Google’s not there to support your new website launch

Yesterday I mentioned the need to be right there at the top of the Google results for searches specifically looking for your company and its products. There’s a time when it’s really hard to make this happen, however.

Many businesses launch a new website on a new domain name, on the same day as a new venture, expecting the website traffic to reflect the excitement of the business or product launch. Unfortunately, getting a new website into the Google results can take several weeks. And if you wanted evidence that people won’t type web addresses into their browsers any more, having a new site will demonstrate that scarily. Once it’s in Google, traffic will be fine. Until that day, only the most determined visitors will find the site.

There are things you can do to get a new site crawled by the search engines thoroughly. Ensure it has a sitemap, set up Google Search Console and Bing Webmaster Tools, make sure the crawlers have access to it, and get some external links. Even with all that, you’ll still have to wait.

If there’s any way you can get a site live before the launch day, do take the opportunity. Put up a “coming soon” page with some proper content, as well as the title and description tags which you’d like to see reflected in Google. You then stand a chance of being there on the day.

But if you’re not at the top of searches for the site name by launch day, for goodness’ sake have a decent AdWords campaign in place to put yourself there.

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