Preparing for a Website Redesign | SEO Design

Preparing for a Redesign Presented by: Taylor Pratt | @RavenPratt Raven Internet Marketing Tools imasocialtool.com

Redesigns suck.

They’re destructive.

But it doesn’t have to be that way.

Two Key Ingredients Preparation Communication

The Redesign Process

Goals
Preparing for a Redesign

Event Sign Ups Improve Conversion Rates Social Interaction Blog Subscribe Search Engine Friendly Trial Sign Ups Improve Profit Per Customer Attract More Links More Return Visitors Improve Bounce Rate Showcase Design Skills Blog Comments More Sales Leads Better Branding Increase Time on Site Larger Orders Social Subscribes

Prioritize! Search Engine Friendly Improve Conversion Rates Social Interaction Blog Subscribe Improve Profit Per Customer Attract More Links Improve Bounce Rate Blog Comments More Sales Leads Better Branding Increase Time on Site Larger Orders Primary Secondary Tertiary

Analysis & info gathering

What are we analyzing?
Current site performance
Current site structure

Possible Structural Changes
URL structure
Navigation
Conversion point
Structured data
Social meta data
Hierarchy
Semantic elements
Site speed
Social sharing
Multilingual
Coding language
Media

The same adage continues to be true: design for users and robots

And when the technology presents itself, take advantage of it!
Microformats RDFa Microdata Open Graph Protocol

Microdata Schemas Event Organization Book Movie Person Product schema-creator.org Review

The golden rule of analysis:
Let your performance guide your structural changes.

Instead of asking:
Will we be changing our URL structure and navigation?
First ask:
Do we need to change our URL structure and navigation?

My 8 Custom Reports for Analysis

1. Conversions by Keyword

2. Conversions by Country/Language

3. Top Converting Landing Pages

4. Engaging Blog Posts

5. Underperforming Content

6. Revenue Generating Keywords/Content

7. Goal Abandonment

8. Slow Page Loads

design & user testing

User testing should be done before and after your new design mockups.

User Testing | usertesting.com

Concept Feedback | conceptfeedback.com

Feedback Army | feedbackarmy.com

Silverback | silverbackapp.com

Loop11 | loop11.com

GTmetrix | gtmetrix.com

Tracking

Benchmarking!
Google Analytics Annotations
Raven Tools Event Manager
Detailed spreadsheet with roles and responsibilities

What to Benchmark
Queries SEO report in GA
Engagement metrics
Conversions
Bounces and exit rate
Noticeable drops in rankings

Screaming Frog | screamingfrog.co.uk

slideshare.net/raventools imasocialtool.com
Thank you!

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Preparing for a Website Redesign | SEO Design

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