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6 site migration fails and how to avoid them - BrightonSEO September 2018 - James Brown

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A failed site migration can include a loss in traffic, a drop in rankings in search results and a lower engagement on your site. Find out how to avoid the mistakes that lead to a failed site migration with James Brown, SEO Strategist at Oban International

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6 site migration fails and how to avoid them - BrightonSEO September 2018 - James Brown

  1. 1. James Brown @ObanIntl OBAN INTERNATIONAL Six site migration fails and how to avoid them https://www.slideshare.net/OBAN-IDForum
  2. 2. obaninternational.com2 Today is not about…
  3. 3. obaninternational.com3 Today is not about…
  4. 4. obaninternational.com4 How to avoid failure
  5. 5. Failure comes in many forms 5
  6. 6. obaninternational.com6 What is failure? Traffic has gone 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 20000 Organic Visits
  7. 7. obaninternational.com7 What is failure? The site has lost rankings
  8. 8. obaninternational.com8 What is failure? Engagement is down
  9. 9. obaninternational.com9 What is failure? The site is a technical mess
  10. 10. obaninternational.com10 What is failure? There is no trust
  11. 11. obaninternational.com11 What is failure? There is no process
  12. 12. obaninternational.com12
  13. 13. 1. Traffic 13
  14. 14. obaninternational.com14 Traffic should look like this
  15. 15. obaninternational.com15 Instead it looks like this
  16. 16. obaninternational.com16 Have you considered this?
  17. 17. Consider misattribution 17
  18. 18. obaninternational.com18 Think all channels What’s the bigger picture?
  19. 19. obaninternational.com19
  20. 20. obaninternational.com20 GTM Check the set up
  21. 21. obaninternational.com21 GDPR & Bots Check your filters every time
  22. 22. obaninternational.com22 Check the setup
  23. 23. 2. Rankings 23
  24. 24. Rankings are great… 24
  25. 25. obaninternational.com25 Fair and helpful
  26. 26. obaninternational.com26 THE WHOLE PICTURE
  27. 27. obaninternational.com27 Rank drops, trust issue
  28. 28. obaninternational.com28 Lost ranks, site issue
  29. 29. obaninternational.com29 Check your server logs Is Google hitting your content?
  30. 30. obaninternational.com30 Check your server logs Crawl budget is limited
  31. 31. obaninternational.com31 Check your server logs Is content prioritised?
  32. 32. obaninternational.com32 Update any/all links •Robots.txt •Sitemaps •Internal links (absolute vs relative) •Canonicals •Hreflang tags •Off site signals owned/earned •Meta robots
  33. 33. obaninternational.com33 Ensure your site’s stability Engage in stress testing
  34. 34. obaninternational.com34 Ensure your site’s stability Always good to know for big events
  35. 35. 3. User Engagement 35
  36. 36. obaninternational.com36 Congratulations, you survived drops…
  37. 37. obaninternational.com37 …but people no longer like your site
  38. 38. obaninternational.com38
  39. 39. obaninternational.com39 UX before migrations…
  40. 40. obaninternational.com40 UX after migrations…
  41. 41. obaninternational.com41 Understand slight changes
  42. 42. obaninternational.com42 Choose your test Heat-maps Screen recordings Interviews Expert reviews Heuristics Analytics Cultural research Colour review & accessibility Linguistic review A/B & MV testing
  43. 43. obaninternational.com43 A/B & MV testing Trial out changes before migration 2 1
  44. 44. obaninternational.com44 A/B & MV testing +5%Total purchases
  45. 45. 4. Technology 45
  46. 46. obaninternational.com46 Your whole site is changing
  47. 47. obaninternational.com47 Ensure your site’s stability Always good to know for big events
  48. 48. obaninternational.com48 Google’s opinion
  49. 49. obaninternational.com49 301’s can be an issue “Additional HTTP redirects can [incur] hundreds of milliseconds of extra latency on 4G networks.”
  50. 50. obaninternational.com50 Google on redirects Don’t
  51. 51. obaninternational.com51 Reconsider relative URLs http://www.seo.com http://seo.com http://www.seo.com/ http://seo.com/ https://www.seo.com https://seo.com https://www.seo.com/ https://seo.com/
  52. 52. obaninternational.com52 Status code for rel URL 200
  53. 53. obaninternational.com53 Automated tasks
  54. 54. obaninternational.com54 Manual tasks (or curation)
  55. 55. obaninternational.com55 Manual vs automation •Internal links •Site files •Compression •Localisation
  56. 56. obaninternational.com56 Development resource https://www.donaldjtrump.com/robots.txt
  57. 57. 5. Truth, Authority & Relevance 57
  58. 58. obaninternational.com58 Development resource
  59. 59. obaninternational.com59 You’ll lose all three
  60. 60. obaninternational.com60 Have a clear structure Planning process Full technical audit (new site) URL mapping Link review and clean-up Optimisation checks Pre live testing Pre live benchmark Go live process Post live monitoring
  61. 61. obaninternational.com61 Fix crawl issues
  62. 62. obaninternational.com62 Start sending good signals
  63. 63. obaninternational.com63 Clean up internal links
  64. 64. obaninternational.com64 Clean up external links
  65. 65. obaninternational.com65 Forecast problem areas Broken links Duplicate content Chained redirects Broken tracking Wrong canonicals JavaScript redirects Broken hreflang Lost referrals Slow page load speed Bad UX Loss of content Losing access to search console Limited crawl budget Wrong status code Devs going YOLO (kids still say it)
  66. 66. 6. Process 66
  67. 67. obaninternational.com67 Be like Batman
  68. 68. obaninternational.com68 You’re not Batman
  69. 69. obaninternational.com69 Don’t take on too many projects
  70. 70. obaninternational.com70 Benchmark everything before
  71. 71. obaninternational.com71 Optimise before to mitigate loss
  72. 72. obaninternational.com72 Backup your site… JIC
  73. 73. obaninternational.com73 Good luck!
  74. 74. Thank you! 74
  75. 75. 75 ONE SIZE WHY INTERNATIONAL MARKETING FOR FASHION BRANDS DEMANDS A TAILORED APPROACH DOESN’T FIT ALL FRIDAY 05 OCT 2018

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