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#123webinar | @webmarketing123
November 20th, 2013
Mike TurnerDirector of Business Development
Critical SEO Steps to
Website Redesign
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About Us
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We deliver on revenue.Not just leads & traffic.
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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
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Can you evaluate your search opportunity in terms of revenue?
Why bother with SEO?
If you answered, “Yes”…
Chances are this is not a question.
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Understand the Cost of Not Ranking.
Why bother with SEO?
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:
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Are you actively planning a website redesign?
Why bother with SEO?
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Why bother with SEO?
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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Why bother with SEO?
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
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Why bother with SEO?
This client would have lost revenue & 1000’s of visits.
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Why bother with SEO?
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.
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Why bother with SEO?
301 Redirect
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Why bother with SEO?
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.
#123webinar | @webmarketing123
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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Map Your Keyword Roadmap
Review: How do Google spiders crawl your site?
Data CenterThey follow links from page to page.
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Map Your Keyword Roadmap
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.
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Map Your Keyword Roadmap
Take this opportunity to create targeted content.
Use a keyword mapping document.
#123webinar | @webmarketing123
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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#123webinar | @webmarketing123
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,
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Don’t ignore social media.
Encourage social shares by installing share buttons & creating engaging content.
Source: SocialMediaToday.com
Especially Google+
In fact, the +1 button actually effects your ranking.
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Don’t ignore social media.
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
#123webinar | @webmarketing123
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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#123webinar | @webmarketing123
Choose the right CMS.
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.
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Choose the right CMS.
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
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Choose the right CMS.
<meta name="description" content="Free shipping BOTH ways on shoes, clothing, and more! 365-day return policy, over 1000 brands, 24/7 friendly customer service. 1-800-927-7671" />
Meta Text
<title>Shoes, Clothing, and More | Zappos.com </title>Page Titles
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Choose the right CMS.
Examples of SEO Elements
H1 Header
Page Title
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Choose the right CMS.
Examples of SEO ElementsDigital Multimeter | Multimeter | Analog Multimeter | True-RMS Multimeter – Fluke
Digital-Multimeter
Content
Internal
Links
URL
Image ALT Tags
Inbound
Links
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Choose the right CMS.
Examples of SEO ElementsMeta Description & Keywords
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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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#123webinar | @webmarketing123
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.
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Clarify your Call to Action.
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Clarify your Call to Action.
What are you supposed to do on this LP?
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Clarify your Call to Action.
What are you supposed to do on this LP?
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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.
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Download:2014 State of Digital Marketing ReportWebmarketing123.com
Reach out for a Complimentary Consultation:
SEO/SEM/Social Media Marketing
Measurement/Analytics Approach
Lead Gen Effectiveness
Email results@webmarketing123.com or call 800.619.1570
THANK YOU
Mike TurnerDirector of Business Development