This was an overview of basic search optimization principles, SEO copywriting practices, and website redesign strategies. Presented to an audience of about 70 Rackspace web hosting customers at their annual Customer Event, in San Antonio, TX.
13. Demonstrates the complexity and intricacy of legacy link structure rackspace.com link model 797,000 total Defining the elements of URL equity
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15. Now what would happen if Rackspace were to redesign their site and rename their URLs? (without preserving equity)
16. Understanding the impact of a site redesign Link traffic, bookmark traffic and search traffic would all be lost. Gone Gone Gone rackspace-newdomain.com deep link model established 2006 (hypothetically)
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18. C A S E S T U D Y Site relaunch on renamed URLs, with no redirection plan Site relaunched with new URLs in mid-month 404 errors spiked, and the site never fully recovered Understanding the impact of a site redesign
19. So preserve your URL equity as if your brand (and your job) depend upon it.
20. Now this doesn’t mean you shouldn’t ever redesign your site or rename your URLs, Just ask the right questions before you start
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27. Preserving your URL investment “ Networks” “ Index” “ Solutions” rackspace.com deep linking ratio = 85% 676,000 ---------- = 0.85 % 797,000
28. Natural Search 101 Obstacles to avoid Building effective keywords Linking best practices Copywriting Design/development best practices
29. Obstacles to avoid Obstacles to avoid Building effective keywords Linking best practices Copywriting Design/development best practices
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42. Building effective keyword lists Obstacles to avoid Building effective keywords Linking best practices Copywriting Design/development best practices
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47. Linking Best Practices Obstacles to avoid Building effective keywords Linking best practices Copywriting Design/development best practices
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52. Copywriting Obstacles to avoid Building effective keywords Linking best practices Copywriting Design/development best practices
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55. Design and development best practices Obstacles to avoid Building effective keywords Linking best practices Copywriting Design/development best practices
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61. For a copy of this presentation, please leave your business card with the word “presentation” written on the back. Rob Garner l Senior Strategic Planner Senior Strategic Planner iCrossing, Dallas, Texas 214.676.2089 [email_address] Thank you. Any questions?
Hinweis der Redaktion
This picture illustrates a relational link structure toward ad-tech.com. Reveals links to sites, and also theme of links, but most importantly it shows the complexity of existing link structures in a legacy site. Understanding your site’s history and link value must be considered in a redesign.
These are models of a limited number of ad-tech.com link partners. Actual direct links number in the tens of thousands.