Da mich nach meiner Präsentation “Relaunch 2018: SEO Hacks & Best Practices” an der SOM 2018 viele Leute angesprochen haben, ob sie die Präsentation bekommen könnten, habe ich mich entschieden, das ganze kurz und knapp zu transkribieren.
Um auch jene erreichen zu können, die kein Deutsch sprechen, habe ich das ganze auf Englisch präsentiert und darum sind auch meine Kommentare hier entsprechend in Englisch verfasst. Enjoy!
The first insight that I would like to share with you, is that a lot of marketing managers I’ve surveyed, are actually naming a “better online marketing performance” as the number one reason for a relaunch.
Of course, this is bit of a skewed sample as a lot of marketers that contributed to this survey are current or previous clients and therefore well aware of the importance of online marketing.
Still, it’s great for a company like ours to see, that we aren’t the only ones concerned about SEO, PPC, Social Media or Content Marketing when it comes to a relaunch.
So, if you are currently on HTTP, you should definitely switch to HTTPS when relaunching. If a domain runs on HTTPS – that’s a clear signal of trust to users.
We have also seen a strong correlation between HTTPS and high rankings – which doesn’t mean causation but it’s definitely the case, that most leading sites in every industry are on HTTPS these days.
Also, Google’s machine learning algorithm (RankBrain) is always analysing how people interact with your website: A bad mobile experience will most definitely result in lower visibility and traffic.
So if you are planning a relaunch right now, I would advise you to pay special attention to the mobile version of the site and that all content is easily accessible for users and search engines alike.
Most projects involving a site relaunch are long-term affairs and take between three and 12 months, depending on the complexity of the site.
To make a real impact, the planning stages need to be filled with exhaustive research conducted on all aspects of the current performance, so you know exactly what you need to change.
Once you have got a good overview, you can further investigate and evaluate single pages based on the keywords they show up for in the search results. Not only clicks are important, but the impressions can give you a better understanding of how Google understands and ranks your site.
Gather all this information in an Excel sheet or the like, so when it comes to creating content for your new website, you always have a place to go back to for inspiration.
We start with the competition: The easiest way to gain insights, is to look at where your competition ranks, what topics they cover and how they structure their content.
You don’t even need SEO tools to do that. Just run a search for a specific phrase or topic you identify as important for your business and see how a search result is put together by Google.
Follow the links to the different landing pages and write down what you like or dislike about the way they write and structure their content.
The next data point is right inside your organisation: It’s the insights that you have gathered from your customers over the last couple of years. You best talk to your sales or customer services representatives about who they see as an ideal client, what problems clients struggle with, what arguments your sales people use to convert customers etc.
Now that we’ve gathered all this information, we can utilise it and start building a framework for our new website. In contrast to our previous analysis, where we started with the general site structure and then went more and more into detail, we start bottom up and put our audience first.
The dialogue that you’re having with your customers might change over time. If you are relaunching your website now, you might need to use new content formats and cover topics slightly differently than five years ago.
Through the increased use of voice search, we have seen a general rise in long tail queries as spoken language often uses more than just one or two words to make a query. Google is accommodating this change by integrating more and more instant answers, called “featured snippets”, into the search result.
Most of the marketing managers identified the internal resources as the number one issue, followed by the coordination of all internal and external efforts. Of course, building a great SEO and Content Marketing setup is only one part of the launch.
Marketing managers need to coordinate the whole design aspect, pay attention to branding, KPIs and analytics, evaluate new infrastructure solutions and make sure that they appease internal and external stakeholders among other tasks!
Launching a new website and integrating SEO and Content Marketing from the beginning will not only have a positive impact on your traffic and conversions numbers, it can also save you quite some money.
Digital Leverage GmbH
Tel: 078 827 26 02