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#movingurls at #searchlove by @aleyda from @orainti#movingurls at #searchlove by @aleyda from @orainti
Moving URLsImplemen...
#movingurls at #searchlove by @aleyda from @orainti#movingurls at #searchlove by @aleyda from @orainti
Structural Web chan...
#movingurls at #searchlove by @aleyda from @orainti
They give you an amazing
opportunity to clean, 

reorganize and improv...
#movingurls at #searchlove by @aleyda from @orainti
Like this
#movingurls at #searchlove by @aleyda from @orainti
#movingurls at #searchlove by @aleyda from @orainti
But frequently these
moves don’t take SEO
into consideration
#movingur...
#movingurls at #searchlove by @aleyda from @orainti
Which can have catastrophic results 

and urgent needs for SEO help
#m...
#movingurls at #searchlove by @aleyda from @orainti
No kidding
BEFORE AFTER
#movingurls at #searchlove by @aleyda from @or...
#movingurls at #searchlove by @aleyda from @orainti
Aleyda Solis
* International SEO Consultant & Founder at Orainti.
* Co...
#movingurls at #searchlove by @aleyda from @orainti#movingurls at #searchlove by @aleyda from @orainti
HTTPS migrations
Pr...
#movingurls at #searchlove by @aleyda from @orainti
Whatever the type of scenario, is critical to align general &
specific ...
#movingurls at #searchlove by @aleyda from @orainti
Category level
Site level
URL levelHTTPS migration
Website rebranding
...
#movingurls at #searchlove by @aleyda from @orainti
Revise these URLs configuration, optimisation & ranking
status to see w...
#movingurls at #searchlove by @aleyda from @orainti
To correctly update their configuration in order 

to achieve the relev...
#movingurls at #searchlove by @aleyda from @orainti
Old New
As well as to improve their current optimization status 

to m...
#movingurls at #searchlove by @aleyda from @orainti
Once defined, align and agree with the stakeholders to get
approval, re...
#movingurls at #searchlove by @aleyda from @orainti
Let’s go through each scenario

Change URL to
crawl, index and
rank in...
#movingurls at #searchlove by @aleyda from @orainti
Display different existing URLs in
Google’s SERPs without changing the...
#movingurls at #searchlove by @aleyda from @orainti
Sometimes the wrong country or language page of an
international Websi...
#movingurls at #searchlove by @aleyda from @orainti
These misaligned search results will have 

worse rankings, CTR and co...
#movingurls at #searchlove by @aleyda from @orainti
hreflang comes to the rescue allowing to specify each page
language and...
#movingurls at #searchlove by @aleyda from @orainti
All while keeping them all indexed, self-canonicalizing each
x.com/us/...
#movingurls at #searchlove by @aleyda from @orainti
How implementing
hreflang annotations
can cause issues then?
#movingurl...
#movingurls at #searchlove by @aleyda from @orainti
When canonicalizing all international pages to the initial or
main ver...
#movingurls at #searchlove by @aleyda from @orainti
Including non-canonical, non-indexable URLs 

versions in the hreflang ...
#movingurls at #searchlove by @aleyda from @orainti
As well as including URLs that are redirecting to others
#movingurls at #searchlove by @aleyda from @orainti
Adding hreflang annotations in non-supported 

formats with non-existin...
#movingurls at #searchlove by @aleyda from @orainti
All these will trigger hreflang errors in Google Search
Console and won...
#movingurls at #searchlove by @aleyda from @orainti
Here’s how
you can avoid
these issues…
#movingurls at #searchlove by @...
#movingurls at #searchlove by @aleyda from @orainti
Use the accepted ISO 639-1 values for languages and ISO
3166-1 for cou...
#movingurls at #searchlove by @aleyda from @orainti
Simplify hreflang implementation by avoiding to add it to
every single ...
#movingurls at #searchlove by @aleyda from @orainti
Add it only in those pages attracting rankings from non-
relevant coun...
#movingurls at #searchlove by @aleyda from @orainti
Include it via HTML for an easier management and use XML

sitemaps whe...
#movingurls at #searchlove by @aleyda from @orainti
When implementing hreflang via HTML, 

place them at the start of the h...
#movingurls at #searchlove by @aleyda from @orainti
If you need to implement them in XML sitemaps organize
them hierarchic...
#movingurls at #searchlove by @aleyda from @orainti
Validate hreflang implementation in a test environment
before launching...
#movingurls at #searchlove by @aleyda from @orainti
Monitor any remaining issues through the Search Console 

and prioriti...
#movingurls at #searchlove by @aleyda from @orainti
Rinse and repeat until there are no errors left
#movingurls at #searchlove by @aleyda from @orainti
You’ll start showing the relevant market pages in search
results with ...
#movingurls at #searchlove by @aleyda from @orainti
If you want to learn more about hreflang configuration, 

check out thes...
#movingurls at #searchlove by @aleyda from @orainti
The hreflang URL
move is now fixed,
let’s go a bit further…
#movingurls at #searchlove by @aleyda from @orainti
Display new URLs in Google’s SERPs,
without changing the indexing
conf...
#movingurls at #searchlove by @aleyda from @orainti
Having a fast mobile Website is one of the fundamental
aspects of user...
#movingurls at #searchlove by @aleyda from @orainti
This is our mobile Web speed reality though
#movingurls at #searchlove by @aleyda from @orainti
This is why Google launched AMP to facilitate the generation
of faster...
#movingurls at #searchlove by @aleyda from @orainti
AMP URLs should be generated parallelly and
canonicalised towards the ...
#movingurls at #searchlove by @aleyda from @orainti
Like Forbes does here

Canonical URL AMP URL
https://www.forbes.com/si...
#movingurls at #searchlove by @aleyda from @orainti
Making the AMP version much faster to load

Canonical URL AMP URL
http...
#movingurls at #searchlove by @aleyda from @orainti
Although not a ranking factor, Google made it a
requirement to be incl...
#movingurls at #searchlove by @aleyda from @orainti
It is also shown in mobile organic search results 

for any page with ...
#movingurls at #searchlove by @aleyda from @orainti
Which has made its usage to explode
https://www.semrush.com/sensor/
#movingurls at #searchlove by @aleyda from @orainti
Making some sites to see more organic visibility and traffic
with its A...
#movingurls at #searchlove by @aleyda from @orainti
How implementing AMP
can cause issues then?
#movingurls at #searchlove...
#movingurls at #searchlove by @aleyda from @orainti
Many sites have started to use it without assessing if it
would be rea...
#movingurls at #searchlove by @aleyda from @orainti
Your “own” URLs won’t be displayed in mobile search results
but the on...
#movingurls at #searchlove by @aleyda from @orainti
Although this has been announced that 

is going to be changed later t...
#movingurls at #searchlove by @aleyda from @orainti
An inconsistent UI will also likely have a negative 

impact on the si...
#movingurls at #searchlove by @aleyda from @orainti
As well as not detecting and redirecting 

non-mobile users to the ori...
#movingurls at #searchlove by @aleyda from @orainti
Implementation errors are common and won’t allow 

to show AMP URLs in...
#movingurls at #searchlove by @aleyda from @orainti
Which can end-up having these results
#movingurls at #searchlove by @aleyda from @orainti
Here’s how you
can avoid these
AMP issues…
#movingurls at #searchlove by @aleyda from @orainti
Beware that it has been announced that in the future you
will be able ...
#movingurls at #searchlove by @aleyda from @orainti
Verify then if it’s a relevant option based on your short 

and long-t...
#movingurls at #searchlove by @aleyda from @orainti
If it’s a matter of extra visibility, see what your competitors
or top...
#movingurls at #searchlove by @aleyda from @orainti
Check if your site functionalities can 

be implemented with AMP compo...
#movingurls at #searchlove by @aleyda from @orainti
Non-Canonical AMP
Canonical AMP
Keep this also in mind when choosing t...
#movingurls at #searchlove by @aleyda from @orainti
Complexity can be higher when selecting to 

use AMP along an independ...
#movingurls at #searchlove by @aleyda from @orainti
Whatever you choose, it’s critical to redirect visitors based
on their...
#movingurls at #searchlove by @aleyda from @orainti
Google also requires AMP URLs to include the same 

content than canon...
#movingurls at #searchlove by @aleyda from @orainti
The goal is to keep the UI, content and functionality
consistent when ...
#movingurls at #searchlove by @aleyda from @orainti
This includes also the implementation of 

hreflang annotations
https:/...
#movingurls at #searchlove by @aleyda from @orainti
Most of AMP errors will be caused by using tags, 

attributes and valu...
#movingurls at #searchlove by @aleyda from @orainti
Avoid them by sharing the required AMP markup as well as
the validatio...
#movingurls at #searchlove by @aleyda from @orainti
Opt-in for Google Analytics AMP Client ID API 

to correctly track AMP...
#movingurls at #searchlove by @aleyda from @orainti
Verify during development the AMP compliance of 

your top pages in re...
#movingurls at #searchlove by @aleyda from @orainti
Crawl the whole site before launching it, simulating the
mobile google...
#movingurls at #searchlove by @aleyda from @orainti
Prioritize to fix the critical issues before launching, 

to be able to...
#movingurls at #searchlove by @aleyda from @orainti
After launching look for any remaining errors 

in the new Google Sear...
#movingurls at #searchlove by @aleyda from @orainti
Select critical errors in the report and start 

checking & fixing thos...
#movingurls at #searchlove by @aleyda from @orainti
This is now made easier by the new search console, 

by checking the c...
#movingurls at #searchlove by @aleyda from @orainti
Rinse and repeat with the critical errors until there 

is none left a...
#movingurls at #searchlove by @aleyda from @orainti
You’ll see then a positive visibility trend while keeping your
engagem...
#movingurls at #searchlove by @aleyda from @orainti
Use rank trackers to monitor the AMP visibility for 

targeted queries...
#movingurls at #searchlove by @aleyda from @orainti
As well as keeping track of what you’re competitors 

are targeting wi...
#movingurls at #searchlove by @aleyda from @orainti
If at some point you want to disable AMP, eliminate the
amphtml tags a...
#movingurls at #searchlove by @aleyda from @orainti
If you want to learn more about AMP, check out my
presentation about t...
#movingurls at #searchlove by @aleyda from @orainti
The AMP moving issue
is now fixed, let’s go
even further…
#movingurls at #searchlove by @aleyda from @orainti
Change URL to crawl, index and rank 

in the same or different domain
...
#movingurls at #searchlove by @aleyda from @orainti
You might still need to move your site to HTTPS, which 

is now a must...
#movingurls at #searchlove by @aleyda from @orainti
Or you might need to to rebrand your overall 

business or certain pro...
#movingurls at #searchlove by @aleyda from @orainti
For these Web migrations, it’s critical to establish if it’s
only a ma...
#movingurls at #searchlove by @aleyda from @orainti
Or also requires a content change, for example 

when rebranding a bus...
#movingurls at #searchlove by @aleyda from @orainti
How Web migrations
can generate problems?
#movingurls at #searchlove b...
#movingurls at #searchlove by @aleyda from @orainti
When redirects from the old to the new URLs are temporary
302’s & the ...
#movingurls at #searchlove by @aleyda from @orainti
When the old URLs 301-redirect to non-indexed 

or error pages
#movingurls at #searchlove by @aleyda from @orainti
When URLs that had incoming external links are 

not redirected and ar...
#movingurls at #searchlove by @aleyda from @orainti
When the new pages are still linking 

to the old redirected URLs in H...
#movingurls at #searchlove by @aleyda from @orainti
When both, HTTP and HTTPS URLs are accessible, and
HTTP URLs are just ...
#movingurls at #searchlove by @aleyda from @orainti
Which can end-up causing this type of organic search
visibility and tr...
#movingurls at #searchlove by @aleyda from @orainti
Here’s how you can
avoid these Web
migrations issues…
#movingurls at #searchlove by @aleyda from @orainti
Since Google chooses canonical URLs based on a number
of signals it is...
#movingurls at #searchlove by @aleyda from @orainti
To avoid leaving anything out, crawl all the 

affected URLs and gathe...
#movingurls at #searchlove by @aleyda from @orainti
You can do this easily by integrating third-party 

data sources direc...
#movingurls at #searchlove by @aleyda from @orainti
This will also allow you to identify orphan pages, to avoid
missing an...
#movingurls at #searchlove by @aleyda from @orainti
Obtain the traffic and ranked queries for 

which these pages are ranki...
#movingurls at #searchlove by @aleyda from @orainti
So you can easily consolidate all the information of the 

top pages t...
#movingurls at #searchlove by @aleyda from @orainti
And be able to assess well if they should be kept or not, 

and where ...
#movingurls at #searchlove by @aleyda from @orainti
Establishing the patterns to keep or to improve in the new
pages vs. t...
#movingurls at #searchlove by @aleyda from @orainti
As well as defining pages that might need to be created to
keep certain...
#movingurls at #searchlove by @aleyda from @orainti
Implement this first in a private test environment, 

blocked to extern...
#movingurls at #searchlove by @aleyda from @orainti
List crawl the old URLs to check if the 301-redirects have
been set as...
#movingurls at #searchlove by @aleyda from @orainti
Do a full audit of the new Web destination in test to also
check if th...
#movingurls at #searchlove by @aleyda from @orainti
If it’s a new Web location, set it also with Analytics & Search
Consol...
#movingurls at #searchlove by @aleyda from @orainti
When doing an HTTPS switch make sure the certificate is
previously inst...
#movingurls at #searchlove by @aleyda from @orainti
After launching the migration to production check if the 301
redirects...
#movingurls at #searchlove by @aleyda from @orainti
Prioritise to fix those high-traffic pages with 301-redirects
going to w...
#movingurls at #searchlove by @aleyda from @orainti
Crawl the new web location and make sure the new pages 

are not only ...
#movingurls at #searchlove by @aleyda from @orainti
Look for URLs in the new location that might be blocked,
non-indexed o...
#movingurls at #searchlove by @aleyda from @orainti
If the migration has included an HTTPS switch 

make sure there are no...
#movingurls at #searchlove by @aleyda from @orainti
Once fixed, you can submit your new URLs & XML 

sitemaps to be re-craw...
#movingurls at #searchlove by @aleyda from @orainti
If this is a sub-domain or domain level migration you can
also specify...
#movingurls at #searchlove by @aleyda from @orainti
Use the new Search Console “Index Coverage” to monitor if
the new URLs...
#movingurls at #searchlove by @aleyda from @orainti
Verify which have been already included and which 

have been left out...
#movingurls at #searchlove by @aleyda from @orainti
Compare the new vs. old locations main ranked queries 

& pages, as we...
#movingurls at #searchlove by @aleyda from @orainti
Check that rankings & CTR of your top queries in the new
location are ...
#movingurls at #searchlove by @aleyda from @orainti
Monitor the trend of additional keywords w/ your own rank
tracker, org...
#movingurls at #searchlove by @aleyda from @orainti
Complement your own tracking by following-up with 

third-party visibi...
#movingurls at #searchlove by @aleyda from @orainti
Assess the new rankings impact in your pages traffic and
conversions, t...
#movingurls at #searchlove by @aleyda from @orainti
By doing all this you should see a positive post

migration organic se...
#movingurls at #searchlove by @aleyda from @orainti
Use also this migration checklist and guides I’ve 

written as referen...
#movingurls at #searchlove by @aleyda from @orainti
You should be good
to move now…
#movingurls at #searchlove by @aleyda from @orainti
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13

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Moving URLs: Structural Web changes 
without losing rankings #SearchLove

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From implementing AMP to moving to HTTPS or doing a rebrand, there are many scenarios in which we need to move our URLs: In this session I'll go through the most common scenarios sharing tips, steps, do's and dont's as well as tools.

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Moving URLs: Structural Web changes 
without losing rankings #SearchLove

  1. 1. #movingurls at #searchlove by @aleyda from @orainti#movingurls at #searchlove by @aleyda from @orainti Moving URLsImplementing structural Web changes 
 without losing your rankings #movingurls at #searchlove by @aleyda from @orainti
  2. 2. #movingurls at #searchlove by @aleyda from @orainti#movingurls at #searchlove by @aleyda from @orainti Structural Web changes will find you 
 at any given day as an SEO consultant… #movingurls at #searchlove by @aleyda from @orainti
  3. 3. #movingurls at #searchlove by @aleyda from @orainti They give you an amazing opportunity to clean, 
 reorganize and improve what you already have #movingurls at #searchlove by @aleyda from @orainti
  4. 4. #movingurls at #searchlove by @aleyda from @orainti Like this #movingurls at #searchlove by @aleyda from @orainti
  5. 5. #movingurls at #searchlove by @aleyda from @orainti But frequently these moves don’t take SEO into consideration #movingurls at #searchlove by @aleyda from @orainti
  6. 6. #movingurls at #searchlove by @aleyda from @orainti Which can have catastrophic results 
 and urgent needs for SEO help #movingurls at #searchlove by @aleyda from @orainti
  7. 7. #movingurls at #searchlove by @aleyda from @orainti No kidding BEFORE AFTER #movingurls at #searchlove by @aleyda from @orainti
  8. 8. #movingurls at #searchlove by @aleyda from @orainti Aleyda Solis * International SEO Consultant & Founder at Orainti. * Conference Speaker in +100 Events in +20 Countries. * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal. I’m an SEO consultant -not a moving expert-, but I’m going to show you how to handle these situations to achieve success #movingurls at #searchlove by @aleyda from @orainti
  9. 9. #movingurls at #searchlove by @aleyda from @orainti#movingurls at #searchlove by @aleyda from @orainti HTTPS migrations Products/Website Rebranding International Web Consolidation Not all moves are equal, so it’s critical to establish first 
 where do you need to go and for what purpose Implementing hreflang Implementing non-canonical AMP Change URL to crawl, index and rank in the same or different domain Display new URLs in Google’s SERPs, without changing the indexing configuration Display different existing URLs in Google’s SERPs without changing the indexing configuration
  10. 10. #movingurls at #searchlove by @aleyda from @orainti Whatever the type of scenario, is critical to align general & specific SEO principles through the whole moving process 2. Execute 1. Plan & Test 3. Validate & Monitor Display different existing URLs in Google’s SERPs without changing the indexing configuration Change URL to crawl, index and rank in the same or different domain Display new URLs in Google’s SERPs, without changing the indexing configuration
  11. 11. #movingurls at #searchlove by @aleyda from @orainti Category level Site level URL levelHTTPS migration Website rebranding AMP implementation for the blog Canonicalization change Let’s start by planning, identifying the affected URLs based on the moving scope
  12. 12. #movingurls at #searchlove by @aleyda from @orainti Revise these URLs configuration, optimisation & ranking status to see what should be kept, changed or improved Crawlability indexability Ranked Queries Traffic External Links Affected URL SSL Certificate Content Relevance Internal Links Mobile Used images & resources Robots.txt, parameters handling via GSC Meta robots and canonical tag configuration Internationalization Hreflang tag, geolocation via GSC Position, SERP features Speed Alternate tags for independent mobile, AMP
  13. 13. #movingurls at #searchlove by @aleyda from @orainti To correctly update their configuration in order 
 to achieve the relevant moving scenario goal Old New 301-Redirects Update Links Update XML Sitemap Change URL to crawl, index and rank in the same or different domain Display new URLs in Google’s SERPs, without changing the indexing configuration Display different existing URLs in Google’s SERPs without changing the indexing configuration
  14. 14. #movingurls at #searchlove by @aleyda from @orainti Old New As well as to improve their current optimization status 
 to make the most out of the moving opportunity Thin, Duplicate Content Slow Speed Hierarchical Navigation Relevant Titles Page specific, expanded Content Fast Speed Hierarchical Navigation Relevant Titles 301-Redirects Update Links Update XML Sitemap Change URL to crawl, index and rank in the same or different domain Display new URLs in Google’s SERPs, without changing the indexing configuration Display different existing URLs in Google’s SERPs without changing the indexing configuration
  15. 15. #movingurls at #searchlove by @aleyda from @orainti Once defined, align and agree with the stakeholders to get approval, resources & support for their implementation SEO Design & UX Development Marketing
  16. 16. #movingurls at #searchlove by @aleyda from @orainti Let’s go through each scenario
 Change URL to crawl, index and rank in the same or different domain Display new URLs in Google’s SERPs, without changing the indexing configuration Display different existing URLs in Google’s SERPs without changing the indexing configuration HTTPS migrations Products/Website Rebranding International Web Consolidation Implementing hreflang Implementing non-canonical AMP
  17. 17. #movingurls at #searchlove by @aleyda from @orainti Display different existing URLs in Google’s SERPs without changing the indexing configuration Implementing Hreflang
  18. 18. #movingurls at #searchlove by @aleyda from @orainti Sometimes the wrong country or language page of an international Website is shown in search results
  19. 19. #movingurls at #searchlove by @aleyda from @orainti These misaligned search results will have 
 worse rankings, CTR and conversions This happens with a UK ccTLD
  20. 20. #movingurls at #searchlove by @aleyda from @orainti hreflang comes to the rescue allowing to specify each page language and country as well as its alternate versions x.com/us/ Add hreflang Tags x.com/uk/ Add hreflang Tags <link rel="canonical" href="https://x/us/" /> <link rel="alternate" href=“https://x/us/“ hreflang="en-us" /> <link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" /> <link rel="canonical" href=“https://x/uk/" /> <link rel="alternate" href=“https://x/us/“ hreflang="en-us" /> <link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" /> Existing US Page Existing UK Page
  21. 21. #movingurls at #searchlove by @aleyda from @orainti All while keeping them all indexed, self-canonicalizing each x.com/us/ Add hreflang Tags x.com/uk/ Add hreflang Tags <link rel="canonical" href="https://x/us/" /> <link rel="alternate" href=“https://x/us/“ hreflang="en-us" /> <link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" /> <link rel="canonical" href=“https://x/uk/" /> <link rel="alternate" href=“https://x/us/“ hreflang="en-us" /> <link rel="alternate" href=“https://x/uk/“ hreflang=“en-gb" /> Existing US Page Existing UK Page
  22. 22. #movingurls at #searchlove by @aleyda from @orainti How implementing hreflang annotations can cause issues then? #movingurls at #searchlove by @aleyda from @orainti
  23. 23. #movingurls at #searchlove by @aleyda from @orainti When canonicalizing all international pages to the initial or main version, making them to not rank by themselves Change to: <link rel="canonical" href=“https://www.airbnb.mx“ />
  24. 24. #movingurls at #searchlove by @aleyda from @orainti Including non-canonical, non-indexable URLs 
 versions in the hreflang annotations Change to: <link rel="alternate" hreflang=“en-gb” href=“https://www.x.com/uk“ />
  25. 25. #movingurls at #searchlove by @aleyda from @orainti As well as including URLs that are redirecting to others
  26. 26. #movingurls at #searchlove by @aleyda from @orainti Adding hreflang annotations in non-supported 
 formats with non-existing values link rel alternate hreflang="pt-br" link rel alternate hreflang="en-ca" Not supported link rel alternate hreflang="es-mx" link rel alternate hreflang="en-us"
  27. 27. #movingurls at #searchlove by @aleyda from @orainti All these will trigger hreflang errors in Google Search Console and won’t show the desired page in SERPs
  28. 28. #movingurls at #searchlove by @aleyda from @orainti Here’s how you can avoid these issues… #movingurls at #searchlove by @aleyda from @orainti
  29. 29. #movingurls at #searchlove by @aleyda from @orainti Use the accepted ISO 639-1 values for languages and ISO 3166-1 for countries as well as the specified tags formats bit.ly/generatorhreflang
  30. 30. #movingurls at #searchlove by @aleyda from @orainti Simplify hreflang implementation by avoiding to add it to every single page of your different international versions
  31. 31. #movingurls at #searchlove by @aleyda from @orainti Add it only in those pages attracting rankings from non- relevant countries or languages you can find in GSC
  32. 32. #movingurls at #searchlove by @aleyda from @orainti Include it via HTML for an easier management and use XML
 sitemaps when you can’t change code or have too many
  33. 33. #movingurls at #searchlove by @aleyda from @orainti When implementing hreflang via HTML, 
 place them at the start of the head code http://ohgm.co.uk/hreflang-tags-not-respected-how-to-solve/
  34. 34. #movingurls at #searchlove by @aleyda from @orainti If you need to implement them in XML sitemaps organize them hierarchically to easily identify and fix issues COUNTRY LANGUAGE CATEGORY TYPE
  35. 35. #movingurls at #searchlove by @aleyda from @orainti Validate hreflang implementation in a test environment before launching by using SEO crawlers Deepcrawl, Sitebulb, ScreamingFrog, Ryte
  36. 36. #movingurls at #searchlove by @aleyda from @orainti Monitor any remaining issues through the Search Console 
 and prioritise those affecting more pages
  37. 37. #movingurls at #searchlove by @aleyda from @orainti Rinse and repeat until there are no errors left
  38. 38. #movingurls at #searchlove by @aleyda from @orainti You’ll start showing the relevant market pages in search results with positive visibility & engagement trend from them
  39. 39. #movingurls at #searchlove by @aleyda from @orainti If you want to learn more about hreflang configuration, 
 check out these slides from a presentation about it https://www.slideshare.net/aleydasolis/setting-hreflang-for-international-serp-success-smxeast
  40. 40. #movingurls at #searchlove by @aleyda from @orainti The hreflang URL move is now fixed, let’s go a bit further…
  41. 41. #movingurls at #searchlove by @aleyda from @orainti Display new URLs in Google’s SERPs, without changing the indexing configuration Implementing non-canonical AMP
  42. 42. #movingurls at #searchlove by @aleyda from @orainti Having a fast mobile Website is one of the fundamental aspects of user experience, influencing conversions & results
  43. 43. #movingurls at #searchlove by @aleyda from @orainti This is our mobile Web speed reality though
  44. 44. #movingurls at #searchlove by @aleyda from @orainti This is why Google launched AMP to facilitate the generation of faster Mobile pages by pre-optimizing & caching them
  45. 45. #movingurls at #searchlove by @aleyda from @orainti AMP URLs should be generated parallelly and canonicalised towards the original “slower” mobile pages x.com/blog/post/ Add amphtml Tag x.com/blog/post/amp/ Create valid AMP page Add canonical Tag <link rel="canonical" href=“https://x.com/blog/post/“ /> <link rel="amphtml" href=“https//x.com/blog/post/amp/"> <link rel="canonical" href=“https//x.com/blog/post/“ /> New alternate AMP URLExisting Page
  46. 46. #movingurls at #searchlove by @aleyda from @orainti Like Forbes does here
 Canonical URL AMP URL https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is- losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break- into-tv/#4707740c71f8 https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is- losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break- into-tv/amp/
  47. 47. #movingurls at #searchlove by @aleyda from @orainti Making the AMP version much faster to load
 Canonical URL AMP URL https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is- losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break- into-tv/#4707740c71f8 https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is- losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break- into-tv/amp/
  48. 48. #movingurls at #searchlove by @aleyda from @orainti Although not a ranking factor, Google made it a requirement to be included in the Top Stories Carrousel
  49. 49. #movingurls at #searchlove by @aleyda from @orainti It is also shown in mobile organic search results 
 for any page with a valid AMP version AMP article rich results
 Can be free-standing in the results page, or embedded in a carousel of similar result types. All AMP article rich results are also rich results. AMP non-rich results
 A basic, non-graphical search result pointing to the AMP page.
  50. 50. #movingurls at #searchlove by @aleyda from @orainti Which has made its usage to explode https://www.semrush.com/sensor/
  51. 51. #movingurls at #searchlove by @aleyda from @orainti Making some sites to see more organic visibility and traffic with its AMP results than the ones of their original URLs AMP Rich Results AMP Non-Rich Results Non-AMP Results
  52. 52. #movingurls at #searchlove by @aleyda from @orainti How implementing AMP can cause issues then? #movingurls at #searchlove by @aleyda from @orainti
  53. 53. #movingurls at #searchlove by @aleyda from @orainti Many sites have started to use it without assessing if it would be really relevant for them, seeing a negative impact
  54. 54. #movingurls at #searchlove by @aleyda from @orainti Your “own” URLs won’t be displayed in mobile search results but the ones of AMP cache, needing additional tracking
  55. 55. #movingurls at #searchlove by @aleyda from @orainti Although this has been announced that 
 is going to be changed later this year
  56. 56. #movingurls at #searchlove by @aleyda from @orainti An inconsistent UI will also likely have a negative 
 impact on the site user engagement ORIGINAL MOBILE PAGE <> AMP VERSION
  57. 57. #movingurls at #searchlove by @aleyda from @orainti As well as not detecting and redirecting 
 non-mobile users to the original desktop page DON’T DO THIS
  58. 58. #movingurls at #searchlove by @aleyda from @orainti Implementation errors are common and won’t allow 
 to show AMP URLs in the mobile search results https://www.semrush.com/blog/amp-mistakes-semrush-study/
  59. 59. #movingurls at #searchlove by @aleyda from @orainti Which can end-up having these results
  60. 60. #movingurls at #searchlove by @aleyda from @orainti Here’s how you can avoid these AMP issues…
  61. 61. #movingurls at #searchlove by @aleyda from @orainti Beware that it has been announced that in the future you will be able to obtain AMP benefits with non-AMP content https://amphtml.wordpress.com/2018/03/08/standardizing-lessons-learned-from-amp/
  62. 62. #movingurls at #searchlove by @aleyda from @orainti Verify then if it’s a relevant option based on your short 
 and long-term needs, goals and resources You have mobile Web speed issues but can’t improve your own site You need to be included in Google’s Top Stories Carrousel ASAP* You’re building a new site and AMP offers the easiest way to implement your desired functionality 1 2 3
  63. 63. #movingurls at #searchlove by @aleyda from @orainti If it’s a matter of extra visibility, see what your competitors or top industry players are ranking for already with AMP https://www.sistrix.com/
  64. 64. #movingurls at #searchlove by @aleyda from @orainti Check if your site functionalities can 
 be implemented with AMP components https://www.ampproject.org/docs/reference/components
  65. 65. #movingurls at #searchlove by @aleyda from @orainti Non-Canonical AMP Canonical AMP Keep this also in mind when choosing the most 
 cost-effective way to integrate AMP in your site Independent Mobile Web brand.com m.brand.com brand.com m.brand.com m.brand.com/amp Responsive or Dynamic Web brand.com brand.com brand.com/amp
  66. 66. #movingurls at #searchlove by @aleyda from @orainti Complexity can be higher when selecting to 
 use AMP along an independent mobile setting Desktop Web Independent Mobile Web Version AMP version Canonicalize to Independent Mobile Web in AMP Canonicalizes to Desktop Web vs
  67. 67. #movingurls at #searchlove by @aleyda from @orainti Whatever you choose, it’s critical to redirect visitors based on their user agent, as you do with independent mobile URLs AMP URL Desktop URL Desktop Users 301- Redirect
  68. 68. #movingurls at #searchlove by @aleyda from @orainti Google also requires AMP URLs to include the same 
 content than canonical ones to be shown in SERPs
  69. 69. #movingurls at #searchlove by @aleyda from @orainti The goal is to keep the UI, content and functionality consistent when using non-canonical AMP =ORIGINAL MOBILE PAGE AMP VERSION
  70. 70. #movingurls at #searchlove by @aleyda from @orainti This includes also the implementation of 
 hreflang annotations https://ampbyexample.com/introduction/internationalization/
  71. 71. #movingurls at #searchlove by @aleyda from @orainti Most of AMP errors will be caused by using tags, 
 attributes and values that are not allowed Name of Mistake % of Affected Sites Disallowed attribute 45 % Disallowed tag 44 % Invalid attribute value 38 % Invalid URL protocol 36 % Invalid URL 34 % Mandatory tag ancestor with hint 26 % Disallowed style attribute 20 % Mandatory attribute missing 13 % Wrong parent tag 12 % Missing URL 10 % https://www.semrush.com/blog/amp-mistakes-semrush-study/
  72. 72. #movingurls at #searchlove by @aleyda from @orainti Avoid them by sharing the required AMP markup as well as the validation errors when planning the development + https://www.ampproject.org/docs/reference/validation_errors
  73. 73. #movingurls at #searchlove by @aleyda from @orainti Opt-in for Google Analytics AMP Client ID API 
 to correctly track AMP on Cache https://support.google.com/analytics/answer/7486764
  74. 74. #movingurls at #searchlove by @aleyda from @orainti Verify during development the AMP compliance of 
 your top pages in real time with the code validator https://validator.ampproject.org/
  75. 75. #movingurls at #searchlove by @aleyda from @orainti Crawl the whole site before launching it, simulating the mobile googlebot to look for remaining issues https://www.deepcrawl.com/
  76. 76. #movingurls at #searchlove by @aleyda from @orainti Prioritize to fix the critical issues before launching, 
 to be able to show AMP in Mobile SERPs as expected https://sitebulb.com/
  77. 77. #movingurls at #searchlove by @aleyda from @orainti After launching look for any remaining errors 
 in the new Google Search Console AMP report
  78. 78. #movingurls at #searchlove by @aleyda from @orainti Select critical errors in the report and start 
 checking & fixing those affecting more pages
  79. 79. #movingurls at #searchlove by @aleyda from @orainti This is now made easier by the new search console, 
 by checking the code and with live validation
  80. 80. #movingurls at #searchlove by @aleyda from @orainti Rinse and repeat with the critical errors until there 
 is none left and then move on with the warnings
  81. 81. #movingurls at #searchlove by @aleyda from @orainti You’ll see then a positive visibility trend while keeping your engagement metrics and providing the desired functionality
  82. 82. #movingurls at #searchlove by @aleyda from @orainti Use rank trackers to monitor the AMP visibility for 
 targeted queries you’re not ranking for yet https://www.seomonitor.com/
  83. 83. #movingurls at #searchlove by @aleyda from @orainti As well as keeping track of what you’re competitors 
 are targeting with their AMP content that you’re not yet https://www.semrush.com/
  84. 84. #movingurls at #searchlove by @aleyda from @orainti If at some point you want to disable AMP, eliminate the amphtml tags and 301-redirect to your canonical URLs https://developers.google.com/search/docs/guides/remove-amp
  85. 85. #movingurls at #searchlove by @aleyda from @orainti If you want to learn more about AMP, check out my presentation about the topic from the #AMPConf https://www.aleydasolis.com/en/search-engine-optimization/amp-accelerated-mobile-pages/
  86. 86. #movingurls at #searchlove by @aleyda from @orainti The AMP moving issue is now fixed, let’s go even further…
  87. 87. #movingurls at #searchlove by @aleyda from @orainti Change URL to crawl, index and rank 
 in the same or different domain HTTPS migrations Products/Website Rebranding International Web Consolidation
  88. 88. #movingurls at #searchlove by @aleyda from @orainti You might still need to move your site to HTTPS, which 
 is now a must to give a secure Web experience
  89. 89. #movingurls at #searchlove by @aleyda from @orainti Or you might need to to rebrand your overall 
 business or certain products or services
  90. 90. #movingurls at #searchlove by @aleyda from @orainti For these Web migrations, it’s critical to establish if it’s only a matter of a technical change, like with HTTPS http://x.com/ https://x.com/ <link rel="canonical" href=“http://x.com/“ /> <link rel="canonical" href=“https://x.com/“ /> HTTPS URLHTTP URL 301-Redirect SSL Certificate Update links Update XML Sitemaps Update Images & Resources
  91. 91. #movingurls at #searchlove by @aleyda from @orainti Or also requires a content change, for example 
 when rebranding a business or product
  92. 92. #movingurls at #searchlove by @aleyda from @orainti How Web migrations can generate problems? #movingurls at #searchlove by @aleyda from @orainti
  93. 93. #movingurls at #searchlove by @aleyda from @orainti When redirects from the old to the new URLs are temporary 302’s & the HTTPS URLs canonicalise to HTTP ones
  94. 94. #movingurls at #searchlove by @aleyda from @orainti When the old URLs 301-redirect to non-indexed 
 or error pages
  95. 95. #movingurls at #searchlove by @aleyda from @orainti When URLs that had incoming external links are 
 not redirected and are returning 404 http status errors
  96. 96. #movingurls at #searchlove by @aleyda from @orainti When the new pages are still linking 
 to the old redirected URLs in HTTP
  97. 97. #movingurls at #searchlove by @aleyda from @orainti When both, HTTP and HTTPS URLs are accessible, and HTTP URLs are just canonicalising instead of redirecting
  98. 98. #movingurls at #searchlove by @aleyda from @orainti Which can end-up causing this type of organic search visibility and traffic loss when implementing the migration New SiteOld Site
  99. 99. #movingurls at #searchlove by @aleyda from @orainti Here’s how you can avoid these Web migrations issues…
  100. 100. #movingurls at #searchlove by @aleyda from @orainti Since Google chooses canonical URLs based on a number of signals it is a must to align as many as possible https://support.google.com/webmasters/answer/139066?hl=en
  101. 101. #movingurls at #searchlove by @aleyda from @orainti To avoid leaving anything out, crawl all the 
 affected URLs and gather their SEO metrics Crawlability Indexability Internal linking Relevance Rankings Traffic Link popularity Speed
  102. 102. #movingurls at #searchlove by @aleyda from @orainti You can do this easily by integrating third-party 
 data sources directly into your crawl simulation Screaming Frog & Deepcrawl
  103. 103. #movingurls at #searchlove by @aleyda from @orainti This will also allow you to identify orphan pages, to avoid missing any important URLs that you need to migrate
  104. 104. #movingurls at #searchlove by @aleyda from @orainti Obtain the traffic and ranked queries for 
 which these pages are ranking URLProfiler
  105. 105. #movingurls at #searchlove by @aleyda from @orainti So you can easily consolidate all the information of the 
 top pages to be prioritised in the Web migration Top Pages Technical Configuration Relevance Popularity Traffic Ranked Queries
  106. 106. #movingurls at #searchlove by @aleyda from @orainti And be able to assess well if they should be kept or not, 
 and where they should be migrated in the new location
  107. 107. #movingurls at #searchlove by @aleyda from @orainti Establishing the patterns to keep or to improve in the new pages vs. the old URLs technical and content status Old Pages Titles, Descriptions & H1s New Pages Titles, Descriptions & H1s
  108. 108. #movingurls at #searchlove by @aleyda from @orainti As well as defining pages that might need to be created to keep certain rankings based on the scenario, like a rebrand Old Pages New Pages Legacy Pages Old Branded
 Queries Transactional Queries and New Branded Queries Transactional Queries and Old Branded Queries
  109. 109. #movingurls at #searchlove by @aleyda from @orainti Implement this first in a private test environment, 
 blocked to external access without authentication
  110. 110. #movingurls at #searchlove by @aleyda from @orainti List crawl the old URLs to check if the 301-redirects have been set as specified & go to the relevant new locations
  111. 111. #movingurls at #searchlove by @aleyda from @orainti Do a full audit of the new Web destination in test to also check if the new pages are completely optimised as specified
  112. 112. #movingurls at #searchlove by @aleyda from @orainti If it’s a new Web location, set it also with Analytics & Search Console, and remember to use the old settings if relevant
  113. 113. #movingurls at #searchlove by @aleyda from @orainti When doing an HTTPS switch make sure the certificate is previously installed, including subdomains & CDN zones
  114. 114. #movingurls at #searchlove by @aleyda from @orainti After launching the migration to production check if the 301 redirects from the old to new URLs have been implemented
  115. 115. #movingurls at #searchlove by @aleyda from @orainti Prioritise to fix those high-traffic pages with 301-redirects going to wrong or non-indexable pages and redirects chains
  116. 116. #movingurls at #searchlove by @aleyda from @orainti Crawl the new web location and make sure the new pages 
 are not only accessible but optimised as recommended
  117. 117. #movingurls at #searchlove by @aleyda from @orainti Look for URLs in the new location that might be blocked, non-indexed or also linking or canonicalising to the old URLs
  118. 118. #movingurls at #searchlove by @aleyda from @orainti If the migration has included an HTTPS switch 
 make sure there are no mixed content issues too
  119. 119. #movingurls at #searchlove by @aleyda from @orainti Once fixed, you can submit your new URLs & XML 
 sitemaps to be re-crawled via the Search Console
  120. 120. #movingurls at #searchlove by @aleyda from @orainti If this is a sub-domain or domain level migration you can also specify it through GSC’s “Change of Address”
  121. 121. #movingurls at #searchlove by @aleyda from @orainti Use the new Search Console “Index Coverage” to monitor if the new URLs start getting indexed & the old ones disappear
  122. 122. #movingurls at #searchlove by @aleyda from @orainti Verify which have been already included and which 
 have been left out the index & the reason, to fix them
  123. 123. #movingurls at #searchlove by @aleyda from @orainti Compare the new vs. old locations main ranked queries 
 & pages, as well as SERP features w/ Search Console Last 28 Days 15 Days Before and After the Migration new website locationold website location
  124. 124. #movingurls at #searchlove by @aleyda from @orainti Check that rankings & CTR of your top queries in the new location are regained w/ the relevant pages over time
  125. 125. #movingurls at #searchlove by @aleyda from @orainti Monitor the trend of additional keywords w/ your own rank tracker, organising them in groups to facilitate analysis SEOmonitor
  126. 126. #movingurls at #searchlove by @aleyda from @orainti Complement your own tracking by following-up with 
 third-party visibility indexes to identify additional issues New site has not completely regained top 3 rankings
  127. 127. #movingurls at #searchlove by @aleyda from @orainti Assess the new rankings impact in your pages traffic and conversions, to identify additional actions to improve them
  128. 128. #movingurls at #searchlove by @aleyda from @orainti By doing all this you should see a positive post
 migration organic search visibility & traffic trend
  129. 129. #movingurls at #searchlove by @aleyda from @orainti Use also this migration checklist and guides I’ve 
 written as references to avoid leaving anything out http://bit.ly/checklisttohttps http://bit.ly/monitoringmigrations http://bit.ly/recoveringmigration
  130. 130. #movingurls at #searchlove by @aleyda from @orainti You should be good to move now…
  131. 131. #movingurls at #searchlove by @aleyda from @orainti It’s time to go!
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From implementing AMP to moving to HTTPS or doing a rebrand, there are many scenarios in which we need to move our URLs: In this session I'll go through the most common scenarios sharing tips, steps, do's and dont's as well as tools.

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