seo considerations when re-launching a website

@4PsMarketing #4PsEDGE@Hannah_4Ps

Website Launches

Welcome

Hannah Miller SEO Director @4Ps Marketing @Hannah_4Ps

LOOK AND FEEL

NEW PRODUCTS / NEW SERVICES

COMPANY REBRANDING

ATTRACT A NEW AUDIENCE

EMBRACE NEW TECHNOLOGY

2000 20022004 2006

2008

20102012

No Re-launch Strategy

Harder to rectify afterwards

This is a common trend

Example Organic: Site Launch

Removing pages/sections

Moving pages/sections

CMS changeover

Removing content

Integrating International

New images/logos

New colour scheme

Changing background colours

Changing font types/sizes

A RESKIN IS NOT GOING TO IMPACT SEARCH

A RESTURUCTURE ALMOST CERTAINLY WILL

Restructure Reskin

Retaining Visibility

Also lose these

Begin SEO planning early

Centre your Launch date

The Process

Plan Build Review / Test

Website Launch

Review / Test Implement

BrandWhat is our brand about?Who is our target audience?What are our long term objectives?

CommercialWhere are our commercial opportunities?What are our competitors doing?

PositioningWhat content should we offer?What do customers currently come to the site for?What sections of the site are currently successful?What can we offer that our competition don’t?

Planning / Research / Objectives

Consid

er S

EO

thro

ughou

t

Digital Marketing

Developers

Designers

SEO

PR

CONSIDER ALL IN THE BRIEFFunctionality

Timescales

code

Look

Feel

Colours / Fonts

Visuals

Functionality

Visuals

Content

Quality

User

s

Search engines

Content

Features

Usability

PLANNINGINTERNATIONALMOBILE /

RESPONSIVE

Site Structure

Wireframes

301 Redirect Plan

404 – Page not found

404 Page Not Found

CASE STUDY

ORGANIC TRAFFIC

Communication is key

Developers / CMS users / Marketing / PR & Digital

Internal training

PRIORITISE

OTHER CONSIDERATIONS

START PLANNING EARLY

TECHNICAL SEO IS PARAMOUNT

COMMUNICATE WITH ALL

PRIORITISE

TAKE AWAYS

Any Questions?

@4PsMarketing #4PsEDGE@Hannah_4Ps