preparing for a website redesign | seo design
TRANSCRIPT
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
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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!