SES San Jose Search Engine Marketing 2006 Retaining Traffic After Moving Or Redesign

SES San JoseSearch Engine Marketing

2006

Retaining Traffic After Moving Or Redesign

Case Study – TurningTechnologies.comWeb Site Redesign

Challenges

Before Redesign

Prior investment in SEO

Very good organic rankings

Top priority industry keywords

Keyword rich content

Goals After Redesign

Video Flash home page

Flash pockets on secondary pages

Add numerous creative graphics

Remove scrollable content

Retain all keyword rankings

Build better organic rankings in the future

Organic Deliverables (1 of 8)

SEO Diagnostic Audit

Server configuration Web site architecture Web site page construction Web page content External Influences

SEO Diagnostic Audit and Modifications

Home Page Before Redesign

Home Page After Redesign

The Process of Moving Existing Organic RankingsDuring a Redesign Project

Locate Rankings Before Redesign

Identify Ranking URLs Before Redesign

Match Ranking URLs To New Site Map During Redesign

SEO Considerations for Site Map

SEO No Index Follow

Guidelines For Rewriting Content During Redesign

Awareness to preserve rankings – Existing keyword rich text– Carry over similar characteristics

• Keywords on page• Keywords in context

Map content to content not link for link– Content is going deep and wide– Map to silo the information

SEO Guidelines for Writing Content

SEO First Round of Review

Guidelines for Implementation

Provide Guidelines for Writing Content– Identify primary and supporting keywords for page/s– Keep writing in context to keywords selected

Carry Over Tags To Mapped Pages (during)– Meta Title, Description, Keywords– Heading tags

301 Permanent Redirect (at launch)– Do Not 302 temporary redirect

Measure results (post launch)– Verify 301 redirect– Run ranking reports

Audit Plan Verify Implement

Thank You