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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 <ul><li>Preparing for a Redesign </li></ul>
Event Sign Ups Improve Conversion Rates Social Interaction Blog Subscribe Search Engine Friendly Trial Sign Ups Improve Pr...
Prioritize! Search Engine Friendly Improve Conversion Rates Social Interaction Blog Subscribe Improve Profit Per Customer ...
Analysis & info gathering <ul><li>Preparing for a Redesign </li></ul>
What are we analyzing? <ul><li>Current site  performance </li></ul><ul><li>Current site  structure </li></ul>
Possible Structural Changes <ul><li>URL structure </li></ul><ul><li>Navigation </li></ul><ul><li>Conversion point </li></u...
<ul><li>The same adage continues to be true: design for users  and  robots </li></ul>
<ul><li>And when the technology presents itself,  take advantage of it! </li></ul>Microformats RDFa Microdata Open Graph P...
Microdata Schemas Event Organization Book Movie Person Product schema-creator.org Review
The golden rule of analysis: <ul><li>Let your  performance  guide your structural changes. </li></ul>
<ul><li>Instead of asking: </li></ul><ul><li>Will we be  changing our URL structure and navigation? </li></ul><ul><li>Firs...
My 8 Custom Reports for Analysis
<ul><li>1. Conversions by Keyword </li></ul>
<ul><li>2. Conversions by Country/Language </li></ul>
<ul><li>3. Top Converting Landing Pages </li></ul>
<ul><li>4. Engaging Blog Posts </li></ul>
<ul><li>5. Underperforming Content </li></ul>
<ul><li>6. Revenue Generating Keywords/Content </li></ul>
<ul><li>7. Goal Abandonment </li></ul>
<ul><li>8. Slow Page Loads </li></ul>
design &  user testing <ul><li>Preparing for a Redesign </li></ul>
<ul><li>User testing should be done  before and after  your new design mockups. </li></ul>
User Testing | usertesting.com
Concept Feedback | conceptfeedback.com
Feedback Army | feedbackarmy.com
Silverback | silverbackapp.com
Loop11 | loop11.com
GTmetrix | gtmetrix.com
Tracking <ul><li>Preparing for a Redesign </li></ul>
Benchmarking! <ul><li>Google Analytics Annotations </li></ul><ul><li>Raven Tools Event Manager </li></ul><ul><li>Detailed ...
What to Benchmark <ul><li>Queries SEO report in GA </li></ul><ul><li>Engagement metrics </li></ul><ul><li>Conversions </li...
Screaming Frog | screamingfrog.co.uk
slideshare.net/raventools imasocialtool.com <ul><li>Thank you! </li></ul>
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Preparing for a Website Redesign | SEO Design

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  • Think of OGP as schemas for Facebook
  • Transcript of "Preparing for a Website Redesign | SEO Design"

    1. 1. Preparing for a Redesign Presented by: Taylor Pratt | @RavenPratt Raven Internet Marketing Tools imasocialtool.com
    2. 2. Redesigns suck.
    3. 3. They’re destructive.
    4. 4. But it doesn’t have to be that way.
    5. 5. Two Key Ingredients Preparation Communication
    6. 6. The Redesign Process
    7. 7. Goals <ul><li>Preparing for a Redesign </li></ul>
    8. 8. 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
    9. 9. 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
    10. 10. Analysis & info gathering <ul><li>Preparing for a Redesign </li></ul>
    11. 11. What are we analyzing? <ul><li>Current site performance </li></ul><ul><li>Current site structure </li></ul>
    12. 12. Possible Structural Changes <ul><li>URL structure </li></ul><ul><li>Navigation </li></ul><ul><li>Conversion point </li></ul><ul><li>Structured data </li></ul><ul><li>Social meta data </li></ul><ul><li>Hierarchy </li></ul><ul><li>Semantic elements </li></ul><ul><li>Site speed </li></ul><ul><li>Social sharing </li></ul><ul><li>Multilingual </li></ul><ul><li>Coding language </li></ul><ul><li>Media </li></ul>
    13. 13. <ul><li>The same adage continues to be true: design for users and robots </li></ul>
    14. 14. <ul><li>And when the technology presents itself, take advantage of it! </li></ul>Microformats RDFa Microdata Open Graph Protocol
    15. 15. Microdata Schemas Event Organization Book Movie Person Product schema-creator.org Review
    16. 16. The golden rule of analysis: <ul><li>Let your performance guide your structural changes. </li></ul>
    17. 17. <ul><li>Instead of asking: </li></ul><ul><li>Will we be changing our URL structure and navigation? </li></ul><ul><li>First ask: </li></ul><ul><li>Do we need to change our URL structure and navigation? </li></ul>
    18. 18. My 8 Custom Reports for Analysis
    19. 19. <ul><li>1. Conversions by Keyword </li></ul>
    20. 20. <ul><li>2. Conversions by Country/Language </li></ul>
    21. 21. <ul><li>3. Top Converting Landing Pages </li></ul>
    22. 22. <ul><li>4. Engaging Blog Posts </li></ul>
    23. 23. <ul><li>5. Underperforming Content </li></ul>
    24. 24. <ul><li>6. Revenue Generating Keywords/Content </li></ul>
    25. 25. <ul><li>7. Goal Abandonment </li></ul>
    26. 26. <ul><li>8. Slow Page Loads </li></ul>
    27. 27. design & user testing <ul><li>Preparing for a Redesign </li></ul>
    28. 28. <ul><li>User testing should be done before and after your new design mockups. </li></ul>
    29. 29. User Testing | usertesting.com
    30. 30. Concept Feedback | conceptfeedback.com
    31. 31. Feedback Army | feedbackarmy.com
    32. 32. Silverback | silverbackapp.com
    33. 33. Loop11 | loop11.com
    34. 34. GTmetrix | gtmetrix.com
    35. 35. Tracking <ul><li>Preparing for a Redesign </li></ul>
    36. 36. Benchmarking! <ul><li>Google Analytics Annotations </li></ul><ul><li>Raven Tools Event Manager </li></ul><ul><li>Detailed spreadsheet with roles and responsibilities </li></ul>
    37. 37. What to Benchmark <ul><li>Queries SEO report in GA </li></ul><ul><li>Engagement metrics </li></ul><ul><li>Conversions </li></ul><ul><li>Bounces and exit rate </li></ul><ul><li>Noticeable drops in rankings </li></ul>
    38. 38. Screaming Frog | screamingfrog.co.uk
    39. 39. slideshare.net/raventools imasocialtool.com <ul><li>Thank you! </li></ul>
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