SEO & the Website Redesign Process

1. SEO & the Website Redesign Process Traps, Tricks, Techniques & Tools Laurence O’Toole Founder www.analyticsseo.com www.websiteredevelopment.com @analyticsseo.com

2. 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….

3. 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

4. Example Google Malware Page

5. 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?

6. Project Definition Site Structure Visual Design Site Development Test & Refine Launch Website Redesign Process

7. 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

8. 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/

9. 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

10. 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?

11. Basic SEO Site Audit

12. Competitive SEO Audit

13. 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

14. Project Scope: Project Planning • Excel • Basecamp • Fogbugz

15. 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…

16. Site Architecture

17. Visual Design • Sketches – sharing initial thoughts and ideas • Wireframes – sharing with the client • Test initial design • Internal team • Client • User groups

20. Site Development • Which Content Management System ? • Proprietary? • Free/Open Source • Drupal • Joomla • Wordpress • Numerous SEO Plug-ins • XML Sitemap generator

21. 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

22. Kampyle

23. 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

24. 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

26. 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

27. 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

28. Benchmark Ranking Data

29. Competitive League Table

30. Benchmark Analytics Data

31. 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!

32. SEO Website Redesign Process Tools

33. 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 – feedback@analyticsseo.com - + 44 208 977 4465 Colected by Vinalink Media http://www.dichvuseo.com http://www.quangbaweb.com http://www.vietseo.vn