ses san jose search engine marketing 2006 retaining traffic after moving or redesign
TRANSCRIPT
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SES San JoseSearch Engine Marketing
2006
Retaining Traffic After Moving Or Redesign
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Case Study – TurningTechnologies.comWeb Site Redesign
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Challenges
Before Redesign
Prior investment in SEO
Very good organic rankings
Top priority industry keywords
Keyword rich content
Goals After Redesign
Video Flash home page
Flash pockets on secondary pages
Add numerous creative graphics
Remove scrollable content
Retain all keyword rankings
Build better organic rankings in the future
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Organic Deliverables (1 of 8)
SEO Diagnostic Audit
Server configuration Web site architecture Web site page construction Web page content External Influences
SEO Diagnostic Audit and Modifications
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Home Page Before Redesign
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Home Page After Redesign
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The Process of Moving Existing Organic RankingsDuring a Redesign Project
Locate Rankings Before Redesign
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Identify Ranking URLs Before Redesign
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Match Ranking URLs To New Site Map During Redesign
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SEO Considerations for Site Map
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SEO No Index Follow
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Guidelines For Rewriting Content During Redesign
Awareness to preserve rankings – Existing keyword rich text– Carry over similar characteristics
• Keywords on page• Keywords in context
Map content to content not link for link– Content is going deep and wide– Map to silo the information
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SEO Guidelines for Writing Content
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SEO First Round of Review
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Guidelines for Implementation
Provide Guidelines for Writing Content– Identify primary and supporting keywords for page/s– Keep writing in context to keywords selected
Carry Over Tags To Mapped Pages (during)– Meta Title, Description, Keywords– Heading tags
301 Permanent Redirect (at launch)– Do Not 302 temporary redirect
Measure results (post launch)– Verify 301 redirect– Run ranking reports
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Audit Plan Verify Implement
Thank You