Once the site is fully migrated and in place, it's tempting to sit back. Unfortunately, the operation of the website does not run on autopilot if you want results, this of course also applies to those who do not have e-commerce. Therefore, it is important to be able to check off certain major areas that affect the quality of the website and its content.

It is also critical to the security of the website, the user experience and the company's brand.

Below are some key parts to check off.

Take the temp on the site

After a migration, it is especially important to investigate whether the site is functioning optimally. A regular SEO audit is a big part of the work. SeranKing is an example of a smart SEO tool that gathers important information about the website. Please keep an eye out for the following and fix the issues accordingly:

● Large images

● Deleted images

● Broken links

● Incomplete alt tags

● Unoptimized meta titles and descriptions

● Error Codes and 404s

● Too long charging times

In Google Analytics or in one of all SEO tools (SerRanking, SEMrush) allows you to see where the traffic is coming from and how users interact with the page. Here is a golden opportunity to compare the current data with the data that existed before the migration. To see what has become better, but also to see what can be done better.

Follow a content plan

To rank higher on Google, all texts need to be of high quality. With a good SEO tool, you can analyze the traffic to the landing pages and make a content plan. You can see what attracts traffic and what doesn't. More suggestions are to check out what is in season right now or what topics are searched a lot on Google Trends. A good method is to go in and SEO optimize pages that you want to rank higher. Feel free to export the results to an Excel file and beta the pages systematically.

It is a good idea to investigate whether older texts contain information that is no longer current and relevant. It is often recommended to write so-called evergreens that do not contain year or other specific time entries, but feel free to double check all pages anyway.

Please read our article about working with SEO in Webflow here.

In addition to optimizing existing posts, you are advised to write blog posts regularly. A rule of thumb is about 2-4 posts a month to stay relevant in the industry.

Think about the user

As you continue to update the site, it is important to stick to a uniform graphical profile. Therefore, use a limited number of colors for elements, backgrounds, and headings. A moodboard helps you stay on top of the visual theme. If you sell products in an e-commerce store, there should be several images so that the customer has the opportunity to look at them from different angles to determine the appearance and quality. Use high-resolution images for a good, first impression.

Also, a tip is to check the ease of use in general. In Google Analytics, you can see if there are specific landing pages that have a high bounce rate because its content has caused the user to leave. Maybe there is something that interferes and drives away traffic from the site? Feel free to look for:

● Pages that are dead ends

● Unclear links

● Pages with unnecessary pop-ups

● Non-working form

● Elements that are not responsive

● For small fonts

● Asymmetries in text and image

● For long side croll

● Vague and hidden CTAs

● Outdated information and old years

Optimize your website

Just as we need to clean and clean the closet sometimes, it is also important to clean in the website's database. This may contain information that is no longer useful, such as content that has been deleted. When you optimize the database, unnecessary data disappears that otherwise contributes to the website becoming more heavily loaded. Clear spam comments in the comments section of the blog.

Another important aspect is to make regular backups. If the accident occurs, you can quickly restore the site again. It also allows you to implement new themes or features if you know backup capabilities exist. In addition, the vast majority choose to make changes to the website in a safe testing environment.

Have ongoing report showing your most important business goals and changes in Google Ranking.

A website is far from complete once the migration is done. It is A&O's responsibility to continuously develop improvements and deliver relevant content to your visitors. By having correctly set goals in Google Analytics together with SerRanking you get a good overview of how your users experience your page and what areas you should develop further to increase interest in your page. With regular reporting, once a week or a month, you can get a good understanding over time which features are important to your visitors and what kind of pages people end up on after googling your services or products. This is valuable information that can generate money or savings.

The site is dynamic, but it also makes the job exciting and challenging. We at LAPS enjoy optimizing websites to achieve new results and are happy to help with the ongoing maintenance and compilation of reports.

‍

‍