adtech migrations - mediarun v1.4
DESCRIPTION
This year I presented at ad:tech on behalf of SEO Agency Mediarun. We spoke of the value of SEO and how brands are putting their hard earned SEO equity at risk because of a website redesign or upgrade. Failing to understand the importance of SEO migrations is a common mistake that both large and small companies make whilst having the same devastating effects to rankings and web revenues. This seminar and presentation was set to explain what elements of a web-redevelopment can affect a websites SEO equity and what techniques can be applied to minimize the impact on rankings; in other words how you can manage a successful SEO Migration. The data collected was from a pool of 70 members of the public who attended the seminar and where actively engaging with the presentation whilst using the IML Click.TRANSCRIPT
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How to make sure you don’t lose your SEO
equity when re-designing a websitePrepared By: Ugo Smith
Date: 21st September
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Business Overview In the next 20 minutes...
Introduction
SEO Recap
SEO Migrations
Useful Tips
Q+A’s
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Part 1 : Introduction
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Meet us
Head of Strategy at Mediarun
Ugo Smith
Linkedin : uk.linkedin.com/in/ugosmith Google+ : http://gplus.to/ugosmithTwitter: @ugosmithEmail: [email protected]
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Mediarun
Multi- Channel Solutions Mediarun has been established since 2005 our core competencies are
Search ENGINE Optimisation
Pay PER Click
Social Media Marketing
SEO Migrations
Brand Reputation Management
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Making it interactive for us
Award winning interactive devices.
Wide range of interactive meeting software
applications.
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Interact with usWho here has a website?
You have one website
More than one
You dont know what a website is
Dont have one
39%
54%
5%2%
Vote Now
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Part 2: A Quick SEO Recap
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Your Google search results today
Search Bar
Paid Results
Organic Results
“Universal search” Shopping, Video, News
Filters
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Organic vs. Paid Search
~20% of Clicks
~80% of Clicks
Why is SEO important?
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Search Trends
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Searches that convert
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Part 3: SEO Migrations
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Interact with usDo you know what a website migration is?
Yes
No
61%
39%
Vote Now
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What is an Website migration?
A Migration involves the process of moving information stored on a web page/s to a new website or location.
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Interact with us
Do you ever delete pages from your site?
Yes
No
51%
49%
Vote Now
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Typical changes which affect rankings
Basic Scenarios:Content revisions
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Interact with us
How often do you redesign your website
1. Every Year23%
2. 1-2 Years31%
3. 2-4 Years36%
4. Never! I like to keep a 90's look on it10%
Vote Now
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Typical changes which affect rankings
Intermediate Scenarios:Design upgrades
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Interact with us
Have you ever done any of theseVote Now
1. Change your domain26%
2. Change platform (i.e. move to Wordpress)
31%
3. Change URL extensions40%
4. I have no idea what you are on about3%
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Typical changes which affect rankings
Advanced Scenarios:Domain name changes
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What happens when things go wrong
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Typical changes which affect rankings
How to make sure things don’t go wrong?
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Analyse:
Important Traffic
Your Search Engine Traffic
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Analyse:
Understand these
Your Keywords sending more than 1 visit / by Search engine
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Analyse:
This shows how many pages are indexed
Analyse Your Landing pages
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Planning in advance
Plan
Benchmark rankings
and traffic, landing
pages and number
of keywords driving
traffic
Set 301 rules/
redirects
Map URLs (new – old) on a like for like basis.
Listyour links
DelegateTo your SEO’s
Catch up With Web Dev
Have a checklist
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What to look out for – Missing 301’s
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What to look out for – Finger pointing
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What to do– Monitor!
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What to monitor –Traffic sources
Important Traffic
Your Search Engine Traffic
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What to monitor – Total keywords
Understand these
Your Keywords sending more than 1 visit / by Search engine
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What to monitor – # of Landing pages
This shows how many pages are being indexed
Analyse Your Landing pages
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Part 4: Useful Tips
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Useful Tips or tools…
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Recap Checklist
Risks:Lose your Rankings>Traffic>Revenue
What to do:Plan your activities and redirectsAnalyse your traffic, keywords and landing pagesMonitor your rankings traffic and keywords
Don’t forget:Delegate! Don’t Try to do everything yourselfHave 301’s checkedMonitor on a weekly basis your key metrics (traffic, keywords, landing pages.)
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Making it interactive for usWho in the audience is likely to go through
a migration this year?
Definitely doing it
Over my dead body, scares the b’jesus out of me
69%
31%
Vote Now
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Linkedin : uk.linkedin.com/in/ugosmith Google+ : http://gplus.to/ugosmithTwitter: @ugosmithEmail: [email protected]
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