The document is a presentation about critical SEO steps for website redesign. It recommends (1) involving an SEO expert early in the redesign process to avoid expensive post-launch changes, (2) mapping keyword strategies to new page structures, and (3) choosing a content management system that allows customization of SEO elements like page titles, meta descriptions, and internal linking. It also stresses maintaining existing search rankings through URL redirects and considering social media integration to support search visibility. The presentation provides examples of how to clarify calls-to-action for improved conversions.

1. Critical SEO Steps to
Website Redesign
Mike Turner
Director of Business Development
November 20th, 2013
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2. Frequently Asked Questions (FAQs)
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3. About Us
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4. We are a Full Service
Digital Marketing Agency:
Search Engine Optimization
Paid Search / Display Advertising
Social Media Marketing
Top 500 Fastest Growing
Private US Companies
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5. What sets
us apart?
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6. We deliver on
revenue.
Not just leads & traffic.
Each campaign includes:
Business Research + Strategy
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Attribution + Data-driven Optimizations
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9. Agenda: Critical Steps to Website Redesign
1
Why even bother with SEO during redesign?
2
Map your keyword roadmap.
3
Do not ignore social media.
4
Choose the right CMS
5
Clarify your call to action.
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10. Why bother with SEO?
Search has caused a shift in the
purchasing process.
Buyers are moving 60%
of the way through the
sales funnel before they
engage with sales reps.
Source: Corporate Executive Board, The Most Important Number in
Marketing, Aug. 2011
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11. Why bother with SEO?
Chances are this is not a question.
Can you evaluate your search
opportunity in terms of revenue?
If you answered, “Yes”…
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12. Why bother with SEO?
Understand the Cost of Not Ranking.
A simple calculation can tell you how much revenue you are
missing by not ranking on search engines for top keywords:
Keywords
Monthly Search Volume
Resource management
673,000
Portfolio management
207,000
Project management software
59,200
It governance
27,600
Software project management
15,700
Project management tools
14,800
It project management
Monthly Cost of Not Ranking on these Keywords
Click Through Rate
(7%, page 1 average)
71,729 new website visitors
Visitor to Lead Rate
(1-3%, B2B average)
1,793 new leads
Raw Lead to Qualified Rate
(15%)
269 new qualified leads
12,100
Lead to Sale Rate
(10%)
27 new deals
Project management office
8,700
Average sale price
$100,000
Project portfolio management
6,600
Total Monthly Searches
1,024,700
$2,700,000 monthly revenue
Annual Cost of Not Ranking
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$32,400,000 annual revenue

13. Why bother with SEO?
Are you actively planning a website redesign?
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14. Why bother with SEO?
Do not wait.
Website owners often wait until after their site is redesigned
and launched before getting a SEO expert involved.
This can lead to:
1
Expensive changes that could have been easily implemented
during the design process.
2
Missed conversion rate best practices, i.e. call to action
placement and tracking issues
3
Optimizing for internal jargon, rather than targeting keywords
your audience is actually using.
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15. Why bother with SEO?
You’re already ranking for some
keywords.
Why not take those rankings with you?
To-do list
Establish a baseline
of where your site
ranks today for
your keywords.
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16. Why bother with SEO?
This client would have lost revenue &
1000’s of visits.
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17. Why bother with SEO?
Here’s what you need to consider:
1
Are URLs changing?
Ex: www.mysite.com/about to www.mysite.com/aboutus
2
Are you adding or removing pages?
Ex: altering or adding products and services
3
Managing your inbound links.
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18. Why bother with SEO?
301 Redirect
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19. Why bother with SEO?
301 Redirect FAQs
1
Does my old page pass on 100% of the value to the new
page?
2
How long will it take search engines to recognize this move?
3
When do I use a 301 vs. a 302 redirect?
4
Map old URLs to corresponding new URLs.
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20. Agenda: Critical Steps to Website Redesign
1
Why even bother with SEO during redesign?
2
Map your keyword roadmap.
3
Do not ignore social media.
4
Choose the right CMS
5
Clarify your call to action.
#123webinar | @webmarketing123

21. Map Your Keyword Roadmap
Review: How do Google spiders crawl your
site?
They follow links
from page to page.
Data Center
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22. Map Your Keyword Roadmap
1
2
3
Thematically group
pages around
keywords.
Men’s Shoes
Link pages within
the same groups to
further strengthen
the theme.
Women’s Shoes
Kids’ Shoes
Reduce the clickdepth required to
reach the majority
of your site’s pages.
Women’s Boots
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23. Map Your Keyword Roadmap
Take this opportunity to create targeted
content.
Use a keyword mapping document.
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24. Agenda: Critical Steps to Website Redesign
1
Why even bother with SEO during redesign?
2
Map your keyword roadmap.
3
Do not ignore social media.
4
Choose the right CMS
5
Clarify your call to action.
#123webinar | @webmarketing123

25. Don’t ignore social media.
Social signals are increasingly affecting
organic search rankings.
Google: “Yes we do compute
and use author quality as a
signal.”
Bing: “We do look at the social
authority of a user.”
Source: Danny Sullivan’s Dec 2010 Q&A with Google & Bing,
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26. Don’t ignore social media.
Encourage social shares by installing share
buttons & creating engaging content.
Especially Google+
In fact, the +1 button actually effects your ranking.
Source: SocialMediaToday.com
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27. Don’t ignore social media.
Verify your content with Google+
Authorship.
“Within search results,
information tied to
verified online profiles
will be ranked higher
than content without
such verification...”
- Eric Schmidt
Executive Chairman of Google
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28. Agenda: Critical Steps to Website Redesign
1
Why even bother with SEO during redesign?
2
Map your keyword roadmap.
3
Do not ignore social media.
4
Choose the right CMS.
5
Clarify your call to action.
#123webinar | @webmarketing123

29. Choose the right CMS.
Make sure your content management
system (CMS) is SEO friendly.
Use a modern CMS that allows:
1
Customization of posts.
2
Multi-user content creation.
Drupal 7%+
Joomla 9%+
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Wordpress 50%+

30. Choose the right CMS.
10 SEO elements need to be customizable:
1
2
3
4
5
Page Titles
Meta Content
6
Title, Description, Keywords
Headers
H1, H2
Content Modifications
Alt Tags for Images
7
Title Tags for Links
Footers
(Specific to individual pages)
8
Internal Links
9
Page URLs
10
(Add/Modify anchor text)
SEO Friendly Breadcrumbs
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31. Choose the right CMS.
Page Titles
Meta Text
<title>Shoes, Clothing, and More | Zappos.com </title>
<meta name="description" content="Free shipping BOTH
ways on shoes, clothing, and more! 365-day return
policy, over 1000 brands, 24/7 friendly customer service.
1-800-927-7671" />
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32. Choose the right CMS.
Examples of SEO Elements
Page Title
H1 Header
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33. Choose the right CMS.
Examples of SEO Elements
Digital Multimeter | Multimeter | Analog Multimeter | True-RMS Multimeter – Fluke
Digital-Multimeter
URL
Inbound
Links
Content
Image ALT Tags
Internal
Links
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34. Choose the right CMS.
Examples of SEO Elements
Meta Description & Keywords
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35. Agenda: Critical Steps to Website Redesign
1
Why even bother with SEO during redesign?
2
Map your keyword roadmap.
3
Do not ignore social media.
4
Choose the right CMS.
5
Clarify your call to action.
#123webinar | @webmarketing123

36. Clarify your Call to Action.
Create a clear path from attraction to
conversion.
Your website must answer 3 simple questions:
1
Where am I?
2
What can I do here?
3
Why should I do it?
New visitors must have answers to the
first two crucial questions during the
initial 7 seconds they spend on your
site.
After that, every element of every page
must answer the third key question
If your conversion rate is less than 1%, reevaluate your CTA.
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37. Clarify your Call to Action.
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38. Clarify your Call to Action.
What are you supposed to do on this LP?
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39. Clarify your Call to Action.
What are you supposed to do on this LP?
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40. Redesign To-Do List:
Talk to an SEO expert.
Proactively incorporate SEO.
Choose an SEO-friendly CMS.
Keep your current rankings.
Know your sales funnel.
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41. THANK YOU
Mike Turner
Director of Business
Development
Download:
2014 State of Digital Marketing Report
Webmarketing123.com
Reach out for a Complimentary Consultation:
SEO/SEM/Social Media Marketing
Measurement/Analytics Approach
Lead Gen Effectiveness
Email results@webmarketing123.com or call 800.619.1570
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