My presentation from Search London (http://www.meetup.com/search-london/) 1st Sept 2015, where I shared a methodology to start overhauling client content strategy when handling a site migration. Beyond just information architecture implications, it’s about setting up the site to address user needs whilst also satisfying search intent.
I've included voice over (VO) comments in boxes on most slides.
1. SEOs can do so much more: Site migrations present a great opportunity! Aim to maintain traffic but we can also work towards future proofing the site for content. Make your client visible AND valuable to users.
2. Beef up the research phase: Client, competitor and customer research done as part of a migration provides great insight, which, coupled with social listening, lays the foundations of a website content strategy.
3. Timing: Get involved at an early stage and allocate sufficient time for research AS WELL as getting best practice SEO in place for the migration. That said, the research can still be valuable even if the timing isn’t perfect.