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Website redesign & seo Anand Saini


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Website redesign & seo Anand Saini

  1. 1. SEO & the Website Re-design ProcessTraps, Tricks,Techniques & Tools By
  2. 2. Why Redesign? Revamping your website gives you a unique set of problems…. This presentation focuses on the things are unique to redevelopment rather than building a new site….
  3. 3. Website Redesign PitfallsProblems stem from: Redesigning on a whim No concerted plan or running before walking Fallen out with designers/developers Not analytical enough – changing pages that convert well No research or survey data No benchmarks or targets Lack of understanding and knowledge of SEO Unrealistic budget, resources or timescales Inadequate security
  4. 4. Example Google Malware Page
  5. 5. Website Redesign PitfallsCommon Traps: Change of domain or TLD – no redirection Change in URLs – no redirects or global redirects Indexed pages in search engines are not found (404 error) Loss of site traffic Loss of conversions on previously good converting pages Loss of position in the SERPs Loss of site in the SERPs Loss of job?
  6. 6. Website Redesign Process Project Definition Project Definition Site Structure Site Structure Visual Design Visual Design Site Development Site Development Test & Refine Test & Refine Launch Launch
  7. 7. SEO & Website Redesign Process Project Scope Project Scope + Website Analytics, SEO Analytics Site Architecture Site Architecture + User Tests & Survey Results + Webmaster Tools Visual Design Visual Design + KPIs, Targets, Benchmarks Site Development Site Development Test & Refine Test & Refine Launch Launch Benchmarking Benchmarking + Website Analytics, SEO Analytics + User Tests & Survey Results Ongoing Updates Ongoing Updates + Continuous Website & SEO monitoring Celebration Celebration
  8. 8. Project Scope Why do you need a redesign? Establish Commercial Goals Establish Project Goals Analysis, Research & Reality Check Useful questionnaires Agree Website & SEO KPIs/Targets Budget Team & Timescales
  9. 9. Project Scope: Analytics & Research Website statistics – Site Visits, Popular Content, Conversion Analysis – Screen size, browsers, Traffic sources Customer & User survey – Likes and dislikes Log files – 404s, other errors
  10. 10. Project Scope: SEO Research Website Analytics – Add analytics & Webmaster Tools to old site (if not already added) SEO Analysis – Basic Site Audit – highlights obvious site issues – Competitive analysis PPC Campaign analysis – Which keywords are converting? – Consider using them in your redesign Strategic Planning Gap – How large is the gap between my site and my competitors? – Do I have the resources and desire to commit?
  11. 11. Basic SEO Site Audit
  12. 12. Competitive SEO Audit
  13. 13. Project Scope: Project GoalsSet Project Targets & Benchmarks: Create a set of benchmarks that you can compare at Campaign Start & Campaign EndExamples: Keyword ranking comparison Competitive benchmarking – League Tables Website Analytics KPIs – Revenue, Sales conversions, Visits, Goals – Unique Visitors, Page Views, Bounce Rate, Time on site
  14. 14. Project Scope: Project Planning Excel Basecamp Fogbugz
  15. 15. Site Architecture SEO Friendly – information architecture, navigation URLs, Meta Tags, coding (separation of HTML and CSS) – Not using JS links W3C compliant Old sitemap and hierarchy vs New Sitemap & hierarchy  Treejack (“Analytics for a website you haven’t built yet”) Plan 301 redirects Plan to make it fast…
  16. 16. Site Architecture
  17. 17. Visual Design Sketches – sharing initial thoughts and ideas Wireframes – sharing with the client Test initial design – Internal team – Client – User groups
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  20. 20. Site Development Which Content Management System ? Proprietary? Free/Open Source – Drupal – Joomla – Wordpress Numerous SEO Plug-ins XML Sitemap generator
  21. 21. Content Golden opportunity - How can you improve your site? What did your customers/users tell you?  “If you were running our business how would you improve our website?” Video - DIY Video Suite - Animoto Avatars - Site Pal Update Plan - build in feedback – Kampyle, User Voice Make it easy for people to link to your content, e.g. tweetmeme, Add This Community support – Get Satisfaction 2.0 Organising Content – Optimal Sort
  22. 22. Kampyle
  23. 23. TestingType of testing: Functional & Performance X-Browser testing UsabilityOptions: Friends and family Focus groups – internal and external Usability testing labs & eye tracking toolsOnline Tools: – Five Second Test – initial test of designs – clicks and keywords – Litmus – X-browser testing for websites and email – Crazy Egg – visualise user behaviour – heatmaps and clicks – Userfly – watch videos of your users – Feedback Army – Ask users questions and get them to perform specific tasks – Mechanical Turk – Human Intelligence Task (US Only) – Jmeter - Scalability & performance - record interactions, playback multiple threads – Yslow, Google Web Toolkit – Browser plug-ins and developer toolkits
  24. 24. Usability TestingHow much testing should I do? Jacob Nielsen one of the best-known usability gurus, says: “The best results come from testing no more than 5 users and running as many small tests as you can afford.”
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  26. 26. LaunchHere are some pointers (clearly this is a huge topic!) SEO – Analytics SEO, SEO for Firefox PPC – Acquisio, Lyris HQ Blogging - Scribefire Social Media – Tweet Deck, Hash Tweeps,, AddThis Email – Dot Mailer, Mail Chimp, Lyris HQ PR – Free PR Sites, PRWeb, PR Newswire Article Marketing – Spin2Submit Video – Tube Mogul
  27. 27. Benchmarking Compare initial results with campaign start Post launch questionnaires and compare results with campaign start – Survey Monkey – 4Q Feedback Tools – – Get Satisfaction Ensure you have a system for automatically monitoring website and SEO changes
  28. 28. Benchmark Ranking Data
  29. 29. Competitive League Table
  30. 30. Benchmark Analytics Data
  31. 31. Ongoing Site & SEO Development Fresh content Landing Page Optimisation – Ensure your analytics software tracks conversions – Benchmark against performance before redesign – Objections/Counter Objections – Landing Page Checklist – Have you thought of everything? – Test – Split A/B or Multivariate Online PR campaign Link building Track your ongoing SEO Campaign – Analytics SEO Do interesting stuff and get people talking about it!
  32. 32. SEO Website Redesign Process Tools Project Stage List of Resources & Tools1 Project Scope Design Process - Integrated Website & SEO Analysis - Questionnaires - Bulk domain name checker - Questionnaire Templates – Project Management – Survey tools – E-mail clients – www.dotmailer.com2 Site Architecture Webmaster Tools - Google Yahoo Bing W3C Validation - http://validator.w3.org3 Visual Design Site Design - Initial Testing - http://fivesecondtest.com4 Site Development Content Management Systems – Drupal Joomla DIY Video Editor – Animoto Wordpress Avatars – Site Pal Drupal SEO-plug-ins Joomla SEO-plug-ins Wordpress SEO Word of mouth – tweetmeme Add This Organising Content – Optimal Sort XML Sitemap generator Community support – Kampyle Get Satisfaction User Voice5 Testing Usability Testing - Jacob Nielsen User behaviour - Crazy Egg Test Designs - Five Second Test User feelings & tasks - Feedback Army Mechanical Turk User videos - Userfly Functional & Performance – Jmeter Yslow X-Browser tests – Litmus Google Web Toolkit6 Launch SEO – Analytics SEO, SEO for Firefox Email – Dot Mailer Mail Chimp Lyris HQ PPC – Acquisio, Lyris HQ PR – Free PR Sites PRWeb PR Newswire Blogging - Scribefire Article Marketing – Spin2Submit Social Media – Tweet Deck Hash Tweeps AddThis Video – Tube Mogul7 Benchmarking Automated SEO Tools Feedback tools - Get Satisfaction8 Ongoing Development Ongoing SEO Campaign Management Page Optimisation Tools – Vertster Maxymiser Pagealizer Landing Page Checklist Google Website Optimzer9 Celebration It’s more fun if you take it offline!
  33. 33. Celebration (Post-launch)• Take pride in your re-designed website and enjoy a hot…• Or a cold…• Come and meet us on Stand 11 - We’ll show you some of our website redesign and SEO tools and some other good ones that didn’t make the presentationLaurence O’Toole – - + 44 208 977
  34. 34. SEO & the Website Thank You!Traps, Tricks,Techniques & Tools By