Critical SEO Steps to Website Redesign - slides 11-20-13

Critical SEO Steps to
Website Redesign

Mike Turner
Director of Business Development
November 20th, 2013

#123webinar | @webmarketing123

Frequently Asked Questions (FAQs)
Are the slides available?

Yes! Just email
results@webmarketing123.com

@webmarketing123

Engage with us on Social:

facebook.com/webmarketing123
webmarketing123

Get a consultation:

Email us at “results@webmarketing123.com”


About Us

3

We are a Full Service

Digital Marketing Agency:
Search Engine Optimization
Paid Search / Display Advertising
Social Media Marketing

Top 500 Fastest Growing
Private US Companies


4

What sets
us apart?

5

We deliver on

revenue.

Not just leads & traffic.

Each campaign includes:

Business Research + Strategy
Custom Scorecard Tracking
Attribution + Data-driven Optimizations


6

Bonus
Prize

7

Tweet the link to our third annual

State of Digital Marketing
(available on Webmarketing123.com)

with the #wm123report hashtag

for a chance to

win an iPad mini!

Copyright © 2013 Apple Inc.


8

Agenda: Critical Steps to Website Redesign
1

Why even bother with SEO during redesign?

2

Map your keyword roadmap.

3

Do not ignore social media.

4

Choose the right CMS

5

Clarify your call to action.


Why bother with SEO?

Search has caused a shift in the
purchasing process.

Buyers are moving 60%
of the way through the
sales funnel before they
engage with sales reps.
Source: Corporate Executive Board, The Most Important Number in
Marketing, Aug. 2011



Chances are this is not a question.

Can you evaluate your search
opportunity in terms of revenue?
If you answered, “Yes”…



Understand the Cost of Not Ranking.
A simple calculation can tell you how much revenue you are
missing by not ranking on search engines for top keywords:

Keywords

Monthly Search Volume

Resource management

673,000

Portfolio management

207,000

Project management software

59,200

It governance

27,600

Software project management

15,700

Project management tools

14,800

It project management

Monthly Cost of Not Ranking on these Keywords
Click Through Rate
(7%, page 1 average)

71,729 new website visitors

Visitor to Lead Rate
(1-3%, B2B average)

1,793 new leads

Raw Lead to Qualified Rate
(15%)

269 new qualified leads

12,100

Lead to Sale Rate
(10%)

27 new deals

Project management office

8,700

Average sale price

$100,000

Project portfolio management

6,600

Total Monthly Searches

1,024,700

$2,700,000 monthly revenue
Annual Cost of Not Ranking


$32,400,000 annual revenue


Are you actively planning a website redesign?



Do not wait.
Website owners often wait until after their site is redesigned
and launched before getting a SEO expert involved.

This can lead to:
1

Expensive 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

Optimizing for internal jargon, rather than targeting keywords
your audience is actually using.



You’re already ranking for some
keywords.
Why not take those rankings with you?

To-do list

Establish a baseline
of where your site
ranks today for
your keywords.


This client would have lost revenue &
1000’s of visits.



Here’s what you need to consider:

1

Are URLs changing?
Ex: www.mysite.com/about to www.mysite.com/aboutus

2

Are you adding or removing pages?
Ex: altering or adding products and services

3

Managing your inbound links.



301 Redirect



301 Redirect FAQs
1

Does my old page pass on 100% of the value to the new
page?

2

How long will it take search engines to recognize this move?

3

When do I use a 301 vs. a 302 redirect?

4

Map old URLs to corresponding new URLs.



1


2


3


4

Choose the right CMS

5



Map Your Keyword Roadmap

Review: How do Google spiders crawl your
site?
They follow links
from page to page.

Data Center



1

2

3

Thematically group
pages around
keywords.

Men’s Shoes

Link pages within
the same groups to
further strengthen
the theme.

Women’s Shoes

Kids’ Shoes

Reduce the clickdepth required to
reach the majority
of your site’s pages.

Women’s Boots



Take this opportunity to create targeted
content.

Use a keyword mapping document.


Don’t ignore social media.

Social signals are increasingly affecting
organic search rankings.

Google: “Yes we do compute
and use author quality as a
signal.”

Bing: “We do look at the social
authority of a user.”

Source: Danny Sullivan’s Dec 2010 Q&A with Google & Bing,



Encourage social shares by installing share
buttons & creating engaging content.

Especially Google+
In fact, the +1 button actually effects your ranking.

Source: SocialMediaToday.com



Verify your content with Google+
Authorship.
“Within search results,
information tied to
verified online profiles
will be ranked higher
than content without
such verification...”
- Eric Schmidt
Executive Chairman of Google



1


2


3


4

Choose the right CMS.

5




Make sure your content management
system (CMS) is SEO friendly.
Use a modern CMS that allows:
1

Customization of posts.

2

Multi-user content creation.

Drupal 7%+

Joomla 9%+

Wordpress 50%+


10 SEO elements need to be customizable:
1
2
3

4

5

Page Titles
Meta Content

6

Title, Description, Keywords

Headers
H1, H2

Content Modifications
Alt Tags for Images

7

Title Tags for Links
Footers

(Specific to individual pages)

8

Internal Links

9

Page URLs

10

(Add/Modify anchor text)

SEO Friendly Breadcrumbs



Page Titles

Meta Text

<title>Shoes, Clothing, and More | Zappos.com </title>

<meta name="description" content="Free shipping BOTH
ways on shoes, clothing, and more! 365-day return
policy, over 1000 brands, 24/7 friendly customer service.
1-800-927-7671" />


Examples of SEO Elements

Page Title

H1 Header



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

Digital-Multimeter

URL

Inbound
Links

Content

Image ALT Tags

Internal
Links


Meta Description & Keywords


1


2


3


4


5



Clarify your Call to Action.

Create a clear path from attraction to
conversion.
Your website must answer 3 simple questions:
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 7 seconds they spend on your
site.

After that, every element of every page
must answer the third key question

If your conversion rate is less than 1%, reevaluate your CTA.



What are you supposed to do on this LP?


Redesign To-Do List:
Talk to an SEO expert.
Proactively incorporate SEO.
Choose an SEO-friendly CMS.
Keep your current rankings.

Know your sales funnel.


40

THANK YOU
Mike Turner
Director of Business
Development

Download:
2014 State of Digital Marketing Report
Webmarketing123.com

Reach out for a Complimentary Consultation:
SEO/SEM/Social Media Marketing
Measurement/Analytics Approach
Lead Gen Effectiveness

Email results@webmarketing123.com or call 800.619.1570

Critical SEO Steps to Website Redesign - slides 11-20-13

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Critical SEO Steps to Website Redesign - slides 11-20-13

Similar to Critical SEO Steps to Website Redesign - slides 11-20-13 (20)

More from DemandWave

More from DemandWave (20)

Recently uploaded

Recently uploaded (20)

Critical SEO Steps to Website Redesign - slides 11-20-13