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6 Critical SEO Steps for Website Redesign Webmarketing123 slides

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  • 1. 6 Critical SEO Steps for WebsiteRedesign Alex Dunks SEO Expert // Manager of Business Development Webmarketing123 @webmarketing123 #123webinar
  • 2. @webmarketing123 #123webinar
  • 3. Some Practical Matters Yes! Just emailü  Are the slides available? seo@webmarketing123.comü  Tweet today’s event using #123webinar @webmarketing123 facebook.com/webmarketing123ü  Stay informed by following us. webmarketing123ü  Ready to take the next step with us? Request a Complimentary SEO Assessment Today. @webmarketing123 #123webinar
  • 4. 6 Critical Steps to Website Redesign 1 Don’t reinvent the wheel 2 Map your keyword roadmap 3 Include Social Media 4 Select the right CMS 5 Clarify your call to action 6 Optimize for visitors @webmarketing123 #123webinar
  • 5. POLL: ? Are you actively planning awebsite redesign? @webmarketing123 #123webinar
  • 6. Don’t Wait! Website owners often wait until after their site isredesigned and launched before getting a SEOexpert involved.This can lead to:1) Expensive site design changes that could have been easilyimplemented during the design process.2) Severely reduced traffic for months after a site is redesignedand launched. @webmarketing123 #123webinar
  • 7. 6 Critical Steps to Website Redesign 1 Don’t reinvent the wheel 2 Map your keyword roadmap 3 Include Social Media 4 Select the right CMS 5 Clarify your call to action 6 Optimize for visitors @webmarketing123 #123webinar
  • 8. Don’t re-invent the wheel You’re already ranking for some keywords. Make sure you take those rankings with you. Make sure to… Establish a baseline of where your site ranks today for your keywords @webmarketing123 #123webinar
  • 9. Don’t re-invent the wheel This client would have lost 300K monthly potential visitors. @webmarketing123 #123webinar
  • 10. Don’t re-invent the wheel Things to consider: •  Are URLs changing? Ex: www.mysite.com/about to www.mysite.com/aboutus •  Are you adding or removing pages? Ex: altering or adding products and services •  Managing your inbound links @webmarketing123 #123webinar
  • 11. 6 Critical Steps to Website Redesign 1 Don’t reinvent the wheel 2 Create your keyword roadmap 3 Include Social Media 4 Select the right CMS 5 Clarify your call to action 6 Optimize for visitors @webmarketing123 #123webinar
  • 12. Create Your Keyword Roadmap Review: How Do Search Spiders Crawl Your Site? The follow links to get from page to page Data Center @webmarketing123 #123webinar
  • 13. Create Your Keyword Roadmap 1.  Thematically group pages around keywords. 2.  Link pages within the same groups to further strengthen the theme. 3.  Reduce the click-depth required to reach the majority of your site’s pages. Men’s Shoes Women’s Shoes Kids’ Shoes Women’s Boots @webmarketing123 #123webinar
  • 14. Create Your Keyword Roadmap 301 Redirect Old New @webmarketing123 #123webinar
  • 15. Create Your Keyword Roadmap 301 Redirect FAQs •  Does my old page pass on 100% of the value to the new page? •  How long will it take search engines to recognize this move? •  When to use a 301 vs. a 302? •  ‘Map’ old URLs to corresponding new URLs @webmarketing123 #123webinar
  • 16. Create Your Keyword Roadmap Don’t forget an effective 404 page – “Page not found” @webmarketing123 #123webinar
  • 17. Create Your Keyword Roadmap Take this opportunity to generate targeted content Use Google analytics (or other web analytics provider) to determine what keyword phrases brought significant targeted traffic to your site by keyword and which phrases resulted in conversions. Use Google Webmaster Tools to get information about the keyword phrases for which your site is being found such as impressions (how many times a page on your site appeared in a search result for a keyword phrase) and click-throughs (Webmaster Tools / Your Site on the web / Search queries). @webmarketing123 #123webinar
  • 18. 6 Critical Steps to Website Redesign 1 Don’t reinvent the wheel 2 Create your keyword roadmap 3 Include Social Media 4 Select the right CMS 5 Clarify your call to action 6 Optimize for visitors @webmarketing123 #123webinar
  • 19. Include Social Signals Social Media mentions and sentiment are affecting rankings more and more Bing: “We do look at the social authority of a user”. Google: “Yes we do compute and use author quality as a signal.” Just as Google’s Pagerank measures how authoritative a web page is deemed to be, search engines also calculate the social authority of people, and give more or less value to social media mentions. Social signals become increasingly influential in organic search results, as Google & Bing increasingly seek to deliver fresh or recent results. From Danny Sullivan’s Dec 2010 Q & A with Google & Bing @webmarketing123 #123webinar
  • 20. Include Social Signals Encourage Social Media bookmarking by installing Share buttons and creating engaging & share-worthy content. @webmarketing123 #123webinar
  • 21. Include Social Signals Google’s “+1” button impacts your ranking @webmarketing123 #123webinar
  • 22. 6 Critical Steps to Website Redesign 1 Don’t reinvent the wheel 2 Create your keyword roadmap 3 Include Social Media 4 Select the right CMS 5 Clarify your call to action 6 Optimize for visitors @webmarketing123 #123webinar
  • 23. Select the Right CMS Use a modern content management system (CMS) that allows for customization of posts, and content creation by many users. 50%+ 7%+ 9%+ % of top million websites using a CMS, Source: W3Techs.com @webmarketing123 #123webinar @webmarketing123
  • 24. Select the Right CMS Make sure your CMS is SEO and user friendly @webmarketing123 #123webinar
  • 25. Select the Right CMS Make sure your CMS is SEO and user friendly SEO elements should be customizable: 1.  Page Titles 6. Title Tags for Links 2.  Meta Content 7. Footers Title, Description, Keywords (footers specific to individual page/set of pages) 3. Headers – H1, H2 8. Internal Links (add/modify anchor text) 4. Content modifications 9. Page URLs 5. Alt Tags for Images 10. SEO Friendly Breadcrumbs @webmarketing123 #123webinar
  • 26. Select the Right CMS Page Titles <title>Shoes, Clothing, and More | Zappos.com </title>! <meta name="description" content="Free shipping BOTH ways on MetaText shoes, clothing, and more! 365-day return policy, over 1000 brands, 24/7 friendly customer service. 1-800-927-7671" />! @webmarketing123 #123webinar
  • 27. Select the Right CMS Examples Of SEO Elements Page Title H1 Header @webmarketing123 #123webinar
  • 28. Select the Right CMS Examples Of SEO Elements Digital Multimeter | Multimeter | Analog Multimeter | True-RMS Multimeter – Fluke Digital-Multimeter URL Inbound Links ContentImage ALT Tags Internal Links @webmarketing123 #123webinar
  • 29. Select the Right CMS Examples Of SEO Elements Meta Description & Keywords @webmarketing123 #123webinar
  • 30. 6 Critical Steps to Website Redesign 1 Don’t reinvent the wheel 2 Create your keyword roadmap 3 Include Social Media 4 Select the right CMS 5 Clarify your call to action 6 Optimize for visitors @webmarketing123 #123webinar
  • 31. Clarify your Call to Action Is your conversion Create a clear path from rate less than 1% attraction to conversion There are three simple questions users subconsciously ask when they arrive on your page. Your website must have an answer to: 1. Where am I? New visitors must have answers to the first two crucial questions during the initial seven seconds they spend on your site. 2. What can I do here? After that, every element of every page must 3. Why should I do it? answer the third key question @webmarketing123 #123webinar
  • 32. Clarify your Call to Action What are you supposed to do on this page? @webmarketing123 #123webinar
  • 33. Clarify your Call to Action What are you supposed to do on this page? @webmarketing123 #123webinar
  • 34. 6 Critical Steps to Website Redesign 1 Don’t reinvent the wheel 2 Create your keyword roadmap 3 Include Social Media 4 Select the right CMS 5 Clarify your call to action 6 Optimize for visitors @webmarketing123 #123webinar
  • 35. Don’t just optimize for search engines,optimize for visitorsü  Review your web analytics and gain insights into visitor pathü  Take a look at the depth of your call to action. How many clicks does it take to get there? *remember, you have 7 seconds to answer the “3 questions”*ü  How’s your bounce rate? Make sure your providing value to searcher and relevancy to the search terms you optimize for. @webmarketing123 #123webinar
  • 36. Recap / To-Do List 1.  Talk to a SEO Expert 2.  Incorporate SEO proactively 3.  Select an SEO friendly CMS 4.  Don’t lose the rankings you already have 5.  Use free tools for critical information, i.e. keyword search volume and visitor behaviors @webmarketing123 #123webinar
  • 37. We invite you to… Want today’s slides? Email seo@webmarketing123.com Download: 2012 State of Digital Marketing Report bit.ly/2012wm123 Email me for a Consultation: Alex.d@webmarketing123.com ü SEO/PPC/Social Media Marketing ü Measurement/Analytics Approach ü Lead Gen EffectivenessTues. NEXT WEEK’S WEBINAR:12/18 Facetime with an SEO Expert – ft. Live Website Analyses @webmarketing123 #123webinar
  • 38. Want today’s slides?Email seo@webmarketing123.com @webmarketing123 #123webinar