The Essential Guide to Website Redesign

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FAQs


Effective design goes beyond looks.


You need an SEO game plan.


Otherwise, you run the risk of:

1 Expensive changes that could have been easily implemented during the design process.

2 Missed conversion rate best practices (CTA placement and tracking issues).

3 Optimizing for internal jargon rather than targeting keywords your audience is actually using.


1 Run a Current Site AnalysisKnow What’s Working & What’s Not

2 Embrace Responsive DesignDeliver a Seamless Cross-Device UX

3 Above All, Maintain SEOKeep Your Hard-Won Search Rankings

4 Live Q&AAsk Your Toughest SEO Questions

On the Agenda


Evaluate current SEO strategy.1

/ Run a Current Site Analysis

First, identify top ranking landing pages and keyword themes.

SaaS CRM Solution

“How to Choose the Right CRM”

“Compare the top SaaS CRM Platforms”

“CRM Pricing”

Use Google Analytics to identify top converting landing pages and keyword themes.


Evaluate current SEO strategy.1First, identify top ranking landing pages and keyword themes.

You’ll need a keyword mapping doc to help you figure this out.



Evaluate current SEO strategy.1Assess current inbound link profile & indexed pages.

2

3

Get a list of your inbound links from Google Webmaster Tools.

Ask the link source to remove the link.

Use the Google disavow tool on all bad links.

Conduct a link profile audit to identify bad links.

1

4

Submit your new site for Google consideration.5



Evaluate current SEO strategy.1Use this opportunity to fill gaps in current keyword strategy.



Check for healthy conversion rate.2

Organic CVR should not be < 1%

Paid CVR should not be < 4%

Start with Google Analytics “Acquisition Overview” Report.



Check for healthy conversion rate.2

Funnel Stage Offer TypeTop

Middle

Bottom

Educate prospects on the value of digital marketing & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.Evaluate content

effectiveness by funnel stage.



Check for healthy conversion rate.2Compare performance with the GA “Devices” report.

Mobile should convert at about 30% of your desktop conversion rate.



You have 7 seconds to answer these 3 critical questions:

Check for healthy conversion rate.2Think of each page as an entry point.

1 Where am I?

2 What can I do here?

3 Why should I do it?







On the Agenda


The time for mobile is now./ Embrace Responsive Design

1 2 3

Google launched mobile-friendly labels in November 2014.

As of April 21st, Google rewards and penalizes site search rankings based on mobile criteria.

Google now includes relevant app content in SERPs for signed in users.

Google has taken big steps to improve its mobile search experience:



Find out if Google thinks your site is mobile-friendly today!

Source: Google Webmaster Central Blog

1 Check if your site has the mobile-friendly search label.

2 If not, get a full list of mobile issues from Webmaster Tools’ Mobile Usability Report.

3 Check individual pages with Google’s Mobile-Friendly Test.

4 If you have an app, implement indexing for search now.



Especially if you have an email like this from Google Webmaster Tools:

Yikes!


Yes, B2B marketers. This applies to you, too.

Marketers should embrace mobile./ Embrace Responsive Design


Get on the fluid grid.1

Make sure those CTAs don’t get lost! Source: Market8, “A Guide to B2B Responsive Web Design”

/ Embrace Responsive Design


Make all content accessible - always.2

No matter how the grid slides, make sure users can navigate to all sections.

Source: Moz, “The SEO of Responsive Web Design”



Optimize for touch screen.3

Source: WebDesignerDepot, “How to Design a Responsive HTML Email”

Leave enough space around your buttons to avoid a frustrating mobile UX.



Build for speed.4

Source: SmashingMagazine, “SEO for Responsive Websites”

Check mobile load time with Google’s PageSpeed Insights.







On the Agenda


Build a smart navigation structure.

1

/ Above All, Maintain SEO

Mobile

Enterprise

SMB

Other Relevant Internal Pages

MobileSMB Enterprise

Optimize for indexing:

1 Thematically group pages.

2 Create quality content within each keyword theme.

3 Link pages within keyword groups.

4 Include HTML and XML sitemaps.


Build a smart navigation structure.

1Use 301 redirects if necessary.

301 redirects tell Google you’ve moved. The value of inbound links will eventually be associated with the new website.



Maintain on-page optimization.2

1 Make sure each page description and title tag reflect all keyword and content updates.

2

3 Check all anchor text to ensure consistency with keyword and content updates.

Review URLs for proper structure and keywords. Check for any broken links.

Double check each page!







On the Agenda


QUESTIONS? ASK AWAY!


e: [email protected]: 800. 619. 1570

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Measure revenue opportunity from Search

What you can do to accelerate results now

Mike Turner, Webmarketing123Director of Business Development

Thanks!

[email protected]. 619. 1570Let’s Talk!

The Essential Guide to Website Redesign

Marketing

Transcript of The Essential Guide to Website Redesign