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The Essential Guide to Website Redesign презентация
Содержание
- 2. We drive revenue. Not just clicks and
- 3. 1. How can I ask questions?
- 4. Effective design goes beyond looks.
- 5. You need an SEO game plan.
- 6. Otherwise, you run the risk of: 1
- 7. On the Agenda
- 8. Evaluate current SEO strategy. 1 / Run
- 9. Evaluate current SEO strategy. 1 First, identify
- 10. Evaluate current SEO strategy. 1 Assess current
- 11. Evaluate current SEO strategy. 1 Use this
- 12. Check for healthy conversion rate. 2 Organic
- 13. Check for healthy conversion rate. 2 Funnel
- 14. Check for healthy conversion rate. 2 Compare
- 15. You have 7 seconds to answer these
- 16. On the Agenda
- 17. The time for mobile is now. /
- 18. The time for mobile is now. /
- 19. The time for mobile is now. /
- 20. Yes, B2B marketers. This applies to you,
- 21. Get on the fluid grid. 1 Make
- 22. Make all content accessible - always. 2
- 23. Optimize for touch screen. 3 Source: WebDesignerDepot,
- 24. Build for speed. 4 Source: SmashingMagazine, “SEO
- 25. On the Agenda
- 26. Build a smart navigation structure. 1 /
- 27. Build a smart navigation structure. 1 Use
- 28. Maintain on-page optimization. 2 1 Make sure
- 29. On the Agenda
- 30. QUESTIONS? ASK AWAY!
- 31. e: results@webmarketing123.com t: 800. 619. 1570
Слайд 2We drive revenue.
Not just clicks and traffic.
/ About Webmarketing123
Paid
Search
SEO
Content Creation
Website
Design
Слайд 3
1. How can I ask questions?
2. Can I have a copy
of the slides?
Tweet @webmarketing123, tag your tweets with #123webinar, or type in the chat box.
Yes! We’ll email you a copy after the presentation.
FAQs
Слайд 6Otherwise, you run the risk of:
1
Expensive changes that could have been
easily implemented during the design process.
2
Missed conversion rate best practices (CTA placement and tracking issues).
3
Optimizing for internal jargon rather than targeting keywords your audience is actually using.
Слайд 8Evaluate current SEO strategy.
1
/ Run a Current Site Analysis
First, identify top
ranking landing pages and keyword themes.
SaaS CRM Solution
“How to Choose the Right CRM”
“Compare the top SaaS CRM Platforms”
“CRM Pricing”
Use Google Analytics to identify top converting landing pages and keyword themes.
Слайд 9Evaluate current SEO strategy.
1
First, identify top ranking landing pages and keyword
themes.
You’ll need a keyword mapping doc to help you figure this out.
/ Run a Current Site Analysis
Слайд 10Evaluate current SEO strategy.
1
Assess current inbound link profile & indexed pages.
2
3
Get
a list of your inbound links from Google Webmaster Tools.
Ask the link source to remove the link.
Use the Google disavow tool on all bad links.
Conduct a link profile audit to identify bad links.
1
4
Submit your new site for Google consideration.
5
/ Run a Current Site Analysis
Слайд 11Evaluate current SEO strategy.
1
Use this opportunity to fill gaps in current
keyword strategy.
/ Run a Current Site Analysis
Слайд 12Check for healthy conversion rate.
2
Organic CVR should not be < 1%
Paid
CVR should not be < 4%
Start with Google Analytics “Acquisition Overview” Report.
/ Run a Current Site Analysis
Слайд 13Check for healthy conversion rate.
2
Funnel Stage
Offer Type
Top
Middle
Bottom
Educate prospects on the value
of digital marketing & foster thought leadership.
Build the business case for why the prospect needs to invest in your product or service.
Give the prospect a reason to choose you over your competitors.
Evaluate content effectiveness by funnel stage.
/ Run a Current Site Analysis
Слайд 14Check for healthy conversion rate.
2
Compare performance with the GA “Devices” report.
Mobile
should convert at about 30% of your desktop conversion rate.
/ Run a Current Site Analysis
Слайд 15You have 7 seconds to answer these 3 critical questions:
Check for
healthy conversion rate.
2
Think of each page as an entry point.
1
Where am I?
2
What can I do here?
3
Why should I do it?
/ Run a Current Site Analysis
Слайд 17The time for mobile is now.
/ Embrace Responsive Design
1
2
3
Google launched mobile-friendly
labels in November 2014.
As of April 21st, Google rewards and penalizes site search rankings based on mobile criteria.
Google now includes relevant app content in SERPs for signed in users.
Google has taken big steps to improve its mobile search experience:
Слайд 18The time for mobile is now.
/ Embrace Responsive Design
Find out if
Google thinks your site is mobile-friendly today!
Source: Google Webmaster Central Blog
1
Check if your site has the mobile-friendly search label.
2
If not, get a full list of mobile issues from Webmaster Tools’ Mobile Usability Report.
3
Check individual pages with Google’s Mobile-Friendly Test.
4
If you have an app, implement indexing for search now.
Слайд 19The time for mobile is now.
/ Embrace Responsive Design
Especially if you
have an email like this from Google Webmaster Tools:
Yikes!
Слайд 20Yes, B2B marketers. This applies to you, too.
Marketers should embrace mobile.
/
Embrace Responsive Design
Слайд 21Get on the fluid grid.
1
Make sure those CTAs don’t get lost!
Source: Market8, “A Guide to B2B Responsive Web Design”
/ Embrace Responsive Design
Слайд 22Make all content accessible - always.
2
No matter how the grid slides,
make sure users can navigate to all sections.
Source: Moz, “The SEO of Responsive Web Design”
/ Embrace Responsive Design
Слайд 23Optimize for touch screen.
3
Source: WebDesignerDepot, “How to Design a Responsive HTML
Email”
Leave enough space around your buttons to avoid a frustrating mobile UX.
/ Embrace Responsive Design
Слайд 24Build for speed.
4
Source: SmashingMagazine, “SEO for Responsive Websites”
Check mobile load
time with Google’s PageSpeed Insights.
/ Embrace Responsive Design
Слайд 26Build a smart navigation structure.
1
/ Above All, Maintain SEO
Mobile
Enterprise
SMB
Other Relevant Internal
Pages
Mobile
SMB
Enterprise
Optimize for indexing:
1
Thematically group pages.
2
Create quality content within each keyword theme.
3
Link pages within keyword groups.
4
Include HTML and XML sitemaps.
Слайд 27Build a smart navigation structure.
1
Use 301 redirects if necessary.
301 redirects tell
Google you’ve moved. The value of inbound links will eventually be associated with the new website.
/ Above All, Maintain SEO
Слайд 28Maintain on-page optimization.
2
1
Make sure each page description and title tag reflect
all keyword and content updates.
2
3
Check all anchor text to ensure consistency with keyword and content updates.
Review URLs for proper structure and keywords. Check for any broken links.
Double check each page!
/ Above All, Maintain SEO
Слайд 31e: results@webmarketing123.com
t: 800. 619. 1570
Get a custom search assessment from our
team!
Sign up today and we’ll cover:
Where you rank in relation to competitors
Measure revenue opportunity from Search
What you can do to accelerate results now
Mike Turner, Webmarketing123
Director of Business Development
Thanks!
results@webmarketing123.com
800. 619. 1570
Let’s Talk!
