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10 Ways to Maintain SEO Rankings
Through a Redesign
Ethan Giffin, CEOGroove Commerce
November 2011
10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 2November 2011
ABOUT ETHAN GIFFIN
With over a decade of industry experience in eCommerce, SEO and the dynamic technologies that drive them Ethan Giffin founded Groove Commerce to be a boutique web agency that provides enterprise class service for online retailers.
This blend of industry and agency experience has made Ethan a sought after speaker and panelist at top events including: Magento Imagine, Internet Retailer, eTail, Search Engine Strategies (SES), SMX, American Marketing Association, PubCon and Ad:Tech.
Currently, as CEO Ethan is leading the charge as an Award Winning Magento partner.
Ethan E. GiffinCEO & Founder
[email protected]: @Opie
November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 3
REDESIGNING?
#1Create a Baseline
Report
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November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 5
WHAT’S IN YOUR BASELINE REPORT?1. Verify Webmaster
Tools Account
2. Submit Your XML Sitemap
3. Spider the Site (Integrity or Xenu)
4. Look for Existing Crawl Errors
5. Total Pages in Index vs. Sitemap vs. Spider
6. Initial Rank Check
7. GA Custom Reports
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TOP CONVERTING LANDING PAGES
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REVENUE BY MOBILE DEVICE
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ECOMMERCE FUNNEL EXITS
#2 Avoid Canned Descriptions
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November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 10
NO MANUFACTURERS DESCRIPTIONS!
"The Linksys E2000 offers selectable dual-band Wireless-N technology and extended range to provide wireless coverage throughout your home. Cisco Connect"
#3Audit Your
Information Transfer
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November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 12
WHY DO WE AUDIT?
1. Data Imports Can Get Real Messy!
2. Create a Content Map
3. Make Sure Pages Have 1 to 1 Match
4. Unique Page Titles & Meta Tags
5. Define Your URL’s
6. Set Your Canonical Tags
7. Robots.txt
November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 13
SWITCHING TO MAGENTO?
#4Create an Internal
Contextual Link Strategy
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November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 15
INTERNAL LINKING STRATEGY
1. Don’t Use View or More
2. Create Links to Other Products within Descriptions
3. Create Links Within Category Descriptions
4. Don’t Repeat the Same Navigation on All Pages
#5Optimize Your Site
Templates
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November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 17
WHAT TO OPTIMIZE?
1. Review Product & Category Templates
2. No Missing Elements!
3. Use Modifier Words (Buy, Discount)
4. Include Microformats
#6Use Indexable Reviews
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November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 19
INDEXABLE REVIEWS
1. Awesome User Generated Content!
2. Don’t Use Power Reviews Express
3. Use Internal Review Engine if You Can Set Followup
4. If not, Use Power Reviews Standard or Non JS Based
#7Create Sexy Brand
Pages
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November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 21
CREATE SEXY BRAND PAGES
1. Panda Loves Brands
2. Outbrand the Brand!
3. Create Unique Content
4. Videos
5. Buyers Guides
6. Blogs
#8Setup Your 301
Redirects
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November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 23
YOUR 301 REDIRECTS
1. Keep Same URL if You Can
2. If not, 301 Every Page Based on Your Content Map
3. Check Your Server Headers
4. Confirm Any Redirects Done Programmatically
5. Don’t Use 302’s
#9Monitor Your Load
Speed
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November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 25
WHAT CAN SLOW PERFORMANCE DO?
1. Can Sink Your SEO
2. Directly Affects Conversion Rate
3. Lowers Adwords Quality Score
4. Limits Ability to Diagnose Errors
5. Check Your Site with Pingdom & YSlow
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HOW TO INCREASE THE SPEED?
1. Turn on Compression
2. Remove Unneeded Code & Files – No Bloat!
3. CDN Hosting
4. Use Google jQuery Scripts
5. Page Caching
6. Track Server Errors & Performance (NewRelic/WebSitePulse)
#10Post Launch Review
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November 2011 10 Ways to Maintain SEO Rankings Through a Redesign | Groove Commerce 28
YOUR POST LAUNCH REVIEW
1. Submit New Sitemap
2. Spider the Site (Integrity or Xenu)
3. Look for New Crawl Errors
4. Total Pages in Index vs. Sitemap vs. Spider
5. Weekly Rank Check
6. Hold Breath
Create Baseline Report
Avoid Canned Descriptions
Audit Information
Transfer
Internal Contexual
Link Strategy
Optimize Site Templates
Use Indexable Reviews
Create Sexy Brand Pages
Set Up 301 Redirects
Monitor Load Speed
Post Launch Review
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YOUR REDESIGN CHECKLIST!
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ABOUT GROOVE COMMERCE
Our goal is to bridge the gap between marketing and technology and deliver a user-friendly, high converting product to each one of our clients.
Services include:• eCommerce Website Design
• Magento Development & Integration
• Social Media Marketing
• Pay Per Click (PPC) Management
• Search Engine Optimization (SEO)
• eCommerce Site Analysis
• Conversion Consulting
2400 Boston Street, Suite 320, Baltimore, Maryland 21224
www.groovecommerce.com800.564.9826@GrooveCommerce
10 Ways to Maintain SEO Rankings Through a Redesign | Groove CommerceNovember 2011 31