How to Redesign Your Website Without Losing Your Rankings
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For many digital marketers, redesigning a website is all about the aesthetics - but what does redesigning your website mean from an SEO perspective? We teamed up with the web designer and developer minds of Orbit Media Studio to host a webinar about how to manage the design process while maintaining your SEO value through the process. Redesigns should be fun, but as a business that relies on organic traffic you also want to meet and hopefully surpass your SEO goals after the redesign. This slideshare and accompanying webinar will help you do just that.
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How to Redesign Your Website Without Losing Your Rankings
- 1. How to Redesign Your Website Without Losing Your Rankings #SEOranking
- 2. YOUR SEO REDESIGN EXPERTS Barry Dyke – Digital Third Coast @DTCchicago Andy Crestodina – Orbit Media @crestodina Brad Farris – Anchor Advisors @blfarris #SEOranking
- 4. USER EXPERIENCE Is it easy to use on every device? Does it provide relevant information? Does it guide users towards an action? Redesign Reason #1 #SEOranking
- 5. BRAND & STYLE Does your website still reflect your brand? Are you keeping up with other websites in your industry? Redesign Reason #2 #SEOranking
- 6. TECHNICAL & FUNCTIONAL Does your website have all the features you need? Is are you able to easily manage content? Redesign Reason #3 #SEOranking
- 7. Design & Development Checklist Design • What are websites you like the look of? Why? • What are your brand guidelines? • What is your brand personality? (serious, fun, cutting- edge, etc.) • What are your customer personas? Development • What features are critical to your users? • What do you need to be able to accomplish managing your website? • Is new site mobile-friendly? • Can you ensure fast load times? • Do conversion features (i.e. forms, shopping cart) work as intended? DEV & DESIGN PLANS #SEOranking
- 8. TYPICAL REDESIGN PROCESS 1. Gather Requirements 2. Research Keywords 3. Sitemap 4. Wireframes / Moodboards 5. Design 6. Development / Migrate Content 7. Testing / Final Review 8. Launch! ...check Analytics #SEOranking
- 9. REDESIGN (for rankings) PROCESS 1. Gather Requirements 2. Research Keywords 3. Identify High Value Pages 4. Sitemap 5. Wireframes / Moodboards 6. Design 7. Development / Migrate Content 8. Create 301 Redirects 9. Testing / Final Review 10.Launch! ...check Analytics #SEOranking
- 11. No. DO I HAVE TO MIGRATE ALL MY PAGES TO PRESERVE MY RANK? #SEOranking
- 12. No visits? No links? No conversions? No sweat – remove it. DO I HAVE TO MIGRATE ALL MY PAGES TO PRESERVE MY RANK? #SEOranking
- 13. WHICH PAGES TO MIGRATE? 1. Pages that already rank / get traffic 2. Pages that have incoming links 3. Pages that “convert” #SEOranking
- 14. HOW DO YOU FIND HIGH RANKING PAGES source: Google Analytics (free!) #SEOranking
- 15. HOW DO YOU FIND HIGH RANKING PAGES source: SEMrush (paid) #SEOranking
- 16. HOW DO YOU FIND LINKED-TO PAGES? source: Google Webmaster Tools (free!) #SEOranking
- 17. HOW DO YOU FIND LINKED-TO PAGES? source: MOZ (paid) #SEOranking
- 19. Content / Page Migration Strategy HOW DO YOU FIND PAGES THAT CONVERT? #SEOranking
- 20. INSTALL • Google Analytics • Phone Call Tracking • Marketing Automation CHECK AND TEST • Goals set in GA • Phone Call / Number Changer • Lead Forms • GA code throughout site MEASURING SUCCESS #SEOranking
- 21. 301 RedirectsSETTING UP 301 REDIRECTS #SEOranking
- 22. Post-Launch
- 23. Other Factors for Your New Site • Define Your Reasons for Redesign • Set a Timeline • Do Your Due Dilligence • Stick To The Plan • Review, Revise, Improve IN CONCLUSION #SEOranking
- 24. Check out the webinar that accompanies this Slideshare! Don’t want to listen to a webinar? We wrote an e-book too.
- 26. Review • When / how often do you check for issues? • When is the best time to launch? What if I’m not “done” yet? • How will I know if rankings changed? • What if traffic crashes? • Rankings are everything in life, right? • How do I know if this is making me money? QUESTIONS FOR BRAD TO ASK US...
Notes de l'éditeur
- What do you not like about the appearance of the current site? What are some websites you do like the appearance of, and why? What are your brand guidelines for colors, fonts, etc.? What is your ‘brand personality’? Fun? Serious? What’s your tagline? What are your customers like? Who are they? What do they care about?
- I think this really slam’s it home. Would be a great pull out tweet for those watching. I think it deserves it’s own conclusion slide.
- I think this really slam’s it home. Would be a great pull out tweet for those watching. I think it deserves it’s own conclusion slide.
- RANKINGS DO NOT EQUAL MONEY.
- a screen that says your website and icons stemming from it for phone call tracking, goals, contact form? Or maybe the Traffic – leads – close is some sort of graphic.
- Again I’d make a note to mention this but doesn’t need to be written out. That last line seems repetitive. I’d lead the page with the top line and then just have the 301 redirect map and stat of link equity be the only copy on the page. Let them look at that while you talk about the other stuff.
- Security: SSL Encryption is of particular importance after the Heartbleed incident in 2014. If you’re processing personal, financial, or other sensitive information through your website, you should implement HTTPS protocols. Mobile: With the April 21st “Mobile Optimization” update from Google, it’s more important then ever to pay extra attention to mobile design and usability. Site Speed: From both a search engine and user experience standpoint, having a site that loads fast for users and search engines is critical.
- RANKINGS DO NOT EQUAL MONEY.