Website Launch Process Optimizations

Comprehensive guide for the dev/content team based on Search Atlas methodology

Pre-Launch QA ChecklistRequired Pages at LaunchPost-Launch Content RoadmapTechnical SEO RequirementsClear Aligner Brand Guidelines

Pre-Launch QA Checklist

Critical checks before any site goes live

Title Tag Verification

Verify every page has a unique, properly formatted title tag with correct city names

No misspelled city names (e.g., "Birminham" instead of "Birmingham")
No wrong city names (e.g., "Orlando" when practice is in Panama City)
Practice name included in every title
Format: [Service/Page] | [Practice Name] | [City] [State]
Under 60 characters to avoid truncation

Search Atlas Methodology

Title tags are the #1 on-page ranking factor per Search Atlas Website Audit methodology. They directly impact both rankings and click-through rates from search results.

Meta Description Verification

Ensure every page has a compelling, unique meta description

Unique description for each page (no duplicates)
Includes primary keyword naturally
Includes city/location for local pages
Has a clear call-to-action
150-160 characters optimal length

Search Atlas Methodology

While not a direct ranking factor, meta descriptions significantly impact click-through rates. Per Search Atlas, compelling descriptions can increase organic traffic by 5-10%.

Heading Hierarchy (H1-H6)

Verify proper heading structure on every page

H1 is the FIRST heading on the page (no H5 subtitles before H1)
Only ONE H1 per page
No skipped heading levels (H1 → H2 → H3, not H1 → H4)
H1 contains primary keyword + location
Headings are descriptive, not generic ("Our Services" vs "Orthodontic Services in Birmingham")

Search Atlas Methodology

Per Search Atlas Website Audit methodology, proper heading hierarchy helps search engines understand page structure and content importance. H1 should always be the first and only H1.

Internal Link Testing

Click every internal link to verify no 404 errors

All navigation links work
All footer links work
All in-content links work
All CTA buttons link to correct pages
Check for typos in URLs (e.g., "/orthodontic-office/" vs "/orthodontics-office/")

Search Atlas Methodology

Broken internal links waste crawl budget and create poor user experience. Per Search Atlas Technical SEO, all internal links must resolve to valid pages.

Content Error Check

Review all content for errors and inconsistencies

No wrong practice names (common when content is templated)
Doctor names spelled consistently throughout
No grammar errors (especially subject-verb agreement)
No placeholder text like "[Practice Name]" or "Lorem ipsum"
Phone numbers and addresses are correct

Search Atlas Methodology

Content quality signals affect E-E-A-T (Experience, Expertise, Authoritativeness, Trust). Errors reduce perceived professionalism and trustworthiness.

Image Optimization

Ensure all images are properly optimized

All images have descriptive alt text
Alt text includes keywords naturally where appropriate
Images are compressed for fast loading
No broken image links
File names are descriptive (not "IMG_1234.jpg")

Search Atlas Methodology

Image optimization contributes to page speed (a ranking factor) and provides additional ranking opportunities through image search.

Required Pages at Launch

Pages that must exist before launch for SEO foundation

Location Pages (Physical Offices)

Dedicated page for each physical office location

Unique URL: /[city]-[service]-office/ or /locations/[city]/
Unique title tag: "[Service] in [City] | [Practice Name]"
H1 with location + service
800-1,500 words of unique content
Embedded Google Map
Full NAP (Name, Address, Phone)
Office hours
Directions from nearby areas
Staff/doctor bios specific to that location
Reviews from that location (if available)

Search Atlas Methodology

Per the Three Pillars of Local SEO, your website must have dedicated pages that match your GBP service areas. Location pages are essential for Maps ranking and provide landing pages for location-specific searches.

Service Pages (Individual)

Separate page for each major service offered

NOT all services on one page
Each service has its own URL
Title tag includes service + location
H1 includes service name
500-1,000 words minimum
Benefits, process, FAQs for each service
Internal links to related services
Clear CTA to schedule consultation

Search Atlas Methodology

Per Search Atlas Topical Maps methodology, individual service pages allow you to rank for specific service keywords and build topical authority in each area.

About/Team Page

Establish E-E-A-T with doctor and team information

Doctor bio with credentials, education, experience
Professional headshot photos
Certifications and memberships listed
Years of experience mentioned
Personal touch (hobbies, family, community involvement)
Team member bios (optional but recommended)

Search Atlas Methodology

E-E-A-T (Experience, Expertise, Authoritativeness, Trust) is critical for YMYL (Your Money Your Life) topics like healthcare. Doctor credentials directly impact perceived expertise.

Contact Page

Make it easy for patients to reach you

All location addresses listed
Phone numbers (click-to-call on mobile)
Email address or contact form
Office hours for each location
Embedded Google Map(s)
Directions or parking information

Search Atlas Methodology

Contact pages support local SEO by providing consistent NAP information and making it easy for users to convert, improving engagement signals.

Post-Launch Content Roadmap

Content to build after launch for ongoing SEO growth

Pillar Pages (Month 1-2)

Comprehensive guides targeting "[Service] + [City]" keywords

2,000+ words of comprehensive content
Covers topic exhaustively
Includes FAQs section
Internal links to related service pages
External links to authoritative sources
Optimized for featured snippets
Examples: "Invisalign Birmingham AL", "Braces Peoria AZ", "Pediatric Dentist Panama City FL"

Search Atlas Methodology

Pillar pages establish topical authority. Per Search Atlas Topical Maps methodology, comprehensive guides targeting "[Service] + [City]" are essential for organic ranking in competitive markets.

Neighborhood Pages (Month 2-3)

Hyperlocal landing pages for surrounding service areas

One page per neighborhood/city served
Unique content for each (not just city name swapped)
Mentions proximity to office location
Local landmarks or references
500-800 words minimum
Internal link to main location page
Examples: "Orthodontist Near Homewood AL", "Pediatric Dentist Destin FL"

Search Atlas Methodology

Per Search Atlas Local SEO methodology, neighborhood pages help capture "near me" and "[service] in [neighborhood]" searches. They expand your geographic footprint without opening new offices.

Blog/Content Hub (Month 2-3)

Establish ongoing content marketing infrastructure

Blog section with proper URL structure (/blog/)
5-10 foundational posts at launch
Topics aligned with patient questions
Each post 800-1,500 words
Internal links to service pages
Author byline with doctor credentials
Regular publishing schedule (2-4 posts/month)

Search Atlas Methodology

Per Search Atlas Topical Maps methodology, a blog creates supporting content that builds topical authority and internal linking opportunities. It also captures long-tail keyword traffic.

Supporting Pages (Month 2-3)

Additional pages that build trust and capture searches

Before & Afters gallery (with patient consent)
FAQs page with schema markup
Patient testimonials/reviews page
Insurance/financing information
New patient information
Emergency care information (if applicable)

Search Atlas Methodology

Supporting pages build trust, capture additional keyword variations, and provide opportunities for rich results through schema markup.

Technical SEO Requirements

Technical foundation for SEO success

Schema Markup

Implement structured data for rich results

LocalBusiness schema on every page
Organization schema on homepage
FAQPage schema on FAQ sections
Review schema (if displaying reviews)
BreadcrumbList schema for navigation
Test with Google Rich Results Test

Search Atlas Methodology

Schema markup helps search engines understand your content and can result in rich snippets that improve click-through rates.

Page Speed

Ensure fast loading for better rankings and UX

Core Web Vitals passing (LCP, FID, CLS)
Images optimized and lazy-loaded
CSS and JS minified
Caching enabled
CDN for static assets
Mobile page speed score 80+

Search Atlas Methodology

Page speed is a confirmed ranking factor. Per Search Atlas Technical SEO, slow sites lose both rankings and conversions.

Mobile Optimization

Ensure excellent mobile experience

Responsive design on all pages
Touch targets appropriately sized
No horizontal scrolling
Text readable without zooming
Click-to-call phone numbers
Mobile-friendly navigation

Search Atlas Methodology

Google uses mobile-first indexing, meaning the mobile version of your site is what gets indexed and ranked.

Crawlability

Ensure search engines can access all content

XML sitemap submitted to Google Search Console
Robots.txt not blocking important pages
No orphan pages (all pages linked from somewhere)
Canonical tags on all pages
No duplicate content issues
301 redirects for any changed URLs

Search Atlas Methodology

If search engines cannot crawl your pages, they cannot rank them. Technical crawlability is the foundation of all SEO.

Clear Aligner Brand Guidelines

Important considerations for clear aligner content

Brand Identification

Identify which clear aligner brand(s) the practice uses

Check if practice uses Invisalign (most common)
Check if practice uses Spark Aligners
Check if practice uses 3M Clarity Aligners
Check if practice uses in-house/generic aligners
Some practices use multiple brands (e.g., Moon Orthodontics uses both Invisalign AND Spark)

Search Atlas Methodology

Using the correct brand name is essential for ranking in branded searches. Mentioning "Invisalign" when the practice uses Spark is misleading and can hurt trust.

Content Recommendations by Brand

Tailor content strategy based on brand used

If Invisalign: Create "Invisalign [City]" pillar page, use Invisalign branding
If Spark: Create "Spark Clear Aligners [City]" pillar page, highlight Spark benefits
If generic: Use "Clear Aligners [City]" without brand names
If multiple brands: Create separate pages for each brand
Never claim to offer a brand the practice does not use

Search Atlas Methodology

Brand-specific content can rank for branded searches, which often have higher conversion intent. But accuracy is essential for trust.

Summary: Day 1 SEO Foundation

By following this guide, every new site launch will have a solid SEO foundation from Day 1. The key is to avoid common mistakes (wrong city names, broken links, heading hierarchy issues) and ensure required pages exist before launch.

Pre-Launch

QA checklist, title tags, headings, internal links, content errors

At Launch

Location pages, service pages, about page, contact page

Post-Launch

Pillar pages, neighborhood pages, blog, supporting content