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SEO & the Website Redesign Process Traps, Tricks, Techniques & Tools Laurence OToole Founder www.analyticsseo.com www.websiteredevelopment.com @analyticsseo.com Slide 2 Why Redesign? Revamping your website gives you a unique set of problems. This presentation focuses on the things are unique to redevelopment rather than building a new site. Slide 3 Website Redesign Pitfalls Problems stem from: Redesigning on a whim No concerted plan or running before walking Fallen out with designers/developers Not analytical enough changing pages that convert well No research or survey data No benchmarks or targets Lack of understanding and knowledge of SEO Unrealistic budget, resources or timescales Inadequate security Slide 4 Example Google Malware Page Slide 5 Website Redesign Pitfalls Common Traps: Change of domain or TLD no redirection Change in URLs no redirects or global redirects Indexed pages in search engines are not found (404 error) Loss of site traffic Loss of conversions on previously good converting pages Loss of position in the SERPs Loss of site in the SERPs Loss of job? Slide 6 Website Redesign Process Project Definition Site Structure Visual Design Site Development Test & Refine Launch Slide 7 SEO & Website Redesign Process Project Scope Site Architecture Visual Design Site Development Test & Refine Launch Benchmarking Ongoing Updates Celebration + Website Analytics, SEO Analytics + Webmaster Tools + Website Analytics, SEO Analytics + User Tests & Survey Results + Continuous Website & SEO monitoring + KPIs, Targets, Benchmarks Project Scope Benchmarking Ongoing Updates Celebration Test & Refine Launch Site Development Test & Refine Launch Visual Design Site Development Test & Refine Launch Site Architecture Visual Design Site Development Test & Refine Launch Project Scope Benchmarking Ongoing Updates Project Scope Benchmarking Celebration Ongoing Updates Project Scope Benchmarking Slide 8 Project Scope Why do you need a redesign? Establish Commercial Goals Establish Project Goals Analysis, Research & Reality Check Agree Website & SEO KPIs/Targets Budget Team & Timescales Useful questionnaires www.web-redesign.com/ Slide 9 Project Scope: Analytics & Research Website statistics Site Visits, Popular Content, Conversion Analysis Screen size, browsers, Traffic sources Customer & User survey Likes and dislikes Log files 404s, other errors Slide 10 Project Scope: SEO Research Website Analytics Add analytics & Webmaster Tools to old site (if not already added) SEO Analysis Basic Site Audit highlights obvious site issues Competitive analysis PPC Campaign analysis Which keywords are converting? Consider using them in your redesign Strategic Planning Gap How large is the gap between my site and my competitors? Do I have the resources and desire to commit? Slide 11 Basic SEO Site Audit Slide 12 Competitive SEO Audit Slide 13 Project Scope: Project Goals Set Project Targets & Benchmarks: Create a set of benchmarks that you can compare at Campaign Start & Campaign End Examples: Keyword ranking comparison Competitive benchmarking League Tables Website Analytics KPIs Revenue, Sales conversions, Visits, Goals Unique Visitors, Page Views, Bounce Rate, Time on site Slide 14 Project Scope: Project Planning Excel Basecamp Fogbugz Slide 15 Site Architecture SEO Friendly information architecture, navigation URLs, Meta Tags, coding (separation of HTML and CSS) Not using JS links W3C compliant Old sitemap and hierarchy vs New Sitemap & hierarchy Treejack (Analytics for a website you havent built yet)Treejack Plan 301 redirects Plan to make it fast Slide 16 Site Architecture Slide 17 Visual Design Sketches sharing initial thoughts and ideas Wireframes sharing with the client Test initial design Internal team Client User groups Slide 18 Slide 19 Slide 20 Which Content Management System ? Proprietary? Free/Open Source Drupal Joomla Wordpress Numerous SEO Plug-ins XML Sitemap generator Site Development Slide 21 Content Golden opportunity - How can you improve your site? What did your customers/users tell you? If you were running our business how would you improve our website? Video - DIY Video Suite - AnimotoAnimoto Avatars - Site PalSite Pal Update Plan - build in feedback Kampyle, User VoiceKampyleUser Voice Make it easy for people to link to your content, e.g. tweetmeme, Add This tweetmemeAdd This Community support Get Satisfaction 2.0Get Satisfaction 2.0 Organising Content Optimal SortOptimal Sort Slide 22 Kampyle Slide 23 Testing Type of testing: Functional & Performance X-Browser testing Usability Options: Friends and family Focus groups internal and external Usability testing labs & eye tracking tools Online Tools: Five Second Test initial test of designs clicks and keywordsFive Second Test Litmus X-browser testing for websites and emailLitmus Crazy Egg visualise user behaviour heatmaps and clicksCrazy Egg Userfly watch videos of your usersUserfly Feedback Army Ask users questions and get them to perform specific tasksFeedback Army Mechanical Turk Human Intelligence Task (US Only)Mechanical Turk Jmeter - Scalability & performance - record interactions, playback multiple threadsJmeter Yslow, Google Web Toolkit Browser plug-ins and developer toolkitsYslowGoogle Web Toolkit Slide 24 Usability Testing How much testing should I do? Jacob Nielsen one of the best-known usability gurus, says:Jacob Nielsen The best results come from testing no more than 5 users and running as many small tests as you can afford. http://www.useit.com Slide 25 Slide 26 Launch Here are some pointers (clearly this is a huge topic!) SEO Analytics SEO, SEO for FirefoxAnalytics SEOSEO for Firefox PPC Acquisio, Lyris HQAcquisioLyris HQ Blogging - ScribefireScribefire Social Media Tweet Deck, Hash Tweeps, Ping.fm, AddThisTweet DeckHash TweepsPing.fmAddThis Email Dot Mailer, Mail Chimp, Lyris HQDot MailerMail ChimpLyris HQ PR Free PR Sites, PRWeb, PR NewswireFree PR SitesPRWebPR Newswire Article Marketing Spin2SubmitSpin2Submit Video Tube MogulTube Mogul Slide 27 Benchmarking Compare initial results with campaign start Post launch questionnaires and compare results with campaign start Survey MonkeySurvey Monkey 4Q4Q Feedback Tools Kampyle.comKampyle.com Get SatisfactionGet Satisfaction Ensure you have a system for automatically monitoring website and SEO changes Slide 28 Benchmark Ranking Data Slide 29 Competitive League Table Slide 30 Benchmark Analytics Data Slide 31 Fresh content Landing Page Optimisation Ensure your analytics software tracks conversions Benchmark against performance before redesign Objections/Counter Objections Landing Page Checklist Have you thought of everything?Landing Page Checklist Test Split A/B or Multivariate Online PR campaign Link building Track your ongoing SEO Campaign Analytics SEOAnalytics SEO Do interesting stuff and get people talking about it! Ongoing Site & SEO Development Slide 32 SEO Website Redesign Process Tools Project StageList of Resources & Tools 1Project ScopeDesign Process - www.utexas.edu/learn/designprocess/www.utexas.edu/learn/designprocess/ Questionnaires - www.web-redesign.comwww.web-redesign.com Questionnaire Templates www.esurveyspro.comwww.esurveyspro.com Survey tools www.mailchimp.com www.4qsurvey.comwww.mailchimp.comwww.4qsurvey.com E-mail clients www.dotmailer.comwww.dotmailer.com Integrated Website & SEO Analysis - www.analyticsseo.comwww.analyticsseo.com Bulk domain name checker - www.databasepower.netwww.databasepower.net Project Management www.basecamphq.com www.fogbugz.comwww.basecamphq.com www.fogbugz.com 2Site ArchitectureWebmaster Tools - Google Yahoo BingGoogleYahooBingW3C Validation - http://validator.w3.orghttp://validator.w3.org 3Visual DesignSite Design - http://balsamiq.comhttp://balsamiq.comInitial Testing - http://fivesecondtest.comhttp://fivesecondtest.com 4Site DevelopmentContent Management Systems Drupal Joomla WordpressDrupalJoomla Wordpress Drupal SEO-plug-insDrupal SEO-plug-ins Joomla SEO-plug-ins Wordpress SEOJoomla SEO-plug-insWordpress SEO Organising Content Optimal Sort XML Sitemap generatorOptimal SortXML Sitemap generator DIY Video Editor AnimotoAnimoto Avatars Site PalSite Pal Word of mouth tweetmeme Add ThistweetmemeAdd This Community support Kampyle Get Satisfaction User VoiceKampyleGet SatisfactionUser Voice 5TestingUsability Testing - Jacob NielsenJacob Nielsen Test Designs - Five Second TestFive Second Test User videos - UserflyUserfly X-Browser tests - LitmusLitmus User behaviour - Crazy EggCrazy Egg User feelings & tasks - Feedback Army Mechanical TurkFeedback ArmyMechanical Turk Functional & Performance Jmeter Yslow Google Web ToolkitJmeterYslowGoogle Web Toolkit 6LaunchSEO Analytics SEO, SEO for FirefoxAnalytics SEOSEO for Firefox PPC Acquisio, Lyris HQAcquisioLyris HQ Blogging - ScribefireScribefire Social Media Tweet Deck Hash Tweeps Ping.fm AddThisTweet DeckHash TweepsPing.fmAddThis Email Dot Mailer Mail Chimp Lyris HQDot MailerMail ChimpLyris HQ PR Free PR Sites PRWeb PR NewswireFree PR SitesPRWebPR Newswire Article Marketing Spin2SubmitSpin2Submit Video Tube MogulTube Mogul 7BenchmarkingAutomated SEO ToolsFeedback tools - Kampyle.com Get SatisfactionKampyle.comGet Satisfaction 8Ongoing DevelopmentOngoing SEO Campaign Management Landing Page Checklist Page Optimisation Tools Vertster Maxymiser PagealizerVertsterMaxymiserPagealizer Google Website Optimzer 9CelebrationIts more fun if you take it offline! Slide 33 Celebration (Post-launch) Take pride in your re-designed website and enjoy a hot Or a cold Come and meet us on Stand 11 - Well show you some of our website redesign and SEO tools and some other good ones that didnt make the presentation Laurence OToole feedback@analyticsseo.com - + 44 208 977 4465feedback@analyticsseo.com www.analyticsseo.com www.websiteredevelopment.com www.twitter.com/analyticsseo