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Preparing for a Website Redesign | SEO Design

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Preparing for a Website Redesign | SEO Design

  1. 1. Preparing for a Redesign Presented by: Taylor Pratt | @RavenPratt Raven Internet Marketing Tools imasocialtool.com
  2. 2. Redesigns suck.
  3. 3. They’re destructive.
  4. 4. But it doesn’t have to be that way.
  5. 5. Two Key Ingredients Preparation Communication
  6. 6. The Redesign Process
  7. 7. Goals <ul><li>Preparing for a Redesign </li></ul>
  8. 8. Event Sign Ups Improve Conversion Rates Social Interaction Blog Subscribe Search Engine Friendly Trial Sign Ups Improve Profit Per Customer Attract More Links More Return Visitors Improve Bounce Rate Showcase Design Skills Blog Comments More Sales Leads Better Branding Increase Time on Site Larger Orders Social Subscribes
  9. 9. Prioritize! Search Engine Friendly Improve Conversion Rates Social Interaction Blog Subscribe Improve Profit Per Customer Attract More Links Improve Bounce Rate Blog Comments More Sales Leads Better Branding Increase Time on Site Larger Orders Primary Secondary Tertiary
  10. 10. Analysis & info gathering <ul><li>Preparing for a Redesign </li></ul>
  11. 11. What are we analyzing? <ul><li>Current site performance </li></ul><ul><li>Current site structure </li></ul>
  12. 12. Possible Structural Changes <ul><li>URL structure </li></ul><ul><li>Navigation </li></ul><ul><li>Conversion point </li></ul><ul><li>Structured data </li></ul><ul><li>Social meta data </li></ul><ul><li>Hierarchy </li></ul><ul><li>Semantic elements </li></ul><ul><li>Site speed </li></ul><ul><li>Social sharing </li></ul><ul><li>Multilingual </li></ul><ul><li>Coding language </li></ul><ul><li>Media </li></ul>
  13. 13. <ul><li>The same adage continues to be true: design for users and robots </li></ul>
  14. 14. <ul><li>And when the technology presents itself, take advantage of it! </li></ul>Microformats RDFa Microdata Open Graph Protocol
  15. 15. Microdata Schemas Event Organization Book Movie Person Product schema-creator.org Review
  16. 16. The golden rule of analysis: <ul><li>Let your performance guide your structural changes. </li></ul>
  17. 17. <ul><li>Instead of asking: </li></ul><ul><li>Will we be changing our URL structure and navigation? </li></ul><ul><li>First ask: </li></ul><ul><li>Do we need to change our URL structure and navigation? </li></ul>
  18. 18. My 8 Custom Reports for Analysis
  19. 19. <ul><li>1. Conversions by Keyword </li></ul>
  20. 20. <ul><li>2. Conversions by Country/Language </li></ul>
  21. 21. <ul><li>3. Top Converting Landing Pages </li></ul>
  22. 22. <ul><li>4. Engaging Blog Posts </li></ul>
  23. 23. <ul><li>5. Underperforming Content </li></ul>
  24. 24. <ul><li>6. Revenue Generating Keywords/Content </li></ul>
  25. 25. <ul><li>7. Goal Abandonment </li></ul>
  26. 26. <ul><li>8. Slow Page Loads </li></ul>
  27. 27. design & user testing <ul><li>Preparing for a Redesign </li></ul>
  28. 28. <ul><li>User testing should be done before and after your new design mockups. </li></ul>
  29. 29. User Testing | usertesting.com
  30. 30. Concept Feedback | conceptfeedback.com
  31. 31. Feedback Army | feedbackarmy.com
  32. 32. Silverback | silverbackapp.com
  33. 33. Loop11 | loop11.com
  34. 34. GTmetrix | gtmetrix.com
  35. 35. Tracking <ul><li>Preparing for a Redesign </li></ul>
  36. 36. Benchmarking! <ul><li>Google Analytics Annotations </li></ul><ul><li>Raven Tools Event Manager </li></ul><ul><li>Detailed spreadsheet with roles and responsibilities </li></ul>
  37. 37. What to Benchmark <ul><li>Queries SEO report in GA </li></ul><ul><li>Engagement metrics </li></ul><ul><li>Conversions </li></ul><ul><li>Bounces and exit rate </li></ul><ul><li>Noticeable drops in rankings </li></ul>
  38. 38. Screaming Frog | screamingfrog.co.uk
  39. 39. slideshare.net/raventools imasocialtool.com <ul><li>Thank you! </li></ul>

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