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Website relaunch SEO: Planning your website content for a successful relaunch - Contentixx (Campixx Week) 2017

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In this presentation, you will learn how to plan your website content for a successful website relaunch or redesign. First, a case study of a website redesign that caused a loss of organic search traffic is presented. Next, important SEO KPIs for the evaluation of content are discussed. Then, ideas for dealing with important content when a website is relaunched are brought forward. Last, 7 additional important tips for website relaunch SEO are shared.

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Website relaunch SEO: Planning your website content for a successful relaunch - Contentixx (Campixx Week) 2017

  1. 1. Website relaunch SEO Planning your website content for a successful relaunch @rebelytics
  2. 2. In this presentation, you will learn which role your website content plays for your SEO performance after a relaunch. @rebelytics
  3. 3. Contents of this presentation: 1. A little story 2. How to evaluate content 3. Dealing with important content @rebelytics
  4. 4. As a young SEO consultant, I assisted in a massive website relaunch project. Let’s start with a story… @rebelytics
  5. 5. We had a big SEO budget and we were able to influence every little detail of the new website. @rebelytics
  6. 6. Here are some of the things we were able to do: @rebelytics
  7. 7. We took care of all of the technical SEO basics, like indexability and crawlability, or 301 redirects for the relaunch. Technical SEO @rebelytics
  8. 8. We influenced the web design and user experience to create maximum synergies between user and search engine friendliness. Web design and UX @rebelytics
  9. 9. We defined the content of the main navigation as well as the internal linking structure and internal link anchor texts. Navigation @rebelytics
  10. 10. We optimised every relevant aspect of the new website and achieved an overall result that was almost perfect from an SEO perspective. Optimisation @rebelytics
  11. 11. From an SEO consultant point of view, it really was the perfect website relaunch project. @rebelytics
  12. 12. When the new website was finally launched, this is what happened: @rebelytics
  13. 13. - 25% visibility loss - Significant traffic and revenue loss - 12 months of hard work to restore the previous state @rebelytics
  14. 14. What went wrong? @rebelytics
  15. 15. While planning the new website, the client had decided to delete old content that was no longer needed. @rebelytics
  16. 16. We were so focused on creating a perfect website for SEO that we ignored what seems like common sense: @rebelytics
  17. 17. If you remove content, you will lose the traffic this content is generating. @rebelytics
  18. 18. Don’t delete old content. Don’t make the same mistake. do instead. Here’s what you can @rebelytics
  19. 19. Start by identifying important content on your old website. @rebelytics
  20. 20. ● Visibility, traffic, goal KPIs ● Data sources for the above ● Additional data to use How to identify important content @rebelytics
  21. 21. The following KPIs will help you determine which content is important and should not be deleted. @rebelytics
  22. 22. Visibility KPIs (per URL): ● Impressions in search results ● Search engine rankings @rebelytics
  23. 23. ● Clicks in search results ● Website visits from search traffic Traffic KPIs (per URL): @rebelytics
  24. 24. ● Conversions from search traffic ● Revenue from search traffic Goal KPIs (per URL): @rebelytics
  25. 25. Use the following data sources to compile a list of your important URLs with the relevant KPIs. @rebelytics
  26. 26. Google / Bing / Yandex Webmaster Tools for impressions and clicks from search results. @rebelytics
  27. 27. Google Analytics or another web analytics tool for visits, conversions, and revenue from organic search. @rebelytics
  28. 28. Pro tip: Use a custom attribution model for numbers of conversions and revenue. @rebelytics
  29. 29. Specialised ranking tools (like Sistrix or Searchmetrics) for search engine rankings. @rebelytics
  30. 30. Too many URLs? Often, less than 40% of your URLs account for more than 90% of your performance. Focus on top URLs, if necessary. @rebelytics
  31. 31. Add all URLs that have backlinks. You can get this information from specialised backlink tools. @rebelytics
  32. 32. Pay special attention to non-HTML files, such as PDFs, that drive organic search traffic. @rebelytics
  33. 33. PDFs and other file types often rank very well, but they will not show up in your web analytics data, because they don’t have tracking codes. @rebelytics
  34. 34. Images are another special case: Check which images are performing well in image search results. @rebelytics
  35. 35. Now you have a list of HTML pages, PDFs, images and other file types that you don’t want to delete from your new website. @rebelytics
  36. 36. Let’s have a look at how best to deal with the different types of content you want to keep. Dealing with important content @rebelytics
  37. 37. ● HTML pages ● PDFs ● Images Ideas for dealing with different types of important content: @rebelytics
  38. 38. ● Don’t delete it ● Integrate it into your new website structure ● Improve it (if you can) The general rule is: @rebelytics
  39. 39. Every old HTML page that has visibility, traffic, backlinks or that contributes to business goals should be kept on the new website. @rebelytics
  40. 40. Content is not relevant anymore or not up-to-date? Improve it to make it relevant again. @rebelytics
  41. 41. Old blog posts can be updated and re-published with a new time stamp. This tactic normally boosts a post’s SEO performance. @rebelytics
  42. 42. Evergreen content should be kept up-to-date and can be placed more prominently in the navigation in order to boost its SEO performance. @rebelytics
  43. 43. Popular content can be repurposed and published in different formats. Try trading high-end file formats for shares (pay with a share). @rebelytics
  44. 44. Use your best content marketing techniques to turn your old content into an amazing new website. @rebelytics
  45. 45. Make sure that your new content satisfies search intent even better than your old content. @rebelytics
  46. 46. For content with backlinks, replace “search intent” with “click intent”. @rebelytics
  47. 47. Let’s talk about PDFs. There are several good reasons for not wanting PDFs in search engine indexes. @rebelytics
  48. 48. ● are not mobile-friendly ● are not easily trackable with web analytics tools ● do not allow the user to navigate to other pages PDFs @rebelytics
  49. 49. My recommendation for a relaunch is to replace all indexed PDFs with equivalent HTML pages. @rebelytics
  50. 50. Of course, you should still offer PDFs (let users pay for them with a share, if you like), but don’t make them indexable by search engines. @rebelytics
  51. 51. Don’t forget to redirect your old PDF URLs to the new HTML pages. @rebelytics
  52. 52. What about images? You might have the urge to use entirely new images on your new website. Keep the ones that are performing well. @rebelytics
  53. 53. Find a way to integrate your important images into the new website and try to put them in the same context. @rebelytics
  54. 54. If you want to make sure to keep your image SEO performance after the relaunch, don’t change the image sizes or file names. @rebelytics
  55. 55. This is a good foundation for your relaunch and you have taken an important step towards saving your SEO performance. @rebelytics
  56. 56. Thank you. @rebelytics
  57. 57. Encore: 7 more SEO tips for website relaunches. @rebelytics
  58. 58. Redirect every old URL that no longer exists to its new equivalent. Set up direct redirects (avoid redirect chains). 1 @rebelytics
  59. 59. Don’t change your URLs if you don’t have to. URL changes often lead to visibility losses, even if redirected. 2 @rebelytics
  60. 60. Pay attention to your internal linking. A page that loses lots of incoming internal links can also lose visibility and traffic. 3 @rebelytics
  61. 61. Not on https yet? Now is the time. 4 @rebelytics
  62. 62. Allocate SEO and IT resources for the days and weeks after the relaunch. You will need them for troubleshooting. 5 @rebelytics
  63. 63. Domain switches are always a big risk for your SEO performance. Be prepared for temporary losses. 6 @rebelytics
  64. 64. Reach out to webmasters that link to your content to let them know about URL changes. This is also good promotion for your new website. 7 @rebelytics
  65. 65. About me Eoghan Henn ● Co-founder of searchVIU ● Based in Galicia, Spain ● Very important: “Eoghan” is pronounced like “Owen” @rebelytics
  66. 66. About my company ● Website relaunch SEO tool ● Automatic 301 redirects ● Traffic loss prevention ● https://www.searchviu.com/ @rebelytics
  67. 67. Get in contact ● twitter.com/rebelytics ● eoghan@searchviu.com ● linkedin.com/in/eoghanhenn @rebelytics
  68. 68. @rebelytics

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