How SEO Answers the $1Million Question in Website Redesign
Your company’s website could be compared to your shoes, your wardrobe or even your hairstyle. It needs to be updated every now and then to stay up to date. If you’re bringing your website up to speed with 2017, don’t forget SEO is an essential accessory that has an ROI that will last longer than any other area of your website.
Why is SEO so important?
The simple answer is Google. Yes, the search engine, but it’s really more than a search engine. In fact, Google was added to the Oxford English Dictionary as a verb in 2006. That’s right, the search engine company became an action word for the activity people participate in everyday. And this is important because… Well I’ll give you two reasons.
The first is obvious. The next time people Google something that is related to your company, product or service, you want your content to appear higher in the Google results than your competitors.
Now the second is a little less intuitive. Google continues to make updates to their search algorithms. Recent revisions have cracked down harder on redesigned websites and have also shifted to reflect the increase in mobile usage. Failing to recognize Google’s algorithm changes could affect your organic search.
If you’re planning a website redesign
Begin with technical SEO requirements. Search engines have clear guidelines for webmasters to follow when redesigning sites. Create a technical SEO plan that ensures your redesign will be executed in a way that will be understood and indexed properly by search engines. This means your website is free of errors and operates efficiently.
Remember both On Page and Off Page SEO Factors. Search engines want to provide users with search results that are relevant to their query and authoritative in nature. Off Page SEO elements including inbound links, social media, mentions and local directories are often overlooked in website redesigns. To maintain these SEO value these elements provide you’ll need to create a strategy for redirecting any important webpages or links from the old website to the new. And don’t forget to optimize your On Page factors as well. Metadata, such as your page titles, heading tags and meta descriptions enable both search engines and human users to understand what your pages are all about. It is also critically important to ensure that your internal links are pointing to the correct URL after a site redesign or migration.
Check your website. Then check it again. And again. Any website redesign consists of multiple moving pieces. Make sure you have an extra set of eyes on your site to ensure you executed your technical requirements, On Page and Off Page Factors, URL Structure, Configured Analytics, and other SEO Best Practices.
Case and Point for Considering SEO in a Website Redesign
Recently, a company called us in a digital panic. They launched a new website with another agency and their organic traffic was tanking badly (Roughly 50% drop after their redesign). They heard that we were experts at online acquisition and SEO recovery. As you can imagine, they invested a lot into their redesign they were not excited to spend more money to correct the SEO work that was left out of their original project. After some simple math, we were able to identify that not including a sound SEO strategy in their redesign was a $1.8 million mistake.
Here’s the Math
- Prior average monthly website traffic – 100,000 visits / month
- Visits after new website launch – 50,000 visits / month
- Paid media average Cost Per Click for top keywords - $3.00
- 50,000 visits to recover traffic x $3.00 CPC = $150,000 per month or $1.8 million in annual ad spend to recover traffic that was previously achieved through organic search
Another Way of Looking at it - Based on Revenue
Let’s say that your attribution models indicate that digital is driving 30% of your revenue and half of that is coming from your website and half from paid media. If you are a $500 million company and 15% of your revenue is attributed to organic traffic you would experience the same 50% reduction in organic traffic. This would mean your revenue would decrease 7.5%. Now lets do the math.
- $500 million x 30% digital x 50% organic x 50% loss = $37.5 million in lost revenue by failing to factor SEO into your website redesign.
In this case, you can imagine if the company has a 10% net margin, which means redesigning a website without SEO in mind could result in $3.75 million in lower profits.
As a digital marketing agency, we are often consulted on crisis opportunities like the website redesign example in this post. We hope you find value in our redesign tips and understand the impact SEO can have on your company’s bottom line. If you have questions about SEO or would like to see how your site ranks in organic search – contact Three Deep Marketing and request a FREE SEO Scan of Your Website. It may save you millions!