SEO for Product Launches, Done Properly
Preparing search visibility for a new product, feature or range before and after launch.
Samir Haddad
What is at stake
Launch traffic is concentrated, and pages published on launch day start from zero in search.
The playbook
- Publish launch pages before the announcement
- Target category and problem terms as well as the product name
- Link to launch pages from established content
- Keep URLs stable from the start
- Monitor branded search after launch
Where it goes wrong
Avoid:
- Launch pages published on launch day
- Optimizing only for the product name
- URLs changed after announcement
- Launch pages with no internal links
The numbers behind it
| Measure | Figure |
|---|---|
| Lead time | search visibility builds before demand peaks |
| Naming | new product names have no search volume initially |
| Category terms | capture demand while the name is unknown |
| Internal links | established pages pass signals to new ones |
Getting outside help
When to hand it over: Bring in help when launches depend on organic visibility.
Where this comes from
- Google Search Central — Search intent
- Google Search Central — Search Console performance report
The figures and practices above come from the sources listed.
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Where to go next
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