critical seo steps for website redesign - slides 20130924

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Critical SEO Steps to Website Redesign

Mike TurnerDirector of Business DevelopmentWebmarketing123


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Search Engine Optimization

Paid Search / Display Advertising

Social Media

Website Design

International Expansion

Custom Measurement and Attribution

Our Services

Since 2004, we’ve employed a

metrics-based approach to

converting online visibility into

measurable business results


ONE OF THE FASTEST GROWING

PRIVATE U.S. COMPANIES

Converting online visibility intomeasurable business results

#9 FASTEST GROWING COMPANY IN BAY AREA

A few of our clients:SEO | PPC | Social Media | Website Design


1 Why even bother with SEO during redesign?

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


Buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales representatives.

Shift in how your audience finds you!

Why bother W/ SEO?

Source: http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html


Why bother W/ SEO?


POLL:

Are you actively planning a website redesign?

Why bother W/ SEO?


This can lead to:

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

2) Missed conversion rate best practices, i.e. call to action placement and tracking issues

3) Not taking into account what keywords your audience is actually searching for and using internal jargon

Website owners often wait until after their site is

redesigned and launched before getting a SEO

expert involved.

Don’t Wait!

Why bother W/ SEO?


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

To-do list

Why bother W/ SEO?


This client would have lost thousands of

monthly visits & lost revenue!

Why bother W/ SEO?


• 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:

Why bother W/ SEO?


Old New

301 Redirect

Why bother W/ SEO?


• 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

Why bother W/ SEO?



2 Create your keyword roadmap




6 Optimize for visitors



Review: How Do Search Spiders Crawl Your Site?The follow links to get from page to page

Data Center

Create Your Keyword Roadmap


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.



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).




- Really helpful for content writers, taking into account what your audience is ACTUALLY searching on.

- Identifies missed opportunity themes

- Gets everyone on the same page

- Needs to be updated


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 organic 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


Encourage Social Media bookmarking

by installing Share buttons and

creating engaging & share-worthy

content.



Google’s +1 Button

impacts your Ranking



Google Authorship is a way to

verify content!


5 step Process:

- Create G+ profile for author

- Create Alternate email address*

- Add Blog URL to G+ profile

- Insert G+ profile URL in blog posts (rel=author)

- Verify that its working via WMT


Make sure your CMS is SEO and user

friendly

Select the Right CMS


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



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



Examples Of SEO Elements

H1 Header

Page Title



Digital Multimeter | Multimeter | Analog Multimeter | True-RMS Multimeter – Fluke

Digital-Multimeter

Content

Internal

Links

URL

Image ALT Tags

Inbound

Links




Meta Description & Keywords




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


Clarify your Call to Action


What are you supposed to do on this page?



Recap / To-Do List

1. Talk to an SEO Expert

2. Incorporate SEO proactively

3. Select an SEO friendly CMS

4. Don’t lose the rankings you already have

5. Know your Sales Funnel!!!


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12/18

critical seo steps for website redesign - slides 20130924

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