Rob Garner at adtech Chicago 2006: Preserving your URL Equity in a Website Redesign
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My presentation on link equity and search equity preservation in a web site redesign.
![[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Rob Garner at adtech Chicago 2006: Preserving your URL Equity in a Website Redesign
- 1. Preserving your URL Equity in a Website Redesign ROB GARNER, iCROSSING, SENIOR STRATEGIC PLANNER
- 6. ad-tech.com link model l established 1996 Defining the elements of URL equity Demonstrates the complexity and intricacy of legacy link structure ad-tech.com
- 7. Defining the elements of URL equity ad-tech.com deep link model l established 1996 895 backlinks ny.asp Deep link model demonstrates only a limited number of ad-tech link partners. chicago.asp 42,832 backlinks sf.asp 1,878 backlinks ad-tech.com
- 8. Now what would happen if ad:tech were to redesign their site and rename their URLs? (without preserving equity)
- 9. Understanding the impact of a site redesign 895 backlinks ny.asp Link traffic, bookmark traffic and search traffic would all be lost. Gone Gone Gone adtech-newdomain.com deep link model l established 2006 (hypothetically) chicago.asp 42,832 backlinks sf.asp 1,878 backlinks ad-tech.com
- 11. C A S E S T U D Y Site relaunch on renamed URLs, with no redirection plan Site relaunched with new URLs in mid-month Understanding the impact of a site redesign 404 errors spiked, and the site never fully recovered
- 12. So preserve your URL equity as if your brand (and your job) depend upon it.
- 13. Now this doesn’t mean you shouldn’t ever redesign your site or rename your URLs, Just ask the right questions before you start
- 21. Preserving your URL investment ad-tech.com DLR 85% 895 backlinks ny.asp 91,500 ---------- = 0.85 % 107,000 chicago.asp 42,832 backlinks sf.asp 1,878 backlinks ad-tech.com
- 22. For a copy of this presentation, please leave your business card with the word “presentation” written on the back. Rob Garner l Senior Strategic Planner Senior Strategic Planner iCrossing, Dallas, Texas 214.676.2089 [email_address] Thank you.
Editor's Notes
- This picture illustrates a relational link structure toward ad-tech.com. Reveals links to sites, and also theme of links, but most importantly it shows the complexity of existing link structures in a legacy site. Understanding your site’s history and link value must be considered in a redesign.
- These are models of a limited number of ad-tech.com link partners. Actual direct links number in the tens of thousands.