The Essential Guide to Website Redesign - Slides
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If you’re planning a redesign, make sure to integrate SEO at all critical levels – from site architecture and keyword mapping to the overall visitor experience. We’ve conducted hundreds of website redesigns and boiled down the best practices to help you succeed. In this live webinar, we will walk you through the blue print of a successful website design that not only protects your current SEO rankings, but will boost them as well. Register today!
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The Essential Guide to Website Redesign - Slides
- 2. #123webinar | @webmarketing123 We drive revenue. Not just clicks and traffic. SEM SEO Attribution Display Video Content Creation ROI Tracking Social Website Design Conversion Optimization / About Webmarketing123
- 3. #123webinar | @webmarketing123 1. How can I ask questions? 2. Can I have a copy of the slides? Tweet @webmarketing123, tag your tweets with #123webinar, or type in the chat box. Yes! We’ll email you a copy after the presentation. FAQs
- 4. #123webinar | @webmarketing123 Great redesign goes beyond looks.
- 5. #123webinar | @webmarketing123 You need an SEO game plan.
- 6. #123webinar | @webmarketing123 Otherwise, you run the risk of: 1 Expensive changes that could have been easily implemented during the design process. 2 Missed conversion rate best practices. (CTA placement and tracking issues.) 3 Optimizing for internal jargon, rather than targeting keywords your audience is actually using.
- 7. #123webinar | @webmarketing123 1 Run a Current Site Analysis Know What’s Working & What’s Not 2 Embrace Responsive Design Deliver a Seamless Cross-Device UX 3 Above All, Maintain SEO Keep Your Hard-Won Search Rankings 4 Live Q&A Ask Your Toughest SEO Questions On the Agenda
- 8. #123webinar | @webmarketing123 Evaluate current SEO strategy.1 / Run a Current Site Analysis First, identify top ranking landing pages and keyword themes. SaaS CRM Solution “How to Choose the Right CRM” “Compare the top SaaS CRM Platforms” “CRM Pricing” Use Google Analytics to identify top converting landing pages and keyword themes.
- 9. #123webinar | @webmarketing123 Evaluate current SEO strategy.1 First, identify top ranking landing pages and keyword themes. You’ll need a keyword mapping doc to help you figure this out. / Run a Current Site Analysis
- 10. #123webinar | @webmarketing123 Evaluate current SEO strategy.1 Assess current inbound link profile & indexed pages. 2 3 Get a list of your inbound links from Google Webmaster Tools. Ask the link source to remove the link. Use the Google disavow tool on all bad links. Conduct a link profile audit to identify bad links. 1 4 Submit your new site for Google consideration.5 / Run a Current Site Analysis
- 11. #123webinar | @webmarketing123 Evaluate current SEO strategy.1 Use this opportunity to fill gaps in current keyword strategy. / Run a Current Site Analysis
- 12. #123webinar | @webmarketing123 Check for healthy conversion rate.2 Organic CVR should not be < 1% Paid CVR should not be < 4% Start with Google Analytics “Acquisition Overview” Report. / Run a Current Site Analysis
- 13. #123webinar | @webmarketing123 Check for healthy conversion rate.2 Funnel Stage Offer Type Top Middle Bottom Educate prospects on the value of digital marketing & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors.Break down offers by funnel stage. / Run a Current Site Analysis
- 14. #123webinar | @webmarketing123 Check for healthy conversion rate.2 Compare performance with the GA “Devices” report. Mobile should convert at about 30% of your desktop conversion rate. / Run a Current Site Analysis
- 15. #123webinar | @webmarketing123 You have 7 seconds to answer these 3 critical questions: Check for healthy conversion rate.2 Think of each page as an entry point. 1 Where am I? 2 What can I do here? 3 Why should I do it? / Run a Current Site Analysis
- 16. #123webinar | @webmarketing123 1 Run a Current Site Analysis Know What’s Working & What’s Not 2 Embrace Responsive Design Deliver a Seamless Cross-Device UX 3 Above All, Maintain SEO Keep Your Hard-Won Search Rankings 4 Live Q&A Ask Your Toughest SEO Questions On the Agenda
- 17. #123webinar | @webmarketing123 Google launched mobile friendly search labels on November 18th. The time for mobile is now. / Embrace Responsive Design
- 18. #123webinar | @webmarketing123 Get ready for a much anticipated mobile search algorithm update. The time for mobile is now. “We see these labels as a first step in helping mobile users to have a better mobile web experience. We are also experimenting with using the mobile-friendly criteria as a ranking signal.” Google Webmaster Central Blog “Helping Users Find Mobile-Friendly Pages” / Embrace Responsive Design
- 19. #123webinar | @webmarketing123 Mobile surpassed PC internet usage for the 1st time this year. The mobile revolution is already here. / Embrace Responsive Design
- 20. #123webinar | @webmarketing123 Yes, B2B marketers. This applies to you, too. Marketers should embrace mobile. / Embrace Responsive Design
- 21. #123webinar | @webmarketing123 Get on the fluid grid.1 • Uses the same URL, but serves different code depending on visitor’s device. • One SEO strategy. • Requires two sets of codes and two URLs. • Error prone. • Two SEO strategies. • Same code works across all devices. • Reduces room for error. • One SEO strategy. Responsive Design Dynamic Serving Mobile Site Source: Search Engine Watch, “Google’s Matt Cutts: Responsive Design Won’t Hurt Your SEO” Know your mobile development options. / Embrace Responsive Design
- 22. #123webinar | @webmarketing123 Get on the fluid grid.1 Make sure those CTAs don’t get lost! Source: Market8, “A Guide to B2B Responsive Web Design” / Embrace Responsive Design
- 23. #123webinar | @webmarketing123 Make all content accessible - always.2 No matter how the grid slides, make sure users can navigate to all sections. Source: Moz, “The SEO of Responsive Web Design” / Embrace Responsive Design
- 24. #123webinar | @webmarketing123 Optimize for touch screen.3 Source: WebDesignerDepot, “How to Design a Responsive HTML Email” Leave enough space around your buttons to avoid a frustrating mobile UX. / Embrace Responsive Design
- 25. #123webinar | @webmarketing123 Build for speed.4 Source: SmashingMagazine, “SEO for Responsive Websites” Check mobile load time with Google’s PageSpeed Insights. / Embrace Responsive Design
- 26. #123webinar | @webmarketing123 1 Run a Current Site Analysis Know What’s Working & What’s Not 2 Embrace Responsive Design Deliver a Seamless Cross-Device UX 3 Above All, Maintain SEO Keep Your Hard-Won Search Rankings 4 Live Q&A Ask Your Toughest SEO Questions On the Agenda
- 27. #123webinar | @webmarketing123 Build a smart navigation structure.1 / Above All, Maintain SEO Mobile Enterprise SMB Other Relevant Internal Pages MobileSMB Enterprise Optimize for indexing: 1 Thematically group pages. 2 Create quality content within each keyword theme. 3 Link pages within keyword groups. 4 Include HTML and XML sitemaps.
- 28. #123webinar | @webmarketing123 Build a smart navigation structure.1 Use 301 redirects if necessary. 301 redirects tell Google you’ve moved. The value of inbound links will eventually be associated with the new website. / Above All, Maintain SEO
- 29. #123webinar | @webmarketing123 Maintain on-page optimization.2 1 Make sure each page description and title tag reflect all keyword and content updates. 2 3 Check all anchor text to ensure consistency with keyword and content updates. Review URLs for proper structure and keywords. Check for any broken links. Double check each page! / Above All, Maintain SEO
- 30. #123webinar | @webmarketing123 1 Run a Current Site Analysis Know What’s Working & What’s Not 2 Embrace Responsive Design Deliver a Seamless Cross-Device UX 3 Above All, Maintain SEO Keep Your Hard-Won Search Rankings 4 Live Q&A Ask Your Toughest SEO Questions On the Agenda
- 31. #123webinar | @webmarketing123 QUESTIONS? ASK AWAY!
- 32. #123webinar | @webmarketing123 Schedule a free, 30 minute consultation! Thank you! Let’s Talk! Mike Turner, Director of Business Development e: results@webmarketing123.com t: 800. 619. 1570 Source: Synecore, “10 Examples of Amazing Responsive Design”
Notes de l'éditeur
- Hello everybody and welcome to today’s webinar!
- Before we dive into the discussion, I wanted to give you a bit of background on us. We are a digital marketing gen agency, founded in 2004 and headquartered in the San Francisco Bay Area. Our team is 100% focused on delivering revenue – not just clicks and traffic. We take pride in our metrics-driven approach to digital. [Next Slide]
- Let’s also quickly cover a few frequently asked webinar questions: How can I ask questions? Simply type your questions directly in the GoToWebinar chat box, or if you prefer Twitter, feel free to tweet @webmarketing123 and/or tag your tweets with #123webinar. We really want to make this an interactive and helpful webinar for you, so please don’t be shy! Please feel free to tweet or chat us your questions. 2. Can I have a copy of the slides? Yes! We’ll email you a free copy after the presentation. No need to scramble to take notes! [Next Slide]
- Great design goes beyond appearance. Like most things in life, style and substance, or form and function go hand in hand.
- Don’t risk sacrificing your current SEO rankings by neglecting to consider SEO as part of your responsive redesign. You need to have an SEO game plan.
- If you wait until after redesigning your website, you run the risk of: 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. [Next Slide]
- First, evaluate your current SEO strategy. Use GA to identify top converting landing pages and keyword themes. Prioritize redesign tasks based on your findings.
- A keyword mapping document is especially handy in this process.
- Make sure to asses your current inbound link profile. Follow these five steps to avoid conveying a spammy link profile to Google. Ditch any baggage before switching over to your new site. Also, check on how your current site is doing in terms of indexed pages.
- Finally, use this opportunity to fill gaps in current keyword strategy.
- Then, check for healthy conversion rate. Understand how each channel stacks up. Start with Google Analytics “Acquisition Overview” Report.
- Then, break down conversion offer by funnel stage. This is hugely important because one stage of the funnel could be drastically effecting your overall site average. In general, you should expect higher conversion rates at the top of the funnel and lower conversion rates at the the bottom of the funnel, as the stakes to convert grow higher. Of course you should look to continuously improve the CVR at all stages by cutting programs that don’t perform. Make sure you’re comparing these according to funnel stage though, as all conversion are not created equal. A bottom of the funnel conversion is inherently more valuable than the top for example. [Next Slide]
- Finally, evaluate CVR by device. In most cases, your mobile traffic should convert at about 30% of your desktop conversion rate. If you’re getting steady of mobile traffic with subpar CVR, build a mobile strategy sooner rather than later. [Next Slide] Source: http://searchenginewatch.com/article/2289300/Mobile-Traffic-Up-125-but-Conversions-Lag-Behind-Desktop-Study
- A good rule of thumb is to think of each page as an entry point. Chances are visitors won’t land on the homepage of your site the first time they visit. You have 7 seconds to answer these 3 critical questions: Where am I? What can I do here? Why should I do it?
- Google launched mobile friendly search labels on November 18th. Here’s what these labels will look like for mobile users.
- These labels are the first step in what many think will be an update to Google’s mobile search results. Google even confirmed in their announcement of the labels that they are already “experimenting with using the mobile-friendly criteria as a ranking signal.”
- As marketers need to be where their buyers are, marketers need to love mobile, too. Mobile surpassed PC Internet usage for the very first time this year. http://searchenginewatch.com/article/2353616/Mobile-Now-Exceeds-PC-The-Biggest-Shift-Since-the-Internet-Began [Next Slide]
- It’s a popular misconception that mobile marketing is just for B2Cs, but in fact, mobile marketing applies especially to B2Bs. The shift to mobile has a huge impact on B2B marketers as execs increasingly rely on mobile : 77% of executives use their smartphone to research a product or service for their business. 93% of executives will purchase that product via the Internet using a laptop or desktop 86% of execs use their tablet to conduct research for products or services for business [Next Slide] Soucce: Search Engine Watch cites IDG Mobile Survey 2014
- The next step is evaluating your mobile development options. Should you go with a responsive web design (RWD), a dynamic serving website, or a mobile site? Responsive design delivers 3 main benefits: A responsive website works across ALL devices. Unlike mobile sites, RWD allow you to manage just one SEO strategy instead of two. Maintaining just one site of code for all devices reduces the margin of error. As an agency, we see the future web leaning far toward responsive design. Responsive sites are built on what developers call a “fluid grid”. Responsive code allows sites to detect the size of the device and slide accordingly to adjust. Try using responsinator.com to assess your current situation. [Next Slide] Source: http://blog.market8.net/B2B-Web-Design-And-Inbound-Marketing-Blog/A-Guide-to-B2B-Responsive-Web-Design
- Test your site across all devices. Make sure your CTA does not get lost on any screen size. Source: http://blog.market8.net/B2B-Web-Design-And-Inbound-Marketing-Blog/A-Guide-to-B2B-Responsive-Web-Design
- Make sure all content is accessible from any screen size. Pay close attention to what happens to the user navigation experience across all devices. [Next slide] Source: http://blog.market8.net/B2B-Web-Design-And-Inbound-Marketing-Blog/A-Guide-to-B2B-Responsive-Web-Design
- Optimize for touch. No matter what the screen size, make sure your entire site is accessible via touch. Don’t add actions that are triggered by hovering your mouse over dropdown menus or buttons, for example. Also, make sure to leave enough space around all buttons to avoid a frustrating mobile UX experience. Nothing’s more annoying than trying to complete a complex, tiny shopping cart process on the go. [Next Slide] Source; http://blog.market8.net/B2B-Web-Design-And-Inbound-Marketing-Blog/A-Guide-to-B2B-Responsive-Web-Design
- Make sure your site is optimized for speed. Check your mobile load time with Google’s PageSpeed Insights. Source: http://blog.market8.net/B2B-Web-Design-And-Inbound-Marketing-Blog/A-Guide-to-B2B-Responsive-Web-Design
- First, build a smart navigation structure to optimize for indexing.
- If you are planning on changing links, adding pages, or removing pages, use 301 redirects.
- Finally, maintain on-page optimization. Double check each page for appropriate page descriptions and title tags. Review URLs for proper structure and keywords. Check all anchor text.
- Thanks for joining us! If you’re interested in discussing a responsive redesign or if you’d just like a few digital marketing pointers, we’d love to chat with you. Give us a call to schedule a free, 30 minute consultation with our team. Thanks again and see you next time!