Rob Garner at adtech Chicago 2006: Preserving your URL Equity in a Website Redesign

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My presentation on link equity and search equity preservation in a web site redesign.

My presentation on link equity and search equity preservation in a web site redesign.

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  • This picture illustrates a relational link structure toward ad-tech.com. Reveals links to sites, and also theme of links, but most importantly it shows the complexity of existing link structures in a legacy site. Understanding your site’s history and link value must be considered in a redesign.
  • These are models of a limited number of ad-tech.com link partners. Actual direct links number in the tens of thousands.

Transcript

  • 1. Preserving your URL Equity in a Website Redesign ROB GARNER, iCROSSING, SENIOR STRATEGIC PLANNER
  • 2.
    • Your URLs are valuable.
    • They are the keys to your online kingdom.
  • 3. Overview
    • Defining the elements of URL Equity
    • > What makes it valuable
    • Understanding the impact of a site redesign
    • > How important it is to get it right
    • Preserving your URL Equity
    • > What to do to protect your valuable search investment
  • 4. Defining the elements of URL equity
    • Serves as a gateway for many traffic forms
      • > Bookmarks, search, website traffic, etc.
    • Contains years of inbound link buildup
      • > Home page
      • > Deep site linkage
    • References your search engine indexing history
    • Represents prior investments in search
      • > Internal search programs
      • > Retained an agency or consultant
    The URL is the axis point for ALL of the traffic to your site.
  • 5.
    • Link Types
    • > Press releases / Buzz
    • > Blog/news link references
    • > Authority site links
    • > Quality directory links
    • > Links from article syndication
    • > Internal site links
    • > Etc.
    Defining the elements of URL equity www.yourdomain.com/yourpage.html
    • Engines: Link Factors
    • > Appearance dates of new links
    • > Natural patterns of development.
    • > Quality of site sending link
    • > Rate at which sites appear
    • and/or disappear
    • > Etc.
        • Source: Google Patent Application # 20050071741
    URLs Converted to Bookmarks > Domain > Deep internal URLs
  • 6. ad-tech.com link model l established 1996 Defining the elements of URL equity Demonstrates the complexity and intricacy of legacy link structure ad-tech.com
  • 7. Defining the elements of URL equity ad-tech.com deep link model l established 1996 895 backlinks ny.asp Deep link model demonstrates only a limited number of ad-tech link partners. chicago.asp 42,832 backlinks sf.asp 1,878 backlinks ad-tech.com
  • 8. Now what would happen if ad:tech were to redesign their site and rename their URLs? (without preserving equity)
  • 9. Understanding the impact of a site redesign 895 backlinks ny.asp Link traffic, bookmark traffic and search traffic would all be lost. Gone Gone Gone adtech-newdomain.com deep link model l established 2006 (hypothetically) chicago.asp 42,832 backlinks sf.asp 1,878 backlinks ad-tech.com
  • 10. Impact and cost to marketer when URLs change:
    • Spiders can’t find new pages as quickly
    • Engines can’t apply pre-existing backlink history
    • Visitors can’t find what they are looking for
    • Bookmarks rendered useless
    • Bandwidth wasted
    • Traffic is gone
    • Conversions and sales are lost
    Understanding the impact of a site redesign
  • 11. C A S E S T U D Y Site relaunch on renamed URLs, with no redirection plan Site relaunched with new URLs in mid-month Understanding the impact of a site redesign 404 errors spiked, and the site never fully recovered
  • 12. So preserve your URL equity as if your brand (and your job) depend upon it.
  • 13. Now this doesn’t mean you shouldn’t ever redesign your site or rename your URLs, Just ask the right questions before you start
  • 14.
    • Questions your web and marketing team should ask before starting a redesign:
    1. How can I include URL architecture in the business and technical requirements? Understanding the impact of a site redesign
  • 15.
    • Questions your web and marketing team should ask before starting a redesign:
    2. How much URL equity is established in my current site structure? 1. How can I include URL architecture in the business and technical requirements? Understanding the impact of a site redesign
  • 16.
    • Questions your web and marketing team should ask before starting a redesign:
    2. How much URL equity is established in my current site structure? 3. How can we preserve the existing URL structure? 1. How can I include URL architecture in the business and technical requirements? Understanding the impact of a site redesign
  • 17.
    • Questions your web and marketing team should ask before starting a redesign:
    2. How much URL equity is established in my current site structure? 3. How can we preserve the existing URL structure? 1. How can I include URL architecture in the business and technical requirements? Understanding the impact of a site redesign 4. What impact will other development & business requirements have on URL equity? (File or platform changes, session id’s, etc)
  • 18.
    • Consider all options for maintaining existing URL structure
    • Use proper redirection techniques for URLs that must change
        • > Utilize 301 redirects for pages that are permanently moved
    • Use sustainable URL naming conventions when possible > Ideally, these URL names should never change > http://www.w3.org/Provider/Style/URI.html
    Preserving your URL investment
  • 19. Assessing URL equity and value before a redesign
    • Assess quality of inbound home page and deep site links
        • > Authority sites? .Gov’s, .Edu’s? $299 Y! Dir links?
    • Assess the age and history of domain and URLs
        • > Site’s with a positive URL history can be at a distinct advantage
    • Estimate URL liabilities
    • Read log files
      • > Are internal pages pulling high volume search traffic?
    • > Why are these pages performing well?
    • > Does the long tail of the site refer substantial traffic?
    • Run a Deep Link Ratio report
    Preserving your URL investment
  • 20. Use the Deep Link Ratio formula to determine the ratio of internal site linkage beyond the home page:
    • Yahoo command:
    • linkdomain:ad-tech.com -site:ad-tech.com -link:http://www.ad-tech.com -link:http://ad-tech.com
    Number of deep links ------------------------------------------- = DLR Number of links pointing at site Preserving your URL investment
  • 21. Preserving your URL investment ad-tech.com DLR 85% 895 backlinks ny.asp 91,500 ---------- = 0.85 % 107,000 chicago.asp 42,832 backlinks sf.asp 1,878 backlinks ad-tech.com
  • 22. For a copy of this presentation, please leave your business card with the word “presentation” written on the back. Rob Garner l Senior Strategic Planner Senior Strategic Planner iCrossing, Dallas, Texas 214.676.2089 [email_address] Thank you.