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SEO & the Website Redesign Process. Traps, Tricks, Techniques & Tools. Laurence O’Toole Founder www.analyticsseo.com www.websiteredevelopment.com @analyticsseo.com. Why Redesign?. Revamping your website gives you a unique set of problems….

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Seo the website redesign process

SEO & the Website Redesign Process

Traps, Tricks, Techniques & Tools

Laurence O’Toole

Founder

www.analyticsseo.com

www.websiteredevelopment.com

@analyticsseo.com


Why redesign
Why Redesign?

  • Revamping your website gives you a unique set of problems….

  • This presentation focuses on the things are unique to redevelopment rather than building a new site….


Website redesign pitfalls
Website Redesign Pitfalls

Problems stem from:

  • Redesigning on a whim

  • No concerted plan or running before walking

  • Fallen out with designers/developers

  • Not analytical enough – changing pages that convert well

  • No research or survey data

  • No benchmarks or targets

  • Lack of understanding and knowledge of SEO

  • Unrealistic budget, resources or timescales

  • Inadequate security



Website redesign pitfalls1
Website Redesign Pitfalls

Common Traps:

  • Change of domain or TLD – no redirection

  • Change in URLs – no redirects or global redirects

  • Indexed pages in search engines are not found (404 error)

  • Loss of site traffic

  • Loss of conversions on previously good converting pages

  • Loss of position in the SERPs

  • Loss of site in the SERPs

  • Loss of job?


Website redesign process

Project Definition

Site Structure

Visual Design

Site Development

Test & Refine

Launch

Website Redesign Process


Seo website redesign process

Site Architecture

Visual Design

Site Development

Test & Refine

Launch

SEO & Website Redesign Process

Project Scope

Project Scope

Project Scope

Project Scope

Project Scope

+ Website Analytics, SEO Analytics

+ User Tests & Survey Results

Site Architecture

+ Webmaster Tools

+ KPIs, Targets, Benchmarks

Visual Design

Visual Design

Site Development

Site Development

Site Development

Test & Refine

Test & Refine

Test & Refine

Test & Refine

Launch

Launch

Launch

Launch

Benchmarking

Benchmarking

Benchmarking

Benchmarking

Benchmarking

+ Website Analytics, SEO Analytics

+ User Tests & Survey Results

Ongoing Updates

Ongoing Updates

Ongoing Updates

Ongoing Updates

+ Continuous Website & SEO monitoring

Celebration

Celebration

Celebration


Project scope
Project Scope

  • Why do you need a redesign?

  • Establish Commercial Goals

  • Establish Project Goals

  • Analysis, Research & Reality Check

  • Agree Website & SEO KPIs/Targets

  • Budget

  • Team & Timescales

Useful questionnaires

www.web-redesign.com/


Project scope analytics research
Project Scope: Analytics & Research

  • Website statistics

    • Site Visits, Popular Content, Conversion Analysis

    • Screen size, browsers, Traffic sources

  • Customer & User survey

    • Likes and dislikes

  • Log files

    • 404s, other errors


Project scope seo research
Project Scope: SEO Research

  • Website Analytics

    • Add analytics & Webmaster Tools to old site (if not already added)

  • SEO Analysis

    • Basic Site Audit – highlights obvious site issues

    • Competitive analysis

  • PPC Campaign analysis

    • Which keywords are converting?

    • Consider using them in your redesign

  • Strategic Planning Gap

    • How large is the gap between my site and my competitors?

    • Do I have the resources and desire to commit?




Project scope project goals
Project Scope: Project Goals

Set Project Targets & Benchmarks:

  • Create a set of benchmarks that you can compare at Campaign Start & Campaign End

    Examples:

  • Keyword ranking comparison

  • Competitive benchmarking – League Tables

  • Website Analytics KPIs

    • Revenue, Sales conversions, Visits, Goals

    • Unique Visitors, Page Views, Bounce Rate, Time on site


Project scope project planning
Project Scope: Project Planning

  • Excel

  • Basecamp

  • Fogbugz


Site architecture
Site Architecture

  • SEO Friendly – information architecture, navigation URLs, Meta Tags, coding (separation of HTML and CSS) – Not using JS links

  • W3C compliant

  • Old sitemap and hierarchy vs New Sitemap & hierarchy

    • Treejack(“Analytics for a website you haven’t built yet”)

  • Plan 301 redirects

  • Plan to make it fast…



Visual design
Visual Design

  • Sketches – sharing initial thoughts and ideas

  • Wireframes – sharing with the client

  • Test initial design

    • Internal team

    • Client

    • User groups


Site development
Site Development

  • Which Content Management System ?

  • Proprietary?

  • Free/Open Source

    • Drupal

    • Joomla

    • Wordpress

  • Numerous SEO Plug-ins

  • XML Sitemap generator


Content
Content

  • Golden opportunity - How can you improve your site?

  • What did your customers/users tell you?

    • “If you were running our business how would you improve our website?”

  • Video - DIY Video Suite - Animoto

  • Avatars - Site Pal

  • Update Plan - build in feedback – Kampyle, User Voice

  • Make it easy for people to link to your content, e.g. tweetmeme, Add This

  • Community support – Get Satisfaction 2.0

  • Organising Content – Optimal Sort



Testing
Testing

Type of testing:

  • Functional & Performance

  • X-Browser testing

  • Usability

    Options:

  • Friends and family

  • Focus groups – internal and external

  • Usability testing labs & eye tracking tools

    Online Tools:

    • Five Second Test – initial test of designs – clicks and keywords

    • Litmus – X-browser testing for websites and email

    • Crazy Egg – visualise user behaviour – heatmaps and clicks

    • Userfly – watch videos of your users

    • Feedback Army – Ask users questions and get them to perform specific tasks

    • Mechanical Turk – Human Intelligence Task (US Only)

    • Jmeter - Scalability & performance - record interactions, playback multiple threads

    • Yslow, Google Web Toolkit – Browser plug-ins and developer toolkits


Usability testing
Usability Testing

How much testing should I do?

  • Jacob Nielsen one of the best-known usability gurus, says:

  • “The best results come from testing no more than 5 users and running as many small tests as you can afford.”

    http://www.useit.com


Launch
Launch

Here are some pointers (clearly this is a huge topic!)

  • SEO – Analytics SEO, SEO for Firefox

  • PPC – Acquisio, Lyris HQ

  • Blogging - Scribefire

  • Social Media – Tweet Deck, Hash Tweeps, Ping.fm, AddThis

  • Email – Dot Mailer, Mail Chimp, Lyris HQ

  • PR – Free PR Sites, PRWeb, PR Newswire

  • Article Marketing – Spin2Submit

  • Video – Tube Mogul


Benchmarking
Benchmarking

  • Compare initial results with campaign start

  • Post launch questionnaires and compare results with campaign start

    • Survey Monkey

    • 4Q

  • Feedback Tools

    • Kampyle.com

    • Get Satisfaction

  • Ensure you have a system for automatically monitoring website and SEO changes





Ongoing site seo development
Ongoing Site & SEO Development

  • Fresh content

  • Landing Page Optimisation

    • Ensure your analytics software tracks conversions

    • Benchmark against performance before redesign

    • Objections/Counter Objections

    • Landing Page Checklist – Have you thought of everything?

    • Test – Split A/B or Multivariate

  • Online PR campaign

  • Link building

  • Track your ongoing SEO Campaign – Analytics SEO

  • Do interesting stuff and get people talking about it!



Celebration post launch
Celebration (Post-launch)

  • Take pride in your re-designed website and enjoy a hot…

  • Or a cold…

  • Come and meet us on Stand 11 - We’ll show you some of our website redesign and SEO tools and some other good ones that didn’t make the presentation

    Laurence O’Toole – [email protected] - + 44 208 977 4465

    Colected by Vinalink Media

    http://www.dichvuseo.com

    http://www.quangbaweb.com

    http://www.vietseo.vn


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