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Redesigning Your Website? Make Sure SEO & Content Have a Seat at Website Migration Table

SEO and Content Integration During Website Migration

SEO and Content Integration During Website Migration Digital marketers know their company’s website is more than a digital storefront. It’s a marketplace that must deliver a quality, engaging experience for prospects and customers once they arrive. So, it’s no surprise that the average company invests in a website redesign every three years to stay fresh, competitive, and meet evolving customer expectations. In our experience, however, design faux pas aren’t the biggest marketing missteps that can lead to poor results after a migration—it’s the lack of a solid website migration strategy that encompasses both SEO and content considerations. There’s no question that SEO needs to play a leading role in the planning, design, and execution of any website migration. But SEO can’t stand alone—it needs a content lens to ensure a solid performance after the switch is flipped.

Better Together: Content + SEO for Migration Success

A poorly planned and executed migration after a site refresh or redesign can lead to decreases in organic traffic and reduced search visibility in both the short- and long-term. And chances are, your marketing team has spent innumerable hours crafting content and optimizing your site for both user experience and search engine performance—and you don’t want it all to be for naught. By baking content and SEO into your website migration strategy, you have the opportunity to:

#1 – Strike that oh-so-necessary balance between SEO and user experience.

If you’re embarking on a website redesign, chances are your goals are to improve user experience and optimize conversions paths, all while strengthening your organic search footprint. But without SEO and content working together, the steps you take to reach those goals can’t be fully informed or reach their full potential. The key is integration from the start. [bctt tweet=”For a smooth website migration process, integration of #content & #SEO is key from the start. – @Alexis5484″ username=”toprank”]

#2 – Bolster top performing content (and weed out weak or irrelevant content).

Site migrations often involve some picking and choosing as far as what content needs to be kept, killed, updated, or created. The last thing you want to do is cut or disrupt the content your audience loves—but you also don’t want to pass up opportunities for adding or improving content with potential or killing content that’s no longer viable. As a result, this is definitely the sweet spot for SEO and content integration in a migration scenario. From an SEO perspective, you can leverage Google Analytics and Google Search Console to analyze traffic, conversions, ranking, and engagement rates. Then content can be grouped into suggested buckets of what content stays, what content needs updates, what content can be killed, and what content you may be missing. From there, strategic content tweaks can be made with both SEO and user experience in mind before launch. [bctt tweet=”During a website migration, the last thing you want to do is cut content your audience loves. But you also want to take advantage of opportunities to improve content with potential. – @Alexis5484″ username=”toprank”] Read: How to Use Google Search Console to Increase SEO Visibility

#3 – Promote your new and improved site.

After making your shiny new site live, it can be tempting to relax and celebrate. But the work isn’t done. Of course, technical SEO considerations such as 301 redirects, site crawlability, site speed, mobile friendliness, and backlinks need QA and monitoring to ensure your content is working its magic on search engines. You’ll also need to make sure your site map is updated in Google Search Console if any URL structures have changed. But where does that leave your customers and prospects? Communicating and promoting the changes you made is a must—but it’s something that is often overlooked. So, in addition to your post-migration SEO checklist, create a promotional plan (e.g. email newsletter update, social media, blog post highlighting key new features, etc.) to ensure you’re getting the word out. [bctt tweet=”The importance of communication & promotion after a website migration should not be overlooked. – @Alexis5485″ username=”toprank”]

#4 – Make ongoing tweaks that satisfy user and search engine needs.

After launching your redesigned site, you’ll likely be measuring like crazy to learn where users are dropping off, if you’re losing any traffic to key pages, and if you’re losing conversions from anywhere. Of course, tweaks will be needed to capitalize on SEO opportunities. But just sprinkling in keywords isn’t the answer. You need context and insight—some of which can be drawn from the competitive content landscape—in order to make strategic content updates that better answer your audience’s questions, as well as send positive signals to search engines. [bctt tweet=”You need context & insight in order to make strategic content updates that better answer your audience’s questions & send positive signals to search engines. – @Alexis5484 #websitemigration” username=”toprank”]

Integration = More Successful Migration

There’s little doubt that SEO needs be at the forefront of any website redesign and subsequent migration. But it shouldn’t stand alone. By pairing content and SEO together, you can make more thoughtful and strategic decisions that will help you bolster user experience as well as search visibility. Looking for more insights and tips on SEO and content integration? Here’s some light reading:

Looking for a website migration partner? Look no further. We can help.

The post Redesigning Your Website? Make Sure SEO & Content Have a Seat at Website Migration Table appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.


#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

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