Rob Garner at adtech Chicago 2006: Preserving your URL Equity in a Website Redesign

Preserving your URL Equity in a Website Redesign ROB GARNER, iCROSSING, SENIOR STRATEGIC PLANNER

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Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Defining the elements of URL equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The URL is the axis point for ALL of the traffic to your site.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Defining the elements of URL equity www.yourdomain.com/yourpage.html ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],URLs Converted to Bookmarks > Domain > Deep internal URLs

ad-tech.com link model l established 1996 Defining the elements of URL equity Demonstrates the complexity and intricacy of legacy link structure ad-tech.com

Defining the elements of URL equity ad-tech.com deep link model l established 1996 895 backlinks ny.asp Deep link model demonstrates only a limited number of ad-tech link partners. chicago.asp 42,832 backlinks sf.asp 1,878 backlinks ad-tech.com

Now what would happen if ad:tech were to redesign their site and rename their URLs? (without preserving equity)

Understanding the impact of a site redesign 895 backlinks ny.asp Link traffic, bookmark traffic and search traffic would all be lost. Gone Gone Gone adtech-newdomain.com deep link model l established 2006 (hypothetically) chicago.asp 42,832 backlinks sf.asp 1,878 backlinks ad-tech.com

Impact and cost to marketer when URLs change: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Understanding the impact of a site redesign

C A S E S T U D Y Site relaunch on renamed URLs, with no redirection plan Site relaunched with new URLs in mid-month Understanding the impact of a site redesign 404 errors spiked, and the site never fully recovered

So preserve your URL equity as if your brand (and your job) depend upon it.

Now this doesn’t mean you shouldn’t ever redesign your site or rename your URLs, Just ask the right questions before you start

[object Object],1. How can I include URL architecture in the business and technical requirements? Understanding the impact of a site redesign

[object Object],2. How much URL equity is established in my current site structure? 1. How can I include URL architecture in the business and technical requirements? Understanding the impact of a site redesign

[object Object],2. How much URL equity is established in my current site structure? 3. How can we preserve the existing URL structure? 1. How can I include URL architecture in the business and technical requirements? Understanding the impact of a site redesign

[object Object],2. How much URL equity is established in my current site structure? 3. How can we preserve the existing URL structure? 1. How can I include URL architecture in the business and technical requirements? Understanding the impact of a site redesign 4. What impact will other development & business requirements have on URL equity? (File or platform changes, session id’s, etc)

[object Object],[object Object],[object Object],[object Object],Preserving your URL investment

Assessing URL equity and value before a redesign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Preserving your URL investment

Use the Deep Link Ratio formula to determine the ratio of internal site linkage beyond the home page: ,[object Object],[object Object],Number of deep links ------------------------------------------- = DLR Number of links pointing at site Preserving your URL investment

Preserving your URL investment ad-tech.com DLR 85% 895 backlinks ny.asp 91,500 ---------- = 0.85 % 107,000 chicago.asp 42,832 backlinks sf.asp 1,878 backlinks ad-tech.com

For a copy of this presentation, please leave your business card with the word “presentation” written on the back. Rob Garner l Senior Strategic Planner Senior Strategic Planner iCrossing, Dallas, Texas 214.676.2089 [email_address] Thank you.

Rob Garner at adtech Chicago 2006: Preserving your URL Equity in a Website Redesign

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