SEO Considerations When Re-Launching a Website
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Transcript of SEO Considerations When Re-Launching a Website
@4PsMarketing #4PsEDGE@Hannah_4Ps
Website Launches
Welcome
Hannah Miller SEO Director @4Ps Marketing @Hannah_4Ps
LOOK AND FEEL
NEW PRODUCTS / NEW SERVICES
COMPANY REBRANDING
ATTRACT A NEW AUDIENCE
EMBRACE NEW TECHNOLOGY
2000 20022004 2006
2008
20102012
No Re-launch Strategy
Harder to rectify afterwards
This is a common trend
Example Organic: Site Launch
Removing pages/sections
Moving pages/sections
CMS changeover
Removing content
Integrating International
New images/logos
New colour scheme
Changing background colours
Changing font types/sizes
A RESKIN IS NOT GOING TO IMPACT SEARCH
A RESTURUCTURE ALMOST CERTAINLY WILL
Restructure Reskin
Retaining Visibility
Also lose these
Begin SEO planning early
Centre your Launch date
The Process
Plan Build Review / Test
Website Launch
Review / Test Implement
BrandWhat is our brand about?Who is our target audience?What are our long term objectives?
CommercialWhere are our commercial opportunities?What are our competitors doing?
PositioningWhat content should we offer?What do customers currently come to the site for?What sections of the site are currently successful?What can we offer that our competition don’t?
Planning / Research / Objectives
Consid
er S
EO
thro
ughou
t
Digital Marketing
Developers
Designers
SEO
PR
CONSIDER ALL IN THE BRIEFFunctionality
Timescales
code
Look
Feel
Colours / Fonts
Visuals
Functionality
Visuals
Content
Quality
User
s
Search engines
Content
Features
Usability
PLANNINGINTERNATIONALMOBILE /
RESPONSIVE
Site Structure
Wireframes
301 Redirect Plan
404 – Page not found
404 Page Not Found
CASE STUDY
ORGANIC TRAFFIC
Communication is key
Developers / CMS users / Marketing / PR & Digital
Internal training
PRIORITISE
OTHER CONSIDERATIONS
START PLANNING EARLY
TECHNICAL SEO IS PARAMOUNT
COMMUNICATE WITH ALL
PRIORITISE
TAKE AWAYS
Any Questions?
@4PsMarketing #4PsEDGE@Hannah_4Ps