SES London 2012 - Lee Odden - SEO Site Migration

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Talk by Lee Odden at SES Conference & Expo in London, February 2012, on SEO Site Migration

Talk by Lee Odden at SES Conference & Expo in London, February 2012, on SEO Site Migration

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  • 1. London | 20–24 Feb, 2012 | #seslondon Photo Credit: picsonlyforu @LeeOddenTopRankMarketing.com TopRankBlog.com @leeodden
  • 2. London | 20–24 Feb, 2012 | #seslondon @LeeOdden lee@toprankmarketing.com gplus.to/leeoddenOptimizeBook.com TopRankMarketing.com April 2012 (Wiley) TopRankBlog.com @leeodden
  • 3. London | 20–24 Feb, 2012 | #seslondon SEO Site Migration for:• $100bn U.S. Co: Consolidated 25 sites, CMS• UK PR Industry Co: Consolidation, Design, CMS• U.S. / UK Sites: Int’l Consolidation, Design, CMS• Site w/ 500k+ Pages: Consolidation, Backend @leeodden
  • 4. London | 20–24 Feb, 2012 | #seslondonEnough About Me, What About You? Have you, are you, or are you planning to: • Change or consolidate domain names? • Re-design your website? • Change (add/remove) substantial amounts of content? • Implement a new website CMS? • Move your blog to WordPress? Great! Then you’ll want to avoid this… @leeodden
  • 5. London | 20–24 Feb, 2012 | #seslondon @leeodden
  • 6. London | 20–24 Feb, 2012 | #seslondon Say Hello to SEO Migration Hero There’s noneed to fear,I’ve got your301 redirects right here! @leeodden
  • 7. London | 20–24 Feb, 2012 | #seslondon A Failure to Plan is A Plan to Fail• Identify common situations and approach• Standard SEO migration example• Content Marketing focused SEO migration @leeodden
  • 8. London | 20–24 Feb, 2012 | #seslondon SEO Migration ConsiderationsTechnical Process People• CMS • Design • Designers• Redirects • Content • Developers• Links • Linking • Marketing• Maintain SEO • Benchmarks • PR & Others• Sitemaps • Monitoring • Webmaster• Custom 404 • Link Friends• Analytics • SEO• Webmaster Tools • Executives @leeodden
  • 9. London | 20–24 Feb, 2012 | #seslondon Acquire Another Business • One domain Big • Incorporate Product X into Big Corp Corp Bigger Corp CMS & Design &X • Redirect Product X pages to Big Product X BC Product X Corp site Acquisition • Redirect 1 to 1 as possible • Register Webmaster ToolsAbsorb the • Update HTML & XML sitemaps • Reclaim top linksacquired co. into • Ensure 404 & monitor broken linksBig Corp website • Maintain Product X SEO on newstructure pages @leeodden
  • 10. London | 20–24 Feb, 2012 | #seslondon Acquire Another Business • Update corporate stylebook • Communicate key URL changes toBigger Corp other departments &X • Inventory all external brand content & update where possible • Update key URLs in social profiles • Review analytics for top referring links & ensure continuity @leeodden
  • 11. London | 20–24 Feb, 2012 | #seslondon Businesses Consolidate • Multi-Corp MergerCorp 1 Corp 2 Corp 3 • Partnership • Products Combine • New Design/Brand • New Domain Combined Company • Product & Service Integration @leeodden
  • 12. London | 20–24 Feb, 2012 | #seslondonBusinesses Consolidate • Design new site with SEO Migration in mind (KW, CMS) • Crawl each site for assets & links • Map old pages to new on CC site • ID top converting content • ID most powerful external links • Update URLs in social profiles • Boost new link acquisition & PR for new domain!!! (ongoing) @leeodden
  • 13. London | 20–24 Feb, 2012 | #seslondon SEO Migration In Progress Old Gorkana• Acquisition Gorkana PR• Consolidation• New CMS Durrants New Gorkana• New Design Metrica @leeodden
  • 14. London | 20–24 Feb, 2012 | #seslondon Investigate• What are the best Benchmark: performing keywords? Visits• What are the best Time on site incoming links? Page views• Use the change as an Conversions opportunity to Bounce rate implement best practices SEO with new site @leeodden
  • 15. London | 20–24 Feb, 2012 | #seslondonEnsure New CMS SEO Features • Editable title tags, meta description, keywordsNew CMS • Separate title tag, on-page titles • Image alt text editing • URL editing • Embedded GA code • Auto-update XML sitemap • Authorship markup @leeodden
  • 16. London | 20–24 Feb, 2012 | #seslondon Migration Prep • Map content from each “old” site to new site contentNew Site • If none, assign to closest match • Maintain Old/New SEO integrity: Title tags Meta description tags Body copy Link anchor text Image alt text H1 tags • Implement SEO best practices with new content • Webmaster Tools “Change of Address” @leeodden
  • 17. London | 20–24 Feb, 2012 | #seslondon 301301 New Site New CMS Consideration: Maintain integrity of old 301 redirects @leeodden
  • 18. London | 20–24 Feb, 2012 | #seslondonEverybody’s Happy @leeodden
  • 19. London | 20–24 Feb, 2012 | #seslondon SEO Migration Issues to Watch For• Number of pages indexed drops• Site and search traffic drop• Lower ranking• Increase of 404 errors• Site not being indexed• Lower quantity or rate of conversions @leeodden
  • 20. London | 20–24 Feb, 2012 | #seslondon Ensure Continuity• Content• Links• For Customers• For Search Engines• For Link Partners• For Content Producers• For Marketing, PR, Employees, Customers, Prospects! @leeodden
  • 21. London | 20–24 Feb, 2012 | #seslondonSearch Engines Change • Digital Assets • Better Content • More Social & Social Integration @leeodden
  • 22. London | 20–24 Feb, 2012 | #seslondonCustomers & Information - Change @leeodden
  • 23. London | 20–24 Feb, 2012 | #seslondon Optimize Shift for CustomersAudience Discover Consume Share/ActOptimize Attract Engage Inspire Interests Content Share Needs Media Buy Pain Points Social Refer Search Device Social @leeodden
  • 24. London | 20–24 Feb, 2012 | #seslondon Standard SEO Model• Keywords Keyword Rich Title• Content Optimization• Tech SEO Optimized Content Really great• Links content. Also optimized!• Social Social Topics• Analytics @leeodden
  • 25. London | 20–24 Feb, 2012 | #seslondon Customer Optimization Model Awareness > Interest > Consideration > Purchase Research Keywords Content & Optimize Customer Topics Promotion Socialize Segments Message Plan PromotePreferences Search & Topics, SEO Social & SEOPain Points Social Data Calendar, Networking,Behaviors Sources Repurpose Link Building @leeodden
  • 26. London | 20–24 Feb, 2012 | #seslondon Consider the Effect of Migration on Buying Cycle Optimization Suzy Business Owner Buying Keywords Social Topics Content Type Cycle Low cost office What are alternative Awareness Blog Post cleaning cleaning services for SMBs? Suzy Business Interest Cleaning robots What are cleaning robots? Demo videos Owner Cleaning robot Who makes the best Product pages, Consideration reviews cleaning robots? comparisons ZRobot Cleaning Where can I get a good Purchase Store locator, Offers Robot model 99 deal on a ZRobot? Reduce maintenance on ZRobot Retention your ZRobot in 3 easy Video How To’s Customer Pain Points Maintenance steps.• Minimal Budget Connect with other small• Small office space business owners who want ZRobot Wellness• Cannot afford weekly cleaning crew Advocacy to keep employees healthy Facebook Group Summit• Wants to keep employees healthy and their office clean• Needs office to look nice for potential investors and clients @leeodden
  • 27. London | 20–24 Feb, 2012 | #seslondonMaintain Customer Experience Corp 1 Corp 2 Corp 3 • Awareness • Interest New • Consideration Site • Evaluation • Purchase • Advocacy @leeodden
  • 28. London | 20–24 Feb, 2012 | #seslondonNo SEO Migration is Perfect Expect potential search and link traffic fluctuations Broken links are inevitable – 404! Reclaim links – ongoing Amp up social PR & promotion @leeodden
  • 29. London | 20–24 Feb, 2012 | #seslondon @LeeOdden lee@toprankmarketing.com gplus.to/leeoddenOptimizeBook.com TopRankMarketing.com March 2012 (Wiley) TopRankBlog.com @leeodden