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Stress-free Website Redesign for Search and Social - Mozinar


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Dana Lookadoo's Mozinar covers 5 Steps to Dot Calm that walk you through a process for little loss in rankings and traffic from a site redesign or migration. Highlights include:
* What to expect with a site redesign
* Goal setting & data collection
* Auditing the current site
* Personas & surveying your audience
* Keyword strategy, IA, content & design
* SEO-friendly CMS & WordPress plugins
* QA, testing & launch “gotchas”
* Looking good in social
* BONUS: Free Excel worksheets!

So get ready for 138 slides of redesign goodness!

Published in: Technology, Design
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Stress-free Website Redesign for Search and Social - Mozinar

  1. 1. Stress-free Website Redesign for Search and Social Dana Lookadoo Join us on Twitter at #Mozinar Questions or problems? Email
  2. 2. @lookadoo Dana Lookadoo . SEO Consultant SEO Audits & Consulting Website Re/design Strategy Content Development SEO & Social Media Training Word-of-Mouth SEO — Optimize your online conversation . @YoYoSEO
  3. 3. @lookadoo What We’re Going to Cover What to expect with a site redesign Goal setting & data collection Auditing the current site Personas & surveying your audience Keyword strategy, IA, content & design SEO-friendly CMS & WordPress plugins QA, testing & launch “gotchas” Looking good in social BONUS: Free Excel worksheets!
  4. 4. @lookadoo Plan Your Work. Work Your Plan! Image Credit: Paul May’s SearchLove preso:
  5. 5. A Relaunch Takes Planning! @lookadoo
  6. 6. Dot Calm 6 Planning … Project Management … Process … Perseverance … Patience … NO Percocet! @lookadoo
  7. 7. Mind Your Ps. Get your Q! PRIORITIZE . . . QUALIFIED TRAFFIC @lookadoo
  8. 8. 5 Steps to Dot Calm @lookadoo
  10. 10. Migration Variables Gather all your facts BEFORE developers & designers get their hands dirty with a redesign! @lookadoo What’s going to change?  DESIGN  URLS  IA STRUCTURE  CONTENT & META  PLUGINS & FUNCTIONALITY
  11. 11. Image credit: Panda Recovery Get rid of poor quality pages.  410 the bad apples Improve content on the good pages.  301 redirect weaker pages to new pumped- up pages. A redesign changes everything. Google sees your site as "new!”
  12. 12. Less is Better! @lookadoo Google Webmaster Checklist: How to Move Your Content to a New Location
  13. 13. Visitors Overview (new & returning) Browsers and OS (desktop, tablet, mobile) Map Overlay (visitor locations) Referring Sites Keyword Referrals Really? Yes + [not provided] Webmaster Tools (impressions, landing pages) Reports @lookadoo Baseline Metrics – Measure what’s valuable to your business.
  14. 14. Weekly Baseline @lookadoo Google Doc for tracking key metrics on a weekly basis! Pages Indexed . Organic Landing Pages . Organic Traffic . Not Found Errors . Server Errors . PR . DA . PA Thank Annie Cushing! @AnnieCushing
  15. 15. Most Valuable Pages @lookadoo Pageviews . Unique Pageviews . Avg. Time on Page . Entrances . Bounce Rate . % Exit . Page Value People who converted looked at these pages.
  16. 16. Metrics… Metrics… Metrics… @lookadoo Top Landing Pages . Social Impact . What people are Pinning Compare multiple data points!
  17. 17. Visibility / Rankings @lookadoo
  18. 18. Most Popular Queries @lookadoo Google Webmaster Tools – Impressions, Clicks, CTR, Positions
  19. 19. Most Popular Pages @lookadoo
  20. 20. @lookadoo Top Pages > Export CSV . Sort by Inbound Links, Page Authority, Linking Root Domains Bonus Metrics: Status Codes, Facebook Shares/Likes, Tweets, Google+1s
  21. 21. Competitive Benchmarks @lookadoo
  22. 22. Competitive Social @lookadoo
  23. 23. @lookadoo Likes . Shares . Comments . Tweets Social Activity
  24. 24. ByChannel @lookadoo Organic Search Visits . Social Interactions & Followers . Links . Brand & Mentions
  25. 25. Pre-Op @lookadoo
  26. 26. Hit by Panda? Penguin? @lookadoo
  27. 27. @lookadoo Page Analysis . Site Authority . Broken Links . Crawl Errors . Algo Hits SEO Auditing
  28. 28. @lookadoo
  29. 29. SEMANTIC STRUCTURE Use Headings for content structure. Pages should be structured in a hierarchical manner. Heading 1 Heading 2 Heading 2 Heading 3 Heading 2 DO NOT use text formatting to achieve visual (fake) evidence of structure. Use lists correctly. <ul>, <ol>, and <dl> also convey a hierarchical content structure. @lookadoo
  30. 30. @lookadoo IIS SEO Toolkit . Webmaster Tools Violations & Crawl Errors ?
  31. 31. @lookadoo “We’ve said that we do use page speed in our rankings.” Matt Cutts, August 29, 2013
  32. 32. GA Speed Suggestions @lookadoo Content > Site Speed > Speed Suggestions
  33. 33. GA Tag Assistant @lookadoo
  34. 34. Sitemap Strategy @lookadoo ? inur:xml
  35. 35. Large Site(maps) This XML file does not appear to have any style information associated with it. The document tree is shown below. <sitemapindex xmlns=""> <sitemap> <loc></loc> </sitemap> <sitemap> <loc></loc> </sitemap> <sitemap> <loc></loc> </sitemap> <sitemap> <loc></loc> </sitemap> <sitemap> <loc></loc> </sitemap> <sitemap> <loc></loc> </sitemap> </sitemapindex> @lookadoo Limitations Solution NO more than 50K URLs per sitemap Sitemap index NO larger than 10MB Gzip compression
  36. 36. Submit Before (& After) Video????? @lookadoo robots.txt – Sitemap:
  37. 37. Content Scrape URL Status code Title Description Canonical URL Content Encoding Content Length Content Type Content Type Normalized Has Links Has Violations Hash Headers Heading Is External Keywords Last Modified Linked By Count Linking To Count Time taken URL-Directory URL-Host URL-Scheme Violation Count @lookadoo Or . . .
  38. 38. Content / Asset Audit @lookadoo From IIS SEO Toolkit or Screaming Frog From SEO Team’s Brain
  39. 39. Know Your Audience! @lookadoo
  40. 40. • Background • Demographics • Psychographics • Motivations/Needs • Activities • New/Returning Site Visitor Name @lookadoo
  41. 41. @lookadoo Survey clients, employees, and key stakeholders. Customer-Driven Website Redesign
  42. 42. @lookadoo Give’em What They Want!
  43. 43. @lookadoo Massive Wish List
  44. 44. @lookadoo Identify your redesign goals and conversion events.
  46. 46. Choosing the Right Terms “The content you create should be created as if social, search, and email do not exist.” @lookadoo Keyword research is one of the most valuable forms of research you can do! It's an expression of people's desires and problems. Brian Clark @copyblogger
  47. 47. @lookadoo
  48. 48. Beyond the new Google Keyword Planner… Keyword Research
  49. 49. 49 Demand. Relevancy. Intent.
  50. 50. @lookadoo Keyword Evaluation Evaluate keyword demand, market, relevancy, searcher intent, buckets, competition, SERPs, content strength. Map to SEO landing pages!
  51. 51. @lookadoo Image Credit: SEOGadget Redesign? New URLs? Revised IA? Map those keywords to audience needs! Keyword Strategy Roadmap Surviving a Site Migration [An SEO's Guide]
  52. 52. IA = The Blueprint @lookadoo “What I think people should spend time and effort (and budget) on is site architecture (which includes mobile responsiveness), then content development and management, and finally community development.” ~Kate Morris @katemorris
  53. 53. Information Architecture (IA) is the structurethat brings all your website content assets together while providing a flowfor your visitors— in languagethey use and understand. @lookadoo
  54. 54. 54
  55. 55. @lookadoo
  56. 56. Logical Categories @lookadoo Like goes with like. Dare we say “Silos?”
  57. 57. Organization & Structure @lookadoo Themed Verticals
  58. 58. Know Your Links @lookadoo Maintain link equity to key pages by preserving navigation, footers, home page links.
  59. 59. Inconsistent Hierarchy @lookadoo Directory structure provides topical relevance signals.
  60. 60. People-Friendly URLs @lookadoo
  61. 61. People-Friendly URLs @lookadoo
  62. 62. 63
  63. 63. IA Framework
  64. 64. @lookadoo Blog Hierarchy Planning Blog Specs – Plan them out!
  65. 65. @lookadoo Content Planning Framework
  66. 66. Content Dos & “Don’ts @lookadoo Avoid(when possible) Do (as much as possible) Promotional “marketese” Concise, objective statements State benefits & features. “We” & “our” statements “You” statements speak to reader. Lengthy, complex sentences that go on and on and on… Vary sentence length. Try a few short sentences (syncopation). Long paragraphs (more than 3-4 sentences) 1 idea per paragraph Concise (50% word count) & scannable! Starting paragraphs with prepositional phrases Start with the subject or key point clearly stated – upfront. Passive voice (Twerking dance moves were done by Miley Cyrus.) Active voice (Miley Cyrus demonstrated twerking dance moves.) “List items” in sentences Break out into bullets, 3-5. • Short • Sweet • Scannable! Readers are asking, “Why should I care?”
  67. 67.  1 Big Idea Generate curiosity.  Specific Use phrases most important to content and audience.  Grab attention Give them a reason to read more. Promise powerful benefits!  <= 140 characters Make it tweetable!  Answer… “So what?” @lookadoo Magazine-Like Headlines Image Credit: “Today Apple reinvents the phone!” “MacBook Air. The world’s thinnest notebook” “The new iTunes store. All songs are DRM-free.”
  68. 68. SEO-Approved Wireframes CNNExampleCredit:
  69. 69. SEO Notations @lookadoo Integrating SEO into the Project Process
  71. 71. Learn basic color theory, typography & design! Contrast Repetition Alignment Proximity @lookadoo JUST SAY “NO” TO ALL CAPS C.R.A.P. Design
  72. 72. Design for Readability “I’m increasingly of the opinion that all pages designed to contain long-form copy that is supposed to be read should be designed with readability as the #1 priority.” ~Will Critchlow @lookadoo Distilled’s recent responsive design with Readability Checklist @willcritchlow
  73. 73. No Flash! @lookadoo How to Convince a Client They Don't Need a Splash Page
  74. 74. No Frames! @lookadoo
  75. 75. No Music! @lookadoo How to Convince a Client their Site Doesn't Need Music
  76. 76. YES to HTML5 & CSS3 @lookadoo “Would you be worried if 30% of your customers walked in and then directly out of your store?” Image credit:
  77. 77.
  78. 78. 4 of 5 Facebook Users Visit via Mobile @lookadoo ,, ÷    ,, Per Day!!! “Google recommends webmasters follow the industry best practice of using responsive web design, namely serving the same HTML for all devices and using only CSS media queries to decide the rendering on each device.”
  79. 79. @lookadoo DoingResponsive Right! A Better Responsive Website:
  80. 80. Digital Asset Design @lookadoo
  81. 81. Digital Asset Design Step-by-Step PDFs Video Demos @lookadoo
  82. 82. Quality Images Go Viral “17 Of The Most Viral Facebook Photos in History” @lookadoo
  83. 83. No Clipart! @lookadoo Kills trust and authority!
  84. 84. Custom404
  85. 85. Site-Wide “Boosters” Favicon Internal Search Language / Country Messaging Social Buttons @lookadoo Little things are big things to your visitors & increase conversions!
  86. 86. @lookadoo
  87. 87. Social Media Assets @lookadoo The Ridiculously Exhaustive Social Media Dimensions Blueprint
  89. 89. Team Work! @lookadoo AVOID: “I.T. said they don’t have time to implement redirects right now. Get back to them in 6 months.” <true story>
  90. 90. Specs / Requirements Doc @lookadoo Goals . IA / SEO Elements . Functionality . Wireframes . Design . Schema . Analytics
  91. 91. ROBOTS.TXT DISALLOW + PASSWORD-PROTECT STAGING SITE USER- AGENT: * DISALLOW: / Bad robots & good people can still get in robots-protected areas. Add security!
  92. 92. Canonicalization Only 1 version of each URL, especially home: Options +FollowSymlinks RewriteEngine on rewritecond %{http_host} ^ [nc] rewriterule ^(.*)$$1 [r=301,nc] @lookadoo
  93. 93. 301 Redirects @lookadoo Large or e-commerce site? Set automation rules. No time for 1-to-1 redirects? Redirect top (key) pages.
  94. 94. Redirects Worksheet @lookadoo
  95. 95. 410 – No Forwarding Address @lookadoo Image credit:
  96. 96. SEO-Friendly CMS @lookadoo Open Source SASS
  97. 97. General (Settings > General) Site Title: Your Blog Name Tagline: Keyword-Rich Description Offering Your Benefits and UVP Update Services: (Settings > Writing) Permalinks (Settings > Permalinks) – For URL hierarhcy Common Settings > Custom Structure: /%category%/%postname%/ Categories Get rid of (delete) the Uncategorized default category! @lookadoo Basis settings with or without Yoast’s plugin
  98. 98. @lookadoo “Selecting the first 2 words for your page titles is probably the highest-impact ROI-boosting design decision you make in a Web project!” ~Jacob Nielsen Only for blog posts
  99. 99. Take More Control! @lookadoo
  100. 100. WordPress Plugins - Core @lookadoo Plugin Learn More… Akismet WordPress SEO by Yoast Google Analytics for WordPress Digg Digg FD Feedburner Redirection Online Backup for WordPress
  101. 101. Not the Mother of All Lists @lookadoo Plugin Learn More… Jetpack by W3 Total Cache AuthorSure (or) Custom About Author WordPress Editorial Calendar Follow and Subscribe Responsive Slider responsive-lightbox/ Yoast Local SEO ($69) Yoast Video SEO for WordPress ($69)
  102. 102. Structured Markup SOCIAL Facebook Open Graph (OG) protocol and specify what to display in Facebook and Google+. @lookadoo SERPS and microdata (RDFa) “influence” how search engine results display –> Rich Snippets in Google and Bing. Maximize CTR in SERPs and social with microdata!
  103. 103. Schema – NAP + <div itemscope itemtype=""> <a itemprop="url" href=""><div itemprop="name"><strong>Your Company, Inc.</strong></div> </a> <div itemprop="description">Your Company specializes in in the local geographic area.</div> <div itemprop="address" itemscope itemtype=""> <span itemprop="streetAddress">7890 Tommy Tutone Drive, Ste. A</span><br> <span itemprop="addressLocality">Jenny, </span> <span itemprop="addressRegion">CA </span> <span itemprop="postalCode">95309</span> <span itemprop="addressCountry"> USA</span><br> <span itemprop="telephone">(555) 876-5309</span> </div> @lookadoo
  104. 104. Video – XML Sitemap You can specify pages from different sites in one Sitemap. Add it to robots.txt. Submit to Google Webmaster Tools. Bing will find it via your robots.txt. > 50,000 entries? Use index files for multiple sitemaps. @lookadoo
  105. 105. @lookadoo Wistia wins the award for Best Survey! IMHO
  106. 106. Open Graph & Video “Adding them (OG tags) around video does a good job to help them show up as rich snippets in SERPs.” ~Chris Savage, Wistia @lookadoo for Videos
  107. 107.  Try to break the site!  Broken links – Xenu  Multiple browsers  Mobile  Accessible – W3C  New Domain? Keep both active.  Mail Server?  Secure Login Areas?  Notify users!  503 (Service Unavailable) 109  Remove robots.txt Disallow.  Update/submit XML sitemap(s).  If new domain, add/verify site in Google Webmaster Tools.  Fill out a change of address in Webmaster Tools.  Check Google Analytics (added/uncommented) & conversion tracking (goals).  Check Header Response codes.  Keep track of crawling errors to detect 301 redirect problems and 404 errors. Quality Assurance / Testing
  108. 108. W…T…?... @lookadoo
  109. 109. W…T…?... @lookadoo
  110. 110. @lookadoo Thank Webmaster Tools  Check those 404 errors  Check indexation BEWARE of the unknowns…
  111. 111. @lookadoo Test & Monitor Document QA Testing. Keep SEO/Developers Log. Annotate Google Analytics.
  112. 112. TEST SOME MORE… TIDY UP LINKS & LOCAL TELL THE WORLD! Launch & Promote @lookadoo
  113. 113. 115@lookadoo
  114. 114. Crawler Control robots.txt User-agent: * Disallow: /cgi-bin/ Disallow: /wp-includes Disallow: /wp-content/plugins/ Block Internal Search! <meta name="robots" content="noindex, follow"> @lookadoo And… be on the lookout for 404s!
  115. 115.
  116. 116. Link Reclamation / Outreach @lookadoo Open Site Explorer . Majestic SEO . Webmaster Tools . Analytics: Top Referrers Or . . .
  117. 117. Enterprise – Advanced Filters @lookadoo Get up to 100,000 links using OSE Advanced Filters!
  118. 118. Local Listings
  119. 119. Rankings may drop, but… @lookadoo Throw an online party with EPIC content & promotion!
  120. 120. “The search industry is going to eventually merge into marketing. It’s already part of marketing, but folks don’t recognize it as such. That’s going to change, a lot, and soon.” ~Ian Lurie @portentint @lookadoo
  121. 121. STRUCTURED MARKUP TIPS & HOW TO GOOGLE AUTHORSHIP Looking Good in Social @lookadoo
  122. 122. 125 @lookadoo
  123. 123. Structured Social Sharing Formula @lookadoo
  124. 124. DoYourPosts Inspire? @lookadoo Akvile Harlow . @AkvileHarlow . @listperation
  125. 125. NewImageSize @lookadoo Facebook Timeline Photos As of 9/16/13… Recommended og:image size: 1200x627 Min. = 560x292
  126. 126. <title>Matt Cutts - Google+ - Google Play is celebrating its birthday with a whole week…</title> <meta name="Description" content="Google Play is celebrating its birthday with a whole week of free and discounted downloads."> @lookadoo Put most important keywords in 1st 40 characters. Front Load. Front Load. Front Load Keywords (if it’s natural)! Google+ Post Meta Tags SERP Snippet Post Meta Tags
  127. 127. Social Control
  128. 128. Planning & Tagging @lookadoo Add UTM tracking variables to track social traffic!
  129. 129. @lookadoo
  130. 130. Google Authorship Get your personal Google profile photo to show in the search results! @lookadoo
  131. 131. Web Developer's SEO Cheat Sheet 2.0 @lookadoo Open Graph . Twitter Cards . Google+ Authorship . Google+ Publisher
  132. 132. @lookadoo “For those of you considering whether you need an SEO for your domain migration, the answer is… “Yes, yes you do!” The same goes for a redesign, CMS migration, hosting migration, and any URL changes, and content planning!” ~Ruth Burr, Moz @ruthburr
  133. 133. @lookadoo Z Z Z Z Z. . .
  134. 134. @lookadoo
  135. 135. Email: Twitter: @lookadoo . @YoYoSEO Website: Find this recorded #Mozinar and slide deck at very soon! Link Bundle: Worksheet: