Website Migration: SEO Survival Kit (Artur Jach TFM&A 2014)

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With marketers typically redesigning, overhauling or migrating their website every two years the pressure on maintaining organic search visibility is mounting. Whilst emerging technologies, new …

With marketers typically redesigning, overhauling or migrating their website every two years the pressure on maintaining organic search visibility is mounting. Whilst emerging technologies, new content management systems and new tools in SEO help with effective website migration, there are still many pitfalls to avoid and steps to take to ensure your site doesn’t lose visibility in search. This presentation will explore how to survive website migration and maybe even improve your SEO performance by following a simple SEO migration process.

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  • http://www.geekpoweredstudios.com/
  • http://www.geekpoweredstudios.com/http://www.wallpaperspoints.com/hd-ironman-3-wallpaper.html
  • In fact.. Once every 2 years on average
  • Why? Because it used be a very long and painful process… and it can go horribly wrong
  • You need:Super hero SEO teamSEO friendly CMSplanhttp://themetaq.com/images/uploads/queue/superheroessquared.png
  • It’s tempting to give in or over-optimise“just as an example..” take them through the structure
  • It’s tempting to give in or over-optimise
  • http://searchengineland.com/seotable
  • http://www.blogging-heaven.com/2013/03/the-power-of-301-redirect-how-to-use-it-in-blogging.html
  • http://photography.nationalgeographic.com/photography/photo-of-the-day/cape-canaveral-shuttle-launch/
  • http://www.superbwallpapers.com/minimalistic/iron-man-15748/

Transcript

  • 1. Website Migration SEO Survival Kit @arthurjach Artur Jach
  • 2. SEO Awesomeness The road to glory @arthurjach Artur Jach
  • 3. Quick intro
  • 4. Boss Client The SEO campaign is doing well and you’re taking the credit for it
  • 5. Unless you’ve met this cuddly pair
  • 6. Your white hat SEO is paying off
  • 7. But one day you hear the dreaded words “website migration”
  • 8. Great… it’s tempting to take this route
  • 9. Why panic?
  • 10. So why migrate a website? New CMS Architecture New design Top Google Penalty reasons Expansion New domain Domain consolidation
  • 11. You then pull yourself together, do your research and seek help
  • 12. Three migration steps Discovery Optimisation Launch Brand & domain name considerations Reviewing sitemap and site structure Redirect mapping and strategy List of current and historical pages Reviewing wireframes and designs Pre-launch checks & recommendations Keyword research & analysis Technical and code optimisation CMS & Content migration considerations Content optimisation (titles, descriptions, copy, links) Post-launch indexation and visibility checks (getting the site indexed) Post-launch evaluation Ongoing SEO..
  • 13. Destined for instant success? Is your new domain name too ambiguous? Is it too generic?
  • 14. A new brand name? Or is it?
  • 15. Help yourself with SEO friendly CMS Free CMS platforms might do the job If you need a scalable, enterprise solution with great support for SEO think about Sitecore – – – – Easy editing of the usual on-site SEO elements Separation of business logic and presentation layer >> SEO friendly HTML and URLs Smooth content migration using the API for direct system to system content migration Redirection module is a great asset for matching old pages and URLs
  • 16. Sitecore Customer Engagement Platform
  • 17. Sitecore Customer Engagement Platform
  • 18. Get a list of all pages… you’ll need it Current website: – – – – Screaming Frog / Xenu (crawl the site) Webmaster Tools (most popular pages) Google Analytics (best SEO landing pages) Searchmetrics, Linkdex, BrightEdge (rankings pages) Historical URLs – Webmaster Tools (404 not found pages) – Wayback machine + link download plugin (pages from the old website) – Open Site Explorer / Majestic SEO (old pages linked to from external sites)
  • 19. Do your keyword research Rank Keyword cake recipe s lemon drizzle cake carrot cake recipe macaroni che ese crumble recipe healthy me als how to make cupcakes lentil soup baking recipe s change 4 life brownies recipe coronation chicken minestrone soup bee f burger recipe american pancakes healthy dinner recipe s chicken stir fry profite role s lemon cake easy cake recipe s change 4life che ese straws 20 7 18 35 28 11 16 49 12 38 27 49 25 38 34 33 48 37 9 29 30 31 Volume Ranking URL Search Volume Search 71,583 57,265 51,621 13,583 13,225 13,050 10,687 10,362 10,133 8,458 8,183 8,025 7,962 7,925 7,808 7,670 7,212 6,950 6,815 6,470 6,266 6,126 cipe s/ca ke-re cipe s/ a/ta sty-a nd-healthy-re http://www.flora .com/flor mon-drizzle-cake.aspx cipe s/Ca ke-re cipe s/Le a/Ta sty-a nd-healthy-re http://www.flora .com/Flor s/Ca rrot-cake .aspx cipe s/Ca ke-re cipe a/Ta sty-a nd-healthy-re aspx http://www.flora .com/Flor pes/Macaroni-che ese. hy-re cipe s/Di nner-reci /Flora/Ta sty-a nd-healt rumble.a spx http://www.flora .com peach-and-ra spbe rry-c cipe s/Ba king-reci pes/ a/Ta sty-a nd-healthy-re ://www.flora .com/Flor http cipe s/ a/ta sty-a nd-healthy-re px http://www.flora .com/flor cipe s/Le mon-cupcake s.as ealthy-re cipe s/Ca ke-re a/Ta sty-a nd-h red-lentil-soup.a spx http://www.flora .com/Flor up-recipes/Moroccancipe s/So a/Ta sty-a nd-healthy-re http://www.flora .com/Flor s/ba king-reci pes/ sty-a nd-healthy-re cipe ww.flora .com/flora/ta http://w e/ a/flora-a nd-change4lif http://www.flora .com/flor ocol ate-brownies .aspx cipe s/Ca ke-re cipe s/Ch a/Ta sty-a nd-healthy-re tion-chicken.aspx http://www.flora .com/Flor ich-recipes/cheats-corona cipe s/Sa ndw a/Ta sty-a nd-healthy-re http://www.flora .com/Flor trone-soup.a spx cipe s/Soup-recipes/Mines a/Ta sty-a nd-healthy-re o-we dges .aspx http://www.flora .com/Flor ed-burge rs-with-potat s/Di nner-reci pes/Herb sty-a nd-healthy-re cipe a/Ta http://www.flora .com/Flor ican-pancake s.as px mer cipe s/Breakfast-recipes/a a/Ta sty-a nd-healthy-re http://www.flora .com/Flor ner-recipes/ nd-healthy-re cipe s/din a/ta sty-a tir-fry.as px http://www.flora .com/flor ken-and-hone y-ginger-s cipe s/Di nner-reci pes/Chic a/Ta sty-a nd-healthy-re ate-orange-s auce .aspx http://www.flora .com/Flor s/Profite role s-wi th-chocol cipe s/Ca ke-re cipe a/Ta sty-a nd-healthy-re http://www.flora .com/Flor s/Le mon-drizzle-cake.aspx hy-re cipe s/Ca ke-re cipe /Flora/Ta sty-a nd-healt http://www.flora .com rrot-cake .aspx cipe s/Ca ke-re cipe s/Ca a/Ta sty-a nd-healthy-re http://www.flora .com/Flor e/ a/flora-a nd-change4lif http://www.flora .com/flor se-s traws.as px s/Ba king-reci pes/Chee sty-a nd-healthy-re cipe ww.flora .com/Flora/Ta http://w
  • 20. Three migration steps Discovery Optimisation Launch Brand & domain name considerations Reviewing sitemap and site structure Redirect mapping and strategy List of current and historical pages Reviewing wireframes and designs Pre-launch checks & recommendations Keyword research & analysis Technical and code optimisation CMS & Content migration considerations Content optimisation (titles, descriptions, copy, links) Post-launch indexation and visibility checks (getting the site indexed) Post-launch evaluation Ongoing SEO..
  • 21. Are target keyword groups reflected in the sitemap?
  • 22. Optimise before the first line of code is written
  • 23. Time to actually do something http://searchengineland.com/seotable
  • 24. Those three migration steps again Discovery Optimisation Launch Brand & domain name considerations Reviewing sitemap and site structure Redirect mapping and strategy List of current and historical pages Reviewing wireframes and designs Pre-launch checks & recommendations Keyword research & analysis Technical and code optimisation CMS & Content migration considerations Content optimisation (titles, descriptions, copy, links) Post-launch indexation and visibility checks (getting the site indexed) Post-launch evaluation Ongoing SEO..
  • 25. x
  • 26. Redirect strategy is the single most important part of SEO migration Create a like for like redirect mapping using all gathered URLs Things to remember: They must be 301 permanent redirects Use „catch-all‟ wildcards if the list is long Prioritise redirects by how beneficial they are to SEO Test on preview version of the site It‟s tempting to cut corners and to do a site-wide redirect At the same time don‟t overdo it
  • 27. Then the moment of truth
  • 28. Are we there yet? 1. Check the site can be indexed 2. Submit XML Sitemap in Google Webmaster Tools 3. Get the site indexed 4. Test redirects
  • 29. The aftermath and expected SEO performance The following chain of events might be expected: 1. 2. 3. 4. Post-migration dip in SEO visibility Temporary spike Return to “normal” Continuous improvement 4 2 3 1
  • 30. On other websites it may take longer to recover 4 2 1 3
  • 31. The return of the hero
  • 32. Thank You Discovery Optimisation Launch Brand & domain name considerations Reviewing sitemap and site structure Redirect mapping and strategy List of current and historical pages Reviewing wireframes and designs Pre-launch checks & recommendations Keyword research & analysis Technical and code optimisation Post-launch indexation and visibility checks (getting the site indexed) CMS & Content migration considerations Content optimisation (titles, descriptions, copy, links) Post-launch evaluation @arthurjach Artur Jach Ongoing SEO...