Post on 01-Nov-2014
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6 Critical SEO Steps for Website Redesign
Alex Dunks SEO Expert // Manager of Business Development Webmarketing123
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Some Practical Matters
Yes! Just email seo@webmarketing123.com
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1 Don’t reinvent the wheel
2 Map your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
6 Critical Steps to Website Redesign
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? POLL: Are you actively planning a website redesign?
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This can lead to: 1) Expensive site design changes that could have been easily implemented during the design process. 2) Severely reduced traffic for months after a site is redesigned and launched.
Website owners often wait until after their site is redesigned and launched before getting a SEO expert involved.
Don’t Wait!
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1 Don’t reinvent the wheel
2 Map your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
6 Critical Steps to Website Redesign
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You’re already ranking for some keywords. Make sure you take those rankings with you.
Establish a baseline of where your site ranks today for your keywords
Make sure to…
Don’t re-invent the wheel
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This client would have lost 300K monthly potential visitors.
Don’t re-invent the wheel
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• Are URLs changing? Ex: www.mysite.com/about to www.mysite.com/aboutus
• Are you adding or removing pages? Ex: altering or adding products and services
• Managing your inbound links
Things to consider:
Don’t re-invent the wheel
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1 Don’t reinvent the wheel
2 Create your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
6 Critical Steps to Website Redesign
@webmarketing123 #123webinar
Review: How Do Search Spiders Crawl Your Site? The follow links to get from page to page
Data Center
Create Your Keyword Roadmap
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Men’s Shoes
Women’s Shoes
Kids’ Shoes
Women’s Boots
1. Thematically group pages around keywords.
2. Link pages within the same groups to further strengthen the theme.
3. Reduce the click-depth required to reach the majority of your site’s pages.
Create Your Keyword Roadmap
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Old New
301 Redirect
Create Your Keyword Roadmap
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• Does my old page pass on 100% of the value to the new page?
• How long will it take search engines to recognize this move?
• When to use a 301 vs. a 302?
• ‘Map’ old URLs to corresponding new URLs
301 Redirect FAQs
Create Your Keyword Roadmap
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Don’t forget an effective 404 page – “Page not found”
Create Your Keyword Roadmap
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Take this opportunity to generate targeted content
Use Google analytics (or other web analytics provider) to determine what keyword phrases brought significant targeted traffic to your site by keyword and which phrases resulted in conversions.
Use Google Webmaster Tools to get information about the keyword phrases for which your site is being found such as impressions (how many times a page on your site appeared in a search result for a keyword phrase) and click-throughs (Webmaster Tools / Your Site on the web / Search queries).
Create Your Keyword Roadmap
@webmarketing123 #123webinar
1 Don’t reinvent the wheel
2 Create your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
6 Critical Steps to Website Redesign
@webmarketing123 #123webinar
Bing: “We do look at the social authority of a user”. Google: “Yes we do compute and use author quality as a signal.”
From Danny Sullivan’s Dec 2010 Q & A with Google & Bing
Social Media mentions and sentiment are affecting rankings more and more
Just as Google’s Pagerank measures how authoritative a web page is deemed to be, search engines also calculate the social authority of people, and give more or less value to social media mentions.
Social signals become increasingly influential in organic search results, as Google & Bing increasingly seek to deliver fresh or recent results.
Include Social Signals
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Encourage Social Media bookmarking by installing Share buttons and creating engaging & share-worthy content.
Include Social Signals
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Google’s “+1” button impacts your ranking
Include Social Signals
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1 Don’t reinvent the wheel
2 Create your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
6 Critical Steps to Website Redesign
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Use a modern content management system (CMS) that allows for customization of posts, and content creation by many users.
50%+
9%+
7%+
% of top million websites using a CMS, Source: W3Techs.com
Select the Right CMS
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Make sure your CMS is SEO and user friendly
Select the Right CMS
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1. Page Titles
2. Meta Content Title, Description, Keywords 3. Headers – H1, H2
4. Content modifications
5. Alt Tags for Images
SEO elements should be customizable:
6. Title Tags for Links 7. Footers (footers specific to individual page/set of pages) 8. Internal Links (add/modify anchor text) 9. Page URLs 10. SEO Friendly Breadcrumbs
Make sure your CMS is SEO and user friendly
Select the Right CMS
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<meta name="description" content="Free shipping BOTH ways on shoes, clothing, and more! 365-day return policy, over 1000 brands, 24/7 friendly customer service. 1-800-927-7671" />!
MetaText
<title>Shoes, Clothing, and More | Zappos.com </title>!Page Titles
Select the Right CMS
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Examples Of SEO Elements
H1 Header
Page Title
Select the Right CMS
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Digital Multimeter | Multimeter | Analog Multimeter | True-RMS Multimeter – Fluke
Digital-Multimeter
Content
Internal Links
URL
Image ALT Tags
Inbound Links
Examples Of SEO Elements Select the Right CMS
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Meta Description & Keywords
Examples Of SEO Elements Select the Right CMS
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1 Don’t reinvent the wheel
2 Create your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
6 Critical Steps to Website Redesign
@webmarketing123 #123webinar
Create a clear path from attraction to conversion There are three simple questions users subconsciously ask when they arrive on your page. Your website must have an answer to: 1. Where am I? 2. What can I do here? 3. Why should I do it?
New visitors must have answers to the first two crucial questions during the initial seven seconds they spend on your site.
After that, every element of every page must answer the third key question
Is your conversion rate less than 1%
Clarify your Call to Action
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What are you supposed to do on this page?
Clarify your Call to Action
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What are you supposed to do on this page?
Clarify your Call to Action
@webmarketing123 #123webinar
1 Don’t reinvent the wheel
2 Create your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
6 Critical Steps to Website Redesign
@webmarketing123 #123webinar
ü Review your web analytics and gain insights into visitor path
ü Take a look at the depth of your call to action. How many clicks does it take to get there? *remember, you have 7 seconds to answer the “3 questions”*
ü How’s your bounce rate? Make sure your providing value to searcher and relevancy to the search terms you optimize for.
Don’t just optimize for search engines, optimize for visitors
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Recap / To-Do List
1. Talk to a SEO Expert
2. Incorporate SEO proactively
3. Select an SEO friendly CMS
4. Don’t lose the rankings you already have 5. Use free tools for critical information, i.e. keyword search volume and visitor behaviors
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Download: 2012 State of Digital Marketing Report bit.ly/2012wm123
Email me for a Consultation: ü SEO/PPC/Social Media Marketing ü Measurement/Analytics Approach ü Lead Gen Effectiveness
We invite you to…
Alex.d@webmarketing123.com
Facetime with an SEO Expert – ft. Live Website Analyses
NEXT WEEK’S WEBINAR: Tues.
12/18
Want today’s slides? Email seo@webmarketing123.com
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Want today’s slides? Email seo@webmarketing123.com