Webmarketing123: 5 SEO Tips for Successfully Navigating a Website Redesign-09-08-2011

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  • 1. 5 SEO Tips for Successfully Navigating a Website RedesignStrategies for staying one step ahead of the restDial: +1 (312) 878-0218Access Code: 551-663-045 @webmarketing123 @bradleywjoe #wm123
  • 2. Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com We want to hear from you!  @webmarketing123  #wm123  facebook.com/webmarketing123 Want to learn more?  Contact us for a free site analysis. Details at end of webinar. #wm123 @bradleywjoe
  • 3. Webinar Agenda Complete a Full SEO Site Audit1 Baseline your website, including crawl rate and indexation of your site’s pages Identify Pages That Bring Traffic2 Sustain the SEO value of keyword phrases that are driving traffic to your site Develop Proper Navigation & Linking Structure3 Minimize the impact of URL changes while implementing redirects accordingly Manage Your Inbound Links4 Redirect inbound links to your new pages and URLs What to Look for in a New CMS5 Select a CMS that will preserve and enable SEO-friendly elements of your site #wm123 @bradleywjoe
  • 4. Webinar Agenda Complete a Full SEO Site Audit1 Baseline your website, including crawl rate and indexation of your site’s pages Identify Pages That Bring Traffic2 Sustain the SEO value of keyword phrases that are driving traffic to your site Develop Proper Navigation & Linking Structure3 Minimize the impact of URL changes while implementing redirects accordingly Manage Your Inbound Links4 Redirect inbound links to your new pages and URLs What to Look for in a New CMS5 Select a CMS that will preserve and enable SEO-friendly elements of your site #wm123 @bradleywjoe
  • 5. 1 Complete a Full SEO Site Audit Examine your site pages indexed on the search engines• Search on Google or Bing:Site:domainname.com• Identify how many pages arebeing indexed #wm123 @bradleywjoe
  • 6. 1 Baseline How Often Your Site is Crawled Make sure site navigation links can be followed• Check your cache to view crawl frequency #wm123 @bradleywjoe
  • 7. 1 Use Webmaster Tools for Crawler Stats Compare against Google’s Webmaster Tools #wm123 @bradleywjoe
  • 8. Webinar Agenda Complete a Full SEO Site Audit1 Baseline your website, including crawl rate and indexation of your site’s pages Identify Pages That Bring Traffic2 Sustain the SEO value of keyword phrases that are driving traffic to your site Develop Proper Navigation & Linking Structure3 Minimize the impact of URL changes while implementing redirects accordingly Manage Your Inbound Links4 Redirect inbound links to your new pages and URLs What to Look for in a New CMS5 Select a CMS that will preserve and enable SEO-friendly elements of your site #wm123 @bradleywjoe
  • 9. 2 Identify Pages That Bring Traffic How Do Keyword Phrases Affect Your User Experience?Visitor Bounce Rate?• RelevancyVisitor Time on Site?• Engagement #wm123 @bradleywjoe
  • 10. 2 Identify Pages That Bring Traffic Keyword Research• Are enough people searching on yourtarget keyword phrases?• Identify the traffic on each keyword• Carry the keyword phrases to yournew site that draw the most traffic #wm123 @bradleywjoe
  • 11. 2 Evaluate Your Best Traffic Driving Terms Analytics & AdWordsKeywords that drive ORGANIC traffic:Keywords that drive PAID conversions: #wm123 @bradleywjoe
  • 12. 2 Reuse Important Content If you have good content, why not recycle it?• Continue to churn out fresh content for search engine spiders• Add more content that includes your keyword phrases and is composed in a natural writing style• Work to engage your visitors in your products and services: • Blogs • Press Releases • Articles, Whitepapers, and More #wm123 @bradleywjoe
  • 13. Webinar Agenda Complete a Full SEO Site Audit1 Baseline your website, including crawl rate and indexation of your site’s pages Identify Pages That Bring Traffic2 Sustain the SEO value of keyword phrases that are driving traffic to your site Develop Proper Navigation & Linking Structure3 Minimize the impact of URL changes while implementing redirects accordingly Manage Your Inbound Links4 Redirect inbound links to your new pages and URLs What to Look for in a New CMS5 Select a CMS that will preserve and enable SEO-friendly elements of your site #wm123 @bradleywjoe
  • 14. 3 Develop Navigation & Linking Structure Minimize the impact of URL changes #wm123 @bradleywjoe
  • 15. 3 Are URLs Changing? Use 301 Redirects #wm123 @bradleywjoe
  • 16. 3 Are URLs Changing? Use 301 Redirects #wm123 @bradleywjoe
  • 17. 3 Develop Navigation & Linking Structure Adding New PagesWhat needs to happen: Google needs to know you have a new pageHow to accomplish:• Carefully structure internal linking• Create content silos• Establish crawling pathways through a clear navigation structure #wm123 @bradleywjoe
  • 18. 3 Develop Navigation & Linking Structure Removing Old PagesWhat needs to happen: Google needs to know to NOT visit the old pageHow to accomplish:• Create 301 Redirect of subpages to the homepage unless there is a better target page• Direct search engine spiders to the new pages• Establish crawling pathways through a clear navigation structure #wm123 @bradleywjoe
  • 19. 3 Develop Navigation & Linking Structure 404 Error Page • It is very important to set up an effective 404 Error page before launch • If you make a mistake on your redirects, you will have a safety net • This page will catch all the redirects you may have missed #wm123 @bradleywjoe
  • 20. Webinar Agenda Complete a Full SEO Site Audit1 Baseline your website, including crawl rate and indexation of your site’s pages Identify Pages That Bring Traffic2 Sustain the SEO value of keyword phrases that are driving traffic to your site Develop Proper Navigation & Linking Structure3 Minimize the impact of URL changes while implementing redirects accordingly Manage Your Inbound Links4 Redirect inbound links to your new pages and URLs What to Look for in a New CMS5 Select a CMS that will preserve and enable SEO-friendly elements of your site #wm123 @bradleywjoe
  • 21. 4 Manage Inbound Links Review Incoming LinksQuestions to Ask:• Which outside links are bringing targeted traffic?• Are the links boosting my rankings?What to Do:• Apply 301 redirects on the pages where the links are directed• Important to sustain the SEO value from these inbound links #wm123 @bradleywjoe
  • 22. 4 Manage Inbound Links Use a Redirect Full SEO value will beWall Street Journal Link transferred to your new page over time! Old Site Page New Site Page In 3-6 months, the search engine spiders will learn to go straight to the new page #wm123 @bradleywjoe
  • 23. Webinar Agenda Complete a Full SEO Site Audit1 Baseline your website, including crawl rate and indexation of your site’s pages Identify Pages That Bring Traffic2 Sustain the SEO value of keyword phrases that are driving traffic to your site Develop Proper Navigation & Linking Structure3 Minimize the impact of URL changes while implementing redirects accordingly Manage Your Inbound Links4 Redirect inbound links to your new pages and URLs What to Look for in a New CMS5 Select a CMS that will preserve and enable SEO-friendly elements of your site #wm123 @bradleywjoe
  • 24. 5 Choose a New CMS Ability to Generate User-Friendly URLs• Are your URLs fully editable? Best Practices:• URLs have an effect on rankings 1) Short URLs 2) Include relevant keyword termsAny restrictions on URL management in a CMS would hinder your site’s SEO performance #wm123 @bradleywjoe
  • 25. 5 Choose a New CMS Ability to Set Unique Page TitlesPage Titles are the most important page ranking factor! • Include keywords at the start of your page title • Use a call to action • Page Titles affect Click-through rates (CTR)Bad Example! #wm123 @bradleywjoe
  • 26. 5 Choose a New CMS Ability to Set Unique Meta Descriptions #wm123 @bradleywjoe
  • 27. 5 Choose a New CMS Define H1 Tags and ALT Tags Define at the page level to allow maximum SEO benefit: • Layout • Length • Content #wm123 @bradleywjoe
  • 28. 5 Choose a New CMS Define H1 Tags and ALT Tags Define at the page level to allow maximum SEO benefit: • Layout • Length • ContentPick a CMS where H1 tags will not affectthe navigation or menu system #wm123 @bradleywjoe
  • 29. 5 Choose a New CMS Define ALT Tags ALT Tags should be set at the page-level, not image library level for maximum SEO benefit. #wm123 @bradleywjoe
  • 30. 5 Choose a New CMS Control & Access Robots.txt file #wm123 @bradleywjoe
  • 31. 5 Choose a New CMS Control & Access Robots.txt file #wm123 @bradleywjoe
  • 32. Key Takeaways• Undergo a full SEO Site Audit before you begin your redesign project• Determine which pages bring traffic to the live site for your keyword phrases• Develop the navigation and linking structure with SEO value in mind• Manage inbound links and set redirects to sustain SEO credit from outsidesites• Choose a CMS that will allow you to maintain SEO-friendly site elements #wm123 @bradleywjoe
  • 33. Thank You!
  • 34. Contact Us about Qualifying for a Free Digital Marketing Analysis Thank you for your attendance today! Custom Analysis includes: -Competitive Report: find out where you rank against your top competitors and what tactics they’re employing -Opportunity Analysis: learn how to improve your Digital Marketing Strategy and see how much opportunity is available for your company -Website Analytics: detailing the keywords, sources, and referrals that visitors are using to discover your website - Search Engine Friendliness Report: crawl-ability analysis of your site Please contact: seo@webmarketing123.com #wm123 @bradleywjoe