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Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
Managing Search Managing Change by Jeff Preston
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Managing Search Managing Change by Jeff Preston

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Searchengineland.com Summit Session #Smx - Managing Search, Managing Change Presentation By Jeff Preston @Jeffreypreston Of Disney Interactive …

Searchengineland.com Summit Session #Smx - Managing Search, Managing Change Presentation By Jeff Preston @Jeffreypreston Of Disney Interactive

Read more about search engine optimization and sign up for the SEO Newsletter at http://searchengineland.com now >>

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Transcript

  • 1. Managing Search, Managing Change
  • 2. Managing Change: New Team Builds New CMS • Team created to build new CMS • Many SEO features • When the CMS is completed, which domain to use?
  • 3. Domain Change: Going off Go.com • Scope: Move 250 sites to a new domain in 12 months
  • 4. Domain Change: SEO Risks Identified • Changing domains would have unknown algorithm repercussions • Disney.com network split across two domains during migration
  • 5. Domain Change: Internal Communication • SEO team very visible during CMS development • Communicated by writing and in person the risks of changing domains • Set expectations for rough launch
  • 6. Domain Change: Launch Plan • Use online collaboration tools • Stage and test redirects pre launch • Immediately change all internal signals (internal navigation, internal links, sitemaps, etc.) • Immediately change all external signals (vanity domains, Wikipedia, Freebase, etc.) • Submit new XML sitemaps to Google and Bing within minutes (kept up old XML sitemaps too)
  • 7. Domain Change: Last Minute Challenges • Organizational changes • SEO features go missing in prelaunch checks • Not all content ready to migrate (=site split between two domains) • Jeff’s hard drive fails 3 days before launch • Two war rooms about 5 miles apart
  • 8. Domain Change: Migration Lessons Learned • Sites that gradually moved over saw drop in organic traffic • Sites that cut over cleanly did not see major loss in organic traffic • Google does not always honor rel canonical tag • Major platform improvements may outweigh moving to a weaker domain • Migrations may affect other sites on older domain
  • 9. Domain Change: Migration Lessons Learned • Get involved early and often • Measure before and after • Manage risk with written migration/launch plans & checklists • Stay calm during launch (be prepared for problems)
  • 10. Organizational Change: Acquisitions • Welcome new team members warmly • Audit sites immediately • Meet one-on-one with key players regularly • Be prepared for questions • Empathy
  • 11. Organizational Change: Invite to Act • People respond better to invitations • Be convincing rather than commanding • Remember: Meet one-on-one with key players as needed
  • 12. Organizational Change: New Leadership • Onboard immediately • Understand leaders background before approaching • Seize opportunity to learn from someone new
  • 13. Organizational Change: New Team Members • Welcome warmly • Onboard immediately • Understand backgrounds and strengths • Offer opportunities to grow • Hold accountable
  • 14. Managing Change: Attitude • Have a positive mental attitude toward your leadership, organization, and sites • Take personal responsibility for results • Be calm. Be patient. Be willing to learn as you go.
  • 15. Jeff Preston @JeffreyPreston https://twitter.com/jeffreypreston http://www.linkedin.com/in/jeffreypreston Thank You!

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