Critical SEO Steps for Website Redesign - slides 20130924
 

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Critical SEO Steps for Website Redesign - slides 20130924 Presentation Transcript

  • 1. @webmarketing123 #123webinar Critical SEO Steps to Website Redesign Mike Turner Director of Business Development Webmarketing123
  • 2. @webmarketing123 #123webinar Request a Complimentary SEO Assessment Today. @webmarketing123 facebook.com/webmarketing123 webmarketing123  Are the slides available?  Tweet today’s event using #123webinar  Stay informed by following us.  Ready to talk with us? Some Practical Matters Yes! Just email seo@webmarketing123.com
  • 3. @webmarketing123 #123webinar 3 Search Engine Optimization Paid Search / Display Advertising Social Media Website Design International Expansion Custom Measurement and Attribution Our Services Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results
  • 4. @webmarketing123 #123webinar ONE OF THE FASTEST GROWING PRIVATE U.S. COMPANIES Converting online visibility into measurable business results #9 FASTEST GROWING COMPANY IN BAY AREA A few of our clients: SEO | PPC | Social Media | Website Design
  • 5. @webmarketing123 #123webinar 1 Why even bother with SEO during redesign? 2 Map your keyword roadmap 3 Include Social Media 4 Select the right CMS 5 Clarify your call to action 6 Optimize for Visitors 6 Critical Steps to Website Redesign
  • 6. @webmarketing123 #123webinar Buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales representatives. Shift in how your audience finds you! Why bother W/ SEO? Source: http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html
  • 7. @webmarketing123 #123webinar Why bother W/ SEO?
  • 8. @webmarketing123 #123webinar POLL: Are you actively planning a website redesign? Why bother W/ SEO?
  • 9. @webmarketing123 #123webinar This can lead to: 1) Expensive site design 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) Not taking into account what keywords your audience is actually searching for and using internal jargon Website owners often wait until after their site is redesigned and launched before getting a SEO expert involved. Don’t Wait! Why bother W/ SEO?
  • 10. @webmarketing123 #123webinar You’re already ranking for some keywords. Make sure you take those rankings with you. Establish a baseline of where your site ranks today for your keywords To-do list Why bother W/ SEO?
  • 11. @webmarketing123 #123webinar This client would have lost thousands of monthly visits & lost revenue! Why bother W/ SEO?
  • 12. @webmarketing123 #123webinar • 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 Things to consider: Why bother W/ SEO?
  • 13. @webmarketing123 #123webinar Old New 301 Redirect Why bother W/ SEO?
  • 14. @webmarketing123 #123webinar • 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 301 Redirect FAQs Why bother W/ SEO?
  • 15. @webmarketing123 #123webinar 1 Why even bother with SEO during redesign? 2 Create your keyword roadmap 3 Include Social Media 4 Select the right CMS 5 Clarify your call to action 6 Optimize for visitors 6 Critical Steps to Website Redesign
  • 16. @webmarketing123 #123webinar Review: How Do Search Spiders Crawl Your Site? The follow links to get from page to page Data Center Create Your Keyword Roadmap
  • 17. @webmarketing123 #123webinar Men’s Shoes Women’s Shoes Kids’ Shoes Women’s Boots 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. Create Your Keyword Roadmap
  • 18. @webmarketing123 #123webinar 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). Create Your Keyword Roadmap
  • 19. @webmarketing123 #123webinar Create Your Keyword Roadmap - Really helpful for content writers, taking into account what your audience is ACTUALLY searching on. - Identifies missed opportunity themes - Gets everyone on the same page - Needs to be updated
  • 20. @webmarketing123 #123webinar 1 Why even bother with SEO during redesign? 2 Create your keyword roadmap 3 Include Social Media 4 Select the right CMS 5 Clarify your call to action 6 Optimize for visitors 6 Critical Steps to Website Redesign
  • 21. @webmarketing123 #123webinar Bing: “We do look at the social authority of a user”. Google: “Yes we do compute and use author quality as a signal.” From Danny Sullivan’s Dec 2010 Q & A with Google & Bing Social Media mentions and sentiment are affecting organic rankings more and more 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. Include Social Signals
  • 22. @webmarketing123 #123webinar Encourage Social Media bookmarking by installing Share buttons and creating engaging & share-worthy content. Include Social Signals
  • 23. @webmarketing123 #123webinar Google’s +1 Button impacts your Ranking Include Social Signals
  • 24. @webmarketing123 #123webinar Google Authorship is a way to verify content! Include Social Signals 5 step Process: - Create G+ profile for author - Create Alternate email address* - Add Blog URL to G+ profile - Insert G+ profile URL in blog posts (rel=author) - Verify that its working via WMT
  • 25. @webmarketing123 #123webinar 1 Why even bother with SEO during redesign? 2 Create your keyword roadmap 3 Include Social Media 4 Select the right CMS 5 Clarify your call to action 6 Optimize for visitors 6 Critical Steps to Website Redesign
  • 26. @webmarketing123 #123webinar Make sure your CMS is SEO and user friendly Select the Right CMS
  • 27. @webmarketing123 #123webinar Use a modern content management system (CMS) that allows for customization of posts, and content creation by many users. 50%+ 9%+ 7%+ % of top million websites using a CMS, Source: W3Techs.com Select the Right CMS
  • 28. @webmarketing123 #123webinar 1. Page Titles 2. Meta Content Title, Description, Keywords 3. Headers – H1, H2 4. Content modifications 5. Alt Tags for Images SEO elements should be customizable: 6. Title Tags for Links 7. Footers (footers specific to individual page/set of pages) 8. Internal Links (add/modify anchor text) 9. Page URLs 10. SEO Friendly Breadcrumbs Make sure your CMS is SEO and user friendly Select the Right CMS
  • 29. @webmarketing123 #123webinar <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" /> MetaText <title>Shoes, Clothing, and More | Zappos.com </title>Page Titles Select the Right CMS
  • 30. @webmarketing123 #123webinar Examples Of SEO Elements H1 Header Page Title Select the Right CMS
  • 31. @webmarketing123 #123webinar Digital Multimeter | Multimeter | Analog Multimeter | True-RMS Multimeter – Fluke Digital-Multimeter Content Internal Links URL Image ALT Tags Inbound Links Examples Of SEO Elements Select the Right CMS
  • 32. @webmarketing123 #123webinar Meta Description & Keywords Examples Of SEO Elements Select the Right CMS
  • 33. @webmarketing123 #123webinar 1 Why even bother with SEO during redesign? 2 Create your keyword roadmap 3 Include Social Media 4 Select the right CMS 5 Clarify your call to action 6 Optimize for visitors 6 Critical Steps to Website Redesign
  • 34. @webmarketing123 #123webinar Create a clear path from 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? 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 seven seconds they spend on your site. After that, every element of every page must answer the third key question Is your conversion rate less than 1% Clarify your Call to Action
  • 35. @webmarketing123 #123webinar Clarify your Call to Action
  • 36. @webmarketing123 #123webinar What are you supposed to do on this page? Select the Right CMS
  • 37. @webmarketing123 #123webinar What are you supposed to do on this page? Select the Right CMS
  • 38. @webmarketing123 #123webinar Recap / To-Do List 1. Talk to an SEO Expert 2. Incorporate SEO proactively 3. Select an SEO friendly CMS 4. Don’t lose the rankings you already have 5. Know your Sales Funnel!!!
  • 39. @webmarketing123 #123webinar webmarketing123.com Download: 2012 State of Digital Marketing Report bit.ly/2012wm123 Email me for a Consultation: SEO/PPC/Social Media Marketing Measurement/Analytics Approach Lead Gen Effectiveness We invite you to… Mike.t@webmarketing123.com Facetime with an SEO Expert – ft. Live Website Analyses NEXT WEEK’S WEBINAR: Tues. 12/18