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An SEO Friendly Website Redesign Process - Tools, Tips and Techniques

Website not performing? Learn how to go about re-designing and re-developing your website in a user friendly and search-engine friendly manner.

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An SEO Friendly Website Redesign Process - Tools, Tips and Techniques

  1. 1. SEO & the Website Redesign Process Traps, Tricks, Techniques & Tools Laurence O’Toole Director – [email_address] + 44 208 977 4465 @analyticsseo
  2. 2. Who are we? <ul><li>A UK software business on a mission to: </li></ul><ul><li>“ Have the time of our lives building software that changes our customers' lives” </li></ul><ul><li>Analytics SEO is a suite of online SEO tools for SEO agencies and companies with multiple websites </li></ul><ul><li>We also redesign a few websites every now and then! </li></ul>
  3. 3. Website Redesign Pitfalls <ul><li>Problems stem from: </li></ul><ul><li>Redesigning on a whim </li></ul><ul><li>No concerted plan or running before walking </li></ul><ul><li>Fallen out with designers/developers </li></ul><ul><li>Not analytical enough – changing pages that convert well </li></ul><ul><li>No research or survey data </li></ul><ul><li>No benchmarks or targets </li></ul><ul><li>Lack of understanding and knowledge of SEO </li></ul><ul><li>Unrealistic budget, resources or timescales </li></ul><ul><li>Inadequate security </li></ul>
  4. 4. Website Redesign Pitfalls <ul><li>Common Traps: </li></ul><ul><li>Change of domain or TLD – no redirection </li></ul><ul><li>Change in URLs – no redirects or global redirects </li></ul><ul><li>Indexed pages in search engines are not found (404 error) </li></ul><ul><li>Loss of site traffic </li></ul><ul><li>Loss of conversions on previously good converting pages </li></ul><ul><li>Loss of position in the SERPs </li></ul><ul><li>Loss of site in the SERPs </li></ul><ul><li>Loss of job? </li></ul>
  5. 5. Example Google Malware Page
  6. 6. Typical Website Redesign Process Project Definition Site Structure Visual Design Site Development Test & Refine Launch
  7. 7. SEO & Website Redesign Process Project Scope Site Architecture Visual Design Site Development Test & Refine Launch Benchmarking Ongoing Updates Celebration + Website Analytics, SEO Analytics + Webmaster Tools + Website Analytics, SEO Analytics + User Tests & Survey Results + User Tests & Survey Results + Continuous Website & SEO monitoring + KPIs, Targets, Benchmarks Project Scope Benchmarking Ongoing Updates Celebration Test & Refine Launch Site Development Test & Refine Launch Visual Design Site Development Test & Refine Launch Project Scope Benchmarking Ongoing Updates Project Scope Benchmarking Celebration Ongoing Updates Project Scope Benchmarking Site Architecture Visual Design Site Development Test & Refine Launch
  8. 8. Project Scope <ul><li>Why do you need a redesign? </li></ul><ul><li>Establish Commercial Goals </li></ul><ul><li>Establish Project Goals </li></ul><ul><li>Analysis, Research & Reality Check </li></ul><ul><li>Agree Website & SEO KPIs/Targets </li></ul><ul><li>Budget </li></ul><ul><li>Team & Timescales </li></ul>Useful questionnaires
  9. 9. Project Scope: Analytics & Research <ul><li>Website statistics </li></ul><ul><ul><li>Site Visits, Popular Content, Conversion Analysis </li></ul></ul><ul><ul><li>Screen size, browsers, Traffic sources </li></ul></ul><ul><li>Customer & User survey </li></ul><ul><ul><li>Likes and dislikes </li></ul></ul><ul><li>Log files </li></ul><ul><ul><li>404s, other errors </li></ul></ul>
  10. 10. Project Scope: SEO Research <ul><li>Website Analytics </li></ul><ul><ul><li>Add analytics & Webmaster Tools to old site (if not already added) </li></ul></ul><ul><li>SEO Analysis </li></ul><ul><ul><li>Basic Site Audit & On-Site Analysis – highlights obvious site issues </li></ul></ul><ul><ul><li>Competitive analysis </li></ul></ul><ul><li>PPC Campaign analysis </li></ul><ul><ul><li>Which keywords are converting? </li></ul></ul><ul><ul><li>Consider using them in your redesign </li></ul></ul><ul><li>Strategic Planning Gap </li></ul><ul><ul><li>How large is the gap between my site and my competitors? </li></ul></ul><ul><ul><li>Do I have the resources and desire to commit? </li></ul></ul>
  11. 11. Basic SEO Site Audit
  12. 12. Competitive SEO Audit
  13. 13. Project Scope: Project Goals <ul><li>Set Project Targets & Benchmarks: </li></ul><ul><li>Create a set of benchmarks that you can compare at Campaign Start & Campaign End </li></ul><ul><ul><li>Keyword ranking comparison </li></ul></ul><ul><ul><li>Competitive benchmarking – League Tables </li></ul></ul><ul><li>Website Analytics KPIs: </li></ul><ul><ul><li>Revenue, Sales conversions, Visits, Goals, </li></ul></ul><ul><ul><li>No. Keywords & %Pages bringing organic traffic </li></ul></ul><ul><ul><li>Unique Visitors, Page Views, Bounce Rate, Time on site, Brand engagement </li></ul></ul>
  14. 14. Benchmark Analytics Data
  15. 15. Example: Organic Breadth & Depth
  16. 16. Project Scope: Project Planning <ul><li>Excel </li></ul><ul><li>Basecamp </li></ul><ul><li>Fogbugz </li></ul>
  17. 17. Site Architecture <ul><li>SEO Friendly – information architecture, navigation URLs, Meta Tags, coding (separation of HTML and CSS) – Not using JS links </li></ul><ul><li>W3C compliant </li></ul><ul><li>Old sitemap and hierarchy vs New Sitemap & hierarchy - Treejack (“Analytics for a website you haven’t built yet”) </li></ul><ul><li>Plan 301 redirects </li></ul><ul><li>Plan to make it fast… </li></ul>
  18. 18. Site Architecture
  19. 19. Visual Design <ul><li>Sketches – sharing initial thoughts and ideas </li></ul><ul><li>Wireframes – sharing with the client </li></ul><ul><li>Test initial design </li></ul><ul><ul><li>Internal team </li></ul></ul><ul><ul><li>Client </li></ul></ul><ul><ul><li>User groups </li></ul></ul>
  20. 22. <ul><li>Which Content Management System ? </li></ul><ul><li>Proprietary? </li></ul><ul><li>Free/Open Source </li></ul><ul><ul><li>Drupal </li></ul></ul><ul><ul><li>Joomla </li></ul></ul><ul><ul><li>Wordpress </li></ul></ul><ul><li>Numerous SEO Plug-ins </li></ul><ul><li>XML Sitemap generator </li></ul>Site Development
  21. 23. Content <ul><li>Golden opportunity - How can you improve your site? </li></ul><ul><li>What did your customers/users tell you? </li></ul><ul><ul><li>“ If you were running our business how would you improve our website?” </li></ul></ul><ul><li>Video - DIY Video Suite - Animoto </li></ul><ul><li>Avatars - Site Pal </li></ul><ul><li>Update Plan - build in feedback - Kampyle </li></ul><ul><li>Make it easy for people to link to your content, e.g. tweetmeme </li></ul><ul><li>Community support – Get Satisfaction 2.0 </li></ul><ul><li>Organising Content – Optimal Sort </li></ul>
  22. 24. Testing <ul><li>Type of testing: </li></ul><ul><li>Functional & Performance </li></ul><ul><li>X-Browser testing </li></ul><ul><li>Usability </li></ul><ul><li>Options: </li></ul><ul><li>Friends and family </li></ul><ul><li>Focus groups – internal and external </li></ul><ul><li>Usability testing labs & eye tracking tools </li></ul><ul><li>Online Tools: </li></ul><ul><ul><li>Five Second Test – initial test of designs – clicks and keywords </li></ul></ul><ul><ul><li>Litmus – X-browser testing for websites and email </li></ul></ul><ul><ul><li>Crazy Egg – visualise user behaviour – heatmaps and clicks </li></ul></ul><ul><ul><li>Userfly – watch videos of your users </li></ul></ul><ul><ul><li>Feedback Army – Ask users questions and get them to perform specific tasks </li></ul></ul><ul><ul><li>Mechanical Turk – Human Intelligence Task </li></ul></ul><ul><ul><li>Jmeter - Scalability & performance - record interactions, playback multiple threads </li></ul></ul><ul><ul><li>Yslow , Google Web Toolkit – Browser plug-ins and developer toolkits </li></ul></ul>
  23. 25. Usability Testing <ul><li>How much testing should I do? </li></ul><ul><li>Jacob Nielsen one of the best-known usability gurus, says: </li></ul><ul><li>“ The best results come from testing no more than 5 users and running as many small tests as you can afford.” </li></ul><ul><li> </li></ul>
  24. 27. Launch <ul><li>SEO </li></ul><ul><li>PPC </li></ul><ul><li>Blogging </li></ul><ul><li>Social Media </li></ul><ul><li>Email </li></ul><ul><li>PR </li></ul><ul><li>Video </li></ul>Sorry, there’s just not enough time to cover all the tools you could use to support your re-launch.
  25. 28. Benchmarking <ul><li>Compare initial results with campaign start </li></ul><ul><li>Post launch questionnaires and compare results with campaign start </li></ul><ul><ul><li>Survey Monkey </li></ul></ul><ul><ul><li>4Q </li></ul></ul><ul><li>Feedback Tools </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Get Satisfaction </li></ul></ul><ul><li>Ensure you have a system for automatically monitoring website and SEO changes - AnalyticsSEO </li></ul>
  26. 29. Benchmark Ranking Data
  27. 30. Benchmark Ranking Data
  28. 31. Competitive League Table
  29. 32. Benchmark Analytics Data
  30. 33. <ul><li>Fresh content </li></ul><ul><li>Landing Page Optimisation </li></ul><ul><ul><li>Ensure your analytics software tracks conversions </li></ul></ul><ul><ul><li>Benchmark against performance before redesign </li></ul></ul><ul><ul><li>Objections/Counter Objections </li></ul></ul><ul><ul><li>Landing Page Checklist – Have you thought of everything? </li></ul></ul><ul><ul><li>Test – Split A/B or Multivariate </li></ul></ul><ul><li>Online PR campaign </li></ul><ul><li>Link building </li></ul><ul><li>Track your ongoing SEO Campaign – Analytics SEO </li></ul><ul><li>Do interesting stuff and get people talking about it! </li></ul>Ongoing Site & SEO Development
  31. 34. SEO Website Redesign Process Tools
  32. 35. Celebration (Post-launch) <ul><li>Take pride in your re-designed website and enjoy a hot… </li></ul><ul><li>Or a cold… </li></ul><ul><li>Come and meet us on Stand 420 - We’ll show you some of our website redesign and SEO tools and some other good ones that didn’t make the presentation </li></ul><ul><li>Laurence O’Toole – [email_address] - + 44 208 977 4465 </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>