One of the most frustrating things about launching a new product is that it needs to be kept under wraps until the official launch. That means we can’t submit information to Google some time in advance, and our web page about the product won’t be appearing in the Google results from day one. However, if the product still isn’t in the Google results several weeks later, people will start to get restless. A Google listing is an important part of a product’s marketing nowadays. So how do we speed up the inclusion of a new web page in the search engines?
The most obvious first step is to ensure that there’s a well-funded search advertising campaign in place appearing at the moment the new product is revealed. We’re constantly amazed at how few requests we get from our clients to do this. Google Ads has an almost unique capability to switch on a pre-prepared advert at a specific time, but this opportunity is ignored by many advertisers. Search advertising is still often considered as an afterthought, rather than a fundamental part of a product launch.
With search advertising in place, we get coverage in the Google results pages from launch day. But what we also need to know is: how do we get in the natural, free results as quickly as possible?
Some recent research suggests that we need to throw the kitchen sink at the problem. This means:
- Adding the page to the site’s XML sitemap
- Creating internal links to the page
- Requesting indexing through Google Search Console
- Promoting and linking to the page through social media
- Targeting the page title and SEO tags at the immediately important searches
- Targeting the page URL at the immediately important searches
These need to be thought about in advance, and should be part of a workflow for all new pages. Additionally, for many sites, the content of the home page gets reflected in Google more quickly than new pages are added, so a prominent link from the home page is a must.