Stupid Website Redesign Mistakes Your Company Will Make
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Are you an inhouse marketer? Do you care about your job? In the not too distance future, in an office near you someone will propose a website redesign that will cost you your job... Unless you learn some tricks to keep SEO happy. Can your business and your job really afford a 90% drop in organic traffic or conversion? After viewing this slideshare you will have 5 key insights to help you prevent some of the most common mistakes.
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Stupid Website Redesign Mistakes Your Company Will Make
- 1. stupid website YOUR COMPANY WILL MAKE THAT WILL COST YOU YOUR JOB… JACOB HAGBERG
- 2. JACOB HAGBERG Digital Marketing Strategist @jacobhagberg // orangefox.com
- 3. BEFORE WE GET STARTED PLEASE NOTE! This is just a teaser from the full presentation. We believe that Conference attendees who paid for an event ticket are entitled to the competitive advantage this presentation provides.
- 4. SURVIVE YOUR REDESIGN PICK 1 OR 2 TO CHANGE • CMS • URLS • REDESIGN • DOMAINS • SSL/HTTPS
- 5. 1. INVENTORY YOUR WEBSITE FIND ALL PAGES • ANALYTICS • CMS & LEAD CAPTURE • CRAWLERS & SCRAPERS
- 6. 2. REDUCE IMAGE FILE SIZE DRAG & DROP Tool: kraken.io
- 7. 2. REDUCE IMAGE FILE SIZE DOWNLOAD IMAGES Page Kraked: marketinglandevents.com/smx/west/speakers/
- 8. 3. BENCHMARK ENGAGEMENT KEEP WHAT IS WORKING Image Source: crazyegg.com heatmap
- 9. 4. IDENTIFY PAGES WITH BACKLINKS PRESERVE BRAND EQUITY Tool: majestic.com pages tab
- 10. 4. IDENTIFY PAGES WITH BACKLINKS KEEP OR 301 REDIRECT Tool: majestic.com pages tab http://www.forbes.com/wall-street/ www.forbes.com/wall-street/
- 11. 5. IDENTIFY PAGES WITH TRAFFIC DO NOT BLOW PAGES UP Tool: semrush.com pages tab
- 12. WHAT CAUSED THE BIG DROP? OCT 2015 – FEB 2016 Tool: semrush.com pages tab http://www.forbes.com/wall-street/ 301 REDIRECT OCT 2015 FEB 2016
- 13. WHAT CAUSED THE BIG DROP? 4 “CURDS” CHANGED CMS URLS REDESIGN DOMAINS SSL/HTTPS
- 14. WHAT CAUSED THE BIG DROP? SSL/HTTPS http://www.forbes.com/wall-street/ https://
- 15. WHAT CAUSED THE BIG DROP? NO EQUITY PASSED REDIRECT TO NON-HTTPS PAGE NO CANONICAL NO INTERNAL LINKS URL NOT INDEXED IN GOOGLE
- 16. WHAT CAUSED THE BIG DROP? SITEWIDE TRAFFIC LOSS ESTIMATED TRAFFIC LOSS DEC15 - JAN16 Tool: semrush.com winners and losers
- 17. KEEP THE CONVERSATION GOING… ASK ME @JACOBHAGBERG @jacobhagberg // orangefox.com
Editor's Notes
- Stupid Website Redesign Mistakes
- Strong background in SEO and identifying missed revenue opportunities in the digital marketing stack. Love quick wins and low hanging fruit. Provide clear direction to companies so the right decision can be made. Orange Fox On behalf of SEMrush Majestic Ambassador
- CURDS Acronym
- Google Analytics Wordpress, Shopify, Magento Scrapebox Example
- Already pre-configured
- SMX West speakers page Establish credibility with designers Find 10.0 MB hero shot
- CrazyEgg Keep what is working Figure out what is broken on the new design Look like a hero Conversion drop client example
- Majestic, there are other alternatives Enter in your domain and go to the pages tab Export data Top 30,000 results Optional: missing 404 pages
- Page called wallstreet 404 error 1,000 referring domains
- Use SEMrush Pages Tool New, about 3 months old % of Traffic each page gets for a domain What keywords each page ranks for BIG: GA isn’t always installed on all pages BIG: Accidentally deleting pages that break SEO rules
- 301 Redirect, Not 302 Redirect Drop in % of overall domain traffic 800 keyword drop
- Changed too many at once
- Https is prioritized in the index Non-https not in the index
- Original 301 Redirect is from one non-ssl page to another non-ssl page This does not pass equity to the https page Because no canonical Internal pagerank is lost because of no internal links Non-https page is not indexed in Google
- SEMrush Winners and Losers Lost top 20 rankings for 126K keywords Lost approximately 553K visitors from search engines Dec 2015 – Jan 2016 Millions of Dollars Summary: Don’t change too many things at once
- https://www.orangefox.com/