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Critical SEO Steps for Website Redesign Final - May 2014

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If you're among the 84% of marketers who still lack a mobile strategy, you could be losing up to 2/3 of your site traffic after the first visit. Get ahead of the curve. Discover how to boost lead …

If you're among the 84% of marketers who still lack a mobile strategy, you could be losing up to 2/3 of your site traffic after the first visit. Get ahead of the curve. Discover how to boost lead volume and conversion rate with responsive design and redesign your website without sacrificing SEO.

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  • 1. #123webinar | @webmarketing123
  • 2. #123webinar | @webmarketing123 1. Can I ask questions? 2. Can I have a copy of the slides? Tweet @webmarketing123 or use #123webinar. Yes! Email results@webmarketing123.com. 3. How do I get a live site analysis? Chat us your website and top 2 keywords. FAQs
  • 3. #123webinar | @webmarketing123 3 We are a digital marketing agency focused on demand generation. Search Engine Optimization Website Redesign Paid Search & Display Content Creation Top 500 Fastest Growing Private US Companies.
  • 4. #123webinar | @webmarketing123 1 Do You Actually Need a Redesign? Run a Site Conversion Analysis 2 Can Your Site Convert Across Devices? Build a Mobile Strategy 3 Will a Redesign Affect SEO? Don’t Sacrifice Your Current Search Rankings 4 How Does Your SEO Strategy Stack Up? Get a Live Site Analysis to Find Out On the Agenda
  • 5. #123webinar | @webmarketing123 DO WE REALLY NEED A REDESIGN?
  • 6. #123webinar | @webmarketing123 Unless your site still looks like this… Apple website circa 1997! Source: BusinessInsider; “These Huge Brands’ Websites from the 1990s Looked Terrible” Crunch the data to make your case.
  • 7. #123webinar | @webmarketing123 Evaluate conversion rate by device. Analyze conversion rate by channel. Break down offer types by funnel stage. 1 2 3 / Run a Site Conversion Analysis Check for healthy CVR in 3 steps:
  • 8. #123webinar | @webmarketing123 1 Analyze CVR by channel Organic CVR should not be < 1% Paid CVR should not be < 4% Start with Google Analytics “Acquisition Overview” Report. / Run a Site Conversion Analysis
  • 9. #123webinar | @webmarketing123 2 Break down offers by funnel stage. Funnel Stage Offer Type Top Middle Bottom Educate prospects on the value of digital marketing & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. / Run a Site Conversion Analysis
  • 10. #123webinar | @webmarketing123 3 Evaluate CVR by device. Compare performance with the GA “Devices” report. Mobile should convert at about 30% of your desktop conversion rate. / Run a Site Conversion Analysis
  • 11. #123webinar | @webmarketing123 / Run a Site Conversion Analysis
  • 12. #123webinar | @webmarketing123 You only have 7 seconds to answer these 3 critical questions: Treat each page as an entry point. 1 Where am I? 2 What can I do here? Why should I do it?3 / Run a Site Conversion Analysis
  • 13. #123webinar | @webmarketing123 What am I supposed to do? / Run a Site Conversion Analysis
  • 14. #123webinar | @webmarketing123 What am I supposed to do? / Run a Site Conversion Analysis
  • 15. #123webinar | @webmarketing123 1 Do You Actually Need a Redesign? Run a Site Conversion Analysis 2 Can Your Site Convert Across Devices? Build a Mobile Strategy 3 Will a Redesign Affect SEO? Don’t Sacrifice Your Current Search Rankings 4 How Does Your SEO Strategy Stack Up? Get a Live Site Analysis to Find Out On the Agenda
  • 16. #123webinar | @webmarketing123#123webinar | @webmarketing123 Do you have a mobile strategy in place?
  • 17. #123webinar | @webmarketing123 2014 is the year of mobile. For real this time.
  • 18. #123webinar | @webmarketing123 65% of online searches begin on a mobile device, yet only 16% of marketers have a developed mobile strategy. Source: Search Engine Watch; HubSpot Cross-device fluency is critical 93% of people who used mobile to research went on to make a purchase. Source: Google, Mobile Path to Purchase / Build a Mobile Strategy
  • 19. #123webinar | @webmarketing123 / Build a Mobile Strategy Pick a side to get started. Responsive Design Mobile Site 1 2 One site works across all devices. Manage 1 SEO strategy rather than 2. RWD is Google approved. 1 2 Delivers specific, lightweight content experience. Works for ecommerce, event, or account based businesses. Source: Search Engine Watch, “Google’s Matt Cutts: Responsive Design Won’t Hurt Your SEO”
  • 20. #123webinar | @webmarketing123 / Build a Mobile Strategy Get on the fluid grid.1 * Use responsinator.com to assess the situation. Source: Moz, “The SEO of Responsive Web Design”
  • 21. #123webinar | @webmarketing123 / Build a Mobile Strategy Test your site across devices.2 Make sure those CTAs don’t get lost! Source: Market8, “A Guide to B2B Responsive Web Design
  • 22. #123webinar | @webmarketing123 / Build a Mobile Strategy Make all content accessible - always.3 No matter how the grid slides, make sure users can navigate to all sections. Source: Moz, “The SEO of Responsive Web Design”
  • 23. #123webinar | @webmarketing123 / Build a Mobile Strategy Optimize for touch screen.4 Source: WebDesignerDepot, “How to Design a Responsive HTML Email” Leave enough space around your buttons to avoid a frustrating mobile UX.
  • 24. #123webinar | @webmarketing123 / Build a Mobile Strategy Build for speed.5 Source: SmashingMagazine, “SEO for Responsive Websites” Check mobile load time with Google’s PageSpeed Insights.
  • 25. #123webinar | @webmarketing123 1 Do You Actually Need a Redesign? Run a Site Conversion Analysis 2 Can Your Site Convert Across Devices? Build a Mobile Strategy 3 Will a Redesign Affect SEO? Don’t Sacrifice Your Current Search Rankings 4 How Does Your SEO Strategy Stack Up? Get a Live Site Analysis to Find Out On the Agenda
  • 26. #123webinar | @webmarketing123 Is your current SEO strategy working? Will the redesign change your URLs? Are you managing your inbound links? Are you adding or removing pages? What server side redirects should you use? Do you need to update your keywords?
  • 27. #123webinar | @webmarketing123 / Don’t Sacrifice Current SEO Calculate your SEO content gap1 # of Buyer Personas # of Funnel Stages Covered Topics Possible Topics[ ]( ) Pieces of content you need to cover your bases.
  • 28. #123webinar | @webmarketing123 / Don’t Sacrifice Current SEO Choose keywords carefully.2 High cost & competition Low CVR Low cost & competition High CVR One word phrases Two word phrases Long-tail, descriptive phrases Tip: Use 9 new features in Google Keyword Planner!
  • 29. #123webinar | @webmarketing123 / Don’t Sacrifice Current SEO Ace new site content structure.3 Mobile Enterprise SMB Other Relevant Internal Pages MobileSMB Enterprise Thematically group pages. Create quality content within each keyword theme. Link pages within keyword groups. 1 2 3
  • 30. #123webinar | @webmarketing123 1 Do You Actually Need a Redesign? Run a Site Conversion Analysis 2 Can Your Site Convert Across Devices? Build a Mobile Strategy 3 Will a Redesign Affect SEO? Don’t Sacrifice Your Current Search Rankings 4 How Does Your SEO Strategy Stack Up? Get a Live Site Analysis to Find Out On the Agenda
  • 31. #123webinar | @webmarketing123 LIVE SITE ANALYSES
  • 32. #123webinar | @webmarketing123 Schedule a free, 30 minute consultation! Thank you! Let’s Talk! Mike Turner, Director of Business Development e: results@webmarketing123.com t: 800. 619. 1570 Source: Synecore, “10 Examples of Amazing Responsive Design”