SEO Considerations When Re-Launching a Website

29
@4PsMarketing #4PsEDGE @Hannah_4Ps

description

Re-launching a website is a huge task for a business to take on. It is imperative that you get your design and branding right, but you must also consider it from a marketing perspective; what impact will the re-launch have on website traffic and sales? SEO Director Hannah Miller will be discussing the technical elements that need to be considered when re-launching a website, from layout and design recommendations to transferring the existing content of your website.

Transcript of SEO Considerations When Re-Launching a Website

Page 1: SEO Considerations When Re-Launching a Website

@4PsMarketing #4PsEDGE@Hannah_4Ps

Page 2: SEO Considerations When Re-Launching a Website

Website Launches

Page 3: SEO Considerations When Re-Launching a Website

Welcome

Hannah Miller SEO Director @4Ps Marketing @Hannah_4Ps

Page 4: SEO Considerations When Re-Launching a Website
Page 5: SEO Considerations When Re-Launching a Website
Page 6: SEO Considerations When Re-Launching a Website

LOOK AND FEEL

NEW PRODUCTS / NEW SERVICES

COMPANY REBRANDING

ATTRACT A NEW AUDIENCE

EMBRACE NEW TECHNOLOGY

Page 7: SEO Considerations When Re-Launching a Website

2000 20022004 2006

2008

20102012

Page 8: SEO Considerations When Re-Launching a Website
Page 9: SEO Considerations When Re-Launching a Website

No Re-launch Strategy

Harder to rectify afterwards

This is a common trend

Example Organic: Site Launch

Page 10: SEO Considerations When Re-Launching a Website
Page 11: SEO Considerations When Re-Launching a Website
Page 12: SEO Considerations When Re-Launching a Website

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

Page 13: SEO Considerations When Re-Launching a Website

Retaining Visibility

Also lose these

Page 14: SEO Considerations When Re-Launching a Website
Page 15: SEO Considerations When Re-Launching a Website

Begin SEO planning early

Centre your Launch date

The Process

Plan Build Review / Test

Website Launch

Review / Test Implement

Page 16: SEO Considerations When Re-Launching a Website
Page 17: SEO Considerations When Re-Launching a Website

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

Page 18: SEO Considerations When Re-Launching a Website

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

Page 19: SEO Considerations When Re-Launching a Website

PLANNINGINTERNATIONALMOBILE /

RESPONSIVE

Page 20: SEO Considerations When Re-Launching a Website

Site Structure

Page 21: SEO Considerations When Re-Launching a Website

Wireframes

Page 22: SEO Considerations When Re-Launching a Website

301 Redirect Plan

Page 23: SEO Considerations When Re-Launching a Website
Page 24: SEO Considerations When Re-Launching a Website

404 – Page not found

Page 25: SEO Considerations When Re-Launching a Website

404 Page Not Found

Page 26: SEO Considerations When Re-Launching a Website

CASE STUDY

ORGANIC TRAFFIC

Page 27: SEO Considerations When Re-Launching a Website

Communication is key

Developers / CMS users / Marketing / PR & Digital

Internal training

PRIORITISE

OTHER CONSIDERATIONS

Page 28: SEO Considerations When Re-Launching a Website

START PLANNING EARLY

TECHNICAL SEO IS PARAMOUNT

COMMUNICATE WITH ALL

PRIORITISE

TAKE AWAYS

Page 29: SEO Considerations When Re-Launching a Website

Any Questions?

@4PsMarketing #4PsEDGE@Hannah_4Ps