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An SEO Friendly Website Redesign Process - Tools, Tips and Techniques
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An SEO Friendly Website Redesign Process - Tools, Tips and Techniques

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Website not performing? Learn how to go about re-designing and re-developing your website in a user friendly and search-engine friendly manner.

Website not performing? Learn how to go about re-designing and re-developing your website in a user friendly and search-engine friendly manner.

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  • 1. SEO & the Website Redesign Process Traps, Tricks, Techniques & Tools Laurence O’Toole Director – AnalyticsSEO.com [email_address] + 44 208 977 4465 www.analyticsseo.com @analyticsseo www.websiteredevelopment.com
  • 2. Who are we?
    • A UK software business on a mission to:
    • “ Have the time of our lives building software that changes our customers' lives”
    • Analytics SEO is a suite of online SEO tools for SEO agencies and companies with multiple websites
    • We also redesign a few websites every now and then!
  • 3. 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
  • 4. 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?
  • 5. Example Google Malware Page
  • 6. Typical Website Redesign Process Project Definition Site Structure Visual Design Site Development Test & Refine Launch
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. Project Scope: SEO Research
    • Website Analytics
      • Add analytics & Webmaster Tools to old site (if not already added)
    • SEO Analysis
      • Basic Site Audit & On-Site Analysis – 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?
  • 11. Basic SEO Site Audit
  • 12. Competitive SEO Audit
  • 13. Project Scope: Project Goals
    • Set Project Targets & Benchmarks:
    • Create a set of benchmarks that you can compare at Campaign Start & Campaign End
      • Keyword ranking comparison
      • Competitive benchmarking – League Tables
    • Website Analytics KPIs:
      • Revenue, Sales conversions, Visits, Goals,
      • No. Keywords & %Pages bringing organic traffic
      • Unique Visitors, Page Views, Bounce Rate, Time on site, Brand engagement
  • 14. Benchmark Analytics Data
  • 15. Example: Organic Breadth & Depth
  • 16. Project Scope: Project Planning
    • Excel
    • Basecamp
    • Fogbugz
  • 17. 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…
  • 18. Site Architecture
  • 19. Visual Design
    • Sketches – sharing initial thoughts and ideas
    • Wireframes – sharing with the client
    • Test initial design
      • Internal team
      • Client
      • User groups
  • 20.  
  • 21.  
  • 22.
    • Which Content Management System ?
    • Proprietary?
    • Free/Open Source
      • Drupal
      • Joomla
      • Wordpress
    • Numerous SEO Plug-ins
    • XML Sitemap generator
    Site Development
  • 23. 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
    • Make it easy for people to link to your content, e.g. tweetmeme
    • Community support – Get Satisfaction 2.0
    • Organising Content – Optimal Sort
  • 24. 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
      • Jmeter - Scalability & performance - record interactions, playback multiple threads
      • Yslow , Google Web Toolkit – Browser plug-ins and developer toolkits
  • 25. 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
  • 26.  
  • 27. Launch
    • SEO
    • PPC
    • Blogging
    • Social Media
    • Email
    • PR
    • Video
    Sorry, there’s just not enough time to cover all the tools you could use to support your re-launch.
  • 28. 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 - AnalyticsSEO
  • 29. Benchmark Ranking Data
  • 30. Benchmark Ranking Data
  • 31. Competitive League Table
  • 32. Benchmark Analytics Data
  • 33.
    • 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
  • 34. SEO Website Redesign Process Tools
  • 35. Celebration (Post-launch)
    • Take pride in your re-designed website and enjoy a hot…
    • Or a cold…
    • Come and meet us on Stand 420 - 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
    • @analyticsseo.com