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Critical SEO Steps to Website Redesign - slides 11-20-13

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  • 1. Critical SEO Steps to Website Redesign Mike Turner Director of Business Development November 20th, 2013 #123webinar | @webmarketing123
  • 2. Frequently Asked Questions (FAQs) Are the slides available? Yes! Just email results@webmarketing123.com @webmarketing123 Engage with us on Social: facebook.com/webmarketing123 webmarketing123 Get a consultation: Email us at “results@webmarketing123.com” #123webinar | @webmarketing123
  • 3. About Us #123webinar | @webmarketing123 3
  • 4. We are a Full Service Digital Marketing Agency: Search Engine Optimization Paid Search / Display Advertising Social Media Marketing Top 500 Fastest Growing Private US Companies #123webinar | @webmarketing123 4
  • 5. What sets us apart? #123webinar | @webmarketing123 5
  • 6. We deliver on revenue. Not just leads & traffic. Each campaign includes: Business Research + Strategy Custom Scorecard Tracking Attribution + Data-driven Optimizations #123webinar | @webmarketing123 6
  • 7. Bonus Prize #123webinar | @webmarketing123 7
  • 8. Tweet the link to our third annual State of Digital Marketing (available on Webmarketing123.com) with the #wm123report hashtag for a chance to win an iPad mini! Copyright © 2013 Apple Inc. #123webinar | @webmarketing123 8
  • 9. Agenda: Critical Steps to Website Redesign 1 Why even bother with SEO during redesign? 2 Map your keyword roadmap. 3 Do not ignore social media. 4 Choose the right CMS 5 Clarify your call to action. #123webinar | @webmarketing123
  • 10. Why bother with SEO? Search has caused a shift in the purchasing process. Buyers are moving 60% of the way through the sales funnel before they engage with sales reps. Source: Corporate Executive Board, The Most Important Number in Marketing, Aug. 2011 #123webinar | @webmarketing123
  • 11. Why bother with SEO? Chances are this is not a question. Can you evaluate your search opportunity in terms of revenue? If you answered, “Yes”… #123webinar | @webmarketing123
  • 12. Why bother with SEO? Understand the Cost of Not Ranking. A simple calculation can tell you how much revenue you are missing by not ranking on search engines for top keywords: Keywords Monthly Search Volume Resource management 673,000 Portfolio management 207,000 Project management software 59,200 It governance 27,600 Software project management 15,700 Project management tools 14,800 It project management Monthly Cost of Not Ranking on these Keywords Click Through Rate (7%, page 1 average) 71,729 new website visitors Visitor to Lead Rate (1-3%, B2B average) 1,793 new leads Raw Lead to Qualified Rate (15%) 269 new qualified leads 12,100 Lead to Sale Rate (10%) 27 new deals Project management office 8,700 Average sale price $100,000 Project portfolio management 6,600 Total Monthly Searches 1,024,700 $2,700,000 monthly revenue Annual Cost of Not Ranking #123webinar | @webmarketing123 $32,400,000 annual revenue
  • 13. Why bother with SEO? Are you actively planning a website redesign? #123webinar | @webmarketing123
  • 14. Why bother with SEO? Do not wait. Website owners often wait until after their site is redesigned and launched before getting a SEO expert involved. This can lead to: 1 Expensive changes that could have been easily implemented during the design process. 2 Missed conversion rate best practices, i.e. call to action placement and tracking issues 3 Optimizing for internal jargon, rather than targeting keywords your audience is actually using. #123webinar | @webmarketing123
  • 15. Why bother with SEO? You’re already ranking for some keywords. Why not take those rankings with you? To-do list Establish a baseline of where your site ranks today for your keywords. #123webinar | @webmarketing123
  • 16. Why bother with SEO? This client would have lost revenue & 1000’s of visits. #123webinar | @webmarketing123
  • 17. Why bother with SEO? Here’s what you need to consider: 1 Are URLs changing? Ex: www.mysite.com/about to www.mysite.com/aboutus 2 Are you adding or removing pages? Ex: altering or adding products and services 3 Managing your inbound links. #123webinar | @webmarketing123
  • 18. Why bother with SEO? 301 Redirect #123webinar | @webmarketing123
  • 19. Why bother with SEO? 301 Redirect FAQs 1 Does my old page pass on 100% of the value to the new page? 2 How long will it take search engines to recognize this move? 3 When do I use a 301 vs. a 302 redirect? 4 Map old URLs to corresponding new URLs. #123webinar | @webmarketing123
  • 20. Agenda: Critical Steps to Website Redesign 1 Why even bother with SEO during redesign? 2 Map your keyword roadmap. 3 Do not ignore social media. 4 Choose the right CMS 5 Clarify your call to action. #123webinar | @webmarketing123
  • 21. Map Your Keyword Roadmap Review: How do Google spiders crawl your site? They follow links from page to page. Data Center #123webinar | @webmarketing123
  • 22. Map Your Keyword Roadmap 1 2 3 Thematically group pages around keywords. Men’s Shoes Link pages within the same groups to further strengthen the theme. Women’s Shoes Kids’ Shoes Reduce the clickdepth required to reach the majority of your site’s pages. Women’s Boots #123webinar | @webmarketing123
  • 23. Map Your Keyword Roadmap Take this opportunity to create targeted content. Use a keyword mapping document. #123webinar | @webmarketing123
  • 24. Agenda: Critical Steps to Website Redesign 1 Why even bother with SEO during redesign? 2 Map your keyword roadmap. 3 Do not ignore social media. 4 Choose the right CMS 5 Clarify your call to action. #123webinar | @webmarketing123
  • 25. Don’t ignore social media. Social signals are increasingly affecting organic search rankings. Google: “Yes we do compute and use author quality as a signal.” Bing: “We do look at the social authority of a user.” Source: Danny Sullivan’s Dec 2010 Q&A with Google & Bing, #123webinar | @webmarketing123
  • 26. Don’t ignore social media. Encourage social shares by installing share buttons & creating engaging content. Especially Google+ In fact, the +1 button actually effects your ranking. Source: SocialMediaToday.com #123webinar | @webmarketing123
  • 27. Don’t ignore social media. Verify your content with Google+ Authorship. “Within search results, information tied to verified online profiles will be ranked higher than content without such verification...” - Eric Schmidt Executive Chairman of Google #123webinar | @webmarketing123
  • 28. Agenda: Critical Steps to Website Redesign 1 Why even bother with SEO during redesign? 2 Map your keyword roadmap. 3 Do not ignore social media. 4 Choose the right CMS. 5 Clarify your call to action. #123webinar | @webmarketing123
  • 29. Choose the right CMS. Make sure your content management system (CMS) is SEO friendly. Use a modern CMS that allows: 1 Customization of posts. 2 Multi-user content creation. Drupal 7%+ Joomla 9%+ #123webinar | @webmarketing123 Wordpress 50%+
  • 30. Choose the right CMS. 10 SEO elements need to be customizable: 1 2 3 4 5 Page Titles Meta Content 6 Title, Description, Keywords Headers H1, H2 Content Modifications Alt Tags for Images 7 Title Tags for Links Footers (Specific to individual pages) 8 Internal Links 9 Page URLs 10 (Add/Modify anchor text) SEO Friendly Breadcrumbs #123webinar | @webmarketing123
  • 31. Choose the right CMS. Page Titles Meta Text <title>Shoes, Clothing, and More | Zappos.com </title> <meta name="description" content="Free shipping BOTH ways on shoes, clothing, and more! 365-day return policy, over 1000 brands, 24/7 friendly customer service. 1-800-927-7671" /> #123webinar | @webmarketing123
  • 32. Choose the right CMS. Examples of SEO Elements Page Title H1 Header #123webinar | @webmarketing123
  • 33. Choose the right CMS. Examples of SEO Elements Digital Multimeter | Multimeter | Analog Multimeter | True-RMS Multimeter – Fluke Digital-Multimeter URL Inbound Links Content Image ALT Tags Internal Links #123webinar | @webmarketing123
  • 34. Choose the right CMS. Examples of SEO Elements Meta Description & Keywords #123webinar | @webmarketing123
  • 35. Agenda: Critical Steps to Website Redesign 1 Why even bother with SEO during redesign? 2 Map your keyword roadmap. 3 Do not ignore social media. 4 Choose the right CMS. 5 Clarify your call to action. #123webinar | @webmarketing123
  • 36. Clarify your Call to Action. Create a clear path from attraction to conversion. Your website must answer 3 simple questions: 1 Where am I? 2 What can I do here? 3 Why should I do it? New visitors must have answers to the first two crucial questions during the initial 7 seconds they spend on your site. After that, every element of every page must answer the third key question If your conversion rate is less than 1%, reevaluate your CTA. #123webinar | @webmarketing123
  • 37. Clarify your Call to Action. #123webinar | @webmarketing123
  • 38. Clarify your Call to Action. What are you supposed to do on this LP? #123webinar | @webmarketing123
  • 39. Clarify your Call to Action. What are you supposed to do on this LP? #123webinar | @webmarketing123
  • 40. Redesign To-Do List: Talk to an SEO expert. Proactively incorporate SEO. Choose an SEO-friendly CMS. Keep your current rankings. Know your sales funnel. #123webinar | @webmarketing123 40
  • 41. THANK YOU Mike Turner Director of Business Development Download: 2014 State of Digital Marketing Report Webmarketing123.com Reach out for a Complimentary Consultation: SEO/SEM/Social Media Marketing Measurement/Analytics Approach Lead Gen Effectiveness Email results@webmarketing123.com or call 800.619.1570 #123webinar | @webmarketing123