Google Analytics' Event Tracking will provide a thorough walkthrough.
Once
action tracking is in place, you can segment traffic sources and visit
paths by the actions that were taken and learn more about what predicts a
visitor is going to be valuable. If you're pouring hours each day into
Twitter m but seeing no actions, you might try a different channel, even
if the traffic volume is high.
#7 - Conduct an Online Usability/Branding Test
Before
a formal launch, it can be extremely helpful to get a sense of what
users see, experience and remember when they browse to your site for a
few seconds or try to take an action. There's some fantastic new
software to help with this, including Clue App, screenshot below:
Last
week, I set up a Clue App test for SEOmoz's homepage in 30 seconds and
tweeted a single link to it, which garnered 158 kind responses with
words and concepts people remembered from the visit. This type of raw
testing isn't perfect, but it can give you a great look into the minds
of your visitors. If the messages being taken away aren't the ones you
intended, tweaking may be critical.
In addition to Clue, dozens of other easy usability and user-testing apps are now on the market. Conversion Rate Experts has a good list here and Craig Tomlin's got another excellent one here.
#8 - Establish a KPI Dashboard
No
matter what your website does, you live and die by some key metrics. If
you're starting out as a blogger, your RSS subscribers, unique visits,
pageviews and key social stats (tweets, links, Facebook shares, etc) are
your lifeblood. If you're in e-commerce, it's all of the above plus #
of customers, sales, sales volume, returning vs. new buyers, etc.
Whatever
your particular key metrics might be, you need a single place - often
just a basic spreadsheet - where these important numbers are tracked on a
daily or weekly basis. Setting this up before you launch will save you a
ton of pain later on and give you consistent statistics to work back
from and identify trends with in the future.
#9 - Build an Email List of Friends & Business Contacts for Launch
This
may seem non-obvious, but it's shocking how a friendly email blast to
just a few dozen of your close contacts can help set the stage for a
much more successful launch. Start by building a list of the people who
owe you favors, have helped out and who you can always rely on. If
you're feeling a bit more aggressive in your marketing, you can go one
circle beyond that to casual business partners and acquaintences.
Once
you have the list, you'll need to craft an email. I highly
recommend being transparent, requesting feedback and offering to return
the favor. You should also use BCC and make yourself the recipient. No
one wants to be on a huge, visible email list to folks they may not know
(and get the resulting reply-all messages).
#10 - Create Your Google Alerts
TheAlerts Service from Google
certainly isn't perfect, but it's free, ubiquitous, and can give you
the heads up on some of the sites and pages that mention your brand or
link to you in a timely fashion.
Unfortunately,
the service sends through a lot of false positives - spam, scraper
sites and low quality junk. It also tends to miss a lot of good,
relevant mentions and links, which is why the next recommendation's on
the list.
#11 - Bookmark Brand Tracking Queries
In
order to keep track of your progress and identify the sites and pages
that mention or link to your new site, you'll want to set up a series of
queries that can run on a regular basis (or automated if you've got a
good system for grabbing the data and putting it into a tracking
application). These include a number of searches at Google, Twitter and
Backtype:
The
queries should use your brand name in combination with specific
searches, like the example below (using "seomoz" and "seomoz.org"):
- Google Blog Search mentions
- Google Blog Search links
- Google Web mentions (past 24 hours)
- Google News mentions
- Twitter Search
- Backtype Search
You
can add more to this list if you find them valuable/worthwhile, but
these basics should take you most of the way on knowing where your site
has been mentioned or referenced on the web.
#12 - Make Email Signup/Subscription Available
Capturing
the email addresses of your potential customers/audience can be a huge
win for the influence you're able to wield later to promote new content,
products or offerings. Before you launch, you'll want to carefully
consider how and where you can offer something in exchange for
permission to build an email list.
One of the most common ways to
build good lists is to offer whitepaper, e-book, video or other
exclusive content piece for download/access to those who enter an email
address. You can also collect emails from comment registration (which
tend to be lower overall quality), through an email newsletter
subscription offering (which tend to be very high quality) or via a
straight RSS subscription (but you'll need to self-manage if you want to
have full access to those emails). Services like MailChimp, ExactTarget, Constant Contact and iContact are all options for this type of list building and management.
#13 - Create Your Site/Brand's Social Accounts
Social
media has become popular and powerful enough that any new site should
be taking advantage of it. At a minimum, I'd recommend creating accounts
on the following networks:
And if you have more time or energy to devote, I'd also invest in these:
Setting
up these accounts diligently is important - don't just re-use the same
short bio or snippet over and over. Spend the time to build fleshed out
profiles that have comprehensive information and interact/network with
peers and those with similar interests to help build up reputation on
the site. The effort is worth the reward - empty, unloved social
accounts do virtually nothing, but active ones can drive traffic,
citations, awareness and value.
BTW - Depending on the size and structure of your site, you may also want to consider creating a Facebook Fan Page, a LinkedIn Company Page and profiles on company tracking sites like Crunchbase, BusinessWeek and the Google Local Business Center.
#14 - Connect Your Social Accounts
If
you've just set up your social account, you've likely added your new
site as a reference point already, but if not, you should take the time
to visit your various social profiles and make sure they link back to
the site you're launching.
Not
all of these links will provide direct SEO value (as many of them are
"nofollowed"), but the references and clicks you earn from those
investigating your profiles based on your participation may prove
invaluable. It's also a great way to leverage your existing branding and
participation to help the traffic of your new site.
#15 - Form a List of Target Press, Blogger and Industry People for Outreach
Depending
on your niche, you may have traditional media outlets, bloggers,
industry luminaries, academics, Twitter personalities, powerful offline
sources or others that could provide your new site with visibility and
value. Don't just hope that these folks find you - create a targeted
list of the sites, accounts and individuals you want to connect with and
form a strategy to reach the low hanging fruit first.
The list
should include as much contact information as you can gather about each
target - including Twitter account name, email (if you can find it), and
even a physical mailing address. You can leverage all of these to reach
out to these folks at launch (or have your PR company do it if you have
one). If you tell the right story and have a compelling site, chances
are good you'll get at list a few of your targets to help promote, or,
at the least visit and be aware of you.
#16 - Build a List of Keywords to Target in Search Engines
This
is SEO basics 101, but every new site should keep in mind that search
engines get lots of queries for virtually everything under the sun. If
there are keywords and phrases you know you want to rank for, these
should be in a list that you can measure and work toward. Chances are
that at launch, you won't even be targeting many of these searches with
specific pages, but if you build the list now, you'll have the goal to
create these pages and work on ranking for those terms.
As you're
doing this, don't just choose the highest traffic keywords possible - go
for those that are balanced; moderate to high in volume, highly
relevant in terms of what the searcher wants vs. what your page/site
offers and relatively low in difficulty.
See this post for more tips - Choosing the Right Keyphrases - from Sam Crocker.
#17 - Set Targets for the Next 12 Months
WIthout
goals and targets, there's no way to know whether you're meeting,
beating or failing against expectations - and every endeavor, from
running a marathon to cooking a meal to building a company or just
launching a personal blog will fail if there aren't clear expectations
set at the start. If you're relatively small and just starting out, I'd
set goals for the following metrics:
- Average weekly visits (via analytics)
- Average page views (via analytics)
- Number of new posts/pages/content pieces produced per month
- Number of target contacts (from item #15) that you've reached
- Social media metrics (depending on your heaviest use platform, e.g. # of Twitter followers if you're a heavy Tweeter)
- Any of the key items from #8 on this list (your KPI dashboard)
And
each of these should have 3, 6 and 12 month targets. Don't be too
agressive as you'll find yourself discouraged or, worse, not taking your
own targets seriously. Likewise, don't cut yourself short by setting
goals that you can easily achieve - stretch at least a little.
Every
3-6 months, you should re-evaluate these and create new goals, possibly
adding new metrics if you've taken new paths (RSS subscribers, views of
your videos, emails collected, etc.)
#18 - Plug in the SEOmoz Web App
I know this one's a bit self-serving, but I'd like to think I'd add it here even if it wasn't my company (I recently set up my own personal blog and found the crawling, rank tracking and new GA inegration features pretty awesome for monitoring the growth of a new site).
The SEOmoz Web App
has a number of cool tracking and monitoring features, as well as
recommendations for optimizing pages targeting keywords, that make it
valuable for new sites that are launching. The crawl system can serve to
help with #3 on this list at the outset, but ongoing, it continues to
crawl pages and show you your site's growth and any errors or missed
opportunities. Tracking rankings can let you follow progress against
item #16, even if that progress is moving from ranking in the 40s to the
20s (where very little search traffic will be coming in, even if you're
making progress). And the new GA integration features show the quantity
of pages, keywords and visits from search engines to track progress
from an SEO standpoint.
Using this list, you should be able to
set up a new site for launch and feel confident that your marketing and
metrics priorities are in place. Please feel free to share other
suggestions for pre and post-launch tactics to help get a new site on
its feet. I'm looking forward to seeing what other recommendations
you've got.
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