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