Website relaunch
SEO
Planning your website content for a successful relaunch
@rebelytics
In this presentation, you will learn
which role your website content plays
for your SEO performance after a
relaunch.
@reb...
Contents of this
presentation:
1. A little story
2. How to evaluate content
3. Dealing with important content
@rebelytics
As a young SEO consultant, I assisted in a massive website
relaunch project.
Let’s start with a story…
@rebelytics
We had a big SEO budget and we were able to influence every
little detail of the new website.
@rebelytics
Here are some of the things we
were able to do:
@rebelytics
We took care of all of the technical SEO basics, like
indexability and crawlability, or 301 redirects for the
relaunch.
Te...
We influenced the web design and user experience to create
maximum synergies between user and search engine
friendliness.
...
We defined the content of the main navigation as well as the
internal linking structure and internal link anchor texts.
Na...
We optimised every relevant aspect of the new website and
achieved an overall result that was almost perfect from an
SEO p...
From an SEO
consultant point of
view, it really was
the perfect website
relaunch project.
@rebelytics
When the new website was
finally launched, this is what
happened:
@rebelytics
- 25% visibility loss
- Significant traffic and revenue
loss
- 12 months of hard work to
restore the previous state
@rebel...
What went wrong?
@rebelytics
While planning the new website,
the client had decided to delete
old content that was no longer
needed.
@rebelytics
We were so focused on
creating a perfect website
for SEO that we ignored
what seems like common
sense:
@rebelytics
If you remove
content, you will
lose the traffic this
content is
generating.
@rebelytics
Don’t delete old content.
Don’t make the same mistake.
do instead.
Here’s what you can
@rebelytics
Start by identifying
important content
on your old website.
@rebelytics
● Visibility, traffic, goal KPIs
● Data sources for the above
● Additional data to use
How to identify important
content
@...
The following KPIs will help
you determine which
content is important and
should not be deleted.
@rebelytics
Visibility KPIs (per URL):
● Impressions in search results
● Search engine rankings
@rebelytics
● Clicks in search results
● Website visits from search
traffic
Traffic KPIs (per URL):
@rebelytics
● Conversions from search traffic
● Revenue from search traffic
Goal KPIs (per URL):
@rebelytics
Use the following data
sources to compile a list of
your important URLs with
the relevant KPIs.
@rebelytics
Google / Bing / Yandex
Webmaster Tools for
impressions and clicks from
search results.
@rebelytics
Google Analytics or another web
analytics tool for visits,
conversions, and revenue from
organic search.
@rebelytics
Pro tip:
Use a custom attribution model
for numbers of conversions and
revenue.
@rebelytics
Specialised ranking tools (like
Sistrix or Searchmetrics) for
search engine rankings.
@rebelytics
Too many URLs? Often, less than
40% of your URLs account for
more than 90% of your
performance. Focus on top URLs,
if nece...
Add all URLs that have backlinks.
You can get this information from
specialised backlink tools.
@rebelytics
Pay special attention to
non-HTML files, such as PDFs,
that drive organic search traffic.
@rebelytics
PDFs and other file types often
rank very well, but they will not
show up in your web analytics
data, because they don’t h...
Images are another special case:
Check which images are
performing well in image search
results.
@rebelytics
Now you have a list of HTML
pages, PDFs, images and other
file types that you don’t want to
delete from your new website.
...
Let’s have a look at how best to deal with the different types
of content you want to keep.
Dealing with important content...
● HTML pages
● PDFs
● Images
Ideas for dealing with different
types of important content:
@rebelytics
● Don’t delete it
● Integrate it into your new website structure
● Improve it (if you can)
The general rule is:
@rebelytics
Every old HTML page that
has visibility, traffic,
backlinks or that
contributes to business
goals should be kept on the
ne...
Content is not relevant anymore
or not up-to-date? Improve it to
make it relevant again.
@rebelytics
Old blog posts can be updated
and re-published with a new time
stamp. This tactic normally
boosts a post’s SEO performance...
Evergreen content should be
kept up-to-date and can be
placed more prominently in the
navigation in order to boost its
SEO...
Popular content can be
repurposed and published in
different formats. Try trading
high-end file formats for shares
(pay wi...
Use your best content marketing
techniques to turn your old
content into an amazing new
website.
@rebelytics
Make sure that your new content
satisfies search intent even
better than your old content.
@rebelytics
For content with backlinks,
replace “search intent” with
“click intent”.
@rebelytics
Let’s talk about PDFs.
There are several good
reasons for not wanting
PDFs in search engine
indexes.
@rebelytics
● are not mobile-friendly
● are not easily trackable with web analytics tools
● do not allow the user to navigate to other...
My recommendation for a
relaunch is to replace all
indexed PDFs with
equivalent HTML pages.
@rebelytics
Of course, you should still offer
PDFs (let users pay for them with
a share, if you like), but don’t
make them indexable b...
Don’t forget to redirect your old
PDF URLs to the new HTML
pages.
@rebelytics
What about images? You might
have the urge to use entirely new
images on your new website.
Keep the ones that are
performi...
Find a way to integrate your
important images into the new
website and try to put them in
the same context.
@rebelytics
If you want to make sure to keep
your image SEO performance
after the relaunch, don’t change
the image sizes or file names...
This is a good foundation
for your relaunch and you
have taken an important
step towards saving your
SEO performance.
@reb...
Thank you.
@rebelytics
Encore:
7 more SEO tips for website relaunches.
@rebelytics
Redirect every old URL that no longer exists to its new equivalent. Set up
direct redirects (avoid redirect chains).
1
@re...
Don’t change your URLs if you don’t have to. URL changes often lead to
visibility losses, even if redirected.
2
@rebelytics
Pay attention to your internal linking. A page that loses lots of incoming
internal links can also lose visibility and tra...
Not on https yet?
Now is the time.
4
@rebelytics
Allocate SEO and IT resources for the days and weeks after the relaunch.
You will need them for troubleshooting.
5
@rebely...
Domain switches are always a big risk for your SEO performance. Be
prepared for temporary losses.
6
@rebelytics
Reach out to webmasters that link to your content to let them know
about URL changes. This is also good promotion for your...
About me
Eoghan Henn
● Co-founder of searchVIU
● Based in Galicia, Spain
● Very important: “Eoghan” is
pronounced like “Ow...
About my
company
● Website relaunch SEO tool
● Automatic 301 redirects
● Traffic loss prevention
● https://www.searchviu.c...
Get in contact
● twitter.com/rebelytics
● eoghan@searchviu.com
● linkedin.com/in/eoghanhenn
@rebelytics
@rebelytics
Website relaunch SEO: Planning your website content for a successful relaunch - Contentixx (Campixx Week) 2017
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Website relaunch SEO: Planning your website content for a successful relaunch - Contentixx (Campixx Week) 2017

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In this presentation, you will learn how to plan your website content for a successful website relaunch or redesign. First, a case study of a website redesign that caused a loss of organic search traffic is presented. Next, important SEO KPIs for the evaluation of content are discussed. Then, ideas for dealing with important content when a website is relaunched are brought forward. Last, 7 additional important tips for website relaunch SEO are shared.

Veröffentlicht in: Marketing
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Website relaunch SEO: Planning your website content for a successful relaunch - Contentixx (Campixx Week) 2017

  1. 1. Website relaunch SEO Planning your website content for a successful relaunch @rebelytics
  2. 2. In this presentation, you will learn which role your website content plays for your SEO performance after a relaunch. @rebelytics
  3. 3. Contents of this presentation: 1. A little story 2. How to evaluate content 3. Dealing with important content @rebelytics
  4. 4. As a young SEO consultant, I assisted in a massive website relaunch project. Let’s start with a story… @rebelytics
  5. 5. We had a big SEO budget and we were able to influence every little detail of the new website. @rebelytics
  6. 6. Here are some of the things we were able to do: @rebelytics
  7. 7. We took care of all of the technical SEO basics, like indexability and crawlability, or 301 redirects for the relaunch. Technical SEO @rebelytics
  8. 8. We influenced the web design and user experience to create maximum synergies between user and search engine friendliness. Web design and UX @rebelytics
  9. 9. We defined the content of the main navigation as well as the internal linking structure and internal link anchor texts. Navigation @rebelytics
  10. 10. We optimised every relevant aspect of the new website and achieved an overall result that was almost perfect from an SEO perspective. Optimisation @rebelytics
  11. 11. From an SEO consultant point of view, it really was the perfect website relaunch project. @rebelytics
  12. 12. When the new website was finally launched, this is what happened: @rebelytics
  13. 13. - 25% visibility loss - Significant traffic and revenue loss - 12 months of hard work to restore the previous state @rebelytics
  14. 14. What went wrong? @rebelytics
  15. 15. While planning the new website, the client had decided to delete old content that was no longer needed. @rebelytics
  16. 16. We were so focused on creating a perfect website for SEO that we ignored what seems like common sense: @rebelytics
  17. 17. If you remove content, you will lose the traffic this content is generating. @rebelytics
  18. 18. Don’t delete old content. Don’t make the same mistake. do instead. Here’s what you can @rebelytics
  19. 19. Start by identifying important content on your old website. @rebelytics
  20. 20. ● Visibility, traffic, goal KPIs ● Data sources for the above ● Additional data to use How to identify important content @rebelytics
  21. 21. The following KPIs will help you determine which content is important and should not be deleted. @rebelytics
  22. 22. Visibility KPIs (per URL): ● Impressions in search results ● Search engine rankings @rebelytics
  23. 23. ● Clicks in search results ● Website visits from search traffic Traffic KPIs (per URL): @rebelytics
  24. 24. ● Conversions from search traffic ● Revenue from search traffic Goal KPIs (per URL): @rebelytics
  25. 25. Use the following data sources to compile a list of your important URLs with the relevant KPIs. @rebelytics
  26. 26. Google / Bing / Yandex Webmaster Tools for impressions and clicks from search results. @rebelytics
  27. 27. Google Analytics or another web analytics tool for visits, conversions, and revenue from organic search. @rebelytics
  28. 28. Pro tip: Use a custom attribution model for numbers of conversions and revenue. @rebelytics
  29. 29. Specialised ranking tools (like Sistrix or Searchmetrics) for search engine rankings. @rebelytics
  30. 30. Too many URLs? Often, less than 40% of your URLs account for more than 90% of your performance. Focus on top URLs, if necessary. @rebelytics
  31. 31. Add all URLs that have backlinks. You can get this information from specialised backlink tools. @rebelytics
  32. 32. Pay special attention to non-HTML files, such as PDFs, that drive organic search traffic. @rebelytics
  33. 33. PDFs and other file types often rank very well, but they will not show up in your web analytics data, because they don’t have tracking codes. @rebelytics
  34. 34. Images are another special case: Check which images are performing well in image search results. @rebelytics
  35. 35. Now you have a list of HTML pages, PDFs, images and other file types that you don’t want to delete from your new website. @rebelytics
  36. 36. Let’s have a look at how best to deal with the different types of content you want to keep. Dealing with important content @rebelytics
  37. 37. ● HTML pages ● PDFs ● Images Ideas for dealing with different types of important content: @rebelytics
  38. 38. ● Don’t delete it ● Integrate it into your new website structure ● Improve it (if you can) The general rule is: @rebelytics
  39. 39. Every old HTML page that has visibility, traffic, backlinks or that contributes to business goals should be kept on the new website. @rebelytics
  40. 40. Content is not relevant anymore or not up-to-date? Improve it to make it relevant again. @rebelytics
  41. 41. Old blog posts can be updated and re-published with a new time stamp. This tactic normally boosts a post’s SEO performance. @rebelytics
  42. 42. Evergreen content should be kept up-to-date and can be placed more prominently in the navigation in order to boost its SEO performance. @rebelytics
  43. 43. Popular content can be repurposed and published in different formats. Try trading high-end file formats for shares (pay with a share). @rebelytics
  44. 44. Use your best content marketing techniques to turn your old content into an amazing new website. @rebelytics
  45. 45. Make sure that your new content satisfies search intent even better than your old content. @rebelytics
  46. 46. For content with backlinks, replace “search intent” with “click intent”. @rebelytics
  47. 47. Let’s talk about PDFs. There are several good reasons for not wanting PDFs in search engine indexes. @rebelytics
  48. 48. ● are not mobile-friendly ● are not easily trackable with web analytics tools ● do not allow the user to navigate to other pages PDFs @rebelytics
  49. 49. My recommendation for a relaunch is to replace all indexed PDFs with equivalent HTML pages. @rebelytics
  50. 50. Of course, you should still offer PDFs (let users pay for them with a share, if you like), but don’t make them indexable by search engines. @rebelytics
  51. 51. Don’t forget to redirect your old PDF URLs to the new HTML pages. @rebelytics
  52. 52. What about images? You might have the urge to use entirely new images on your new website. Keep the ones that are performing well. @rebelytics
  53. 53. Find a way to integrate your important images into the new website and try to put them in the same context. @rebelytics
  54. 54. If you want to make sure to keep your image SEO performance after the relaunch, don’t change the image sizes or file names. @rebelytics
  55. 55. This is a good foundation for your relaunch and you have taken an important step towards saving your SEO performance. @rebelytics
  56. 56. Thank you. @rebelytics
  57. 57. Encore: 7 more SEO tips for website relaunches. @rebelytics
  58. 58. Redirect every old URL that no longer exists to its new equivalent. Set up direct redirects (avoid redirect chains). 1 @rebelytics
  59. 59. Don’t change your URLs if you don’t have to. URL changes often lead to visibility losses, even if redirected. 2 @rebelytics
  60. 60. Pay attention to your internal linking. A page that loses lots of incoming internal links can also lose visibility and traffic. 3 @rebelytics
  61. 61. Not on https yet? Now is the time. 4 @rebelytics
  62. 62. Allocate SEO and IT resources for the days and weeks after the relaunch. You will need them for troubleshooting. 5 @rebelytics
  63. 63. Domain switches are always a big risk for your SEO performance. Be prepared for temporary losses. 6 @rebelytics
  64. 64. Reach out to webmasters that link to your content to let them know about URL changes. This is also good promotion for your new website. 7 @rebelytics
  65. 65. About me Eoghan Henn ● Co-founder of searchVIU ● Based in Galicia, Spain ● Very important: “Eoghan” is pronounced like “Owen” @rebelytics
  66. 66. About my company ● Website relaunch SEO tool ● Automatic 301 redirects ● Traffic loss prevention ● https://www.searchviu.com/ @rebelytics
  67. 67. Get in contact ● twitter.com/rebelytics ● eoghan@searchviu.com ● linkedin.com/in/eoghanhenn @rebelytics
  68. 68. @rebelytics

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