Post on 06-Jul-2015
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MASTERING THE MEGA-SITE WHOLESALE REDESIGN
BARON GINNETTI @baronginnettiDirector SEO & Content Distribution: Break MediaDeck Design: http://lubomiramilkova.com/October 4, 2012
IN THE BEGINNING THE WORLD IS GREAT
LIFE IS GOOD.
SILKY SMOOTH SEO MATRIX CHECKLIST
ANYONE INVOLVED IN THE PRODUCT DEVELOPMENT PROCESS
PRODUCT MANAGERS
DEVELOPERS
QA ENGINEERS
WHO DOES IT HELP?
IT’S CHALLENGING TO SUCCEED EVEN WHEN PROCESS FLOWS ARE PERFECT
THEN THE WORLD CHANGES
NEW MANAGEMENT
LESS SEO AWARENESS
NEW PRIORITIES
COMPANY IS LESS FLAT
MISCOMMUNICATION
STAY CALM.
SEO
HUNDREDS OF DIFFERENT REASONS THAT YOU CAN GET LEFT OUT OF THE LOOP WHETHER IN-HOUSE OR AGENCY.
AND THIS IS A WORST-CASE-SCENARIO PROJECT PROCESS FOR A PROJECT… LET’S SAY SOMETHING SMALL: LIKE A WHOLESALE REDESIGN
REALLY HARD PROJECTS UNDER REALLY DIFFICULT CIRCUMSTANCES
SO YOU’VE GOT A 5MM PAGE SITE IN THE MIDST OF A WHOLESALE REDESIGN ON YOUR HANDS AND YOU’RE LAST ONE INVITED TO THE PARTY.
WHAT DO YOU DO NOW?
BIZ NAVIGATION: SHOOT UP A FLARE
SOUND THE ALARM.
BIZ NAVIGATION: LOUD BITE-SIZE METRICS EXAMPLE
NEW VERSION OF SITE:
ONLY 5% OF THE CONTENT IS ACCESSIBLE TO SEARCH ENGINES.
CONTENT = TRAFFIC = $$
WHAT ARE YOUR GOALS? « WHAT WILL YOU DO? « WHAT DO YOU NEED?
OKAY… NOW THEY GET IT. THEY’LL FOLLOW YOUR
LEAD.
$$
PARITY
OVERALL GOAL
SITE VS. SITE AUDITAUDIT REDESIGN COMPS AS IF THEY ARE A LIVE SITEAUDIT OF EXISTING SITE
CONFIRM: PAGE SPEED MONITORING OF EXISTING SITE AND SET UP TRACKING FOR NEW.
CONFIRM: SERVER LOG STORAGE, BOT VISIT TRACKING
NEXT STEPS
# OF HOMEPAGE ACCESS POINTS/LINKS
# OF HOMEPAGE ACCESS POINTS/LINKS TO DIFFERENT
ACCESSING DIFFERENT CONTENT TYPES
AVG. CHARACTER COUNT PER PAGE
REQUIRED KEYWORDS IN NAVIGATION
NUMBER OF LINKS PER PAGE
NUMBER OF BOT ACCESSIBLE LINKS PER PAGE
CONTENT UPDATE RATES EXISTING VS. PLANNED FOR
NEW
RELATED MODULE OR OTHER MODULE POPULATION
RULES
ULTIMATELY PAGE LOAD TIME/TEMPLATE VS. TEMPLATE
ETC.. EVERY SITE IS DIFFERENT
NEXT LEVEL AUDIT: TEMPLATE VS. TEMPLATE
DEVELOP CORE SEARCH REQUIREMENTS INFORMED BY AUDITS & PARITY GOALSIMPLE CORE REQUIREMENT EXAMPLES:
PRODUCT PAGES MUST HAVE SAME NUMBER OF LINKS
RETAIN BREADCRUMB AND REPRESENT BY CATEGORIES
PAGINATION MUST EXPOSE SAME NUMBER OF LINKS/PAGE
RELATED ALGOS STAY THE SAME
LINKS IN MODULES LOADED BY ASYNCHRONOUS AJAX OR IN IFRAME MUST BE CODED THE SAME WAYLIFE SAVER.
YOUR BULLET PROOF “MUST DEVELOP” AND INTEGRATE
CORE REQUIREMENTS LIST
BIZ NAVIGATION: IT’S A BIG LIST: WHAT IF I GET KICK BACK?
BE PREPARED TO ANSWER EACH REQUIREMENT WITH SUPPORTING METRICS
IF THOSE METRICS CAN BE CORRELATED TO USER BEHAVIOR EVEN BETTER
DON’T FORGET ABOUT METRICS THAT CORRELATE TO NEGATIVE PAST EVENTS ESPECIALLY IF YOU HAD A STRONG CORRELATING CORRECTION
WHAT TO COLLECT?EVERYTHING YOU WISHED YOU’D HAD DURING TROUBLE-SHOOTING BUT DIDN’T
PREP FOR TROUBLE SHOOTING: METRICS ARCHIVING
DEEPER DIVE ON: INTERNAL LINKS ARCHIVING
TOP 100 TRAFFIC DRIVERS BY TEMPLATE
MIDDLE 100 TRAFFIC DRIVERS BY TEMPLATE
BOTTOM 100 (LONG-TAIL) DRIVERS BY TEMPLATE
DETERMINE: AVG # OF INTERNAL LINKS FOR EACH
DETERMINE: WHAT PERCENT OF LINKS ORIGINATE FROM WHERE.
SAMPLE RESULT
PERCENTAGES
REDESIGN: SEO PROCESSES
SEND WEEKLY BULLETINS (EVEN IF BAD NEWS) ABOUT EVERYTHING YOU CAN KNOW/QUANTIFY WITH RELEVANT EXECUTIVE TEAM MEMBERS
IF DEPRECATED CATEGORIES OR CONTENT THEN CALCULATE QUANTIFIABLE KNOWN LOSSES X% TRAFFIC, Y% SALES/CONVERSIONS
HIGH VALUE KEYWORDS IN NAVIGATION ARE GONE. WHAT ARE THOSE TERMS WORTH? CALCULATE AND SHARE..
BIZ NAVIGATION: SHARE BULLETINS
QA YOUR REQUIREMENTS PERSONALLY!
DON’T RELY ON THE BEST QA TEAM TO UNDERSTAND WHETHER YOUR REQUIREMENTS ARE WORKING CORRECTLY OR NOT.
QA YOUR REQUIREMENTS AFTER EVERY PUSH TO DEV STAGE.
SUBMIT A CHECK LIST OF “VALID” OR DETAIL WHY INVALID.
FOLLOW UP WITH REPORT IN PERSON
QA
PUSHING THE REDESIGN TO PRODUCTION
DON’T SEND OUT PREMATURE TRAFFIC UPDATES
SOCIALIZE THE EXPECTATION OF VOLATILITY
DON’T TROUBLE SHOOT PREMATURELY
WHEN TRAFFIC SETTLES… ACTIVATE ALL OF YOUR ARCHIVED METRICS
TO MONITOR « TO TROUBLE SHOOT « RINSE - REPEAT