SEO Risk Management


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SEO Risk Management is the practice of assessing and controlling SEO risk that affects the SEO project, process, or product.

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SEO Risk Management

  1. 1. An active and ongoing SEO project always has risk.
  2. 2. 1. What is SEO Risk Management2. Risk Components3. SEO Risk Event4. Impact of SEO Risk5. Risk Management Process6. Risk Management benefits
  3. 3. SEO Risk Management is the practice of assessing and controlling SEOrisk that affects the SEO project, process, or product.
  4. 4. Risk Components
  5. 5. SEO Risk EventWebsite redesign during SEO ongoing projectsMigration to a new CMSGoogle updates search algorithm unexpectedlyImportant backlink is being devaluated
  6. 6. Googles EMD Update – Sept 27, 2012Googles Penguin #3 Update - Oct 5, 2012 Googles Panda #21 — Nov 5, 2012 Googles Panda #22 — Nov 21, 2012
  7. 7. Risk CategoriesKnown Risks • Website Redesign • Competitors follow their own SEO strategy and bias success of your SEO efforts Unknown Risks • Change of Google search algorithm Scope Risks • Caused by frequent change requests or defects Schedule Risks • Delays, dependencies, wrong estimates or multiple critical paths • Outsourcing, distributed teams, integration of newResource-based Risks -- team members
  8. 8. Impact of SEO Risk Multiple pages vanish from index Google sweeps that take websites from the top of the rankings to off the first page altogether. Drop in SEO Traffic after a Website Redesign: Client won’t pay because he is not satisfied.
  9. 9. Context of Risk Management
  10. 10. Context of Risk ManagementStakeholder Management recognize and acknowledge stakeholdersneeds, concerns, wants, authority, common relationships, interfaces andalign this information within the Stakeholder Matrix.Software development efforts estimation is the process of predicting themost realistic use of effort required to develop or maintain software basedon incomplete, uncertain and/or noisy input. Effort estimates may be usedas input to project plans, iteration plans, budgets, and investmentanalyses, pricing processes and bidding rounds.Requirements management is the process ofdocumenting, analyzing, tracing, prioritizing and agreeing on requirementsand then controlling change and communicating to relevant stakeholders.It is a continuous process throughout a project. A requirement is acapability to which a project outcome (product or service) should conform.Estimation and controlling of effort- These estimates are used toestimate the effort for a given task and, in the hands of a businessuser/project manager, added up to get the completion date for the projectas a whole.
  11. 11. Risk Management Process Risk Management PlanningIdentify risks Analyze risks Prioritize risks Risk management Risk monitoring
  12. 12. Risk management benefits• Future problems are recognized and can be eliminated in due time• Incentive to deal with project more intensely• Incentive to deal with project stakeholders more intensely• Promotion of censorious thinking in project team• More successful projects• Risk management as a team building activity• Continuous improvement of project management
  13. 13. SEO Case Studies A Steep Drop in SEO Traffic after a Website Redesign
  14. 14. SEO Case Studies SEO Traffic Dropping Twice After CMS Migration:
  15. 15. SEO Case Studies Identify risks Crawl Your Site. Know Your Site. Perform an Inbound Link Analysis The 301 Redirection Plan SEO Technical Audits
  16. 16. SEO Case Studies Analyze risks Analyzing Site Reporting During a Redesign Google Webmaster Analysis Analyzing On-Page Optimization
  17. 17. SEO Case Studies Prioritize risks Don’t Stop Optimization During the Redesign or Migration Focus on 301 Redirection Keep the same URL structure as your original website when redesigning or migrating a website, if possible
  18. 18. SEO Case Studies Prioritize risks - Optimization
  19. 19. SEO Case Studies Prioritize risks - Optimization
  20. 20. SEO Case Studies Prioritize risks - Redirects
  21. 21. SEO Case Studies Risk management Finding Code Problems That Can Damage SEO Summary – Preparing for Redesigns and CMS Migrations is Critically Important
  22. 22. SEO Case Studies Risk monitoring Check status of risks continuously. Risk status should be part of every status meeting. Are there new risks to be analyzed? Has there been a change of risk priorities? Is the top-list of risks still up-to-date?