Failing Forwards Looking after my  vital statistics <ul><li>Using metrics to monitor and manage the impact of a website re...
<ul><li>Aims </li></ul><ul><li>Preserving hard-earned existing website metrics </li></ul><ul><li>Preventing SEO damage </l...
<ul><li>Planning for success </li></ul><ul><li>Identify priority pages </li></ul><ul><li>Map old locations to new </li></u...
<ul><li>Planning for failure </li></ul><ul><li>Make sure you can spot problems </li></ul><ul><li>Monitor 404 errors daily ...
<ul><li>Results </li></ul><ul><li>Search referrals preserved, and then rose </li></ul><ul><li>Peak in 404 errors quickly b...
<ul><li>Lessons learnt & future plans </li></ul><ul><li>Don’t think you can do it all, just make sure you can identify and...
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Looking after my vital statistics by James Morley - Culture24 Lets Get Real conference

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Failing Forwards case study presented by James Morley (Kew) at Culture24's Let's Get Real conference 2011: How to Evaluate Success Online?

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  • Relaunched October 2009 Complete new site architecture, back-end infrastructure, design and features &amp; functionality 4m visits and 15m page views per year We don’t feel we were doing to badly, but were also investing a lot of effort in SEO for the first time, which could have been un-done Implementing a new site structure, design and navigation is always a risk
  • 10 pages account for 33% of traffic, yet there are 577,000 different urls reported Mapping can only be done manually, although you can be clever (e.g. catch-alls) 100s of new 301s set up
  • Accept it won’t all work fine! 404 page still accounts for &gt;3,000 page views per month, or about 0.4% of all traffic – c. 30 th most ‘popular’ page! Visits to this ‘page’ are unique Bounce rate has been reduced due to new features on page e.g. Predicted pages based on search.
  • Really hard to get accurate picture when so many factors at play – seasonal, wider web trends etc Secondary benefits – now the 404 reports are simply used to spot errors! Was it worth it? Yes!
  • Be prepared – predict problems and make sure you can spot them Keep it real – no need to set up a redirect for an old page that gets three hits a year Be intelligent – if a government page has a link to some buried policy document, it might be quite important; and don’t be lazy and set up catch-all redirects that will keep your 404s down but have absolutely no value to your users, or even SEO
  • Looking after my vital statistics by James Morley - Culture24 Lets Get Real conference

    1. 1. Failing Forwards Looking after my vital statistics <ul><li>Using metrics to monitor and manage the impact of a website relaunch </li></ul><ul><li>James Morley, Royal Botanic Gardens, Kew </li></ul><ul><li>www.kew.org | j.morley@kew.org | @jamesinealing </li></ul>
    2. 2. <ul><li>Aims </li></ul><ul><li>Preserving hard-earned existing website metrics </li></ul><ul><li>Preventing SEO damage </li></ul><ul><li>Ensuring no negative impact on user experience </li></ul>
    3. 3. <ul><li>Planning for success </li></ul><ul><li>Identify priority pages </li></ul><ul><li>Map old locations to new </li></ul><ul><li>Implement 301 redirects </li></ul><ul><li>Enable optimum reporting </li></ul>
    4. 4. <ul><li>Planning for failure </li></ul><ul><li>Make sure you can spot problems </li></ul><ul><li>Monitor 404 errors daily and fix quickly </li></ul><ul><li>Optimise 404 error page </li></ul>
    5. 5. <ul><li>Results </li></ul><ul><li>Search referrals preserved, and then rose </li></ul><ul><li>Peak in 404 errors quickly brought down </li></ul><ul><li>Longer term realisation of wider benefits of relaunch – no pain no gain! </li></ul>
    6. 6. <ul><li>Lessons learnt & future plans </li></ul><ul><li>Don’t think you can do it all, just make sure you can identify and react to problems </li></ul><ul><li>Don’t lose yourself in the detail </li></ul><ul><li>Do think about your real users, not just Google </li></ul>

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