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SEO Considerations When Re-Launching a Website

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Re-launching a website is a huge task for a business to take on. It is imperative that you get your design and branding right, but you must also consider it from a marketing perspective; what impact will the re-launch have on website traffic and sales? SEO Director Hannah Miller will be discussing the technical elements that need to be considered when re-launching a website, from layout and design recommendations to transferring the existing content of your website.

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SEO Considerations When Re-Launching a Website

  1. 1. @4PsMarketing #4PsEDGE @Hannah_4Ps
  2. 2. Website Launches
  3. 3. WelcomeHannah MillerSEO Director @4Ps Marketing@Hannah_4Ps
  4. 4. LOOK AND FEELNEW PRODUCTS / NEW SERVICESCOMPANY REBRANDINGATTRACT A NEW AUDIENCEEMBRACE NEW TECHNOLOGY
  5. 5. 2000 2002 2004 20062008 2010 2012
  6. 6. Example Organic: Site Launch No Re-launch Strategy Harder to rectify afterwards This is a common trend
  7. 7. Restructure ReskinRemoving pages/sections New images/logosMoving pages/sections New colour schemeCMS changeover Changing background coloursRemoving content Changing font types/sizesIntegrating International A RESKIN IS NOT GOING TO IMPACT SEARCH A RESTURUCTURE ALMOST CERTAINLY WILL
  8. 8. Retaining Visibility Also lose these
  9. 9. The Process Begin SEO planning early Centre your Launch date Review / Website Review /Plan Build Implement Test Launch Test
  10. 10. Planning / Research / ObjectivesBrand What is our brand about? Who is our target audience? Consider SEO throughout What are our long term objectives?Commercial Where are our commercial opportunities? What are our competitors doing?Positioning What content should we offer? What do customers currently come to the site for? What sections of the site are currently successful? What can we offer that our competition don’t?
  11. 11. CONSIDER ALL IN THE BRIEF Functionality Timescales Developers code Features Look Usability Digital Feel PR DesignersQuality Marketing Content Colours / Fonts Content Visuals Users SEO Functionality Visuals Search engines
  12. 12. PLANNING MOBILE /INTERNATIONAL RESPONSIVE
  13. 13. Site Structure
  14. 14. Wireframes
  15. 15. 301 Redirect Plan
  16. 16. 404 – Page not found
  17. 17. 404 Page Not Found
  18. 18. CASE STUDY ORGANIC TRAFFIC
  19. 19. OTHER CONSIDERATIONSCommunication is key Developers / CMS users / Marketing / PR & Digital Internal trainingPRIORITISE
  20. 20. TAKE AWAYSSTART PLANNING EARLYTECHNICAL SEO IS PARAMOUNTCOMMUNICATE WITH ALLPRIORITISE
  21. 21. Any Questions?@4PsMarketing #4PsEDGE @Hannah_4Ps

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