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.

Marketing

stupid website
YOUR COMPANY WILL MAKE THAT WILL
COST YOU YOUR JOB…
JACOB HAGBERG

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.

SURVIVE YOUR REDESIGN
PICK 1 OR 2 TO CHANGE
• CMS
• URLS
• REDESIGN
• DOMAINS
• SSL/HTTPS

1. INVENTORY YOUR WEBSITE
FIND ALL PAGES
• ANALYTICS
• CMS & LEAD CAPTURE
• CRAWLERS & SCRAPERS

2. REDUCE IMAGE FILE SIZE
DRAG & DROP
Tool: kraken.io

2. REDUCE IMAGE FILE SIZE
DOWNLOAD IMAGES
Page Kraked: marketinglandevents.com/smx/west/speakers/

3. BENCHMARK ENGAGEMENT
KEEP WHAT IS WORKING
Image Source: crazyegg.com heatmap

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/

5. IDENTIFY PAGES WITH TRAFFIC
DO NOT BLOW PAGES UP
Tool: semrush.com pages tab

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

WHAT CAUSED THE BIG DROP?
4 “CURDS” CHANGED
 CMS
 URLS
 REDESIGN
 DOMAINS
 SSL/HTTPS

WHAT CAUSED THE BIG DROP?
SSL/HTTPS
http://www.forbes.com/wall-street/
https://

WHAT CAUSED THE BIG DROP?
NO EQUITY PASSED
 REDIRECT TO NON-HTTPS PAGE
 NO CANONICAL
 NO INTERNAL LINKS
 URL NOT INDEXED IN GOOGLE

WHAT CAUSED THE BIG DROP?
SITEWIDE TRAFFIC LOSS
ESTIMATED
TRAFFIC LOSS
DEC15 - JAN16
Tool: semrush.com winners and losers

KEEP THE CONVERSATION GOING…
ASK ME @JACOBHAGBERG
@jacobhagberg // orangefox.com

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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

Hinweis der Redaktion

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/

Stupid Website Redesign Mistakes Your Company Will Make

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