Download - Critical SEO Steps for Website Redesign Final - May 2014

#123webinar | @webmarketing123


1. Can I ask questions?

2. Can I have a copy of the slides?

Tweet @webmarketing123 or use #123webinar.

Yes! Email [email protected].

3. How do I get a live site analysis? Chat us your website and top 2 keywords.

FAQs

#123webinar | @webmarketing123 3

We are a digital marketing agency focused on demand generation.

Search Engine Optimization

Website Redesign

Paid Search & Display

Content Creation

Top 500 Fastest Growing Private US Companies.


1 Do You Actually Need a Redesign? Run a Site Conversion Analysis

2 Can Your Site Convert Across Devices? Build a Mobile Strategy

3 Will a Redesign Affect SEO? Don’t Sacrifice Your Current Search Rankings

4 How Does Your SEO Strategy Stack Up? Get a Live Site Analysis to Find Out

On the Agenda


DO WE REALLY NEED A REDESIGN?


Unless your site still looks like this…

Apple website circa 1997! Source: BusinessInsider; “These Huge Brands’ Websites from the 1990s Looked Terrible”

Crunch the data to make your case.


Evaluate conversion rate by device.

Analyze conversion rate by channel.

Break down offer types by funnel stage.

1 2 3

/ Run a Site Conversion Analysis

Check for healthy CVR in 3 steps:


1 Analyze CVR by channel

Organic CVR should not be < 1%

Paid CVR should not be < 4%

Start with Google Analytics “Acquisition Overview” Report.



2 Break down offers by funnel stage. Funnel Stage Offer Type Top

Middle

Bottom

Educate prospects on the value of digital marketing & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.



3 Evaluate CVR by device.

Compare performance with the GA “Devices” report.

Mobile should convert at about 30% of your desktop conversion rate.





You only have 7 seconds to answer these 3 critical questions:

Treat each page as an entry point.

1 Where am I?

2 What can I do here?

Why should I do it? 3



What am I supposed to do? / Run a Site Conversion Analysis


What am I supposed to do? / Run a Site Conversion Analysis






On the Agenda

#123webinar | @webmarketing123 #123webinar | @webmarketing123

Do you have a mobile strategy in place?


2014 is the year of mobile. For real this time.


65% of online searches begin on a mobile device, yet only 16% of marketers have a developed mobile strategy.

Source: Search Engine Watch; HubSpot

Cross-device fluency is critical

93% of people who used mobile to research went on to make a purchase. Source: Google, Mobile Path to Purchase

/ Build a Mobile Strategy



Pick a side to get started.

Responsive Design Mobile Site

1

2

One site works across all devices.

Manage 1 SEO strategy rather than 2.

RWD is Google approved.

1

2

Delivers specific, lightweight content experience.

Works for ecommerce, event, or account based businesses.

Source: Search Engine Watch, “Google’s Matt Cutts: Responsive Design Won’t Hurt Your SEO”



Get on the fluid grid. 1

* Use responsinator.com to assess the situation. Source: Moz, “The SEO of Responsive Web Design”



Test your site across devices. 2

Make sure those CTAs don’t get lost! Source: Market8, “A Guide to B2B Responsive Web Design



Make all content accessible - always. 3

No matter how the grid slides, make sure users can navigate to all sections.

Source: Moz, “The SEO of Responsive Web Design”



Optimize for touch screen. 4

Source: WebDesignerDepot, “How to Design a Responsive HTML Email”

Leave enough space around your buttons to avoid a frustrating mobile UX.



Build for speed. 5

Source: SmashingMagazine, “SEO for Responsive Websites”

Check mobile load time with Google’s PageSpeed Insights.






On the Agenda


Is your current SEO strategy working?

Will the redesign change your URLs?

Are you managing your inbound links?

Are you adding or removing pages?

What server side redirects should you use?

Do you need to update your keywords?


/ Don’t Sacrifice Current SEO

Calculate your SEO content gap 1

# of Buyer Personas

# of Funnel Stages

Covered Topics

Possible Topics [ ] ( )

Pieces of content you need to cover your bases.



Choose keywords carefully. 2

High cost & competition

Low CVR

Low cost & competition

High CVR

One word phrases

Two word phrases

Long-tail, descriptive phrases

Tip: Use 9 new features in Google Keyword Planner!



Ace new site content structure. 3

Mobile

Enterprise

SMB

Other Relevant Internal Pages

Mobile SMB Enterprise

Thematically group pages.

Create quality content within each keyword theme.

Link pages within keyword groups.

1

2

3






On the Agenda


LIVE SITE ANALYSES


Schedule a free, 30 minute consultation!

Thank you!

Let’s Talk! Mike Turner, Director of Business Development

e: [email protected] t: 800. 619. 1570

Source: Synecore, “10 Examples of Amazing Responsive Design”