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#SMX | @jammer_volts
technical SEO and
site migration
#SMX | @jammer_volts
SEOs have a unique and critical
vantage point during migration
#SMX | @jammer_volts
Organic traffic
is a reflection
of overall site
health
#SMX | @jammer_volts
Know your types of migration
● http >> https
● new servers
● URL change
#SMX | @jammer_volts
Changing domains and URL structure?
Doing a migration and redesign?
Execute one at a time to isolate ...
#SMX | @jammer_volts
Pre-Migration
#SMX | @jammer_volts
How will you measure
successful?
Define your KPIs
#SMX | @jammer_volts
Create a go-live
checklist.
Know your people
and timings.
#SMX | @jammer_volts
Set a clear go/no-go
checklist and plan.
#SMX | @jammer_volts
Identify low risk content and
time frame for migration.
#SMX | @jammer_volts
Conduct a content
inventory.
#SMX | @jammer_volts
Crawl existing site and
compare it to your inventory
#SMX | @jammer_volts
Clean up (as best you can)
#SMX | @jammer_volts
Crawl new site and
compare it to your
inventory.
#SMX | @jammer_volts
Map redirects
#SMX | @jammer_volts
Take an analytics inventory.
#SMX | @jammer_volts
Create a new view with the same analytics
Tracking ID using a view-level hostname filter
#SMX | @jammer_volts
Establish a performance
baseline
#SMX | @jammer_volts
Try to break it.
#SMX | @jammer_volts
Crawl production, crawl
staging, compare, repeat.
#SMX | @jammer_volts
If your staging ground is
public facing, a robots.txt
disallow isn’t going to
prevent crawling.
#SMX | @jammer_volts
If you’re launching a new
code base, test using URL
Inspector and Mobile-
Friendly Test
#SMX | @jammer_volts
@ go live
#SMX | @jammer_volts
Verify domain and set
preferences for the new
site with Google Search
Console and Bing
Webmaster Tools
#SMX | @jammer_volts
Check your X-Robots HTTP
Responses
#SMX | @jammer_volts
Test your robots.txt
#SMX | @jammer_volts
Check the domain name
used in your host elements
#SMX | @jammer_volts
Check server logs
#SMX | @jammer_volts
Flush your CDN
#SMX | @jammer_volts
Post-Migration
#SMX | @jammer_volts
Submit sitemaps
#SMX | @jammer_volts
Defend
redirects as
if they were
your legacy.
Yes, we
still need
those.
#SMX | @jammer_volts
Most importantly
#SMX | @jammer_volts
@jammer_volts
/in/jamie-alberico
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Tech SEO + Site Migrations - SMX Munich

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It's dangerous to migrate alone-- take this.

Published in: Internet
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Tech SEO + Site Migrations - SMX Munich

  1. 1. #SMX | @jammer_volts technical SEO and site migration
  2. 2. #SMX | @jammer_volts SEOs have a unique and critical vantage point during migration
  3. 3. #SMX | @jammer_volts Organic traffic is a reflection of overall site health
  4. 4. #SMX | @jammer_volts Know your types of migration ● http >> https ● new servers ● URL change
  5. 5. #SMX | @jammer_volts Changing domains and URL structure? Doing a migration and redesign? Execute one at a time to isolate issues.
  6. 6. #SMX | @jammer_volts Pre-Migration
  7. 7. #SMX | @jammer_volts How will you measure successful? Define your KPIs
  8. 8. #SMX | @jammer_volts Create a go-live checklist. Know your people and timings.
  9. 9. #SMX | @jammer_volts Set a clear go/no-go checklist and plan.
  10. 10. #SMX | @jammer_volts Identify low risk content and time frame for migration.
  11. 11. #SMX | @jammer_volts Conduct a content inventory.
  12. 12. #SMX | @jammer_volts Crawl existing site and compare it to your inventory
  13. 13. #SMX | @jammer_volts Clean up (as best you can)
  14. 14. #SMX | @jammer_volts Crawl new site and compare it to your inventory.
  15. 15. #SMX | @jammer_volts Map redirects
  16. 16. #SMX | @jammer_volts Take an analytics inventory.
  17. 17. #SMX | @jammer_volts Create a new view with the same analytics Tracking ID using a view-level hostname filter
  18. 18. #SMX | @jammer_volts Establish a performance baseline
  19. 19. #SMX | @jammer_volts Try to break it.
  20. 20. #SMX | @jammer_volts Crawl production, crawl staging, compare, repeat.
  21. 21. #SMX | @jammer_volts If your staging ground is public facing, a robots.txt disallow isn’t going to prevent crawling.
  22. 22. #SMX | @jammer_volts If you’re launching a new code base, test using URL Inspector and Mobile- Friendly Test
  23. 23. #SMX | @jammer_volts @ go live
  24. 24. #SMX | @jammer_volts Verify domain and set preferences for the new site with Google Search Console and Bing Webmaster Tools
  25. 25. #SMX | @jammer_volts Check your X-Robots HTTP Responses
  26. 26. #SMX | @jammer_volts Test your robots.txt
  27. 27. #SMX | @jammer_volts Check the domain name used in your host elements
  28. 28. #SMX | @jammer_volts Check server logs
  29. 29. #SMX | @jammer_volts Flush your CDN
  30. 30. #SMX | @jammer_volts Post-Migration
  31. 31. #SMX | @jammer_volts Submit sitemaps
  32. 32. #SMX | @jammer_volts Defend redirects as if they were your legacy. Yes, we still need those.
  33. 33. #SMX | @jammer_volts Most importantly
  34. 34. #SMX | @jammer_volts @jammer_volts /in/jamie-alberico

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