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stupid website
YOUR COMPANY WILL MAKE THAT WILL
COST YOU YOUR JOB…
JACOB HAGBERG
JACOB HAGBERG
Digital Marketing Strategist
@jacobhagberg // orangefox.com
BEFORE WE GET STARTED
PLEASE NOTE!
This is just a teaser from the full
presentation.
We believe that Conference attendees
...
SURVIVE YOUR REDESIGN
PICK 1 OR 2 TO CHANGE
• CMS
• URLS
• REDESIGN
• DOMAINS
• SSL/HTTPS
1. INVENTORY YOUR WEBSITE
FIND ALL PAGES
• ANALYTICS
• CMS & LEAD CAPTURE
• CRAWLERS & SCRAPERS
2. REDUCE IMAGE FILE SIZE
DRAG & DROP
Tool: kraken.io
2. REDUCE IMAGE FILE SIZE
DOWNLOAD IMAGES
Page Kraked: marketinglandevents.com/smx/west/speakers/
3. BENCHMARK ENGAGEMENT
KEEP WHAT IS WORKING
Image Source: crazyegg.com heatmap
4. IDENTIFY PAGES WITH BACKLINKS
PRESERVE BRAND EQUITY
Tool: majestic.com pages tab
4. IDENTIFY PAGES WITH BACKLINKS
KEEP OR 301 REDIRECT
Tool: majestic.com pages tab
http://www.forbes.com/wall-street/
www....
5. IDENTIFY PAGES WITH TRAFFIC
DO NOT BLOW PAGES UP
Tool: semrush.com pages tab
WHAT CAUSED THE BIG DROP?
OCT 2015 – FEB 2016
Tool: semrush.com pages tab
http://www.forbes.com/wall-street/
301 REDIRECT
...
WHAT CAUSED THE BIG DROP?
4 “CURDS” CHANGED
 CMS
 URLS
 REDESIGN
 DOMAINS
 SSL/HTTPS
WHAT CAUSED THE BIG DROP?
SSL/HTTPS
http://www.forbes.com/wall-street/
https://
WHAT CAUSED THE BIG DROP?
NO EQUITY PASSED
 REDIRECT TO NON-HTTPS PAGE
 NO CANONICAL
 NO INTERNAL LINKS
 URL NOT INDEX...
WHAT CAUSED THE BIG DROP?
SITEWIDE TRAFFIC LOSS
ESTIMATED
TRAFFIC LOSS
DEC15 - JAN16
Tool: semrush.com winners and losers
KEEP THE CONVERSATION GOING…
ASK ME @JACOBHAGBERG
@jacobhagberg // orangefox.com
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Stupid Website Redesign Mistakes Your Company Will Make

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Are you an inhouse marketer? Do you care about your job? In the not too distance future, in an office near you someone will propose a website redesign that will cost you your job... Unless you learn some tricks to keep SEO happy.

Can your business and your job really afford a 90% drop in organic traffic or conversion? After viewing this slideshare you will have 5 key insights to help you prevent some of the most common mistakes.

Publié dans : Marketing
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Stupid Website Redesign Mistakes Your Company Will Make

  1. 1. stupid website YOUR COMPANY WILL MAKE THAT WILL COST YOU YOUR JOB… JACOB HAGBERG
  2. 2. JACOB HAGBERG Digital Marketing Strategist @jacobhagberg // orangefox.com
  3. 3. BEFORE WE GET STARTED PLEASE NOTE! This is just a teaser from the full presentation. We believe that Conference attendees who paid for an event ticket are entitled to the competitive advantage this presentation provides.
  4. 4. SURVIVE YOUR REDESIGN PICK 1 OR 2 TO CHANGE • CMS • URLS • REDESIGN • DOMAINS • SSL/HTTPS
  5. 5. 1. INVENTORY YOUR WEBSITE FIND ALL PAGES • ANALYTICS • CMS & LEAD CAPTURE • CRAWLERS & SCRAPERS
  6. 6. 2. REDUCE IMAGE FILE SIZE DRAG & DROP Tool: kraken.io
  7. 7. 2. REDUCE IMAGE FILE SIZE DOWNLOAD IMAGES Page Kraked: marketinglandevents.com/smx/west/speakers/
  8. 8. 3. BENCHMARK ENGAGEMENT KEEP WHAT IS WORKING Image Source: crazyegg.com heatmap
  9. 9. 4. IDENTIFY PAGES WITH BACKLINKS PRESERVE BRAND EQUITY Tool: majestic.com pages tab
  10. 10. 4. IDENTIFY PAGES WITH BACKLINKS KEEP OR 301 REDIRECT Tool: majestic.com pages tab http://www.forbes.com/wall-street/ www.forbes.com/wall-street/
  11. 11. 5. IDENTIFY PAGES WITH TRAFFIC DO NOT BLOW PAGES UP Tool: semrush.com pages tab
  12. 12. WHAT CAUSED THE BIG DROP? OCT 2015 – FEB 2016 Tool: semrush.com pages tab http://www.forbes.com/wall-street/ 301 REDIRECT OCT 2015 FEB 2016
  13. 13. WHAT CAUSED THE BIG DROP? 4 “CURDS” CHANGED  CMS  URLS  REDESIGN  DOMAINS  SSL/HTTPS
  14. 14. WHAT CAUSED THE BIG DROP? SSL/HTTPS http://www.forbes.com/wall-street/ https://
  15. 15. WHAT CAUSED THE BIG DROP? NO EQUITY PASSED  REDIRECT TO NON-HTTPS PAGE  NO CANONICAL  NO INTERNAL LINKS  URL NOT INDEXED IN GOOGLE
  16. 16. WHAT CAUSED THE BIG DROP? SITEWIDE TRAFFIC LOSS ESTIMATED TRAFFIC LOSS DEC15 - JAN16 Tool: semrush.com winners and losers
  17. 17. KEEP THE CONVERSATION GOING… ASK ME @JACOBHAGBERG @jacobhagberg // orangefox.com

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