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

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

    • 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
    • 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!
    • 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
    • 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?
    • Example Google Malware Page
    • Typical 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 & 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?
    • 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
        • 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
    • Benchmark Analytics Data
    • Example: Organic Breadth & Depth
    • 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
      • Make it easy for people to link to your content, e.g. tweetmeme
      • Community support – Get Satisfaction 2.0
      • Organising Content – Optimal Sort
    • 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
    • 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
      • 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.
    • 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
    • Benchmark Ranking Data
    • 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
    • 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