SEO risk management involves identifying, analyzing, prioritizing and managing risks that can impact an SEO project. Key risks include website redesigns, CMS migrations, and unexpected Google algorithm updates. Impacts can be traffic drops, ranking decreases, or client dissatisfaction. Managing risks involves planning, identification, analysis, prioritization, mitigation, monitoring, and realizing benefits like more successful projects and continuous improvement.

2. An active and ongoing SEO project always has risk.

3. 1. What is SEO Risk
Management
2. Risk Components
3. SEO Risk Event
4. Impact of SEO Risk
5. Risk Management Process
6. Risk Management benefits

4. SEO Risk Management is the practice of assessing and controlling SEO
risk that affects the SEO project, process, or product.

5. Risk Components

6. SEO Risk Event
Website redesign during SEO ongoing projects
Migration to a new CMS
Google updates search algorithm unexpectedly
Important backlink is being devaluated

7. Google's EMD Update – Sept 27, 2012
Google's Penguin #3 Update - Oct 5, 2012
Google's Panda #21 — Nov 5, 2012
Google's Panda #22 — Nov 21, 2012

8. Risk Categories
Known Risks • Website Redesign
• Competitors follow their own SEO strategy
and bias success of your SEO efforts
Unknown Risks
• Change of Google search algorithm
Scope Risks
• Caused by frequent change requests or
defects
Schedule Risks • Delays, dependencies, wrong estimates or
multiple critical paths
• Outsourcing, distributed teams, integration of
new
Resource-based Risks -- team members

9. Impact of SEO Risk
 Multiple pages vanish from index
 Google sweeps that take websites from the top of the
rankings to off the first page altogether.
 Drop in SEO Traffic after a Website Redesign:
 Client won’t pay because he is not satisfied.

10. Context of Risk Management

11. Context of Risk Management
Stakeholder Management recognize and acknowledge stakeholder's
needs, concerns, wants, authority, common relationships, interfaces and
align this information within the Stakeholder Matrix.
Software development efforts estimation is the process of predicting the
most realistic use of effort required to develop or maintain software based
on incomplete, uncertain and/or noisy input. Effort estimates may be used
as input to project plans, iteration plans, budgets, and investment
analyses, pricing processes and bidding rounds.
Requirements management is the process of
documenting, analyzing, tracing, prioritizing and agreeing on requirements
and then controlling change and communicating to relevant stakeholders.
It is a continuous process throughout a project. A requirement is a
capability to which a project outcome (product or service) should conform.
Estimation and controlling of effort- These estimates are used to
estimate the effort for a given task and, in the hands of a business
user/project manager, added up to get the completion date for the project
as a whole.

12. Risk Management Process
Risk Management Planning
Identify risks
Analyze risks
Prioritize risks
Risk management
Risk monitoring

13. Risk management benefits
• Future problems are recognized and can be eliminated in due time
• Incentive to deal with project more intensely
• Incentive to deal with project stakeholders more intensely
• Promotion of censorious thinking in project team
• More successful projects
• Risk management as a team building activity
• Continuous improvement of project management

14. SEO Case Studies
A Steep Drop in SEO Traffic after a Website Redesign

15. SEO Case Studies
SEO Traffic Dropping Twice After CMS Migration:

16. SEO Case Studies
Identify risks
Crawl Your Site. Know Your Site.
Perform an Inbound Link Analysis
The 301 Redirection Plan
SEO Technical Audits

17. SEO Case Studies
Analyze risks
Analyzing Site Reporting During a Redesign
Google Webmaster Analysis
Analyzing On-Page Optimization

18. SEO Case Studies
Prioritize risks
Don’t Stop Optimization During the Redesign or Migration
Focus on 301 Redirection
Keep the same URL structure as your original website when
redesigning or migrating a website, if possible

19. SEO Case Studies
Prioritize risks - Optimization

20. SEO Case Studies
Prioritize risks - Optimization

21. SEO Case Studies
Prioritize risks - Redirects

22. SEO Case Studies
Risk management
Finding Code Problems That Can Damage SEO
Summary – Preparing for Redesigns and CMS Migrations is
Critically Important

23. SEO Case Studies
Risk monitoring
Check status of risks continuously. Risk status should
be part of every status meeting.
Are there new risks to be analyzed?
Has there been a change of risk priorities? Is the
top-list of risks still up-to-date?

24. LIST OF
REFERENCES