I recently finished this project for two sites and decided to outline it for you.

It’s a process for any site with known issues around keyword density, structure, SEO… Here is the process:

1. Export the sitemap (/sitemap.xml) to a google sheet (this will be used later)
2. Use this chrome extension to take full screenshots of every page:https://lnkd.in/efeY-ES
3. Add them to a google doc and export as PDF to print
4. Tape to a large wall in the conference room.
5. Add metrics to each page grouping – both clicks from search (search console) and conversion rates (google analytics).
6. Look where you can merge pages related to the same content, create #architecture subsections where they may be a long flat area, move subdomains into subdirectories and into the top nav… list out the suggestions.
7. Now look at the landing page data in GA against the search impression data from Search Console and see where you are getting LOW impressions but HIGH CR’s. There is an opportunity to structure the site to get more content below those keywords and adjust architecture for higher CR.
8. Load a new (free) flowmapp.com/ account and build your new site structure there – use color codes to note redirects etc…

The next steps are a little more involved:

9. Export the sitemap of your closest/best competitor.
10. Load those URLs to the Google sheet on another tab.
11. Go through both tabs (your site and your competitors), add a second column for “Priority” and start adding the priority levels for each URL found in the sitemap HTML under the URL,
12. Now, copy the URLs and paste them into this extractor: http://tools.buzzstream.com/meta-tag-extractor
13. Export those results into a .csv, open it, copy the meta keywords and paste those into the 3rd column in your sheet.
14. Section off the URLs by what service type/feature/audience they are targeting and do the same for your site – match the same category types.
15. Now, remove all the main keywords from the export except for the very first one.

What you have is a very good look at your competitor’s category focus and what sort of weight they are giving each page/category. And, you can view how deep/broad they are within each category. This information is used to plan your next steps for which keywords/categories/features to highlight with more site content or a change in your funnel.

Now, go about recreating the site structure by merging pages, moving or removing pages from the top nav, and/or adding pages where necessary.

16. Head to flowmapp.com/ and create a free account. Invite your designer/product manager if necessary.
17. Add all of your pages in the same site structure that exists on the wall.
18. Go into settings and adjust the pre-defined names of each color code so you can use the colors to tag old vs new vs redirected pages.
19. Start adding new pages and marking the ones you want to remove or redirect.
20. Then, create a new site structure with the help of someone who really understands SEO silos and on-page SEO.


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