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7 STEPS TO A SUCCESSFUL
ENTERPRISE SITE TRANSITION
A BrightEdge Webinar
OVERVIEW
2
• 7 Steps to a Successful Site Transition
1. Take Aim!
2. Know your Baseline
3. Know your URLs  Keep the Good,...
3
FIRST THINGS!
1. A realistic plan is the most important
component!
2. Mistakes in Redirect logic can cost
millions!
3. U...
4
READY. AIM…
PHASE 1: SET OBJECTIVES
5
ONE VISION
1. Agree on the target
1. Countries?
2. Languages?
2. The Three BIG Questions
- How much time?
- How much mon...
6
WHERE ARE YOU?
PHASE 2: KNOW YOUR BASELINE
7
ON YOUR MARK…
• Know what success looks like – see the
finish line
• Plan for it: a new site sees a short-term
drop in o...
BASELINE REPORT
Create your project tracking to monitor,
manage, and assess performance
• Leverage the platform to establi...
WHAT DO YOU NEED TO KNOW
Reports should contain:
• Organic traffic
• Keyword rankings
• Crawl levels (found in Google Sear...
10
KEEP THE PLAYS THAT
WORK
PHASE 3: URL REDIRECT MAPPING
11
KEEP YOUR PRODUCERS
PRODUCING
REDIRECT VALUABLE URLS
Two Parts:
1. Keep the pages that produce —
ID High Value Pages (H...
BEST PRACTICES FOR SEO-FRIENDLY URLS
• On international & multi-lingual sites, use sub-
directories instead of sub-domains...
13
AUDIT+PLANNING=SUCCE
SS
YES, IT’S PHASE 4
Not that kind of audit.
14
WHAT HAVE I GOT?
1. Crawl the site, inventory the site, check
out backlinks, know what works and
what doesn’t
2. Are my...
15
GET TO WORK
Don’t forget the easy stuff:
• Page Titles & H1s
• Crawlable HTML copy and links (content
should not render...
16
THINK ABOUT THIS
STUFF
• HREF LANG tags for international sites
• XML Sitemaps for each language & country
• “Master Ke...
17
FLIP THE SWITCH
PHASE 5: TRANSITION TIME
18
HOUSTON, WE’RE (ALMOST)
READY FOR LIFT-OFF
LAUNCH CHECKLIST
1. Prepare robots.txt file
2. Test crawler access
3. Prepar...
It’s Alive!
19
WHEN YOUR NEW SITE GOES
LIVE
Immediately start testing. Here’s what to do:
• Manual checks
• Monitor crawl ...
20
WE’RE ALMOST THERE
PHASE 6: POST-LAUNCH REVIEW
21
IT’S ALL IN THE
PERFORMANCE
Ensure success:
• Measure impact the new site on all
aspects of your business
• Monitor tra...
22
TRACK AND MAINTAIN
PHASE 7: POST-LAUNCH SUPPORT
Now it get’s
easy, right?
23
NOW THAT’S DONE
At this point, return to normal operations of
ongoing support (yeah right!)
• Continue to track site pe...
24
25
Hey, that wasn’t so hard…
Steve Krull
CEO – Be Found Online
773.904.1182
steve@befoundonline.com
@SteveKrull
www.linked...
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7 Steps to a Successful Enterprise Site Transition

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If you are preparing to undergo an international website migration, follow these 7 steps to ensure a seamless transition.

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7 Steps to a Successful Enterprise Site Transition

  1. 1. 7 STEPS TO A SUCCESSFUL ENTERPRISE SITE TRANSITION A BrightEdge Webinar
  2. 2. OVERVIEW 2 • 7 Steps to a Successful Site Transition 1. Take Aim! 2. Know your Baseline 3. Know your URLs  Keep the Good, Dump the Bad 4. Pre-Work Makes the Dream Work 5. Making the Transition 6. Factors to Post-Launch Success - Measure - Monitor - What’s the new Baseline? 7. Track performance (and maintenance): Ongoing! • Questions? Are we there yet?
  3. 3. 3 FIRST THINGS! 1. A realistic plan is the most important component! 2. Mistakes in Redirect logic can cost millions! 3. Understanding the Old Site is just and important as launching the New Site 4. Know who owns Analytics for each region 5. Get your tags straight from the beginning (sounds 101 I know)
  4. 4. 4 READY. AIM… PHASE 1: SET OBJECTIVES
  5. 5. 5 ONE VISION 1. Agree on the target 1. Countries? 2. Languages? 2. The Three BIG Questions - How much time? - How much money? - Who will be involved? 3. Create a detailed map of every foot of the process 4. Communicate and confirm! 5. Put it in writing
  6. 6. 6 WHERE ARE YOU? PHASE 2: KNOW YOUR BASELINE
  7. 7. 7 ON YOUR MARK… • Know what success looks like – see the finish line • Plan for it: a new site sees a short-term drop in organic search performance • Don’t worry, it’s completely normal • When done well, a transition creates greater site performance • To understand performance and success of the new site, create a pre-transition baseline report Get Set…
  8. 8. BASELINE REPORT Create your project tracking to monitor, manage, and assess performance • Leverage the platform to establish baselines and dashboards! • Create a report before the site launch to ensure accurate data • If possible, include 12+ months of prior organic search data to account for naturally occurring ups and downs 8
  9. 9. WHAT DO YOU NEED TO KNOW Reports should contain: • Organic traffic • Keyword rankings • Crawl levels (found in Google Search Console) • Indexation levels (do a “site:” search) For sites that do online sales or lead gen, include these results for Organic search: • Revenue • Number of transactions • Conversion rate of search to sales (%) • How many leads/e-mail addresses collected • Total number of downloads 9
  10. 10. 10 KEEP THE PLAYS THAT WORK PHASE 3: URL REDIRECT MAPPING
  11. 11. 11 KEEP YOUR PRODUCERS PRODUCING REDIRECT VALUABLE URLS Two Parts: 1. Keep the pages that produce — ID High Value Pages (HVPs) and retain them where possible 2. Redirect Mapping — One to one, one to many…doesn’t matter – create the map to preserve equity
  12. 12. BEST PRACTICES FOR SEO-FRIENDLY URLS • On international & multi-lingual sites, use sub- directories instead of sub-domains. This increases the value of links at the domain level • Keep URLs short and friendly • Directory and Page Names should be search and keyword-friendly • Avoid dynamic parameters and characters (if possible). Otherwise make sure canonicals are implemented. 12
  13. 13. 13 AUDIT+PLANNING=SUCCE SS YES, IT’S PHASE 4 Not that kind of audit.
  14. 14. 14 WHAT HAVE I GOT? 1. Crawl the site, inventory the site, check out backlinks, know what works and what doesn’t 2. Are my HVPs also my most important content? The 80/20 HVP rule 3. Talk to stakeholders about important ‘in country” pages 4. Develop prioritized approach to evaluate & tag the new site
  15. 15. 15 GET TO WORK Don’t forget the easy stuff: • Page Titles & H1s • Crawlable HTML copy and links (content should not render as JavaScript or Flash) • Images with friendly names & ALT tags • Pages with multipage results should include pagination tags • Schema.org markup (where applicable) • Create formulaic meta data recommendations • Create a user-friendly 404/Error Page
  16. 16. 16 THINK ABOUT THIS STUFF • HREF LANG tags for international sites • XML Sitemaps for each language & country • “Master Keyword List” including localizations. • Build master translation tables • Build groups for each country/language • Create keyword to HVP relationships so you can track in BE when the time comes • Establish webmaster accounts in country and early
  17. 17. 17 FLIP THE SWITCH PHASE 5: TRANSITION TIME
  18. 18. 18 HOUSTON, WE’RE (ALMOST) READY FOR LIFT-OFF LAUNCH CHECKLIST 1. Prepare robots.txt file 2. Test crawler access 3. Prepare XML sitemap(s) 4. Identify/Correct broken links 5. Check 301 redirects 6. Crawl key meta tags 1. Language 2. Canonical
  19. 19. It’s Alive! 19 WHEN YOUR NEW SITE GOES LIVE Immediately start testing. Here’s what to do: • Manual checks • Monitor crawl errors • Check error page delivers a 404 code • Check all templates to validate changes were implemented (do this before launch too) • Confirm the updated XML sitemap(s) is/are in place • Make sure you’re found! • Upload new XML sitemap(s) to Google Search Console & Bing Webmaster Tools
  20. 20. 20 WE’RE ALMOST THERE PHASE 6: POST-LAUNCH REVIEW
  21. 21. 21 IT’S ALL IN THE PERFORMANCE Ensure success: • Measure impact the new site on all aspects of your business • Monitor traffic closely • Create new baseline reports to track progress • Weekly updates to baselines for 90 days or more What to watch for: A post-launch drop in traffic/rankings could last 3-6 months Even the best site transitions will see some drops in performance To help buffer this temporary loss in traffic, consider spending more on paid search
  22. 22. 22 TRACK AND MAINTAIN PHASE 7: POST-LAUNCH SUPPORT Now it get’s easy, right?
  23. 23. 23 NOW THAT’S DONE At this point, return to normal operations of ongoing support (yeah right!) • Continue to track site performance • Find and address common problems • Fix and maintain! Hey, that wasn’t so hard…
  24. 24. 24
  25. 25. 25 Hey, that wasn’t so hard… Steve Krull CEO – Be Found Online 773.904.1182 steve@befoundonline.com @SteveKrull www.linkedin.com/in/stevekrull THANKS

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