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Mastering SEO for the enterprise website redesign without losing traffic: Processes & Checklists - SMX East 2012
- 1. MASTERING THE MEGA- SITE WHOLESALE REDESIGN BARON GINNETTI @baronginnetti Director SEO & Content Distribution: Break Media Deck Design: http://lubomiramilkova.com/ October 4, 2012
- 2. IN THE BEGINNING THE WORLD IS GREAT LIFE IS GOOD.
- 3. SILKY SMOOTH SEO MATRIX CHECKLIST
- 4. ANYONE INVOLVED IN THE PRODUCT DEVELOPMENT PROCESS PRODUCT MANAGERS DEVELOPERS QA ENGINEERS WHO DOES IT HELP?
- 5. IT’S CHALLENGING TO SUCCEED EVEN WHEN PROCESS FLOWS ARE PERFECT
- 6. THEN THE WORLD CHANGES NEW MANAGEMENT LESS SEO AWARENESS NEW PRIORITIES COMPANY IS LESS FLAT MISCOMMUNICATION STAY CALM. SEO HUNDREDS OF DIFFERENT REASONS THAT YOU CAN GET LEFT OUT OF THE LOOP WHETHER IN-HOUSE OR AGENCY.
- 7. AND THIS IS A WORST-CASE- SCENARIO PROJECT PROCESS FOR A PROJECT… LET’S SAY SOMETHING SMALL: LIKE A WHOLESALE REDESIGN
- 8. REALLY HARD PROJECTS UNDER REALLY DIFFICULT CIRCUMSTANCES
- 9. SO YOU’VE GOT A 5MM PAGE SITE IN THE MIDST OF A WHOLESALE REDESIGN ON YOUR HANDS AND YOU’RE LAST ONE INVITED TO THE PARTY. WHAT DO YOU DO NOW?
- 10. BIZ NAVIGATION: SHOOT UP A FLARE SOUND THE ALARM.
- 11. BIZ NAVIGATION: LOUD BITE-SIZE METRICS EXAMPLE NEW VERSION OF SITE: ONLY 5% OF THE CONTENT IS ACCESSIBLE TO SEARCH ENGINES. CONTENT = TRAFFIC = $$ WHAT ARE YOUR GOALS? « WHAT WILL YOU DO? « WHAT DO YOU NEED? OKAY… NOW THEY GET IT. THEY’LL FOLLOW YOUR LEAD. $ $
- 13. SITE VS. SITE AUDIT AUDIT REDESIGN COMPS AS IF THEY ARE A LIVE SITE AUDIT OF EXISTING SITE CONFIRM: PAGE SPEED MONITORING OF EXISTING SITE AND SET UP TRACKING FOR NEW. CONFIRM: SERVER LOG STORAGE, BOT VISIT TRACKING NEXT STEPS
- 14. # OF HOMEPAGE ACCESS POINTS/LINKS # OF HOMEPAGE ACCESS POINTS/LINKS TO DIFFERENT ACCESSING DIFFERENT CONTENT TYPES AVG. CHARACTER COUNT PER PAGE REQUIRED KEYWORDS IN NAVIGATION NUMBER OF LINKS PER PAGE NUMBER OF BOT ACCESSIBLE LINKS PER PAGE CONTENT UPDATE RATES EXISTING VS. PLANNED FOR NEW RELATED MODULE OR OTHER MODULE POPULATION RULES ULTIMATELY PAGE LOAD TIME/TEMPLATE VS. TEMPLATE NEXT LEVEL AUDIT: TEMPLATE VS. TEMPLATE
- 15. DEVELOP CORE SEARCH REQUIREMENTS INFORMED BY AUDITS & PARITY GOAL SIMPLE CORE REQUIREMENT EXAMPLES: PRODUCT PAGES MUST HAVE SAME NUMBER OF LINKS RETAIN BREADCRUMB AND REPRESENT BY CATEGORIES PAGINATION MUST EXPOSE SAME NUMBER OF LINKS/PAGE RELATED ALGOS STAY THE SAME LINKS IN MODULES LOADED BY ASYNCHRONOUS AJAX OR IN IFRAME MUST BE CODED THE SAME WAY LIFE SAVER. YOUR BULLET PROOF “MUST DEVELOP” AND INTEGRATE CORE REQUIREMENTS LIST
- 16. BIZ NAVIGATION: IT’S A BIG LIST: WHAT IF I GET KICK BACK? BE PREPARED TO ANSWER EACH REQUIREMENT WITH SUPPORTING METRICS IF THOSE METRICS CAN BE CORRELATED TO USER BEHAVIOR EVEN BETTER DON’T FORGET ABOUT METRICS THAT CORRELATE TO NEGATIVE PAST EVENTS ESPECIALLY IF YOU HAD A STRONG CORRELATING CORRECTION
- 17. WHAT TO COLLECT? EVERYTHING YOU WISHED YOU’D HAD DURING TROUBLE-SHOOTING BUT DIDN’T PREP FOR TROUBLE SHOOTING: METRICS ARCHIVING
- 18. DEEPER DIVE ON: INTERNAL LINKS ARCHIVING TOP 100 TRAFFIC DRIVERS BY TEMPLATE MIDDLE 100 TRAFFIC DRIVERS BY TEMPLATE BOTTOM 100 (LONG-TAIL) DRIVERS BY TEMPLATE DETERMINE: AVG # OF INTERNAL LINKS FOR EACH DETERMINE: WHAT PERCENT OF LINKS ORIGINATE FROM WHERE.
- 19. SAMPLE RESULT
- 20. PERCENTAGE S
- 22. SEND WEEKLY BULLETINS (EVEN IF BAD NEWS) ABOUT EVERYTHING YOU CAN KNOW/QUANTIFY WITH RELEVANT EXECUTIVE TEAM MEMBERS IF DEPRECATED CATEGORIES OR CONTENT THEN CALCULATE QUANTIFIABLE KNOWN LOSSES X% TRAFFIC, Y% SALES/CONVERSIONS HIGH VALUE KEYWORDS IN NAVIGATION ARE GONE. WHAT ARE THOSE TERMS WORTH? CALCULATE AND SHARE.. BIZ NAVIGATION: SHARE BULLETINS
- 23. QA YOUR REQUIREMENTS PERSONALLY! DON’T RELY ON THE BEST QA TEAM TO UNDERSTAND WHETHER YOUR REQUIREMENTS ARE WORKING CORRECTLY OR NOT. QA YOUR REQUIREMENTS AFTER EVERY PUSH TO DEV STAGE. SUBMIT A CHECK LIST OF “VALID” OR DETAIL WHY INVALID. FOLLOW UP WITH REPORT IN PERSON QA
- 24. PUSHING THE REDESIGN TO PRODUCTION DON’T SEND OUT PREMATURE TRAFFIC UPDATES SOCIALIZE THE EXPECTATION OF VOLATILITY DON’T TROUBLE SHOOT PREMATURELY WHEN TRAFFIC SETTLES… ACTIVATE ALL OF YOUR ARCHIVED METRICS TO MONITOR « TO TROUBLE SHOOT « RINSE - REPEAT
Editor's Notes
- This will be a flow chart a non ideal project flow for a redesign that will make it very hard for the SEO succeed… In short – this will be a process flow without SEO at each stage- SEO left out of the process. Designer create graphic for this Same as last flow chart but big holes where SEO would be.
- Something to symbolize this?
- You can never predict traffic growth or losses. Measure what you can (usually your own site gains or losses) and underscore value. Don’t make estimates on something you can’t measure or control. It will ultimately undermine your authority and encounter reluctance towards sign off. In this case. You need full sign off!
- Do you know how many times/day significant bots visit your site? Visit a certain page type? Set up Bot reporting to do so if you don’t have already
- Product pages must have same number of links. Does any one know how many links per page is the “ideal” number” How many links it takes to tank a certain page type? Does it even matter now or for you site?
- Don’t forget about metrics that correlate to negative past events. E.g. When tested links from many to few pages de-indexed or tanked those pages.
- How many times to you have to spend weeks trouble shooting because of a small site change? So now we imagine how much trouble shooting potential you’ll have when every single page has changed. How many times have you heard yourself say “If only we had THAT data or had saved THAT data then we could solve it. Now is the time to collect all the data you wished you had when you were troubles shooting Don’t need to track ranks for thousands of terms. Find the meaningful representative set that will speak to your business and your traffic. Select competitors that will help you determine if drops are on your side, algo side, seasonality or competitor side.
- Quantifiable known losses: if deprecating categories, content products etc… Goal is to inform, create a company conversation about potential losses and if you bring good data you can turn those losses into wins or at least Regain parity.