adtech migrations - mediarun v1.4

38
How to make sure you don’t lose your SEO equity when re-designing a website Prepared By: Ugo Smith Date: 21 st September

Upload: ugo-smith

Post on 24-Jan-2015

797 views

Category:

Business


7 download

DESCRIPTION

This year I presented at ad:tech on behalf of SEO Agency Mediarun. We spoke of the value of SEO and how brands are putting their hard earned SEO equity at risk because of a website redesign or upgrade. Failing to understand the importance of SEO migrations is a common mistake that both large and small companies make whilst having the same devastating effects to rankings and web revenues. This seminar and presentation was set to explain what elements of a web-redevelopment can affect a websites SEO equity and what techniques can be applied to minimize the impact on rankings; in other words how you can manage a successful SEO Migration. The data collected was from a pool of 70 members of the public who attended the seminar and where actively engaging with the presentation whilst using the IML Click.

TRANSCRIPT

Page 1: Adtech   migrations - mediarun v1.4

How to make sure you don’t lose your SEO

equity when re-designing a websitePrepared By: Ugo Smith

Date: 21st September

Page 2: Adtech   migrations - mediarun v1.4

Business Overview In the next 20 minutes...

Introduction

SEO Recap

SEO Migrations

Useful Tips

Q+A’s

Page 3: Adtech   migrations - mediarun v1.4

Part 1 : Introduction

Page 4: Adtech   migrations - mediarun v1.4

Meet us

Head of Strategy at Mediarun

Ugo Smith

Linkedin : uk.linkedin.com/in/ugosmith Google+ : http://gplus.to/ugosmithTwitter: @ugosmithEmail: [email protected]

Page 5: Adtech   migrations - mediarun v1.4

Mediarun

Multi- Channel Solutions Mediarun has been established since 2005 our core competencies are

Search ENGINE Optimisation

Pay PER Click

Social Media Marketing

SEO Migrations

Brand Reputation Management

Page 6: Adtech   migrations - mediarun v1.4

Making it interactive for us

Award winning interactive devices.

Wide range of interactive meeting software

applications.

Page 7: Adtech   migrations - mediarun v1.4

Interact with usWho here has a website?

You have one website

More than one

You dont know what a website is

Dont have one

39%

54%

5%2%

Vote Now

Page 8: Adtech   migrations - mediarun v1.4

Part 2: A Quick SEO Recap

Page 9: Adtech   migrations - mediarun v1.4

Your Google search results today

Search Bar

Paid Results

Organic Results

“Universal search” Shopping, Video, News

Filters

Page 10: Adtech   migrations - mediarun v1.4

Organic vs. Paid Search

~20% of Clicks

~80% of Clicks

Why is SEO important?

Page 11: Adtech   migrations - mediarun v1.4

Search Trends

Page 12: Adtech   migrations - mediarun v1.4

Searches that convert

Page 13: Adtech   migrations - mediarun v1.4

Part 3: SEO Migrations

Page 14: Adtech   migrations - mediarun v1.4

Interact with usDo you know what a website migration is?

Yes

No

61%

39%

Vote Now

Page 15: Adtech   migrations - mediarun v1.4

What is an Website migration?

A Migration involves the process of moving information stored on a web page/s to a new website or location.

Page 16: Adtech   migrations - mediarun v1.4

Interact with us

Do you ever delete pages from your site?

Yes

No

51%

49%

Vote Now

Page 17: Adtech   migrations - mediarun v1.4

Typical changes which affect rankings

Basic Scenarios:Content revisions

Page 18: Adtech   migrations - mediarun v1.4

Interact with us

How often do you redesign your website

1. Every Year23%

2. 1-2 Years31%

3. 2-4 Years36%

4. Never! I like to keep a 90's look on it10%

Vote Now

Page 19: Adtech   migrations - mediarun v1.4

Typical changes which affect rankings

Intermediate Scenarios:Design upgrades

Page 20: Adtech   migrations - mediarun v1.4

Interact with us

Have you ever done any of theseVote Now

1. Change your domain26%

2. Change platform (i.e. move to Wordpress)

31%

3. Change URL extensions40%

4. I have no idea what you are on about3%

Page 21: Adtech   migrations - mediarun v1.4

Typical changes which affect rankings

Advanced Scenarios:Domain name changes

Page 22: Adtech   migrations - mediarun v1.4

What happens when things go wrong

Page 23: Adtech   migrations - mediarun v1.4

Typical changes which affect rankings

How to make sure things don’t go wrong?

Page 24: Adtech   migrations - mediarun v1.4

Analyse:

Important Traffic

Your Search Engine Traffic

Page 25: Adtech   migrations - mediarun v1.4

Analyse:

Understand these

Your Keywords sending more than 1 visit / by Search engine

Page 26: Adtech   migrations - mediarun v1.4

Analyse:

This shows how many pages are indexed

Analyse Your Landing pages

Page 27: Adtech   migrations - mediarun v1.4

Planning in advance

Plan

Benchmark rankings

and traffic, landing

pages and number

of keywords driving

traffic

Set 301 rules/

redirects

Map URLs (new – old) on a like for like basis.

Listyour links

DelegateTo your SEO’s

Catch up With Web Dev

Have a checklist

Page 28: Adtech   migrations - mediarun v1.4

What to look out for – Missing 301’s

Page 29: Adtech   migrations - mediarun v1.4

What to look out for – Finger pointing

Page 30: Adtech   migrations - mediarun v1.4

What to do– Monitor!

Page 31: Adtech   migrations - mediarun v1.4

What to monitor –Traffic sources

Important Traffic

Your Search Engine Traffic

Page 32: Adtech   migrations - mediarun v1.4

What to monitor – Total keywords

Understand these

Your Keywords sending more than 1 visit / by Search engine

Page 33: Adtech   migrations - mediarun v1.4

What to monitor – # of Landing pages

This shows how many pages are being indexed

Analyse Your Landing pages

Page 34: Adtech   migrations - mediarun v1.4

Part 4: Useful Tips

Page 35: Adtech   migrations - mediarun v1.4

Useful Tips or tools…

Page 36: Adtech   migrations - mediarun v1.4

Recap Checklist

Risks:Lose your Rankings>Traffic>Revenue

What to do:Plan your activities and redirectsAnalyse your traffic, keywords and landing pagesMonitor your rankings traffic and keywords

Don’t forget:Delegate! Don’t Try to do everything yourselfHave 301’s checkedMonitor on a weekly basis your key metrics (traffic, keywords, landing pages.)

Page 37: Adtech   migrations - mediarun v1.4

Making it interactive for usWho in the audience is likely to go through

a migration this year?

Definitely doing it

Over my dead body, scares the b’jesus out of me

69%

31%

Vote Now