Redesigning Your Website for Your Content Marketing Strategy


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A website redesign is not simply about updated visuals and cool graphics – it’s an opportunity to improve the functionality and search visibility of your brand.

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Redesigning Your Website for Your Content Marketing Strategy

  1. 1. WEBSITE REDESIGN: SEO CONSIDERATIONS Don’t miss SEO opportunities when redesigning your website.
  2. 2. (2014) (Early 2010) (Late 2011)
  3. 3. Key Principle Redesigning a website is an opportunity for a brand or company to upgrade the aesthetics and functionality of its home on the web. While updating a website’s visual appeal, a redesign gives SEO’s a chance to ‘look under the hood’ and retool the SEO qualities of a website to turn site visitors into paying customers.
  4. 4. SEO Stages of Redesign process Research and Planning Content Creation and Implementation Measurement Refinement
  5. 5. Planning Research • Market research and analytics trends - try to avoid re-launch during high traffic periods or industry related events • Benchmark existing data Site Design • Responsive, Adaptive – mobile friendly Add analytics accounts • Apply Google Analytics UA code(s) • Google Webmaster Tools, Bing Webmaster Tools • Ecommerce tracking, heat mapping, etc. Install robots.txt code and sitemap.xml code • Create sitemap if it does not yet exist
  6. 6. Planning Map out site hierarchy/URL structure • Determine sub-domain vs. sub-folder structure Link Redirect Strategy • Create backwards inventory of incoming links, assign redirects where necessary • URL canonicalization Keyword Research Content Marketing Strategy Establish Website/Blog KPI’s
  7. 7. Content Creation Meta Data Creation • Create for all static webpages and blog page Landing Page Optimization • Optimize all landing pages • Include high quality images with optimized KW alt tags • Link to in-page content • Ensure title tags and meta descriptions are within character limits Homepage content Introductory Blog Post
  8. 8. Content Creation - Blog Determine publishing schedule • Publish at minimum one post per week • Establish ‘Time of Day, Day of The Week’ reporting in Google Analytics Establish Google+ Authorship tags for all authors • Provides value to content in search results Incorporate non-SEO items • YouTube embeds, Slideshare embeds, etc. Social Media Sharing • Social shares are a signal of content quality, include social sharing options on blog page • Enable blog comments
  9. 9. Measurement A/B Testing • Real-time feedback on aesthetic, functionality, and navigation • Execute full website analysis • Examine title tags and meta descriptions of all pages • Ensure all images and content is optimized Use Webmaster tools • Check for crawl errors, 404’s, 500’s, etc. • Check for broken links with Xenu • Check page load times
  10. 10. Refinement - homepage Optimize Homepage based on Feedback • Use service like Crazy Egg during A/B testing to heat map homepage Engaging Content Front and Center Clear, Simple, Visually Appealing Layout • Focus on User Experience Create Conversion Opportunity • Especially important for non-ecommerce sites • Email Capture Incorporate Social Sharing Buttons • Social Media profile links
  11. 11. Key Takeaways A website redesign is not just about updated visuals, it is an opportunity to improve the functionality and search visibility of the site All must collaborate and be involved from the beginning of the project – designers, developers, SEOs, Social Media Managers, content writers, and sales teams. A redesign is a good time to start fresh with new SEO approaches and tactics that were not tried on an old site