Date post: | 16-May-2015 |
Category: |
Marketing |
Upload: | webmamacom-inc |
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Sanity Through a
Redesign!!!
Barbara CollSF 2014
@webmama
@webmama
Top Reasons for Redesign and #1 Effect on
Measurement, Visibility and Sanity
New SEO Company = Tactical changes too many to mention in this small box
New CEO/CMO = New brand agency, new web design
Repositioning of Company/products = New content, new keywords
Company Name Change/Acquisition = Domain Name Change. Every URL Changes
@webmama
Prepare for Redesign (1)
Keyword discovery research – what keywords define the company
Which content drives traffic into site (review landing pages) and set content/SEO strategy to maintain that content
Look at Page Authority (moz.com) and don’t kill pages with high page authority
@webmama
Keyword Category Domination
Company = VMware
Keyword = virtualization
@webmama
Instances of Keyword/Content
http://www.vmware.com/products/
http://www.vmware.com/virtualization/ *
http://www.vmware.com/virtualization/virtualization-basics/what-is-virtualization.html *
http://www.vmware.com/products/desktop-virtualization.html *
* URLs/Filenames the same as pre-redesign
@webmama
Internal Content Links Maintained
Footers
Imagery
Main Nav
Video
@webmama
Prepare for Redesign (2)The Tedious Part
WebMaster Tools – Queries, Keywords, Clicks - TAKE SCREENSHOTS!
What do search results look like today! TAKE SCREENSHOTS!
As much as I hate to say it – run ranking reports
Set up redirect file for .htaccess
@webmama
@webmama
@webmama
@webmama@webmama
Little Things
Error Page in place?
Turned on the tracking code (since it was probably off on the beta site)?
Filtered out the design/development team (Search company too) from the analytics?
Connected Google analytics and Google Webmaster tools and have the same person looking at both
@webmama
Right about NowSpot check for redirect errors – click on organic
search results
Home page change? 3 hours
Sitelinks? 1-3 days
Old and new URLs at same time – yup – some overlap
DNS propagation – 4-5 days across world
Major ranking changes – 2 weeks
Launch
2-weeks
@webmama
What can you compare from previous site?
@webmama
Organic Search TrafficComparing Pre-Post LaunchTraditional Analytics
Full siteVisitsUnique VisitorsTime on siteBounce rate
Traffic to pages where URL has NOT changed
QuestionableNumber of Pages Viewed/visitForm completions
@webmama
Organic Search TrafficComparing Pre-Post Launch Queries, Keywords, Clicks
@webmama
What CAN’T you compare from previous site?
@webmama
Organic Search TrafficWhat you CAN’T CompareContent by page (unless you kept the URLs the
same) (ie. Visits to company/mgt/ceo would need to be mapped to company/management/ceo)
# of Pages visited
Path through site
Top content
Landing pages
Questionable Consumption of resources (whitepapers, etc)
@webmama@webmama
Go back and revisit your screenshots of search results prior to redesign.
-Did it work?
-Do the snippets make sense?
Question – when do you intervene?
@webmama
VisualSearch
Turns UpLots of Things
Barbara Coll
@webmama#emetrics