Better SEO After a Site Relaunch
How the (un)Common team gave a landscaping materials client better SEO after a site relaunch
Landscaping materials company looking to increase organic traffic and offsite sales
Site relaunch with extensive back-end improvements implemented over 30+ days; dip in organic traffic expected
Technical health improvements to recapture lost traffic quickly, then grow it further
Building a better website
In the second year of our engagement, the client relaunched their website in line with our recommendations: streamlined architecture, improved organization and navigation, optimized content and meta content, appropriate goal tracking, and many other upgrades to boost visibility, ranking, and user experience.
Defeating the “relaunch rebound”
It’s common for websites to experience a “relaunch rebound,” a brief drop in traffic following a migration or major back-end relaunch, such as this one. Post-relaunch, the client’s traffic was down 20.14% from May the previous year. However, the following month, traffic was up 20.62% from June the previous year.
Organic traffic kept growing
Once organic traffic rebounded from the relaunch, it continued to grow; year-over-year monthly organic traffic growth averaged 30.75% for the next six months. (Because correct conversion tracking started with the relaunch, conversion rates couldn’t be compared to pre-relaunch rates, but the site’s CVR averaged 12.39% for the next year.)