critical seo steps to website redesign - slides 11-20-13

#123webinar | @webmarketing123

November 20th, 2013

Mike TurnerDirector of Business Development

Critical SEO Steps to

Website Redesign


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Why even bother with SEO during redesign?

Map your keyword roadmap.

Do not ignore social media.

Choose the right CMS

Clarify your call to action.

Agenda: Critical Steps to Website Redesign

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Search has caused a shift in the purchasing process.

Why bother with SEO?

Buyers are moving 60%of the way through the sales funnel before they engage with sales reps.

Source: Corporate Executive Board, The Most Important Number in Marketing, Aug. 2011

http://www.executiveboard.com/marketing-blog/the-most-important-number-in-b2b-marketing/


Can you evaluate your search opportunity in terms of revenue?


If you answered, “Yes”…

Chances are this is not a question.


Understand the Cost of Not Ranking.


Keywords Monthly Search Volume

Resource management 673,000

Portfolio management 207,000

Project management software 59,200

It governance 27,600

Software project management 15,700

Project management tools 14,800

It project management 12,100

Project management office 8,700

Project portfolio management 6,600

Total Monthly Searches 1,024,700

Monthly Cost of Not Ranking on these Keywords

Click Through Rate

(7%, page 1 average)71,729 new website visitors

Visitor to Lead Rate

(1-3%, B2B average)1,793 new leads

Raw Lead to Qualified Rate

(15%)269 new qualified leads

Lead to Sale Rate

(10%)27 new deals

Average sale price $100,000

$2,700,000 monthly revenue

Annual Cost of Not Ranking $32,400,000 annual revenue

A simple calculation can tell you how much revenue you are missing by not ranking on search engines for top keywords:


Are you actively planning a website redesign?




Do not wait. Website owners often wait until after their site is redesigned and launched before getting a SEO expert involved.

This can lead to:

Expensive changes that could have been easily implemented during the design process.

Missed conversion rate best practices, i.e. call to action placement and tracking issues

Optimizing for internal jargon, rather than targeting keywords your audience is actually using.

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You’re already ranking for some keywords.

Why not take those rankings with you?

Establish a baseline of where your site ranks today for your keywords.

To-do list



This client would have lost revenue & 1000’s of visits.



Here’s what you need to consider:

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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.



301 Redirect



301 Redirect FAQs

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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 do I use a 301 vs. a 302 redirect?

4 Map old URLs to corresponding new URLs.








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Map Your Keyword Roadmap

Review: How do Google spiders crawl your site?

Data CenterThey follow links from page to page.



Men’s Shoes

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Women’s Shoes

Kids’ Shoes

Women’s Boots

Thematically group pages around keywords.

Link pages within the same groups to further strengthen the theme.

Reduce the click-depth required to reach the majority of your site’s pages.



Take this opportunity to create targeted content.

Use a keyword mapping document.








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Don’t ignore social media.

Social signals are increasingly affecting organic search rankings.

Bing: “We do look at the social authority of a user.”

Google: “Yes we do compute and use author quality as a signal.”

Source: Danny Sullivan’s Dec 2010 Q&A with Google & Bing,



Encourage social shares by installing share buttons & creating engaging content.

Source: SocialMediaToday.com

Especially Google+

In fact, the +1 button actually effects your ranking.



Verify your content with Google+ Authorship.

“Within search results, information tied to verified online profiles will be ranked higher than content without such verification...”

- Eric SchmidtExecutive Chairman of Google





Choose the right CMS.



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Make sure your content management system (CMS) is SEO friendly.

Drupal 7%+ Wordpress 50%+Joomla 9%+

Use a modern CMS that allows:

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Customization of posts.

Multi-user content creation.



10 SEO elements need to be customizable:

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Page Titles

Meta ContentTitle, Description, Keywords

HeadersH1, H2

Content Modifications

Alt Tags for Images

Title Tags for Links

Footers(Specific to individual pages)

Internal Links(Add/Modify anchor text)

Page URLs

SEO Friendly Breadcrumbs



Examples of SEO Elements

H1 Header

Page Title



Examples of SEO ElementsDigital Multimeter | Multimeter | Analog Multimeter | True-RMS Multimeter – Fluke

Digital-Multimeter

Content

Internal

Links

URL

Image ALT Tags

Inbound

Links



Examples of SEO ElementsMeta Description & Keywords








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Clarify your Call to Action.

Create a clear path from attraction to conversion.

Your website must answer 3 simple questions:

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Where am I?

What can I do here?

3 Why should I do it? After that, every element of every page

must answer the third key question

New visitors must have answers to the first two crucial questions during the initial 7 seconds they spend on your site.

If your conversion rate is less than 1%, reevaluate your CTA.



What are you supposed to do on this LP?


Redesign To-Do List:Talk to an SEO expert.

Proactively incorporate SEO.

Choose an SEO-friendly CMS.

Keep your current rankings.

Know your sales funnel.


Download:2014 State of Digital Marketing ReportWebmarketing123.com

Reach out for a Complimentary Consultation:

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Measurement/Analytics Approach

Lead Gen Effectiveness

Email [email protected] or call 800.619.1570

THANK YOU

Mike TurnerDirector of Business Development

mailto:[email protected]

critical seo steps to website redesign - slides 11-20-13

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