SEO Considerations When Re-Launching a Website
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Hannah Miller from 4Ps Marketing discusses website launches and restructures. She emphasizes starting SEO planning early and centering the launch date. A restructure will almost certainly impact search visibility, while a redesign alone will not. The process involves planning objectives and positioning, developing site structure, wireframes and redirect plans, implementing, then reviewing and testing. Communication between teams is key.
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SEO Considerations When Re-Launching a Website
- 1. @4PsMarketing #4PsEDGE @Hannah_4Ps
- 3. Welcome Hannah Miller SEO Director @4Ps Marketing @Hannah_4Ps
- 6. LOOK AND FEEL NEW PRODUCTS / NEW SERVICES COMPANY REBRANDING ATTRACT A NEW AUDIENCE EMBRACE NEW TECHNOLOGY
- 7. 2000 2002 2004 2006 2008 2010 2012
- 9. Example Organic: Site Launch No Re-launch Strategy Harder to rectify afterwards This is a common trend
- 12. Restructure Reskin Removing pages/sections New images/logos Moving pages/sections New colour scheme CMS changeover Changing background colours Removing content Changing font types/sizes Integrating International A RESKIN IS NOT GOING TO IMPACT SEARCH A RESTURUCTURE ALMOST CERTAINLY WILL
- 13. Retaining Visibility Also lose these
- 15. The Process Begin SEO planning early Centre your Launch date Review / Website Review / Plan Build Implement Test Launch Test
- 17. Planning / Research / Objectives Brand What is our brand about? Who is our target audience? Consider SEO throughout What are our long term objectives? Commercial Where are our commercial opportunities? What are our competitors doing? Positioning What 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?
- 18. CONSIDER ALL IN THE BRIEF Functionality Timescales Developers code Features Look Usability Digital Feel PR Designers Quality Marketing Content Colours / Fonts Content Visuals Users SEO Functionality Visuals Search engines
- 19. PLANNING MOBILE / INTERNATIONAL RESPONSIVE
- 20. Site Structure
- 21. Wireframes
- 24. 404 – Page not found
- 25. 404 Page Not Found
- 26. CASE STUDY ORGANIC TRAFFIC
- 27. OTHER CONSIDERATIONS Communication is key Developers / CMS users / Marketing / PR & Digital Internal training PRIORITISE
- 28. TAKE AWAYS START PLANNING EARLY TECHNICAL SEO IS PARAMOUNT COMMUNICATE WITH ALL PRIORITISE
- 29. Any Questions? @4PsMarketing #4PsEDGE @Hannah_4Ps
Hinweis der Redaktion
- Why is it important?Why do website need to re-launch?Why do we need to consider SEO?
- Imagine search engines can’t find this URL…Imagine your customer receive a 404 error…The snippet ranking will be removed
- Talk about the objectives in a little bit of detail
- Developers = FunctionalityDesigners = A good lookDigital Strategists = Consider users/search enginesCreate a brief that integrates all
- Using the wireframes as visualisations, recommendations made here as well
- Discuss redirections, how long it took. Number of URL’s
- Discuss what could have gone better and what went right