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@FayeWatt seeker.digital/website-migrations
An SEO’s Guide to Website
Migrations
@FayeWatt / Seeker Digital
@FayeWatt seeker.digital/website-migrations
Who am I?
•SEO Manager
•Seeker Digital
•@FayeWatt
•BristolSEO
@FayeWatt seeker.digital/website-migrations
Types of migrations How to redirect a domain Migration planning
Setting up a local server Migration checklist Migration timeline
What is a website migration?
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
“A website migration is a process to describe
significant changes to your website's
domain, platform, structure, content or
design.”
@FayeWatt seeker.digital/website-migrations
Types of website
migrations
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
seekerdigital.com seeker.digital
Domain name change
@FayeWatt seeker.digital/website-migrations
Merging multiple domains
domainone.com
domaintwo.com
domainthree.com
domainfour.com
@FayeWatt seeker.digital/website-migrations
Platform migration
@FayeWatt seeker.digital/website-migrations
New design
@FayeWatt seeker.digital/website-migrations
http to https
@FayeWatt seeker.digital/website-migrations
Or a combination!
@FayeWatt seeker.digital/website-migrations
Migration Type Difficulty
HTTP to HTTPS Low
Domain Low
URL Structure Moderate
Design Moderate
CMS High
Server Low
Multiple Domains Moderate to High
@FayeWatt seeker.digital/website-migrations
How to redirect a domain
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
fayewatt.co.uk fayewatt.com
Domain forwarding
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Not all that easy
@FayeWatt seeker.digital/website-migrations
Why migrations go wrong
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Lack of planning/strategy
@FayeWatt seeker.digital/website-migrations
Lack of time and/or budget
@FayeWatt seeker.digital/website-migrations
No SEO consultation
@FayeWatt seeker.digital/website-migrations
Slow to fix issues post
migration
@FayeWatt seeker.digital/website-migrations
Launch date during peak
traffic period
@FayeWatt seeker.digital/website-migrations
What are the consequences?
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Removed High Traffic
Product Pages
@FayeWatt seeker.digital/website-migrations
example.com/category-name/product-name
example.com/product/category-name/product-nam
e
Completely New URL restructure
@FayeWatt seeker.digital/website-migrations
No Redirects setup
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
What were the consequences?
@FayeWatt seeker.digital/website-migrations
Loss of search visibility
@FayeWatt seeker.digital/website-migrations
Loss of traffic
@FayeWatt seeker.digital/website-migrations
Increased bounce rate
@FayeWatt seeker.digital/website-migrations
Loss of conversions
@FayeWatt seeker.digital/website-migrations
Loss of links
@FayeWatt seeker.digital/website-migrations
Increased page load time
@FayeWatt seeker.digital/website-migrations
��
How to avoid a migration
disaster?
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
6 Stages
@FayeWatt seeker.digital/website-migrations
1. Planning
@FayeWatt seeker.digital/website-migrations
Planning: Don’t Rush
@FayeWatt seeker.digital/website-migrations
Planning: Migration Type
Domain, CMS, HTTP, Design
@FayeWatt seeker.digital/website-migrations
Planning: Tasks
Create a list of all the tasks based
on the migration type
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Planning: Timeline
Create a timeline for each task with
expected delivery dates
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Planning: Launch Date
During a quiet period i.e. not Q4 for
ecommerce!
@FayeWatt seeker.digital/website-migrations
Planning: Testing
Allocate time for testing pre-launch
@FayeWatt seeker.digital/website-migrations
Planning: Solutions
Allow time for fixing any issues found
pre-migration
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Planning: Post-migration
Be prepared for post-migration issues
Planning phase 2: Content
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Planning: Define Pages
Define which pages will be on your new
website
@FayeWatt seeker.digital/website-migrations
1st: Produce a List of All URLs
Curate a list of URLs using ScreamingFrog,
Ahrefs, Google Search Console, and Google
Analytics
@FayeWatt seeker.digital/website-migrations
Crawled
URLs
ScreamingFrog
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Linked URLs
Ahrefs
@FayeWatt seeker.digital/website-migrations
URLs Google
has Identified
Google Search
Console
@FayeWatt seeker.digital/website-migrations
Traffic URLs
Google
Analytics
@FayeWatt seeker.digital/website-migrations
Planning: Content Audit
Identify high traffic & high value pages
to keep
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
ScreamingFrog
Connect Google
Analytics API
@FayeWatt seeker.digital/website-migrations
ScreamingFrog
Connect Ahrefs
API
@FayeWatt seeker.digital/website-migrations
ScreamingFrog
List Mode
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Planning: List of URLs
Produce a list of all the URLs you want
to keep
@FayeWatt seeker.digital/website-migrations
Planning: URL Structure
Plan the URL structure
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Planning: Redirect Mapping
Map the old URLs to the new URLs
& create rules
@FayeWatt seeker.digital/website-migrations
2. Data collection
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Pre-Migration: Collect as
much data as possible
@FayeWatt seeker.digital/website-migrations
Data Collection:
Website Crawl
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Page titles and
descriptions
Page headings Body content
Canonicals Robots directives Structured data
Images
Internal linking structure
External linking structure Site architecture map HTML
@FayeWatt seeker.digital/website-migrations
Data Collection:
Sitemap
@FayeWatt seeker.digital/website-migrations
Data Collection:
Benchmark Performance
Benchmark the legacy website’s
performance for comparison
@FayeWatt seeker.digital/website-migrations
Benchmark:
Index Status
@FayeWatt seeker.digital/website-migrations
Benchmark:
Site Performance
@FayeWatt seeker.digital/website-migrations
Benchmark:
Site Audit Issues
@FayeWatt seeker.digital/website-migrations
Benchmark:
Keyword rankings
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Benchmark:
Website Analytics
@FayeWatt seeker.digital/website-migrations
Benchmark:
Backlink Profile
@FayeWatt seeker.digital/website-migrations
Benchmark:
HTML, CSS,
JavaScript &
Media Files
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
3. Staging environment
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Staging Environment
Set up a staging environment
e.g. staging.fayewatt.com
@FayeWatt seeker.digital/website-migrations
HTTP Authentication
Stop search engines and users from
accessing your staging environment with
HTTP authentication
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Pre-Launch: Crawl
Crawl the staging environment and compare to the
old website, looking for any missing, incorrect, or
broken data
@FayeWatt seeker.digital/website-migrations
Page titles and
descriptions
Page headings Body content
Canonicals Robots directives Structured data
Images
Internal linking structure
External linking structure Site architecture map HTML
Common issues
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Pre-Launch: Missing Content
Review new website structure and check for
any missing pages or sections of content
@FayeWatt seeker.digital/website-migrations
Pre-Launch: Missing URLs
Does the number of pages match the old
website?
@FayeWatt seeker.digital/website-migrations
Pre-Launch: Internal Links
Update internal links to the new URL to
avoid internal redirects
@FayeWatt seeker.digital/website-migrations
Pre-Launch: Canoncials
Update canonical links to the new URL
@FayeWatt seeker.digital/website-migrations
Custom 404 Page
Design a custom 404 page
@FayeWatt seeker.digital/website-migrations
Pre-Launch: Sitemap
Create an updated sitemap
@FayeWatt seeker.digital/website-migrations
Pre-Launch: Site Audit
Set up your staging environment on your
SEO audit tool & identify any crawl errors
@FayeWatt seeker.digital/website-migrations
Redirects
Check old URLs 301 redirect to the
new URL
@FayeWatt seeker.digital/website-migrations
Redirects
Avoid using 302 or JavaScript
redirects
@FayeWatt seeker.digital/website-migrations
Redirects
Avoid redirect chains
@FayeWatt seeker.digital/website-migrations
A B C
@FayeWatt seeker.digital/website-migrations
Redirects
Don’t forget any legacy redirects!
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Testing
Continually monitor and retest the site for
new issues once any changes have been
made – no matter how small!
@FayeWatt seeker.digital/website-migrations
Pre-Launch: One final crawl…
Run a final crawl of the old website
the day before the new site goes live
@FayeWatt seeker.digital/website-migrations
Keep control of your old
domain!!
4. Launch day
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Launch Day: Search Console
Check Google Search Console is
correctly set up
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Launch Day: Google Analytics
Check Google Analytics is set up correctly
and recording sessions
@FayeWatt seeker.digital/website-migrations
Launch Day: Robots.txt
Double check your
robots.txt file and make
sure search engines can
crawl your site!
@FayeWatt seeker.digital/website-migrations
Don’t want to see
this
@FayeWatt seeker.digital/website-migrations
Launch Day: Index
Look for any noindex
directives
@FayeWatt seeker.digital/website-migrations
Launch Day: Redirects
Check your legacy URLs are correctly 301
redirecting
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Launch Day: Crawl
Crawl the new site and compare to the old
website, looking for any missing, incorrect, or
broken data
@FayeWatt seeker.digital/website-migrations
Launch Day: Missing Content
Check for any missing content or sections
of content
@FayeWatt seeker.digital/website-migrations
Launch Day: Page Speed
Perform a page speed test across your most
important page types
@FayeWatt seeker.digital/website-migrations
Launch Day: Sitemap
Add or update your sitemap in
Google Search Console
5. Post Launch
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Post-Launch: Backlinks
Reach out to your most valuable links
@FayeWatt seeker.digital/website-migrations
Post Launch:
Technical SEO Audit
@FayeWatt seeker.digital/website-migrations
6. Monitor and review
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Monitor and Review
Number of indexed
pages
@FayeWatt seeker.digital/website-migrations
Monitor and Review
Check old URLs are
being removed and
replaced by new
URLs
@FayeWatt seeker.digital/website-migrations
Monitor and Review
Review your backlink profile and identify
any lost links
@FayeWatt seeker.digital/website-migrations
Monitor and Review
Monitor organic traffic and keyword
rankings
@FayeWatt seeker.digital/website-migrations
Monitor and Review
Check crawl stats in Search Console
@FayeWatt seeker.digital/website-migrations
Monitor and Review
Continually monitor and fix any crawl
errors
@FayeWatt seeker.digital/website-migrations
Once again…
Keep control of your old domain(s)
@FayeWatt seeker.digital/website-migrations
Don’t Forget...
SSL
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
@FayeWatt seeker.digital/website-migrations
Thanks for Listening!
@FayeWatt
seeker.digital/website-migrations

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An SEO's Guide to Website Migrations | Faye Watt | BrightonSEO's Advanced Technical SEO Summit July 2020