Critical SEO Steps to
Website Redesign

Mike Turner
Director of Business Development
November 20th, 2013

#123webinar | @w...
Frequently Asked Questions (FAQs)
Are the slides available?

Yes! Just email
results@webmarketing123.com

@webmarketing123...
About Us
#123webinar | @webmarketing123

3
We are a Full Service

Digital Marketing Agency:
Search Engine Optimization
Paid Search / Display Advertising
Social Media...
What sets
us apart?
#123webinar | @webmarketing123

5
We deliver on

revenue.

Not just leads & traffic.

Each campaign includes:

Business Research + Strategy
Custom Scorecard...
Bonus
Prize
#123webinar | @webmarketing123

7
Tweet the link to our third annual

State of Digital Marketing
(available on Webmarketing123.com)

with the #wm123report h...
Agenda: Critical Steps to Website Redesign
1

Why even bother with SEO during redesign?

2

Map your keyword roadmap.

3

...
Why bother with SEO?

Search has caused a shift in the
purchasing process.

Buyers are moving 60%
of the way through the
s...
Why bother with SEO?

Chances are this is not a question.

Can you evaluate your search
opportunity in terms of revenue?
I...
Why bother with SEO?

Understand the Cost of Not Ranking.
A simple calculation can tell you how much revenue you are
missi...
Why bother with SEO?

Are you actively planning a website redesign?

#123webinar | @webmarketing123
Why bother with SEO?

Do not wait.
Website owners often wait until after their site is redesigned
and launched before gett...
Why bother with SEO?

You’re already ranking for some
keywords.
Why not take those rankings with you?

To-do list

Establi...
Why bother with SEO?

This client would have lost revenue &
1000’s of visits.

#123webinar | @webmarketing123
Why bother with SEO?

Here’s what you need to consider:

1

Are URLs changing?
Ex: www.mysite.com/about to www.mysite.com/...
Why bother with SEO?

301 Redirect

#123webinar | @webmarketing123
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 i...
Agenda: Critical Steps to Website Redesign

1

Why even bother with SEO during redesign?

2

Map your keyword roadmap.

3
...
Map Your Keyword Roadmap

Review: How do Google spiders crawl your
site?
They follow links
from page to page.

Data Center...
Map Your Keyword Roadmap

1

2

3

Thematically group
pages around
keywords.

Men’s Shoes

Link pages within
the same grou...
Map Your Keyword Roadmap

Take this opportunity to create targeted
content.

Use a keyword mapping document.

#123webinar ...
Agenda: Critical Steps to Website Redesign

1

Why even bother with SEO during redesign?

2

Map your keyword roadmap.

3
...
Don’t ignore social media.

Social signals are increasingly affecting
organic search rankings.

Google: “Yes we do compute...
Don’t ignore social media.

Encourage social shares by installing share
buttons & creating engaging content.

Especially G...
Don’t ignore social media.

Verify your content with Google+
Authorship.
“Within search results,
information tied to
verif...
Agenda: Critical Steps to Website Redesign

1

Why even bother with SEO during redesign?

2

Map your keyword roadmap.

3
...
Choose the right CMS.

Make sure your content management
system (CMS) is SEO friendly.
Use a modern CMS that allows:
1

Cu...
Choose the right CMS.

10 SEO elements need to be customizable:
1
2
3

4

5

Page Titles
Meta Content

6

Title, Descripti...
Choose the right CMS.

Page Titles

Meta Text

<title>Shoes, Clothing, and More | Zappos.com </title>

<meta name="descrip...
Choose the right CMS.

Examples of SEO Elements

Page Title

H1 Header

#123webinar | @webmarketing123
Choose the right CMS.

Examples of SEO Elements
Digital Multimeter | Multimeter | Analog Multimeter | True-RMS Multimeter ...
Choose the right CMS.

Examples of SEO Elements
Meta Description & Keywords

#123webinar | @webmarketing123
Agenda: Critical Steps to Website Redesign
1

Why even bother with SEO during redesign?

2

Map your keyword roadmap.

3

...
Clarify your Call to Action.

Create a clear path from attraction to
conversion.
Your website must answer 3 simple questio...
Clarify your Call to Action.

#123webinar | @webmarketing123
Clarify your Call to Action.

What are you supposed to do on this LP?

#123webinar | @webmarketing123
Clarify your Call to Action.

What are you supposed to do on this LP?

#123webinar | @webmarketing123
Redesign To-Do List:
Talk to an SEO expert.
Proactively incorporate SEO.
Choose an SEO-friendly CMS.
Keep your current ran...
THANK YOU
Mike Turner
Director of Business
Development

Download:
2014 State of Digital Marketing Report
Webmarketing123.c...
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Critical SEO Steps to Website Redesign - slides 11-20-13

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

  1. 1. Critical SEO Steps to Website Redesign Mike Turner Director of Business Development November 20th, 2013 #123webinar | @webmarketing123
  2. 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. 3. About Us #123webinar | @webmarketing123 3
  4. 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. 5. What sets us apart? #123webinar | @webmarketing123 5
  6. 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. 7. Bonus Prize #123webinar | @webmarketing123 7
  8. 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. 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. 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. 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. 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. 13. Why bother with SEO? Are you actively planning a website redesign? #123webinar | @webmarketing123
  14. 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. 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. 16. Why bother with SEO? This client would have lost revenue & 1000’s of visits. #123webinar | @webmarketing123
  17. 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. 18. Why bother with SEO? 301 Redirect #123webinar | @webmarketing123
  19. 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. 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. 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. 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. 23. Map Your Keyword Roadmap Take this opportunity to create targeted content. Use a keyword mapping document. #123webinar | @webmarketing123
  24. 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. 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. 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. 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. 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. 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. 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. 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. 32. Choose the right CMS. Examples of SEO Elements Page Title H1 Header #123webinar | @webmarketing123
  33. 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. 34. Choose the right CMS. Examples of SEO Elements Meta Description & Keywords #123webinar | @webmarketing123
  35. 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. 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. 37. Clarify your Call to Action. #123webinar | @webmarketing123
  38. 38. Clarify your Call to Action. What are you supposed to do on this LP? #123webinar | @webmarketing123
  39. 39. Clarify your Call to Action. What are you supposed to do on this LP? #123webinar | @webmarketing123
  40. 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. 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
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