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Ses website redesign & seo

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Ses website redesign & seo Ses website redesign & seo Presentation Transcript

  • SEO & the Website Redesign Process Traps, Tricks, Techniques & Tools Jitender Kumar Founder [email_address]
  • Why Redesign?
    • Revamping your website gives you a unique set of problems….
    • This presentation focuses on the things are unique to redevelopment rather than building a new site….
  • Website Redesign Pitfalls
    • Problems stem from:
    • Redesigning on a whim
    • No concerted plan or running before walking
    • Fallen out with designers/developers
    • Not analytical enough – changing pages that convert well
    • No research or survey data
    • No benchmarks or targets
    • Lack of understanding and knowledge of SEO
    • Unrealistic budget, resources or timescales
    • Inadequate security
  • Example Google Malware Page
  • Website Redesign Pitfalls
    • Common Traps:
    • Change of domain or TLD – no redirection
    • Change in URLs – no redirects or global redirects
    • Indexed pages in search engines are not found (404 error)
    • Loss of site traffic
    • Loss of conversions on previously good converting pages
    • Loss of position in the SERPs
    • Loss of site in the SERPs
    • Loss of job?
  • Website Redesign Process Project Definition Site Structure Visual Design Site Development Test & Refine Launch
  • SEO & Website Redesign Process Project Scope Site Architecture Visual Design Site Development Test & Refine Launch Benchmarking Ongoing Updates Celebration + Website Analytics, SEO Analytics + Webmaster Tools + Website Analytics, SEO Analytics + User Tests & Survey Results + User Tests & Survey Results + Continuous Website & SEO monitoring + KPIs, Targets, Benchmarks Project Scope Benchmarking Ongoing Updates Celebration Test & Refine Launch Site Development Test & Refine Launch Visual Design Site Development Test & Refine Launch Project Scope Benchmarking Ongoing Updates Project Scope Benchmarking Celebration Ongoing Updates Project Scope Benchmarking Site Architecture Visual Design Site Development Test & Refine Launch
  • Project Scope
    • Why do you need a redesign?
    • Establish Commercial Goals
    • Establish Project Goals
    • Analysis, Research & Reality Check
    • Agree Website & SEO KPIs/Targets
    • Budget
    • Team & Timescales
    Useful questionnaires www.web-redesign.com/
  • Project Scope: Analytics & Research
    • Website statistics
      • Site Visits, Popular Content, Conversion Analysis
      • Screen size, browsers, Traffic sources
    • Customer & User survey
      • Likes and dislikes
    • Log files
      • 404s, other errors
  • Project Scope: SEO Research
    • Website Analytics
      • Add analytics & Webmaster Tools to old site (if not already added)
    • SEO Analysis
      • Basic Site Audit – highlights obvious site issues
      • Competitive analysis
    • PPC Campaign analysis
      • Which keywords are converting?
      • Consider using them in your redesign
    • Strategic Planning Gap
      • How large is the gap between my site and my competitors?
      • Do I have the resources and desire to commit?
  • Basic SEO Site Audit
  • Competitive SEO Audit
  • Project Scope: Project Goals
    • Set Project Targets & Benchmarks:
    • Create a set of benchmarks that you can compare at Campaign Start & Campaign End
    • Examples:
    • Keyword ranking comparison
    • Competitive benchmarking – League Tables
    • Website Analytics KPIs
      • Revenue, Sales conversions, Visits, Goals
      • Unique Visitors, Page Views, Bounce Rate, Time on site
  • Project Scope: Project Planning
    • Excel
    • Basecamp
    • Fogbugz
  • Site Architecture
    • SEO Friendly – information architecture, navigation URLs, Meta Tags, coding (separation of HTML and CSS) – Not using JS links
    • W3C compliant
    • Old sitemap and hierarchy vs New Sitemap & hierarchy
      • Treejack (“Analytics for a website you haven’t built yet”)
    • Plan 301 redirects
    • Plan to make it fast…
  • Site Architecture
  • Visual Design
    • Sketches – sharing initial thoughts and ideas
    • Wireframes – sharing with the client
    • Test initial design
      • Internal team
      • Client
      • User groups
  •  
  •  
    • Which Content Management System ?
    • Proprietary?
    • Free/Open Source
      • Drupal
      • Joomla
      • Wordpress
    • Numerous SEO Plug-ins
    • XML Sitemap generator
    Site Development
  • Content
    • Golden opportunity - How can you improve your site?
    • What did your customers/users tell you?
      • “ If you were running our business how would you improve our website?”
    • Video - DIY Video Suite - Animoto
    • Avatars - Site Pal
    • Update Plan - build in feedback – Kampyle , User Voice
    • Make it easy for people to link to your content, e.g. tweetmeme , Add This
    • Community support – Get Satisfaction 2.0
    • Organising Content – Optimal Sort
  • Kampyle
  • Testing
    • Type of testing:
    • Functional & Performance
    • X-Browser testing
    • Usability
    • Options:
    • Friends and family
    • Focus groups – internal and external
    • Usability testing labs & eye tracking tools
    • Online Tools:
      • Five Second Test – initial test of designs – clicks and keywords
      • Litmus – X-browser testing for websites and email
      • Crazy Egg – visualise user behaviour – heatmaps and clicks
      • Userfly – watch videos of your users
      • Feedback Army – Ask users questions and get them to perform specific tasks
      • Mechanical Turk – Human Intelligence Task (US Only)
      • Jmeter - Scalability & performance - record interactions, playback multiple threads
      • Yslow , Google Web Toolkit – Browser plug-ins and developer toolkits
  • Usability Testing
    • How much testing should I do?
    • Jacob Nielsen one of the best-known usability gurus, says:
    • “ The best results come from testing no more than 5 users and running as many small tests as you can afford.”
    • http://www.useit.com
  •  
  • Launch
    • Here are some pointers (clearly this is a huge topic!)
    • SEO – Analytics SEO , SEO for Firefox
    • PPC – Acquisio , Lyris HQ
    • Blogging - Scribefire
    • Social Media – Tweet Deck , Hash Tweeps , Ping.fm , AddThis
    • Email – Dot Mailer , Mail Chimp , Lyris HQ
    • PR – Free PR Sites , PRWeb , PR Newswire
    • Article Marketing – Spin2Submit
    • Video – Tube Mogul
  • Benchmarking
    • Compare initial results with campaign start
    • Post launch questionnaires and compare results with campaign start
      • Survey Monkey
      • 4Q
    • Feedback Tools
      • Kampyle.com
      • Get Satisfaction
    • Ensure you have a system for automatically monitoring website and SEO changes
  • Benchmark Ranking Data
  • Competitive League Table
  • Benchmark Analytics Data
    • Fresh content
    • Landing Page Optimisation
      • Ensure your analytics software tracks conversions
      • Benchmark against performance before redesign
      • Objections/Counter Objections
      • Landing Page Checklist – Have you thought of everything?
      • Test – Split A/B or Multivariate
    • Online PR campaign
    • Link building
    • Track your ongoing SEO Campaign – Analytics SEO
    • Do interesting stuff and get people talking about it!
    Ongoing Site & SEO Development
  • SEO Website Redesign Process Tools Project Stage List of Resources & Tools 1 Project Scope Design Process - www.utexas.edu/learn/designprocess/ Questionnaires - www.web-redesign.com Questionnaire Templates – www.esurveyspro.com Survey tools – www.mailchimp.com www.4qsurvey.com E-mail clients – www.dotmailer.com Integrated Website & SEO Analysis - www.analyticsseo.com Bulk domain name checker - www.databasepower.net Project Management – www.basecamphq.com www.fogbugz.com 2 Site Architecture Webmaster Tools - Google Yahoo Bing W3C Validation - http://validator.w3.org 3 Visual Design Site Design - http://balsamiq.com Initial Testing - http://fivesecondtest.com 4 Site Development Content Management Systems – Drupal Joomla Wordpress Drupal SEO-plug-ins Joomla SEO-plug-ins Wordpress SEO Organising Content – Optimal Sort XML Sitemap generator DIY Video Editor – Animoto Avatars – Site Pal Word of mouth – tweetmeme Add This Community support – Kampyle Get Satisfaction User Voice 5 Testing Usability Testing - Jacob Nielsen Test Designs - Five Second Test User videos - Userfly X-Browser tests - Litmus User behaviour - Crazy Egg User feelings & tasks - Feedback Army Mechanical Turk Functional & Performance – Jmeter Yslow Google Web Toolkit 6 Launch SEO – Analytics SEO , SEO for Firefox PPC – Acquisio , Lyris HQ Blogging - Scribefire Social Media – Tweet Deck Hash Tweeps Ping.fm AddThis Email – Dot Mailer Mail Chimp Lyris HQ PR – Free PR Sites PRWeb PR Newswire Article Marketing – Spin2Submit Video – Tube Mogul 7 Benchmarking Automated SEO Tools Feedback tools - Kampyle.com Get Satisfaction 8 Ongoing Development Ongoing SEO Campaign Management Landing Page Checklist Page Optimisation Tools – Vertster Maxymiser Pagealizer Google Website Optimzer 9 Celebration It’s more fun if you take it offline!
  • Celebration (Post-launch)
    • Take pride in your re-designed website and enjoy a hot…
    • Or a cold…
    • Come and meet us on Stand 11 - We’ll show you some of our website redesign and SEO tools and some other good ones that didn’t make the presentation
    • Laurence O’Toole – [email_address] - + 44 208 977 4465
    • www.analyticsseo.com
    • www.websiteredevelopment.com
    • www.twitter.com/analyticsseo