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6 Critical SEO Steps for Website Redesign

Alex Dunks SEO Expert // Manager of Business Development Webmarketing123


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Some Practical Matters

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1 Don’t reinvent the wheel

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


? POLL: Are you actively planning a website redesign?


This can lead to: 1) Expensive site design changes that could have been easily implemented during the design process. 2) Severely reduced traffic for months after a site is redesigned and launched.

Website owners often wait until after their site is redesigned and launched before getting a SEO expert involved.

Don’t Wait!



2 Map your keyword roadmap







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

Make sure to…

Don’t re-invent the wheel


This client would have lost 300K monthly potential visitors.



•  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:




2 Create your keyword roadmap







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.



Old New

301 Redirect



•  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



Don’t forget an effective 404 page – “Page not found”



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).



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 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


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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

Select the Right CMS


Make sure your CMS is SEO and user friendly



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

Examples Of SEO Elements Select the Right CMS


Meta Description & Keywords

Examples Of SEO Elements Select the Right CMS


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


What are you supposed to do on this page?

Clarify your Call to Action


ü  Review your web analytics and gain insights into visitor path

ü  Take a look at the depth of your call to action. How many clicks does it take to get there? *remember, you have 7 seconds to answer the “3 questions”*

ü  How’s your bounce rate? Make sure your providing value to searcher and relevancy to the search terms you optimize for.

Don’t just optimize for search engines, optimize for visitors


Recap / To-Do List

1.  Talk to a SEO Expert

2.  Incorporate SEO proactively

3.  Select an SEO friendly CMS

4.  Don’t lose the rankings you already have 5.  Use free tools for critical information, i.e. keyword search volume and visitor behaviors


Download: 2012 State of Digital Marketing Report bit.ly/2012wm123

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NEXT WEEK’S WEBINAR: Tues.

12/18

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6 critical seo steps for website redesign webmarketing123 slides

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