preparing for a website redesign | seo design

Preparing for a RedesignPresented by:

Taylor Pratt | @RavenPrattRaven Internet Marketing

Toolsimasocialtool.com

@RavenPratt

Redesigns suck.

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They’re destructive.

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But it doesn’t have to be that way.

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Two Key Ingredients

Preparation Communication

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TheRedesign Process

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GoalsPreparing for a Redesign

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Event Sign Ups

Event Sign UpsImprove

Conversion Rates

ImproveConversion Rates

Social Interactio

n

Social Interactio

n

BlogSubscribe

BlogSubscribeSearch

Engine Friendly

Search Engine Friendly

Trial Sign Ups

Trial Sign Ups

ImproveProfit Per Customer

ImproveProfit Per Customer

Attract More Links

Attract More Links

More Return Visitors

More Return Visitors

Improve Bounce

Rate

Improve Bounce

Rate

Showcase Design Skills

Showcase Design Skills

Blog Comment

s

Blog Comment

s

More Sales Leads

More Sales Leads

Better Branding

Better Branding

Increase Time on

Site

Increase Time on

Site

Larger OrdersLarger Orders

Social Subscribe

s

Social Subscribe

s

@RavenPratt

Search Engine Friendly

Search Engine Friendly

Prioritize!

ImproveConversion Rates

ImproveConversion Rates

Social Interactio

n

Social Interactio

n

BlogSubscribe

BlogSubscribe

ImproveProfit Per Customer

ImproveProfit Per Customer

Attract More Links

Attract More Links

Improve Bounce

Rate

Improve Bounce

RateBlog

Comments

Blog Comment

s

More Sales Leads

More Sales Leads

Better Branding

Better Branding

Increase Time on

Site

Increase Time on

Site

Larger OrdersLarger Orders

Primary

Primary

Secondary

Secondary

TertiaryTertiary

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Analysis &info gathering

Preparing for a Redesign

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What are we analyzing?

1. Current site performance2. Current site structure

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Possible Structural Changes

• URL structure• Navigation• Conversion point• Structured data• Social meta data• Hierarchy

• Semantic elements

• Site speed• Social sharing• Multilingual• Coding language• Media

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The same adage continues to be true: design for users and robots

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And when the technology presents itself, take advantage of it!

MicroformatsRDFa

MicrodataOpen Graph Protocol

MicroformatsRDFa

MicrodataOpen Graph Protocol

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Microdata Schemas

EventEvent

Organization

Organization

BookBook

MovieMovie

PersonPerson

ProductProduct

schema-creator.org

schema-creator.org

ReviewReview

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The golden rule of analysis:

Let your performance guide your structural changes.

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Instead of asking:Will we be changing our URL structure and navigation?

First ask:Do we need to change our URL structure and navigation?

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My 8 Custom Reports for Analysis

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1. Conversions by Keyword

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2. Conversions by Country/Language

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3. Top Converting Landing Pages

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4. Engaging Blog Posts

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5. Underperforming Content

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6. Revenue Generating Keywords/Content

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7. Goal Abandonment

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8. Slow Page Loads

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design & user testing

Preparing for a Redesign

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User testing should be done before and after your new design mockups.

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User Testing | usertesting.com

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Concept Feedback | conceptfeedback.com

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Feedback Army | feedbackarmy.com

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Silverback | silverbackapp.com

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Loop11 | loop11.com

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GTmetrix | gtmetrix.com

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TrackingPreparing for a Redesign

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Benchmarking!

• Google Analytics Annotations• Raven Tools Event Manager• Detailed spreadsheet with roles

and responsibilities

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What to Benchmark

• Queries SEO report in GA• Engagement metrics• Conversions• Bounces and exit rate• Noticeable drops in rankings

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Screaming Frog | screamingfrog.co.uk

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slideshare.net/raventoolsimasocialtool.com

Thank you!