SES London 2012 - Russell O'Sullivan - SEO Site Migration
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SES London 2012 - Russell O'Sullivan - SEO Site Migration

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Talk by Russell O'Sullivan at SES Conference & Expo in London, February 2012, on SEO Site Migration

Talk by Russell O'Sullivan at SES Conference & Expo in London, February 2012, on SEO Site Migration

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  • 1. London | 20–24 Feb, 2012 | #seslondon HealthspanWorking within the vitamins and supplements market, customers generallysearch for keyphrases such as: Russell O’Sullivan – Digital Marketing Manager at Healthspan UK’s number one direct supplier of vitamins and supplements. @russosullivan
  • 2. London | 20–24 Feb, 2012 | #seslondonSite changes and updates Russell O’Sullivan – Digital Marketing Manager at Healthspan UK’s number one direct supplier of vitamins and supplements. @russosullivan
  • 3. London | 20–24 Feb, 2012 | #seslondonAudit• Understand and gather data• Different factors to consider• Benchmark metrics Russell O’Sullivan – Digital Marketing Manager at Healthspan UK’s number one direct supplier of vitamins and supplements. @russosullivan
  • 4. London | 20–24 Feb, 2012 | #seslondonUnderstand• Understand what the data means• How do parts of the site relate to each other• What works, what doesn’t and what we could get rid of• Mapping the old to the new Russell O’Sullivan – Digital Marketing Manager at Healthspan UK’s number one direct supplier of vitamins and supplements. @russosullivan
  • 5. London | 20–24 Feb, 2012 | #seslondonPreserve• Preserve the URL structure• Inbound links – keep the juice alive• Talk to search engines with 301 redirects• Site maps and Google Webmaster Tools (GWT) Russell O’Sullivan – Digital Marketing Manager at Healthspan UK’s number one direct supplier of vitamins and supplements. @russosullivan
  • 6. London | 20–24 Feb, 2012 | #seslondonIts alive• Monitor the metrics from your baseline• Test old URLs methodically• Get your SEO agency to run crawls of the site for errors• Watch the rankings fluctuate• Most compliant site in the industry, retained market position and rankings Russell O’Sullivan – Digital Marketing Manager at Healthspan UK’s number one direct supplier of vitamins and supplements. @russosullivan
  • 7. London | 20–24 Feb, 2012 | #seslondonSummary• Audit, benchmark and understand• Preserve the original structure as much as possible• Update backlinks and introduce 301 redirects• Submit new site map and monitor• Work with your SEO agency from day one Russell O’Sullivan – Digital Marketing Manager at Healthspan UK’s number one direct supplier of vitamins and supplements. @russosullivan