1. SEO & the Website
Re-design Process
Traps, Tricks,
Techniques &
Tools
By
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2. Why Redesign?
 Revamping your website gives
you a unique set of problems….
 This presentation focuses on
the things are unique to
redevelopment rather than
building a new site….
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3. Website Redesign Pitfalls
Problems stem from:
 Redesigning on a whim
 No concerted plan or running before walking
 Fallen out with designers/developers
 Not analytical enough – changing pages that convert well
 No research or survey data
 No benchmarks or targets
 Lack of understanding and knowledge of SEO
 Unrealistic budget, resources or timescales
 Inadequate security
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4. Example Google Malware Page
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5. Website Redesign Pitfalls
Common Traps:
 Change of domain or TLD – no redirection
 Change in URLs – no redirects or global redirects
 Indexed pages in search engines are not found (404 error)
 Loss of site traffic
 Loss of conversions on previously good converting pages
 Loss of position in the SERPs
 Loss of site in the SERPs
 Loss of job?
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6. Website Redesign Process
Project Definition
Project Definition
Site Structure
Site Structure
Visual Design
Visual Design
Site Development
Site Development
Test & Refine
Test & Refine
Launch
Launch
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7. SEO & Website Redesign Process
Project Scope
Project Scope + Website Analytics, SEO Analytics
Site Architecture
Site Architecture + User Tests & Survey Results
+ Webmaster Tools
Visual Design
Visual Design + KPIs, Targets, Benchmarks
Site Development
Site Development
Test & Refine
Test & Refine
Launch
Launch
Benchmarking
Benchmarking + Website Analytics, SEO Analytics
+ User Tests & Survey Results
Ongoing Updates
Ongoing Updates + Continuous Website & SEO monitoring
Celebration
Celebration
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8. Project Scope
 Why do you need a redesign?
 Establish Commercial Goals
 Establish Project Goals
 Analysis, Research & Reality Check
Useful questionnaires
 Agree Website & SEO KPIs/Targets www.web-redesign.com/
 Budget
 Team & Timescales
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9. Project Scope:
Analytics & Research
 Website statistics
– Site Visits, Popular
Content, Conversion
Analysis
– Screen size, browsers,
Traffic sources
 Customer & User survey
– Likes and dislikes
 Log files
– 404s, other errors
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10. Project Scope: SEO Research
 Website Analytics
– Add analytics & Webmaster Tools to old site (if not already added)
 SEO Analysis
– Basic Site Audit – highlights obvious site issues
– Competitive analysis
 PPC Campaign analysis
– Which keywords are converting?
– Consider using them in your redesign
 Strategic Planning Gap
– How large is the gap between my site and my competitors?
– Do I have the resources and desire to commit?
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11. Basic SEO Site Audit
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12. Competitive SEO Audit
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13. Project Scope: Project Goals
Set Project Targets & Benchmarks:
 Create a set of benchmarks that you can compare at
Campaign Start & Campaign End
Examples:
 Keyword ranking comparison
 Competitive benchmarking – League Tables
 Website Analytics KPIs
– Revenue, Sales conversions, Visits, Goals
– Unique Visitors, Page Views, Bounce Rate, Time on site
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14. Project Scope:
Project Planning
 Excel
 Basecamp
 Fogbugz
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15. Site Architecture
 SEO Friendly – information architecture, navigation
URLs, Meta Tags, coding (separation of HTML and
CSS) – Not using JS links
 W3C compliant
 Old sitemap and hierarchy vs New Sitemap &
hierarchy
 Treejack (“Analytics for a website you haven’t built yet”)
 Plan 301 redirects
 Plan to make it fast…
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16. Site Architecture
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17. Visual Design
 Sketches – sharing initial thoughts and ideas
 Wireframes – sharing with the client
 Test initial design
– Internal team
– Client
– User groups
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20. Site Development
 Which Content Management System ?
 Proprietary?
 Free/Open Source
– Drupal
– Joomla
– Wordpress
 Numerous SEO Plug-ins
 XML Sitemap generator
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21. Content
 Golden opportunity - How can you improve your site?
 What did your customers/users tell you?
 “If you were running our business how would you improve our
website?”
 Video - DIY Video Suite - Animoto
 Avatars - Site Pal
 Update Plan - build in feedback – Kampyle, User Voice
 Make it easy for people to link to your content, e.g.
tweetmeme, Add This
 Community support – Get Satisfaction 2.0
 Organising Content – Optimal Sort
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22. Kampyle
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23. Testing
Type of testing:
 Functional & Performance
 X-Browser testing
 Usability
Options:
 Friends and family
 Focus groups – internal and external
 Usability testing labs & eye tracking tools
Online Tools:
– Five Second Test – initial test of designs – clicks and keywords
– Litmus – X-browser testing for websites and email
– Crazy Egg – visualise user behaviour – heatmaps and clicks
– Userfly – watch videos of your users
– Feedback Army – Ask users questions and get them to perform specific tasks
– Mechanical Turk – Human Intelligence Task (US Only)
– Jmeter - Scalability & performance - record interactions, playback multiple threads
– Yslow, Google Web Toolkit – Browser plug-ins and developer toolkits
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24. Usability Testing
How much testing should I do?
 Jacob Nielsen one of the best-known
usability gurus, says:
 “The best results come from testing
no more than 5 users and running as
many small tests as you can afford.”
http://www.useit.com
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25. www.seocertification.org.in

26. Launch
Here are some pointers (clearly this is a huge topic!)
 SEO – Analytics SEO, SEO for Firefox
 PPC – Acquisio, Lyris HQ
 Blogging - Scribefire
 Social Media – Tweet Deck, Hash Tweeps, Ping.fm, AddThis
 Email – Dot Mailer, Mail Chimp, Lyris HQ
 PR – Free PR Sites, PRWeb, PR Newswire
 Article Marketing – Spin2Submit
 Video – Tube Mogul
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27. Benchmarking
 Compare initial results with campaign start
 Post launch questionnaires and compare
results with campaign start
– Survey Monkey
– 4Q
 Feedback Tools
– Kampyle.com
– Get Satisfaction
 Ensure you have a system for automatically
monitoring website and SEO changes
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28. Benchmark Ranking Data
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29. Competitive League Table
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30. Benchmark Analytics Data
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31. Ongoing Site
& SEO Development
 Fresh content
 Landing Page Optimisation
– Ensure your analytics software tracks conversions
– Benchmark against performance before redesign
– Objections/Counter Objections
– Landing Page Checklist – Have you thought of everything?
– Test – Split A/B or Multivariate
 Online PR campaign
 Link building
 Track your ongoing SEO Campaign – Analytics SEO
 Do interesting stuff and get people talking about it!
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32. SEO Website
Redesign Process Tools
Project Stage List of Resources & Tools
1 Project Scope Design Process - www.utexas.edu/learn/designprocess/ Integrated Website & SEO Analysis - www.analyticsseo.com
Questionnaires - www.web-redesign.com Bulk domain name checker - www.databasepower.net
Questionnaire Templates – www.esurveyspro.com Project Management – www.basecamphq.com
Survey tools – www.mailchimp.com www.4qsurvey.com www.fogbugz.com
E-mail clients – www.dotmailer.com
2 Site Architecture Webmaster Tools - Google Yahoo Bing W3C Validation - http://validator.w3.org
3 Visual Design Site Design - http://balsamiq.com Initial Testing - http://fivesecondtest.com
4 Site Development Content Management Systems – Drupal Joomla DIY Video Editor – Animoto
Wordpress Avatars – Site Pal
Drupal SEO-plug-ins Joomla SEO-plug-ins Wordpress SEO Word of mouth – tweetmeme Add This
Organising Content – Optimal Sort XML Sitemap generator Community support – Kampyle Get Satisfaction User Voice
5 Testing Usability Testing - Jacob Nielsen User behaviour - Crazy Egg
Test Designs - Five Second Test User feelings & tasks - Feedback Army Mechanical Turk
User videos - Userfly Functional & Performance – Jmeter Yslow
X-Browser tests – Litmus Google Web Toolkit
6 Launch SEO – Analytics SEO, SEO for Firefox Email – Dot Mailer Mail Chimp Lyris HQ
PPC – Acquisio, Lyris HQ PR – Free PR Sites PRWeb PR Newswire
Blogging - Scribefire Article Marketing – Spin2Submit
Social Media – Tweet Deck Hash Tweeps Ping.fm AddThis Video – Tube Mogul
7 Benchmarking Automated SEO Tools Feedback tools - Kampyle.com Get Satisfaction
8 Ongoing Development Ongoing SEO Campaign Management Page Optimisation Tools – Vertster Maxymiser Pagealizer
Landing Page Checklist Google Website Optimzer
9 Celebration It’s more fun if you take it offline!
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33. Celebration (Post-launch)
• Take pride in your re-designed website and enjoy a hot…
• Or a cold…
• Come and meet us on Stand 11 - We’ll show you some of
our website redesign and SEO tools and some other good
ones that didn’t make the presentation
Laurence O’Toole – feedback@analyticsseo.com - + 44 208 977
4465
www.analyticsseo.com
www.websiteredevelopment.com
www.twitter.com/analyticsseo
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34. SEO & the Website
Thank You!
Traps, Tricks,
Techniques &
Tools
By
www.seocertification.org.in