Critical SEO Steps for Website Redesign - slides 20130924

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Critical SEO Steps to Website
Redesign
Mike Turner
Director of Business Development
Webmarketing123

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Some Practical Matters
Yes! Just email
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3
Search Engine Optimization
Paid Search / Display Advertising
Social Media
Website Design
International Expansion
Custom Measurement and Attribution
Our Services
Since 2004, we’ve employed a
metrics-based approach to
converting online visibility into
measurable business results

ONE OF THE FASTEST GROWING
PRIVATE U.S. COMPANIES
Converting online visibility into
measurable business results
#9 FASTEST GROWING
COMPANY IN BAY AREA
A few of our clients:
SEO | PPC | Social Media | Website Design

1 Why even bother with SEO during redesign?
2 Map your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for Visitors
6 Critical Steps to Website Redesign

Buyers are moving 60-70% of the way through the sales funnel before
they engage directly with sales representatives.
Shift in how your audience finds you!
Why bother W/ SEO?
Source: http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html

Why bother W/ SEO?

POLL:
Are you actively planning a
website redesign?
Why bother W/ SEO?

This can lead to:
1) Expensive site design 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) Not taking into account what keywords your audience is
actually searching for and using internal jargon
Website owners often wait until after their site is
redesigned and launched before getting a SEO
expert involved.
Don’t Wait!
Why bother W/ SEO?

You’re already ranking for some
keywords. Make sure you take those
rankings with you.
Establish a baseline of where your site
ranks today for your keywords
To-do list
Why bother W/ SEO?

This client would have lost thousands of
monthly visits & lost revenue!
Why bother W/ SEO?

• Are URLs changing?
Ex: www.mysite.com/about to www.mysite.com/aboutus
• Are you adding or removing pages?
Ex: altering or adding products and services
• Managing your inbound links
Things to consider:
Why bother W/ SEO?

Old New
301 Redirect
Why bother W/ SEO?

• Does my old page pass on 100% of the value to the new
page?
• How long will it take search engines to recognize this move?
• When to use a 301 vs. a 302?
• ‘Map’ old URLs to corresponding New URLs
301 Redirect FAQs
Why bother W/ SEO?

1 Why even bother with SEO during redesign?
2 Create your keyword roadmap
3 Include Social Media
4 Select the right CMS
5 Clarify your call to action
6 Optimize for visitors
6 Critical Steps to Website Redesign

Review: How Do Search Spiders Crawl Your Site?
The follow links to get from page to page
Data Center
Create Your Keyword Roadmap

Men’s Shoes
Women’s Shoes
Kids’ Shoes
Women’s Boots
1. Thematically group pages around keywords.
2. Link pages within the same groups to further strengthen the theme.
3. Reduce the click-depth required to reach the majority of your site’s
pages.

Take this opportunity to generate targeted
content
Use Google analytics (or other web analytics provider) to determine
what keyword phrases brought significant targeted traffic to your site
by keyword and which phrases resulted in conversions.
Use Google Webmaster Tools to get information about the keyword
phrases for which your site is being found such as impressions (how
many times a page on your site appeared in a search result for a
keyword phrase) and click-throughs (Webmaster Tools / Your Site on
the web / Search queries).

- Really helpful for content writers, taking into account what your audience is ACTUALLY searching on.
- Identifies missed opportunity themes
- Gets everyone on the same page
- Needs to be updated

Bing: “We do look at the social authority of a user”.
Google: “Yes we do compute and use author quality as a signal.”
From Danny Sullivan’s Dec 2010 Q & A with Google & Bing
Social Media mentions and sentiment are
affecting organic rankings more and more
Just as Google’s Pagerank measures how authoritative a web page is deemed
to be, search engines also calculate the social authority of people, and give more
or less value to social media mentions.
Social signals become increasingly influential in organic search results, as
Google & Bing increasingly seek to deliver fresh or recent results.
Include Social Signals

Encourage Social Media bookmarking
by installing Share buttons and
creating engaging & share-worthy
content.

Google’s +1 Button
impacts your Ranking

Google Authorship is a way to
verify content!
5 step Process:
- Create G+ profile for author
- Create Alternate email address*
- Add Blog URL to G+ profile
- Insert G+ profile URL in blog posts (rel=author)
- Verify that its working via WMT

Make sure your CMS is SEO and user
friendly
Select the Right CMS

Use a modern content management system
(CMS) that allows for customization of posts,
and content creation by many users.
50%+
9%+
7%+
% of top million websites using a CMS, Source: W3Techs.com

1. Page Titles
2. Meta Content
Title, Description, Keywords
3. Headers – H1, H2
4. Content modifications
5. Alt Tags for Images
SEO elements should be customizable:
6. Title Tags for Links
7. Footers
(footers specific to individual page/set of
pages)
8. Internal Links
(add/modify anchor text)
9. Page URLs
10. SEO Friendly Breadcrumbs
Make sure your CMS is SEO and user
friendly

Examples Of SEO Elements
H1 Header
Page Title

Digital Multimeter | Multimeter | Analog Multimeter | True-RMS Multimeter – Fluke
Digital-Multimeter
Content
Internal
Links
URL
Image ALT Tags
Inbound
Links

Meta Description & Keywords

Create a clear path from
attraction to conversion
There are three simple questions users subconsciously ask when they
arrive on your page. Your website must have an answer to:
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 seven
seconds they spend on your site.
After that, every element of every page must
answer the third key question
Is your conversion
rate less than 1%
Clarify your Call to Action

Clarify your Call to Action

What are you supposed to do on this page?

Recap / To-Do List
1. Talk to an SEO Expert
2. Incorporate SEO proactively
3. Select an SEO friendly CMS
4. Don’t lose the rankings you already have
5. Know your Sales Funnel!!!

webmarketing123.com
Download:
2012 State of Digital Marketing Report
bit.ly/2012wm123
Email me for a Consultation:
SEO/PPC/Social Media Marketing
Measurement/Analytics Approach
Lead Gen Effectiveness
We invite you to…
Mike.t@webmarketing123.com
Facetime with an
SEO Expert – ft. Live
Website Analyses
NEXT WEEK’S WEBINAR:
Tues.
12/18

Critical SEO Steps for Website Redesign - slides 20130924

Critical SEO Steps for Website Redesign - slides 20130924

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