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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