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The Big SEO Migration - Learnings from a first time hiker
CURRENTLY
Global SEO Lead | Avon Global
PREVIOUSLY
SEO Executive | Avon UK
Emarketing Lead | Avon UK
Ecommerce Community Lead | Avon
UK
ALWAYS
Busy working Mum of Millie and
Oliver
Guinea pig owner + professional
napper
About Me
@Rene_L_Harris
Rene Harris
Rene.Harris@avon.com @Rene_L_Harris #brightonSEO
Direct Selling Business
Model
But focused on Ecommerce
30+ Ecommerce markets
The largest traffic channel
Avon x Ecommerce
‘’By 2040, around 95% of all purchases are expected to be via eCommerce”
Source: Nasdaq
@Rene_L_Harris #brightonSEO
SEO
2020 SEO:From Zero to Hero
@Rene_L_Harris #brightonSEO
@Rene_L_Harris #brightonSEO
JUST WHEN I HAD
MASTERED THE
BASICS
@Rene_L_Harris #brightonSEO
ALONG
COMES…
THE BIG
MIGRATION
@Rene_L_Harris #brightonSEO
@Rene_L_Harris #brightonSEO
BUT
WHY?
@Rene_L_Harris #brightonSEO
But what about the old site?
Heavy use of angular
JavaScript
Slow and unfixable site speed
Bespoke CMS with limitations
Crawling issues
Vintage
But we must learn from the past!
@Rene_L_Harris #brightonSEO
USE THESE LEARNING
TO BASE YOUR NEW
REQUIREMENTS
@Rene_L_Harris #brightonSEO
GET IN
EARLY
@Rene_L_Harris #brightonSEO
BUT DON’T
MAKE A FIGHT
@Rene_L_Harris #brightonSEO
It’s CRAWLABLE
It RENDERS
It can be INDEXED!
Don’t forget to
benchmark
Get the base in place
@Rene_L_Harris #brightonSEO
ALSO GRAB NEW
OPPORTUNITIES!
@Rene_L_Harris #brightonSEO
@Rene_L_Harris #brightonSEO
IN GENERAL,
THERE ARE
4 TYPES OF
MIGRATIONS
URL Structure
ONE TO ONE
ONE TO MANY
MANY TO
MANY
MANY TO ONE
You Are
Here
@Rene_L_Harris #brightonSEO
IN GENERAL,
THERE ARE
4 TYPES OF
MIGRATIONS
URL Structure
ONE TO ONE
ONE TO MANY
MANY TO
MANY
MANY TO ONE
Wish
You
Were
Here
GET
YOUR
IDEA IN
EARLY
@Rene_L_Harris #brightonSEO
@Rene_L_Harris #brightonSEO
THEY
LOVED IT!
Tracking and expectations
XML sitemaps
Search Console
Redirect joys
Schema
Content/link clean up
Mid migration check list / wish list!
@Rene_L_Harris #brightonSEO
@Rene_L_Harris #brightonSEO
YOU WILL BE SABOTAGED!
@Rene_L_Harris #brightonSEO
BUT KEEP GOING
Check EVERYTHING
Definitely check the redirects
Crawl crawl crawl
Don’t forget to tell Google you
have moved
Don’t forget to tell your
company you have moved
Finally…
@Rene_L_Harris #brightonSEO
@Rene_L_Harris #brightonSEO
THERE NEVER IS A FINALLY…
@Rene_L_Harris #brightonSEO
Shout about your
success!
..After the rankings dip
Measure
Keep optimising
Reflect review and
THANK
This really is the end (of the presentation)
@Rene_L_Harris #brightonSEO
Thank
you!
GLOBAL SEO LEAD
@Rene_L_Harris
Rene.Harris@avon.com

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The Big SEO Migration - Learnings from a first time hiker

Editor's Notes

  1. Get buy in
  2. Fancy javascript – faceted navigation – page speed – URL structure