SEO & Website Redesign - Traps, Tools and Techniques (as presented at SES London)


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If you are planning to redesign your website and need SEO advice and help then look at this proven website redesign process - and try some of the 50 odd links to cool online tools that you can use to help you! As presented by Laurence O'Toole at Search Engine Strategies conference and exhibition in London in Feb 2010.

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SEO & Website Redesign - Traps, Tools and Techniques (as presented at SES London)

  1. 1. SEO & the Website Redesign Process Traps, Tricks, Techniques & Tools
  2. 2. Why Redesign? <ul><li>Revamping your website gives you a unique set of problems…. </li></ul><ul><li>This presentation focuses on the things are unique to redevelopment rather than building a new site…. </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. Example Google Malware Page
  5. 5. 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>
  6. 6. 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 – 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><li>Examples: </li></ul><ul><li>Keyword ranking comparison </li></ul><ul><li>Competitive benchmarking – League Tables </li></ul><ul><li>Website Analytics KPIs </li></ul><ul><ul><li>Revenue, Sales conversions, Visits, Goals </li></ul></ul><ul><ul><li>Unique Visitors, Page Views, Bounce Rate, Time on site </li></ul></ul>
  14. 14. Project Scope: Project Planning <ul><li>Excel </li></ul><ul><li>Basecamp </li></ul><ul><li>Fogbugz </li></ul>
  15. 15. 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 </li></ul><ul><ul><li>Treejack (“Analytics for a website you haven’t built yet”) </li></ul></ul><ul><li>Plan 301 redirects </li></ul><ul><li>Plan to make it fast… </li></ul>
  16. 16. Site Architecture
  17. 17. 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>
  18. 20. <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
  19. 21. 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>
  20. 22. 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 (US Only) </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>
  21. 23. 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>
  22. 25. 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>
  23. 26. 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 </li></ul>
  24. 27. Benchmark Ranking Data
  25. 28. Competitive League Table
  26. 29. Benchmark Analytics Data
  27. 30. <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
  28. 31. SEO Website Redesign Process Tools Page Optimisation Tools – Vertster Maxymiser Pagealizer Google Website Optimzer Feedback tools - Get Satisfaction User behaviour - Crazy Egg User feelings & tasks - Feedback Army Mechanical Turk Functional & Performance – Jmeter Yslow Google Web Toolkit DIY Video Editor – Animoto Avatars – Site Pal Word of mouth – tweetmeme Community support – Kampyle Get Satisfaction 2.0 Initial Testing - W3C Validation - Integrated Website & SEO Analysis - Bulk domain name checker - Project Management – List of Resources & Tools Project Stage Celebration Ongoing Development Benchmarking Launch Testing Site Development Visual Design Site Architecture Project Scope Too many to mention! 6 Usability Testing - Jacob Nielsen Test Designs - Five Second Test User videos - Userfly X-Browser tests - Litmus 5 Content Management Systems – Drupal Joomla Wordpress Drupal SEO-plug-ins Joomla SEO-plug-ins Wordpress SEO Organising Content – Optimal Sort XML Sitemap generator 4 Site Design - 3 Webmaster Tools - Google Yahoo Bing 2 It’s more fun if you take it offline! 9 Ongoing SEO Campaign Management Landing Page Checklist 8 Automated SEO Tools 7 Design Process - Questionnaires - Questionnaire Templates – Survey tools – E-mail clients – 1
  29. 32. 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 11 - 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>