10 Tips for SEO Friendly Redesigns


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Avelyn Austin of the search engine optimization firm, Search Mojo, shares her top 10 tips for maintaining rankings and SEO efforts during the website redesign process. July 29, 2010

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10 Tips for SEO Friendly Redesigns

  1. 1. Micro-Webinar:10 Tips for SEO Friendly Redesigns<br />Presenters: Avelyn Austin <br />Moderator: Renee Revetta<br />#RedesignMojo<br />
  2. 2. Follow along #RedesignMojoFollow us at:@SearchMojo@AvelynAustin@ReneeRevetta<br />#RedesignMojo<br />
  3. 3. About Search Mojo<br />Search engine marketing firm founded in 2005<br />Search engine optimization (SEO)<br />Pay-per-click advertising management (PPC)<br />Social media monitoring<br />Located in Charlottesville, Va<br />Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs, including Marketing Pilgrim and Search Engine Journal<br />Speakers at PubCon and Search Engine Strategies<br />#RedesignMojo<br />
  4. 4. Our Clients<br />
  5. 5. 10 Tips for SEO Friendly Redesigns<br />#SocialMojo<br />
  6. 6. Tip 1: Run a benchmark report<br />Check your current keyword rankings<br />Rank Checker:<br />http://tools.seobook.com/firefox/rank-checker/<br />Check your current inbound link counts<br />Yahoo! Site Explorer:<br />http://siteexplorer.search.yahoo.com/<br />Check your current Analytics<br />Consult your Google Analytics<br />Webmaster Tools<br />#RedesignMojo<br />
  7. 7. Tip 2: Have open communication with all parties involved<br />Make sure all necessary parties are on the same page:<br />SEO Department<br />Marketing<br />Designers<br />IT<br />It easiest to make changes before a site is live.<br />#RedesignMojo<br />
  8. 8. Tip 3: Evaluate your technologies and program accordingly<br />Use Flash or Javascript wisely<br />Search bots cannot read or index text that is in Flash or Javascript<br />When using Flash or Javascript<br />Use <noscript> tags to tell the search bots what text is shown within.<br />#RedesignMojo<br />
  9. 9. Tip 3: Evaluate your technologies and program accordingly<br />#RedesignMojo<br />
  10. 10. Tip 4: Leave the old & new sites up when changing IP addresses<br />Changing servers?<br />Leave both servers up for 2-4 weeks so that search bots may re-crawl your site and find the new location<br />Serves as a “Change of Address” notification<br />If both servers are not left up, Google may think that the site has been taken down and ranking may be lost.<br />#RedesignMojo<br />
  11. 11. Tip 5: Implement 301 redirects when changing filenames<br />Changing any page filenames?<br />Implement 301 permanent redirects<br />Tells the bots where the information has been relocated to<br />Should be implemented when a filename changes or when a page is removed<br />Retain some link juice that the page had<br />Takes your searchers to the new location of information automatically.<br />#RedesignMojo<br />
  12. 12. Tip 6: Choose the right content management system (CMS) <br />When choosing a CMS, make sure you can create unique:<br />Title tags<br />Meta keyword tags<br />Meta description tags<br /> For each page.<br />#RedesignMojo<br />
  13. 13. Tip 7: Incorporate CSS in an SEO-friendly manner<br />Stylesheets make web design consist and easy, but use the appropriate H tags<br />H1, H2, etc. tags tell the search bots what the important topics are on the page<br />A CSS tag named “headline” means nothing to the bots.<br />#RedesignMojo<br />
  14. 14. Tip 8: Consider subdomainsvs subdirectories when appropriate<br />Subdomains allow companies to have more than 2 listings for a single search<br />Equals more visibility<br />Consider subdomains for:<br />Blogs<br />Example: blog.search-mojo.com vs. www.search-mojo.com/blog<br />Different departments within a large company<br />Example: business.university.edu<br />Example: oncology.hospital.org<br />#RedesignMojo<br />
  15. 15. Tip 9: Repurpose the SEO work already done<br />Don’t waste time reinventing the wheel.<br />Use the SEO work you’ve already done.<br />Include keyword phrases within the new copy<br />Use title tags, meta tags, etc that have been optimized<br />#RedesignMojo<br />
  16. 16. Tip 10: Monitor your rankings<br />The new site is live, now what?<br />Refer back to the benchmark report<br />Run rankings daily for 2 weeks<br />Determine if rankings are at least being retained<br />After the 2-4 week overlap you should be safe to take down the old site.<br />#RedesignMojo<br />
  17. 17. Contact Information<br />Avelyn Austin<br />Sales Consultant<br />aaustin@search-mojo.com<br />800-939-5938 x106<br />@AvelynAustin<br />Renée Revetta<br />Social Media Specialist<br />rrevetta@search-mojo.com<br />800-939-5938 x107<br />@ReneeRevetta<br />www.search-mojo.com<br />blog.search-mojo.com<br />#RedesignMojo<br />