SEO Considerations When Re-Launching a Website

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Re-launching a website is a huge task for a business to take on. It is imperative that you get your design and branding right, but you must also consider it from a marketing perspective; what impact …

Re-launching a website is a huge task for a business to take on. It is imperative that you get your design and branding right, but you must also consider it from a marketing perspective; what impact will the re-launch have on website traffic and sales? SEO Director Hannah Miller will be discussing the technical elements that need to be considered when re-launching a website, from layout and design recommendations to transferring the existing content of your website.

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  • Why is it important?Why do website need to re-launch?Why do we need to consider SEO?
  • Imagine search engines can’t find this URL…Imagine your customer receive a 404 error…The snippet ranking will be removed
  • Talk about the objectives in a little bit of detail
  • Developers = FunctionalityDesigners = A good lookDigital Strategists = Consider users/search enginesCreate a brief that integrates all
  • Using the wireframes as visualisations, recommendations made here as well
  • Discuss redirections, how long it took. Number of URL’s
  • Discuss what could have gone better and what went right

Transcript

  • 1. @4PsMarketing #4PsEDGE @Hannah_4Ps
  • 2. Website Launches
  • 3. WelcomeHannah MillerSEO Director @4Ps Marketing@Hannah_4Ps
  • 4. LOOK AND FEELNEW PRODUCTS / NEW SERVICESCOMPANY REBRANDINGATTRACT A NEW AUDIENCEEMBRACE NEW TECHNOLOGY
  • 5. 2000 2002 2004 20062008 2010 2012
  • 6. Example Organic: Site Launch No Re-launch Strategy Harder to rectify afterwards This is a common trend
  • 7. Restructure ReskinRemoving pages/sections New images/logosMoving pages/sections New colour schemeCMS changeover Changing background coloursRemoving content Changing font types/sizesIntegrating International A RESKIN IS NOT GOING TO IMPACT SEARCH A RESTURUCTURE ALMOST CERTAINLY WILL
  • 8. Retaining Visibility Also lose these
  • 9. The Process Begin SEO planning early Centre your Launch date Review / Website Review /Plan Build Implement Test Launch Test
  • 10. Planning / Research / ObjectivesBrand What is our brand about? Who is our target audience? Consider SEO throughout What are our long term objectives?Commercial Where are our commercial opportunities? What are our competitors doing?Positioning What content should we offer? What do customers currently come to the site for? What sections of the site are currently successful? What can we offer that our competition don’t?
  • 11. CONSIDER ALL IN THE BRIEF Functionality Timescales Developers code Features Look Usability Digital Feel PR DesignersQuality Marketing Content Colours / Fonts Content Visuals Users SEO Functionality Visuals Search engines
  • 12. PLANNING MOBILE /INTERNATIONAL RESPONSIVE
  • 13. Site Structure
  • 14. Wireframes
  • 15. 301 Redirect Plan
  • 16. 404 – Page not found
  • 17. 404 Page Not Found
  • 18. CASE STUDY ORGANIC TRAFFIC
  • 19. OTHER CONSIDERATIONSCommunication is key Developers / CMS users / Marketing / PR & Digital Internal trainingPRIORITISE
  • 20. TAKE AWAYSSTART PLANNING EARLYTECHNICAL SEO IS PARAMOUNTCOMMUNICATE WITH ALLPRIORITISE
  • 21. Any Questions?@4PsMarketing #4PsEDGE @Hannah_4Ps