3. Some Practical Matters
Yes! Just email
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4. 6 Critical Steps to Website Redesign
1 Don’t reinvent the wheel
2 Map your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
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5. POLL:
?
Are you actively planning a
website redesign?
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6. Don’t 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 site design changes that could have been easily
implemented during the design process.
2) Severely reduced traffic for months after a site is redesigned
and launched.
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7. 6 Critical Steps to Website Redesign
1 Don’t reinvent the wheel
2 Map your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
@webmarketing123 #123webinar
8. Don’t re-invent the wheel
You’re already ranking for some
keywords. Make sure you take those
rankings with you.
Make sure to…
Establish a baseline of where your site
ranks today for your keywords
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9. Don’t re-invent the wheel
This client would
have lost 300K
monthly potential
visitors.
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10. Don’t re-invent the wheel
Things to consider:
• 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
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11. 6 Critical Steps to Website Redesign
1 Don’t reinvent the wheel
2 Create your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
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12. Create Your Keyword Roadmap
Review: How Do Search Spiders Crawl Your Site?
The follow links to get from page to page
Data Center
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13. Create Your Keyword Roadmap
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.
Men’s Shoes
Women’s Shoes
Kids’ Shoes
Women’s Boots
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14. Create Your Keyword Roadmap
301 Redirect
Old
New
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15. Create Your Keyword Roadmap
301 Redirect FAQs
• 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
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16. Create Your Keyword Roadmap
Don’t forget an effective 404 page – “Page not found”
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17. Create Your Keyword Roadmap
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).
@webmarketing123 #123webinar
18. 6 Critical Steps to Website Redesign
1 Don’t reinvent the wheel
2 Create your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
@webmarketing123 #123webinar
19. Include Social Signals
Social Media mentions and sentiment are
affecting rankings more and more
Bing: “We do look at the social authority of a user”.
Google: “Yes we do compute and use author quality as a signal.”
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.
From Danny Sullivan’s Dec 2010 Q & A with Google & Bing
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20. Include Social Signals
Encourage Social Media bookmarking by
installing Share buttons and creating
engaging & share-worthy content.
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21. Include Social Signals
Google’s “+1” button impacts your ranking
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22. 6 Critical Steps to Website Redesign
1 Don’t reinvent the wheel
2 Create your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
@webmarketing123 #123webinar
23. Select the Right CMS
Use a modern content management system (CMS)
that allows for customization of posts, and content
creation by many users.
50%+
7%+
9%+
% of top million websites using a CMS, Source: W3Techs.com
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24. Select the Right CMS
Make sure your CMS is SEO and user friendly
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25. Select the Right CMS
Make sure your CMS is SEO and user friendly
SEO elements should be customizable:
1. Page Titles 6. Title Tags for Links
2. Meta Content 7. Footers
Title, Description, Keywords (footers specific to individual page/set of
pages)
3. Headers – H1, H2 8. Internal Links
(add/modify anchor text)
4. Content modifications
9. Page URLs
5. Alt Tags for Images
10. SEO Friendly Breadcrumbs
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26. Select the Right CMS
Page Titles <title>Shoes, Clothing, and More | Zappos.com </title>!
<meta name="description" content="Free shipping BOTH ways on
MetaText shoes, clothing, and more! 365-day return policy, over 1000
brands, 24/7 friendly customer service. 1-800-927-7671" />!
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27. Select the Right CMS
Examples Of SEO Elements
Page Title
H1 Header
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28. Select 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
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29. Select the Right CMS
Examples Of SEO Elements
Meta Description & Keywords
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30. 6 Critical Steps to Website Redesign
1 Don’t reinvent the wheel
2 Create your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
@webmarketing123 #123webinar
31. Clarify your Call to Action
Is your conversion
Create a clear path from rate less than 1%
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? New visitors must have answers to the first
two crucial questions during the initial seven
seconds they spend on your site.
2. What can I do here?
After that, every element of every page must
3. Why should I do it? answer the third key question
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32. Clarify your Call to Action
What are you supposed to do on this page?
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33. Clarify your Call to Action
What are you supposed to do on this page?
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34. 6 Critical Steps to Website Redesign
1 Don’t reinvent the wheel
2 Create your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
@webmarketing123 #123webinar
35. Don’t just optimize for search engines,
optimize for visitors
ü Review your web analytics and gain insights into visitor path
ü Take a look at the depth of your call to action. How many
clicks does it take to get there? *remember, you have 7 seconds
to answer the “3 questions”*
ü How’s your bounce rate? Make sure your providing value to
searcher and relevancy to the search terms you optimize for.
@webmarketing123 #123webinar
36. Recap / To-Do List
1. Talk to a SEO Expert
2. Incorporate SEO proactively
3. Select an SEO friendly CMS
4. Don’t lose the rankings you already have
5. Use free tools for critical information, i.e.
keyword search volume and visitor behaviors
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37. We invite you to… Want today’s slides?
Email seo@webmarketing123.com
Download:
2012 State of Digital Marketing Report
bit.ly/2012wm123
Email me for a Consultation: Alex.d@webmarketing123.com
ü SEO/PPC/Social Media Marketing
ü Measurement/Analytics Approach
ü Lead Gen Effectiveness
Tues. NEXT WEEK’S WEBINAR:
12/18
Facetime with an
SEO Expert – ft. Live
Website Analyses
@webmarketing123 #123webinar
