A website’s structure should go hand in hand with your SEO efforts – this is one key advice Kevin has pointed out in this interview. When a rebuild is necessary, go for it and don’t hold back. But how should you handle things when the website developer is having trouble with the build itself? What structure should you go for?
Kevin is not just an SEO expert, he is a professional who cares about his client’s business. What he cares the most is actually having a real impact on a website and not just going for keywords. Kevin is a well-rounded expert who also focuses on business goals and KPIs. He can write the biggest and most in-depth SEO audits.
Dependable Mobility E-Commerce – mobility and disability products (local). This was an extremely hard project being that there was so much to do. The WordPress developer could not implement the changes that were requested. The developer also would not hand the website over to the owner.
There was also a lot of pages that Google would deem as cookie clutter or simply low-quality pages. There was also the problem that nothing ranked at all, all the text was copied from the manufacturer’s website. There was also quite a bit of keyword stuffing.
WHAT YOU DID
We started with a page by page manual audit witch came out at about 4000 words. Not only did we get to fix easy seen errors but we did have a good chance to see what the competitors are up to. With the audit done manually, we were able to create a very personal and hard hitting plan to go forward.
The strategy was to get the website indexed by Google. The second part of the strategy was to target local instead of targeting for national keywords. It was decided early on that the whole website would be rebuilt using Drupal CMS with commerce 2. When this was getting done, there was a big decision to make; should we work with backward compatibility with Drupal 7? Or should we get the website into Drupal 8 with fewer features?
Using Drupal 7 would have worse images and plenty of options for plugins whereas using Drupal 8 would have better image support and a newer theme, but hardly any options for payment.
We went for the second option and it worked well. It’s worth mentioning that Drupal has now caught up with the payment gateways and most other modules. The website is still using Paypal and manual debit card payment. All the content was rewritten and product pages now reflect their titles such as www.example,com/kevinsbook instead of www.example.com/shop/product4444?=book
Google Analytics (Take the highest bouncing pages and rewrite content)
Google Webmaster Tools (To help keep track of what Google wants and do not want)
SEMrush (Position tracking and website audit)
Google my business ( Used for contact information and ranking in local pack)
Drupal 8 CMS (To redo the website)
Manual website audit (page by page checking for all issues)
One of the biggest challenges from the onset was the website and the developer not understanding how to change the URLs to be friendly. The web developer also did not want to give the domain name to the owner. This was solved using Nominet. Also, re-writing the content so that it was written for people rather than search engines.
There are over 50 words ranking now and sales have increased by well over 100%.
INSIGHTSIf a website has no ranking to start with, it won't hurt if you rebuild the website. Click To Tweet
IF something is wrong and the developer can’t change things, sometimes it is easier to do a rebuild of a website. Early on, I learned that saying “nothing = nothing.”
If a website has no ranking to start with, it won’t hurt if you rebuild the website. Just make sure that the client’s websites have their own content rather than just duplicated content from manufacturers. Do not rely on automated tools. Instead, use your eyes and experience to check page by page before using the tools to back yourself up.