7 Steps to migrate your SEO strategy - Robin Neyt

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7 Steps to migrate your SEO strategy - Robin Neyt

  1. 1. 7 Steps to migrate your SEO strategyRobin Neytmaandag 3 juni 13
  2. 2. Robin Neyt@RobinNeytmaandag 3 juni 13
  3. 3. Hi! I’m Robin.maandag 3 juni 13
  4. 4. I work at WijsA digital Agency in Ghent/Gentmaandag 3 juni 13
  5. 5. ‣ Situation‣ What’s the problem?‣ A blueprint‣ Start: the new website‣ Before the launch‣ Launch of the website‣ What if it goes wrong?Tweet-style Summarymaandag 3 juni 13
  6. 6. Situationmaandag 3 juni 13
  7. 7. ‣ Everybody wants a new website‣ It should be bigger, better, fancier,...‣ Nobody thinks about the consequences!Situationmaandag 3 juni 13
  8. 8. What’s the problem?maandag 3 juni 13
  9. 9. ‣ website that’s been around for quite a while‣ has a lot of domain authority‣ has a lot of unique backlinks‣ is top of mind with customersAll this can be lost easilyWhat’s the problem?maandag 3 juni 13
  10. 10. We need a strategy!maandag 3 juni 13
  11. 11. ‣ Think first, act later! (Usually goes wrong...)‣ Create a masterplan!‣ Follow it to the letter! (Usually goes wrong...)‣ Put it to the test!‣ Keep a close eye on the results!How should we tackle the problem?maandag 3 juni 13
  12. 12. A blueprint for the masterplanmaandag 3 juni 13
  13. 13. Start: The new websitemaandag 3 juni 13
  14. 14. It should be bigger, better, fancier...maandag 3 juni 13
  15. 15. Watch out for exoticfunctionality!maandag 3 juni 13
  16. 16. The website should also be SEO friendlymaandag 3 juni 13
  17. 17. ‣ Ideal moment for a new keyword research‣ Use keyword research to create new site architecture‣ Visitor point of view‣ Not too much jargon‣ Visitor has a problem and searches for a solutionKeyword Researchmaandag 3 juni 13
  18. 18. ‣ Don’t lose good functionality that was present in the previous website‣ If it works, don’t break it (Your IT is going to love this)‣ Just make it better‣ Now is the time to make adjustments‣ Costs, timing, campaigns,...‣ Make sure web copy is ready in time‣ Don’t do everything last minute!Requirementsmaandag 3 juni 13
  19. 19. ‣ Search Engine Friendly URLsBad URL: http://www.site.be/index.php?id=25&cat=42SEF URL: http://www.site.be/category/subcategory/page/‣ Use keywords in the URLs‣ Avoid excessive use of JavaScript and CSS‣ Make sure goals/conversions are trackedTechnical requirementsmaandag 3 juni 13
  20. 20. ‣ URL‣ Title <title>‣ H1‣ Menu item in navigationShould be possible to edit all items individuallyOn-page elementsmaandag 3 juni 13
  21. 21. ‣ Make sure goals/conversions are tracked‣ Prepare event tracking‣ Make sure every form has an unique thank you page → different URLs‣ Monitor the performance of the new website‣ After a few weeks → enough data to evaluate the migrationConversion trackingmaandag 3 juni 13
  22. 22. Before the launchmaandag 3 juni 13
  23. 23. Create a redirect plan!maandag 3 juni 13
  24. 24. ‣ Create overview of the current site structure‣ Determine the most important pages of the current website‣ Different tools you can useSite structuremaandag 3 juni 13
  25. 25. ‣ Check the URLs of the top landing pages(e-commerce, leads)‣ Check the URLs of the pages with most pageviews (traffic)Google Analyticsmaandag 3 juni 13
  26. 26. High amount of pages?maandag 3 juni 13
  27. 27. Sort pages by authority!maandag 3 juni 13
  28. 28. ‣ Use a tool like Open Site Explorer‣ www.opensiteexplorer.orgCheck page authority to determine valuemaandag 3 juni 13
  29. 29. ‣ Merge the important URLs from your current site‣ Both the ones you selected and the top landing pages inAnalytics‣ As specific as possible‣ Keep number of consecutive redirects to a minimum301 redirects to the corresponding pages on the new websiteCombine all datamaandag 3 juni 13
  30. 30. Don’t forget 301 redirect fromnon www to wwwmaandag 3 juni 13
  31. 31. ‣ Too many URLs to redirect everything manually→ Time & cost efficiency‣ Check new vs old URL structure → Try to automateExample:Old URL: www.site.be/blog/webshops/ and www.site.be/blog/shopping/New URL: www.site.be/blog/e-commerce/‣ If not possible → Redirect to parent categoryWhat with blog posts?maandag 3 juni 13
  32. 32. ‣ Everything in detail → Costs a lot of money‣ Only the top pages → Chance you’ll miss traffic‣ Don’t forget about‣ active campaigns, newsletters, affiliates, offlinecampaigns, backlinks, tools301 redirects: The dilemmamaandag 3 juni 13
  33. 33. Tips & tricksmaandag 3 juni 13
  34. 34. ‣ Don’t launch the new website in phases→ Not efficient for IT and marketing‣ Make checklists‣ Meetings & progress check‣ Continuous follow-up‣ Marketing & IT have to work as 1 teamTips & tricksmaandag 3 juni 13
  35. 35. Launch of the websitemaandag 3 juni 13
  36. 36. ‣ Be sure everything is prepared and ready‣ Checklists ready‣ Launch on Monday or Tuesday‣ Preferably in the morning‣ Whole team ready to monitor and take actionLaunch of the websitemaandag 3 juni 13
  37. 37. ‣ Do a manual check of the redirects‣ Header check to make sure the right type of redirect is used‣ Monitor Google Webmaster Tools for spider problems and crawl errors‣ Pause the Adwords campaigns and change destination URLsLaunch of the websitemaandag 3 juni 13
  38. 38. Header checkhttp://www.seoconsultants.commaandag 3 juni 13
  39. 39. Google Webmaster Toolsmaandag 3 juni 13
  40. 40. What if it goes wrong?Don’t blame each other :)maandag 3 juni 13
  41. 41. ‣ Normal after a site migration‣ May not last forever‣ Check 301 redirects‣ 301 redirects point to the right pages?‣ Check web copy: copied? Not SEO friendly?‣ Is staging website online and indexed?‣ Old website still online?‣ Some products/services no longer exist?Drop in rankings?maandag 3 juni 13
  42. 42. ‣ Analytics setup is OK?‣ Goals are implemented correctly?‣ E-commerce is activated?‣ E-commerce transaction code is implemented?‣ Certain products/services no longer exist?Drop in leads/sales?maandag 3 juni 13
  43. 43. What you need to remembermaandag 3 juni 13
  44. 44. ‣ List the most important pages‣ New website must be SEO friendly‣ 301 redirects & optimization‣ Planning is the key to success!‣ Prepare the launch‣ Use checklists‣ Follow-up of the launch is essential!‣ Testing!What you need to remembermaandag 3 juni 13
  45. 45. Questions?Robin Neytrobin.neyt@wijs.beTwitter.com/RobinNeytmaandag 3 juni 13
  46. 46. 15 minutes breakmaandag 3 juni 13
  47. 47. 15 minutes breakmaandag 3 juni 13
  48. 48. 15 minutes breakmaandag 3 juni 13

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