Date of publication:
31 Mar. 25How to prepare a website for SEO promotion during the development stage
Imagine the situation: you spent months creating a website, uploaded content, launched ads — and in Google your resource is stuck somewhere on the 10th page. Familiar feeling? Painful, right? And it’s not because you have a bad business or weak content. It’s just that SEO is not a “plug-in” after launch. It’s the foundation that needs to be laid back when your designs are still on Figma, and the domain is only registered.
We’ve often seen situations when a client comes with a ready-made site and says: “Make us top.” But it turns out the structure is crooked, the speed is like a turtle at breakfast, and most importantly, search engines just can’t read it properly. And you have to break what you’ve already budgeted for.
This material is for those who want to avoid typical pitfalls and create a site that not only looks good but also works like an SEO magnet. We will tell you what to pay attention to before the “publish” moment, show case studies from the practices of well-known companies, share lists, proven tips, and even some anecdotes from the real life of web developers and SEO specialists.
Yes, you will save money. Yes, you will accelerate getting to the top. But most importantly — you will create a site that immediately “clicks” with both people and search engines. Shall we begin?
Why SEO Begins Before Launching Your Website
Many believe that SEO is like “touching up” a website after launch. Adding meta tags, fitting a few keywords, connecting Google Search Console—and off to the top! In reality, it’s like trying to renovate a house after it’s already been put into operation. It’s possible, but painful, expensive, and often with zero effect.
SEO should start at the design stage of the website. And no, this is not a joke. Successful projects plan indexing, structure, content, and technical requirements as seriously as design or functionality. Here’s why doing it in advance is worth it:
Firstly, SEO determines the architecture of the site. Secondly, semantic selection affects navigation, categories, and even the CMS. Thirdly, if the site is “invisible” to Googlebot—promotion turns into fighting windmills.
And the most painful part—correcting mistakes after the release is multiple times more expensive. For example, you created a complex catalog site without consulting SEO. And after launch, it turned out that 80% of the pages aren’t indexed due to dynamic URL generation. Revising the structure in this case can cost double what it would have if considered at the start.
To avoid finding yourself in a similar situation, it’s important before launching to:
- involve an SEO specialist in the technical task;
- plan the site map and URL structure;
- prepare a semantic core that dictates the logic of the site;
- check if the design and layout meet responsiveness requirements;
- ensure that technical fundamentals—such as robots.txt, sitemap, loading speed—are in focus from the very beginning.
This approach saves not only the budget but also the nerves of all participants in the process. And yes, according to Moz, websites that consider SEO at the start achieve top 10 rankings 1.5 times faster on average.
So, remember this like a mantra: SEO is not a stage after development, but an integral part of it. This is precisely where a truly selling website begins. If you don’t want to overpay and want to handle SEO at the initial stages, contact the 6Weeks team. We optimize sites during the development stage.
Site Architecture that Appeals to Both Google and Users
Imagine a shopping mall where stores are scattered randomly: shoes between groceries and a pharmacy, and instead of signs, chaos. Visitors get lost, frustrated, and leave. A website without a well-thought-out architecture works the same way: people can’t find what they need, Google doesn’t know how to index it, and the result is the same — traffic going nowhere. Let’s start with the basics.
Building a Logical Structure: Categories, URLs, Interlinking
One of the most common mistakes is to create a site “as the designer likes” or “as the client asked”. However, the architecture should be built considering key queries and the logic of user behavior.
To avoid the trap of disorderly navigation, pay attention to:
- page hierarchy: main → categories → subcategories → products/services;
- semantic logic: the structure is formed not by fantasies, but by key queries;
- short and meaningful URLs: instead of /category?id=345 use /furniture/chairs;
- smart interlinking: linking between pages is like a map for Googlebot.
And remember: one level of nesting = one step closer to the user. If a necessary page can only be found after five clicks, consider it does not exist.
Mobile adaptability is no longer an advantage, but a requirement
Your audience no longer sits at a desk with a mouse. They scroll the site while in line for coffee, in a bus, on their lap — smartphone in hand. And if your site looks like an “Excel file after a storm” there – the user won’t forgive.
What must be checked during development:
- whether the design adapts to different screens (not just 320 and 768 px);
- are the buttons easy to press on the first try (finger — not a stylus);
- are texts, CTAs, and forms noticeable and readable;
- does the layout “break” upon screen rotation or scaling;
- is the content displayed without horizontal scrolling.
If a site is inconvenient for a person — it’s unnecessary for the search engine. This simple yet ruthless rule applies.
So, when you think about architecture — don’t complicate it. Look at everything through the eyes of the user: what does he need? Where will he look for it? And can he find it without frustration?
Because in SEO, victory doesn’t go to the one with the coolest animation, but to the one who made the site understandable to both Google and a mom searching for a “new microwave for the cottage” online for the first time.
Technical SEO even before the first publication
One thing is to make a site beautiful. Another is to make it understandable for the search engine. And if you think that technical SEO is “post-launch”, here’s an analogy: it’s like building a house without thinking about wiring. No one says it will burn down, but the light bulb definitely won’t light up. Let’s figure out the key points.
Loading speed — love at first click
Site speed is the same first impression that can’t be changed. Even if the design is from Behance cover and the content was written by a top copywriter — no one will see it if the page takes five seconds to load.
To prevent speed from becoming your SEO killer, pay attention at the development stage:
- use compressed and adaptive images (WebP instead of JPEG is a must have);
- connect fonts via preload or local hosting to avoid unnecessary requests;
- do not use heavy libraries for simple functions;
- implement lazy-load for images and videos;
- minimize CSS and JS, combine files, and only include what is truly needed.
And now, a bit deeper — to the places most businesses fear to look, but where half of the success is hidden.
Clean code, microdata, sitemap, and robots.txt
Search engines are logical but finicky creatures. They do not “see” the site as a human would — they scan it like a file. And if the code is a mess, pages are hidden, and there’s no markup — no amount of SEO magic will help.
To avoid a fiasco even at the indexing stage, make sure that:
- the HTML structure is clean, without unnecessary nesting and duplicate blocks;
- all pages have clearly defined h1-h3 headers and unique meta tags;
- a sitemap.xml file has been created that includes all important pages and is automatically updated;
- robots.txt does not block access to key sections (yes, this happens more often than you think);
- schema.org microdata was set up — for products, reviews, events, organization;
- the canonical URL is specified if there are similar or dynamically generated pages on the site.
These tiny things are like nails in the foundation. You can’t see them, but they’re the ones holding the structure together. And if you want to appear in rich snippets or avoid penalties for duplicates, lay this groundwork even before the first content upload.
These are not things you can “add later” — because if the developer has already completed the layout and the designer has wrapped up the page, you’ll have to take the site apart like a suitcase without a handle. And that’s extra days, stress, and budget.
So, technical SEO is not a technical detail. It’s the starting line, determining whether your site will even get into the game. Our team of developers and SEOs are ready to do everything correctly to get your site to the top right after launch.
Content and semantics: not just for people, but also for search engines
Most entrepreneurs know that content is important. But few realize: not everything written with “flavor” works in SEO. And conversely — SEO texts written “for search engines” often sound like a vacuum cleaner manual translated through three translators. Balance is the key.
For Google to bring you people, not just index the site for statistics, you need to understand which exact words people enter into the search at the stage of creating the structure. This is where semantics begins — the foundation that gives content meaning, form, and direction.
Gathering the semantic core before content creation
Starting to write texts without semantics is like opening a shop in a field without a sign. Pretty? Maybe. But only a random mushroom picker will find you. Proper semantics allows you not just to write but to create content that precisely meets the user’s needs.
Before launching a site, be sure to:
- research key queries: not intuitively, but through Serpstat, Ahrefs, Google Keyword Planner;
- group queries by meaning — separate pages are formed for each group;
- consider frequency, competition, user intent (informational, commercial, navigational);
- plan the site structure based on the collected semantics (and not vice versa);
- immediately set URL, meta-tags, headers with regards to keys — without “adjustment” afterwards.
One of our clients, an online furniture store, planned to create three categories: “Chairs,” “Armchairs,” “Ottomans.” We conducted an analysis and discovered: users also search for “bar stools,” “office chairs,” “hallway ottomans.” This led to a structure expansion, increased page relevance – and traffic grew even before the launch of ads.
But keywords are not everything. What matters is how the content presents them.
A content plan as an SEO engine from the first weeks
Many postpone blogs, FAQs, product descriptions for “later, when the site is up and running.” And later is usually never. And it’s a pity, because Google loves content movement from day one.
Launching a site with empty pages is like opening a restaurant without a menu. It looks nice, but what is there to eat?
Therefore, by the time of launch, the following should already be in place:
- basic SEO-optimized texts for each category and subcategory;
- a starter set of articles (from 5 to 10) that address informational queries;
- a FAQ section with answers to typical questions (this affects “trust” and time on site);
- product or service descriptions taking into account key phrases, but without artificial over-saturation;
- a content plan for 2–3 months in advance — including a list of topics, publication dates, and responsible parties.
The sooner content starts to ‘work,’ the faster the domain’s authority accumulates. And with it — growth in traffic, rankings, and eventually sales.
UX and Behavioral Factors in SEO Before Launch
Modern SEO is no longer just about keywords, meta-tags, and links. Search engines have become smarter. They observe how people behave on the site: do they click, scroll, stay longer, or leave in 5 seconds, like they’ve spotted their old school teacher at the supermarket.
This is where UX — user experience — comes into play. If a site looks beautiful but is inconvenient to use, it’s like an expensive suit that itches. It may appear presentable, but you don’t want to wear it.
So even before the launch, it’s worth considering how to make UX not just convenient, but engaging and guiding the user to action. And this is a direct signal to search engines: “this site is valuable, it should be shown.”
Navigation that doesn’t irritate but leads to conversion
Navigation is like a guide on a journey. It either helps you reach your destination or leads you into a dead end. If the user gets lost and doesn’t understand where to go next, don’t expect them to buy or order.
To avoid these typical pitfalls, check during the development stage:
- is the menu structure logical and clear (without 7 levels of nesting and mysterious names like “360 Solutions”);
- can you immediately see where to find what you need (contact, catalog, cost, delivery);
- is the main content not hidden in the footer or behind three clicks;
- does the filtering work in categories, not just simulate activity;
- is there a search function — and does it search where it should.
People do not like to guess. They want to quickly find — and act. And Google watches closely how much time they spend on the site, how many pages they view, and if they return to search results in 15 seconds.
It’s not magic — it’s algorithms tracking behavior.
Call to action, quick actions, interactive — SEO loves this
Another important component of UX is how you guide the user to action. Not “click here if you understand,” but clearly: “Buy,” “Get a consultation,” “Download the presentation.” It’s not just marketing. It’s a behavioral signal: a person took a step, Google recorded it.
It’s ideal when the site at launch stage has:
- noticeable and logical call to action buttons;
- simple forms with a minimal number of fields (no “enter your grandmother’s maiden name”);
- calculators, quizzes, tests — things that keep people engaged and create value;
- click and behavior analytics (via Hotjar or Clarity) to test and improve UX;
- a responsive interface, where actions are easy to perform both on a phone and a desktop.
Search engines see this. And the more such interactions, the better the positions. Because SEO today is not just text. It’s emotions, movement, engagement. It’s the same ‘user intent’ that Google is trying to understand and satisfy.
Conclusion: SEO does not start with content, but with a blueprint
The idea that SEO is ‘something for later’ has long gone extinct like dinosaurs. But many still try to tame Google after launching the site. And they face reality: either redesign everything from scratch or accept that the traffic isn’t yours.
We have gone through all the key stages that prove: successful SEO starts at the blueprint stage — before design, coding, and launching. It penetrates everything: the site’s structure, its speed, content, technical nuances, user behavior. And if ignored, no ‘promotion magic’ will save you.
To avoid getting lost in the flow of tasks and prevent fatal mistakes, here is a basic checklist for launching a site ready for SEO:
- Semantic core collected and structure built based on it;
- Clear URLs written and a logical hierarchy formed;
- A mobile version considered and adaptability checked;
- Fast loading, lazy-load, code optimization implemented;
- Sitemap created, robots.txt, and microdata added;
- Initial texts, blog, SEO descriptions, FAQ written;
- Analytics, meta-tags, titles, canonical set up;
- Team assembled from SEO, design, development, content — all working together.
And most importantly — you see the website not only as a “showcase” but as a channel for attracting clients.
Yes, it requires more effort at the start. Yes, it’s not a “done in a week” job. But it’s worth it. Because a website ready for SEO even before launch is like a car already warmed up and ready to speed off while others are still looking for the keys.
And here I want to leave you with practical advice: before giving the technical assignment to the developer, show it to the SEO specialist. Not after, not at the “final agreement,” but even before the first drafts appear. This small step saves tens of hours and thousands of hryvnias.
And if you feel that you can’t handle it on your own — just reach out to those who do this every day. The 6Weeks team is at your service, we start optimization at the development stage. Today SEO is not magic, but engineering. And it starts with a precise plan.
