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Website redesign & seo Anand Saini

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Website redesign & seo Anand Saini

  1. 1. SEO & the Website Re-design ProcessTraps, Tricks,Techniques & Tools By www.seocertification.org.in
  2. 2. Why Redesign? Revamping your website gives you a unique set of problems…. This presentation focuses on the things are unique to redevelopment rather than building a new site…. www.seocertification.org.in
  3. 3. Website Redesign PitfallsProblems stem from: Redesigning on a whim No concerted plan or running before walking Fallen out with designers/developers Not analytical enough – changing pages that convert well No research or survey data No benchmarks or targets Lack of understanding and knowledge of SEO Unrealistic budget, resources or timescales Inadequate security www.seocertification.org.in
  4. 4. Example Google Malware Page www.seocertification.org.in
  5. 5. Website Redesign PitfallsCommon Traps: Change of domain or TLD – no redirection Change in URLs – no redirects or global redirects Indexed pages in search engines are not found (404 error) Loss of site traffic Loss of conversions on previously good converting pages Loss of position in the SERPs Loss of site in the SERPs Loss of job? www.seocertification.org.in
  6. 6. Website Redesign Process Project Definition Project Definition Site Structure Site Structure Visual Design Visual Design Site Development Site Development Test & Refine Test & Refine Launch Launch www.seocertification.org.in
  7. 7. SEO & Website Redesign Process Project Scope Project Scope + Website Analytics, SEO Analytics Site Architecture Site Architecture + User Tests & Survey Results + Webmaster Tools Visual Design Visual Design + KPIs, Targets, Benchmarks Site Development Site Development Test & Refine Test & Refine Launch Launch Benchmarking Benchmarking + Website Analytics, SEO Analytics + User Tests & Survey Results Ongoing Updates Ongoing Updates + Continuous Website & SEO monitoring Celebration Celebration www.seocertification.org.in
  8. 8. Project Scope Why do you need a redesign? Establish Commercial Goals Establish Project Goals Analysis, Research & Reality Check Useful questionnaires Agree Website & SEO KPIs/Targets www.web-redesign.com/ Budget Team & Timescales www.seocertification.org.in
  9. 9. Project Scope: Analytics & Research Website statistics – Site Visits, Popular Content, Conversion Analysis – Screen size, browsers, Traffic sources Customer & User survey – Likes and dislikes Log files – 404s, other errors www.seocertification.org.in
  10. 10. Project Scope: SEO Research Website Analytics – Add analytics & Webmaster Tools to old site (if not already added) SEO Analysis – Basic Site Audit – highlights obvious site issues – Competitive analysis PPC Campaign analysis – Which keywords are converting? – Consider using them in your redesign Strategic Planning Gap – How large is the gap between my site and my competitors? – Do I have the resources and desire to commit? www.seocertification.org.in
  11. 11. Basic SEO Site Audit www.seocertification.org.in
  12. 12. Competitive SEO Audit www.seocertification.org.in
  13. 13. Project Scope: Project GoalsSet Project Targets & Benchmarks: Create a set of benchmarks that you can compare at Campaign Start & Campaign EndExamples: Keyword ranking comparison Competitive benchmarking – League Tables Website Analytics KPIs – Revenue, Sales conversions, Visits, Goals – Unique Visitors, Page Views, Bounce Rate, Time on site www.seocertification.org.in
  14. 14. Project Scope: Project Planning Excel Basecamp Fogbugz www.seocertification.org.in
  15. 15. Site Architecture SEO Friendly – information architecture, navigation URLs, Meta Tags, coding (separation of HTML and CSS) – Not using JS links W3C compliant Old sitemap and hierarchy vs New Sitemap & hierarchy  Treejack (“Analytics for a website you haven’t built yet”) Plan 301 redirects Plan to make it fast… www.seocertification.org.in
  16. 16. Site Architecture www.seocertification.org.in
  17. 17. Visual Design Sketches – sharing initial thoughts and ideas Wireframes – sharing with the client Test initial design – Internal team – Client – User groups www.seocertification.org.in
  18. 18. www.seocertification.org.in
  19. 19. www.seocertification.org.in
  20. 20. Site Development Which Content Management System ? Proprietary? Free/Open Source – Drupal – Joomla – Wordpress Numerous SEO Plug-ins XML Sitemap generator www.seocertification.org.in
  21. 21. Content Golden opportunity - How can you improve your site? What did your customers/users tell you?  “If you were running our business how would you improve our website?” Video - DIY Video Suite - Animoto Avatars - Site Pal Update Plan - build in feedback – Kampyle, User Voice Make it easy for people to link to your content, e.g. tweetmeme, Add This Community support – Get Satisfaction 2.0 Organising Content – Optimal Sort www.seocertification.org.in
  22. 22. Kampyle www.seocertification.org.in
  23. 23. TestingType of testing: Functional & Performance X-Browser testing UsabilityOptions: Friends and family Focus groups – internal and external Usability testing labs & eye tracking toolsOnline Tools: – Five Second Test – initial test of designs – clicks and keywords – Litmus – X-browser testing for websites and email – Crazy Egg – visualise user behaviour – heatmaps and clicks – Userfly – watch videos of your users – Feedback Army – Ask users questions and get them to perform specific tasks – Mechanical Turk – Human Intelligence Task (US Only) – Jmeter - Scalability & performance - record interactions, playback multiple threads – Yslow, Google Web Toolkit – Browser plug-ins and developer toolkits www.seocertification.org.in
  24. 24. Usability TestingHow much testing should I do? Jacob Nielsen one of the best-known usability gurus, says: “The best results come from testing no more than 5 users and running as many small tests as you can afford.”http://www.useit.com www.seocertification.org.in
  25. 25. www.seocertification.org.in
  26. 26. LaunchHere are some pointers (clearly this is a huge topic!) SEO – Analytics SEO, SEO for Firefox PPC – Acquisio, Lyris HQ Blogging - Scribefire Social Media – Tweet Deck, Hash Tweeps, Ping.fm, AddThis Email – Dot Mailer, Mail Chimp, Lyris HQ PR – Free PR Sites, PRWeb, PR Newswire Article Marketing – Spin2Submit Video – Tube Mogul www.seocertification.org.in
  27. 27. Benchmarking Compare initial results with campaign start Post launch questionnaires and compare results with campaign start – Survey Monkey – 4Q Feedback Tools – Kampyle.com – Get Satisfaction Ensure you have a system for automatically monitoring website and SEO changes www.seocertification.org.in
  28. 28. Benchmark Ranking Data www.seocertification.org.in
  29. 29. Competitive League Table www.seocertification.org.in
  30. 30. Benchmark Analytics Data www.seocertification.org.in
  31. 31. Ongoing Site & SEO Development Fresh content Landing Page Optimisation – Ensure your analytics software tracks conversions – Benchmark against performance before redesign – Objections/Counter Objections – Landing Page Checklist – Have you thought of everything? – Test – Split A/B or Multivariate Online PR campaign Link building Track your ongoing SEO Campaign – Analytics SEO Do interesting stuff and get people talking about it! www.seocertification.org.in
  32. 32. SEO Website Redesign Process Tools Project Stage List of Resources & Tools1 Project Scope Design Process - www.utexas.edu/learn/designprocess/ Integrated Website & SEO Analysis - www.analyticsseo.com Questionnaires - www.web-redesign.com Bulk domain name checker - www.databasepower.net Questionnaire Templates – www.esurveyspro.com Project Management – www.basecamphq.com Survey tools – www.mailchimp.com www.4qsurvey.com www.fogbugz.com E-mail clients – www.dotmailer.com2 Site Architecture Webmaster Tools - Google Yahoo Bing W3C Validation - http://validator.w3.org3 Visual Design Site Design - http://balsamiq.com Initial Testing - http://fivesecondtest.com4 Site Development Content Management Systems – Drupal Joomla DIY Video Editor – Animoto Wordpress Avatars – Site Pal Drupal SEO-plug-ins Joomla SEO-plug-ins Wordpress SEO Word of mouth – tweetmeme Add This Organising Content – Optimal Sort XML Sitemap generator Community support – Kampyle Get Satisfaction User Voice5 Testing Usability Testing - Jacob Nielsen User behaviour - Crazy Egg Test Designs - Five Second Test User feelings & tasks - Feedback Army Mechanical Turk User videos - Userfly Functional & Performance – Jmeter Yslow X-Browser tests – Litmus Google Web Toolkit6 Launch SEO – Analytics SEO, SEO for Firefox Email – Dot Mailer Mail Chimp Lyris HQ PPC – Acquisio, Lyris HQ PR – Free PR Sites PRWeb PR Newswire Blogging - Scribefire Article Marketing – Spin2Submit Social Media – Tweet Deck Hash Tweeps Ping.fm AddThis Video – Tube Mogul7 Benchmarking Automated SEO Tools Feedback tools - Kampyle.com Get Satisfaction8 Ongoing Development Ongoing SEO Campaign Management Page Optimisation Tools – Vertster Maxymiser Pagealizer Landing Page Checklist Google Website Optimzer9 Celebration It’s more fun if you take it offline! www.seocertification.org.in
  33. 33. Celebration (Post-launch)• Take pride in your re-designed website and enjoy a hot…• Or a cold…• Come and meet us on Stand 11 - We’ll show you some of our website redesign and SEO tools and some other good ones that didn’t make the presentationLaurence O’Toole – feedback@analyticsseo.com - + 44 208 977 4465www.analyticsseo.comwww.websiteredevelopment.comwww.twitter.com/analyticsseo www.seocertification.org.in
  34. 34. SEO & the Website Thank You!Traps, Tricks,Techniques & Tools By www.seocertification.org.in